Marketing, Branding, and Sales

This course covers the fundamentals of marketing plans, strategic insights, marketing research, marketing promotions, and digital marketing amongst others. These subsets of the wide and heavily specialized marketing discipline are curated to serve as the most critical basic skills needed to undertake marketing campaigns for the incubated ventures. The curriculum includes general basic marketing theories as well modern digital marketing issues. Startups will develop an understanding of how to build brand awareness and gain traction for their products and services.

Session 1:         Introduction to Marketing

Session 2:         Advertising & The Promotional Mix

Session 3:         Customer-Driven Marketing Strategy

Session 4:         Integrated Marketing

Session 5:         Digital Marketing

Dr Zain Khawaja

Dr Zain Khawaja is an Assistant Professor for Social Media, Digital, and Integrated Marketing Communications at LUMS. Dr Khawaja is also a trainer at the Rausing Executive Development Center (REDC), LUMS and a senior consultant at Decision Science Digital Consulting. He is an expert in delivering participant-centered programmes. Dr Khawaja holds a PhD in Media and Communication Studies from Florida State University.

Dr Khudeja Iqbal Ali

Dr Khudejah Ali is an Assistant Professor at LUMS and a specialized trainer in the area of marketing and advertising research, marketing communication, and persuasive messaging in advertising. She holds a PhD in Media Communication from the University of Miami.