This course offers a strategic foundation in paid digital media, with a particular focus on performance-based channels such as search engine marketing (SEM) and paid social advertising. Students will explore campaign design, measurement frameworks, and optimisation techniques aligned with business objectives. Through hands-on work with platforms like Meta Ads, TikTok Ads, and Google Ads, students will learn to assess campaign effectiveness using metrics such as conversions and Return on Advertising Spend (ROAS), enabling data-informed decision-making in marketing strategy.

This course offers a deep exploration of the psychological and behavioral drivers behind consumer decision-making. Students will examine foundational and contemporary theories from behavioral economics, cognitive psychology, and marketing science to better understand why consumers choose, purchase, and remain loyal to specific products and services. Emphasis is placed on ethical approaches to influencing behavior, with practical applications directly tied to students’ ongoing product or marketing projects. By the end of the course, students will be equipped to apply psychological insights to design more resonant and successful offerings.

Sales as a Science offers a structured exploration of modern B2B sales, combining strategic frameworks with practical tools. Students learn to navigate the full sales cycle—from buyer behavior to sales methodology—while developing a comprehensive Sales Playbook. The course emphasizes analytical thinking and decision-making through the lens of commercial leadership.

In this course, students will explore how storytelling functions as a strategic tool in digital brand communication. Emphasising both theoretical and applied perspectives, the course examines how narratives influence consumer behaviour, shape brand perception, and create cultural resonance. Students will gain practical experience in crafting brand stories and developing digital PR strategies designed for diverse audiences and channels. The course also considers the broader implications of storytelling in leadership, entrepreneurship, and personal branding.

This course explores how founders and early-stage companies shape public perception through intentional messaging. Students will critically analyze brand narratives from both legacy firms and startups, learning how language, context, and delivery affect persuasion and credibility. Through lectures, workshops, and studio critiques, students will craft strategic communications tailored to different stakeholders—investors, users, partners, and press. Final outputs include a tested brand narrative and a founder-centric communication strategy that aligns with long-term business goals.

This course examines the foundations of strategic brand building and its translation into persuasive, market-facing creative campaigns. Through theoretical frameworks in brand positioning, consumer psychology, and semiotics, students will learn how to define a brand’s essence, craft compelling positioning statements, and articulate brand voice. The second half of the course emphasizes the application of these insights in designing a creative strategy, culminating in a fully developed advertising campaign. Assignments include brand audits, message architecture, creative briefs, and campaign execution, supported by critical peer review.

This course introduces the foundational principles of digital product management. Students will explore core concepts such as product lifecycle, market-fit, stakeholder collaboration, and agile methodologies. Case studies from successful product-driven companies will provide practical context, enabling students to critically assess product strategies and develop a framework for managing digital products in dynamic environments.

Product Strategy provides a comprehensive framework for creating and delivering products that generate lasting value. Students will investigate key concepts such as value propositions, product-market fit, and go-to-market strategy, while exploring the organizational and operational factors that shape strategic choices. Emphasis is placed on integrated thinking across product, business, and ecosystem contexts.

This foundational course in product analytics prepares students to apply analytical thinking in technology-driven environments. Covering statistics, A/B testing, data visualization, and programming for analysis, students gain the tools to measure and optimize product performance. The course emphasizes real-world application and builds the analytical mindset needed in modern product teams.

This course provides a rigorous introduction to business strategy, focusing on the unique challenges and opportunities startups face in uncertain and dynamic markets. Students will engage with foundational strategic frameworks—such as Porter’s Five Forces, Resource-Based View, and Value Innovation—and learn how to apply them in contexts that require rapid learning and adaptation. Emphasis is placed on strategic experimentation, iterative decision-making, and the architecture of sustainable competitive advantage in early-stage ventures.

Creativity is the engine of the 21st century. The contemporary world is full of ideas, concepts, products, and people trying to find their way through this maze. Every start-up has to have not only the idea and (future) product but first of all the story to tell both to the potential investors as well as users, now and future, which brings us to the necessity of creativity and storytelling. Whatever you do, you have to have a story. Another intent of this course is bringing together people of different backgrounds and knowledge, to engage them in working towards a common goal in a new way – through writing a piece of fiction and performing it. Uniting those two fields gives students the possibility to try out their abilities in a safe environment as well as cooperate with other students, bringing in new viewpoints and experiences. This is one of the best ways of establishing teams that have innovation at their core.

This course is designed to equip participants with the necessary skills to cultivate long-lasting leadership influence and make a meaningful impact, even in the face of change, crises, and criticism. While technical or "hard" skills may secure high-potential individuals top positions, this course focuses on the development of "real skills" that enable leaders to build, sustain, and thrive in their leadership roles. The course will empower future leaders with the transformative Three Pillars of Leadership: Awareness, Behavior, and Visibility to take their leadership to the next level.

This course is a business English course for business people. It consists of authentic topics of great interest to everyone involved in or studying international business. The course reflects the latest trends in the business world. If you are into business, the course will greatly improve your ability to communicate in English in a wide range of situations. If you are a student of business, the course will develop the communication skills you need to succeed in a professional environment and will broaden your knowledge of the business world. Everybody studying this course will become more fluent and confident in using the language of business in a variety of contexts.

Pitching to Investors prepares students to craft and deliver concise, high-impact presentations to one of the most demanding audiences: investors. Over three weeks, participants refine their individual presentation style, learn how to frame startup narratives, and master the use of visual storytelling to support funding goals. The course culminates in a polished, investor-grade pitch.

This course explores the dynamics of high-performing teams and the practical skills required to contribute to and sustain them. Students will engage with theories of collaboration, team formation, and leadership, while reflecting on their own roles within team environments. Case studies, group exercises, and peer feedback will support the development of strategies for effective teamwork across organizational contexts.

This course has two parts: (1) building and launching a user-facing software product with a special emphasis on understanding user needs, and (2) applying data-driven product development techniques to iteratively improve the product. Students will learn how to transform an idea into software requirements through user research, prototyping, and usability tests, and then they will proceed to launch the MVP version of the product. The students will apply an iterative, data-driven approach to developing a product, integrate event analytics, and run controlled experiments.

Building great tech requires more than great product knowledge and management - it requires a deep understanding of Agile ways of working. “Being agile” is so much more than dev team practices, it is being mentally flexible and highly adaptable to constant change. In this class, students will learn how to navigate the jargon and use agile concepts to achieve terrific results with teams and organizations. In addition to learning about the frameworks scrum and kanban, we will review the philosophical principles behind why these frameworks can be useful, how to modify or recombine them, and how to be sensitive to the human psychology that makes it all work. Through a combination of lectures, small-group work, learning games, workshops, and projects (both structured and self-directed), students will learn to avoid the pitfalls and leverage Agile for their product and business success.