The 'Marketing Strategy' workshop is an active class meant to impart the students with the basic knowledge and working tools needed to become strategic marketers who can apply strategic thinking and a strategic approach in their roles. This workshop includes frontal lectures, case study analysis, personal assignments and a final paper/presentation. Course Goals: In this workshop students will acquire the ability and know-how needed to create, lead and execute a strategic marketing plan.

In advertising, it all boils down to the idea. The creative idea. We always know it when we see it, but how do we come up with it? Technology, apps, AI, are all tools to assist but not without a thinking person at the helm. This is a concept course which focuses on creative thinking and original concept development in search of a big idea which will both communicate and touch the consumer within a marketing context. The course will cover the creative process, various advertising techniques and media characteristics, as well as learn how to analyze and evaluate creative work. In addition, we will review award winning creative advertising from around the world. During the course, students will work both individually and in teams to create conceptual advertising. This is a practical workshop and is Chat GPT friendly. You are welcome to use AI apps; however, you must ensure your work is authentic and original. You will be held responsible for the quality of your work.

This workshop offers an opportunity for practical experience in public relations, spokesmanship, and crisis management. The workshop will take students to the world of earned media and will expose them to the variety of tools, opportunities, and strategies available to the media consultant. Students in the workshop will learn the responsibilities of the communications manager, how to build a communications program for a commercial or public sector (of their choice), and how to use the tools of public relations for the benefit of their future careers. The workshop will teach students the most innovative and groundbreaking Communication and crisis management tools and strategies to prepare them to work in the real world.

A hands-on workshop designed to provide students with the know-how to handle clients independently in promoting businesses or organizations on social media platforms using the META advertising system (which includes FACEBOOK | INSTAGRAM | WHATSAPP). It will prepare students for the role of campaign managers in companies and organizations. And lastly, an understanding of the various ways to analyze and assess marketing work. During this workshop, the students will learn to build campaigns in FACEBOOK BUSINESS MANAGER, LinkedIn and TIKTOK via the advertising systems themselves. The tools and knowledge the students will learn are the latest and most up to date per the time of the course. The workshop will also include examples of real campaigns from both global and local advertisers.

As technology advances, so does the marketing and advertising world. Our audience consumes content in a whole different manner, and it changes dramatically all aspects of society. A successful campaign can no longer rely on the classic media platforms, it searches for a new form to tell its story. Additionally, marketers have a new array of tools to explore, learn and reach consumers. With great power comes great responsibility. AI is changing our work as marketers. We have a plethora of options and opportunities to reach consumers and convey a message: Connected world, apps, games, interactive TV, all open. What's our role as marketers and advertisers? How to pick the new right tool? In this workshop we will explore how to use these new tools to create new creative platforms as well as survey and analyze award winning concepts from around the world.

eCommerce is as much a sociological phenomenon as it is a business and technological phenomenon. Since it began in 1995, eCommerce has created enormous change in business firms, markets and consumer behavior and is projected to continue growing at double-digit rates over the next five years, remaining the fastest growing form of commerce. eCommerce is a complex phenomenon that involves considerations of markets, firms, consumer behavior, and technology, among others. This course focuses on principles of e-commerce from a business perspective, providing an overview of business models and marketing strategies. We will discuss the basic concepts of eCommerce, explain theoretical and practical issues of conducting business over the internet and present methods for evaluating consumer needs.

This hands-on workshop focuses on innovation, creativity and content development, offering students the chance to deliver diverse fresh and forward-thinking expressions of a brand of their choice. Students will learn how to express the brand world and enhance its identity by defining coherent strategies, writing creative content, and implementing new and original ways of engaging with target audiences. In this workshop students will acquire the ability and know-how needed to write creative brand content and define fresh ideas for inspiring audience engagement.

Trends can manifest emotionally, physically, and visually, and their presence in our daily lives is highly influential. Throughout the course, we will learn what trends are, how they emerge, where to look for them, how to interpret them—and most importantly, how to apply them in various fields.

Through research and analysis of political, social, economic, and cultural events, alongside exploration of design and art worlds, we will learn to identify future trends that help build a solid, long-term strategy for a brand, product, or service.

In a world of constant change and technological advancement, we will learn to distinguish between true trends and fleeting fads, identify the consumer of the future, and refine meaningful processes into relevant trends.

We will study how to research emerging trends, gather and analyze data, and ultimately, how to transform a phenomenon into a trend in a way that is inspiring, intriguing, and meaningful.

The course will operate on two levels, combining lectures with workshops and dynamic exercises that allow students to experience real-time methodologies and processes. It will present a variety of research and implementation approaches drawn from the world of design, while offering practical tools and personalized weekly feedback.

Graphic design is a key tool for “selling” an idea - starting from the initial marketing stages of the presentation to a client / investor, through the connection with a target audience motivating them to take a desired action. In an era where artificial intelligence tools make creating an image easy, and digital tools offer generic templates for designing presentations, the role of the designer has become even more important to help stand out from the competition. In this course we will get to know and practice the basic tools of design such as typography, hierarchy, composition, colors, grid, etc. and we will learn how to use them as communication tools, which make it possible to translate an idea and a verbal message into a visual language that supports them. We will experiment with various design and image creation exercises for different and diverse formats; we will get to know the use of professional language as a working tool and communication with designers; and we will learn to use presentation and design as a significant tool for working life.

Understanding consumer behavior and the environmental and personal factors that affect it is critical to building a successful marketing strategy, especially in the digital era, which is crowded in information and choices. In this course we will learn about the new consumer and the factors influencing his behavior. We will examine the consumer journey along the buying decision process through the implementation of theories and models in behavioral science (psychology, sociology and anthropology) and marketing on various examples and case studies. The course material is taught as a sequence of the buying phases. From the perspective of the individual consumer we will learn about need recognition, information search, attitude formation and evaluation of alternatives, purchase decision and post purchase behavior. At the same time, we will examine the marketers' perspective on issues such as consumer motivation, involvement, perception, information elaboration, learning and persuasion. In addition, we will study a number of general issues such as online consumer behavior and the impact of the sharing economy and crowdsourcing on consumers and companies.

This course is tailored for BA students in the Marketing specialization at Reichman University, specifically designed to bridge the gap between academic learning and real-world marketing practices. It aims to equip students with a comprehensive understanding of digital and social media marketing for high-tech companies, while focusing on B2B (Business-to-Business) strategies and the development of essential skills needed to excel in today's fast-paced marketing environment.

While the course will predominantly cover theoretical aspects, it will be tightly interwoven with practical, real-world examples and applications, particularly focusing on the use of LinkedIn as a marketing and networking tool. The course will address current trends and challenges in the industry, with a specific focus on the integration of Artificial Intelligence (AI) in marketing and effective client management strategies.

In today's competitive landscape, a strong brand is not just a ‘nice to have’ - it's a strategic asset. It shapes the organization's identity, guides decision-making, drives new product development, and sets the tone for communication. This course will help students master the art of effective brand management: develop brand strategies, high impact campaigns and customer experience. They will learn how to integrate branding into every facet of the organization, become ‘architects of change’, helping create a culture that aligns with the brand's core values. The course explores the key principles of brand management and customer experience through a combination of theoretical knowledge and practical insights from real-world case studies.

Artificial intelligence is changing the rules of the game in the marketing world. AI-based tools enable marketers to deeply understand the needs, preferences, and behaviors of target audiences, analyze competitors' activities, and identify market trends quickly and accurately. These insights assist in making critical decisions - such as how to position a product, which audiences to target, and what messages will work best for them.

Throughout the course, we will examine current case studies of campaigns that utilize AI, explore a variety of tools, and develop critical thinking about ethical challenges - for example, what happens when data usage infringes on consumer privacy? The goal of the course is not only to familiarize participants with new tools and the possibilities they offer, but also to learn how to use them wisely and responsibly, as part of building a marketing strategy.

This pro-seminar explores the phenomenon of virality in social media, examining how content spreads, why certain messages become viral, and the broader societal implications. Students will analyze case studies, apply theoretical frameworks, and engage in practical exercises to understand and influence digital virality.

How can we change the world by motivating people to help others? The pro seminar will focus on prosocial behavior and how it can be encouraged. We will discuss how different factors can influence prosocial behavior: feeling empathy, social comparison, the bystander effect, the feeling of being watched, and even pleasant smells and music. We will analyze prosocial contents and campaigns (fundraising and social impact campaigns) and get to know the strategies that can make prosocial marketing more effective.

This research seminar explores the dynamic field of emotional online marketing, focusing on how brands can create deep emotional connections with consumers through digital channels. Students will investigate the psychological principles behind emotional triggers and learn how to apply these insights to develop compelling online marketing strategies. Key topics include storytelling, personalization, social media engagement, and the use of visual and sensory elements to evoke emotional responses. Students will gain hands-on experience in measuring and analyzing the emotional impact of marketing campaigns, preparing them to craft emotionally resonant digital marketing initiatives.

The research seminar aims to endow students with knowledge about the concept of place branding – specifically city and nation branding. Based on this knowledge, students are expected to write a research seminar examining a major theoretical aspect of contemporary issues in place branding. As some of the classes will be conducted via the Zoom platform, we will host several guest lecturers via the Zoom platform.

The rise in the usage of different technological platforms such as Tiktok, Facebook, Twitter and Instagram, enables businesses and organizations an unprecedent access to data about the environment in which they operate (e.g., the market, consumers, competitors). This seminar is aimed at providing students with a thorough understanding of the potential benefits of this data. The seminar will cover key concepts, methods, and tools from diverse disciplines (psychology, sociology, and marketing), aimed at providing a better understanding of "what makes products or ideas catch on". The seminar also exposes the students to hands on tools that can be used for the identification and analysis of online trends. These tools will enable the students to utilize the theoretical ideas they study while examining real world case studies.

In this seminar, we will discuss digital marketing and propaganda on the social network, with reference to relevant theories. We will examine how propaganda is used in social networks, to understand it in depth and to develop critical thinking about its overt and covert messages. We will analyze case studies of social media propaganda, with reference to cultural, social, political and technological aspects. In addition, we will use a variety of qualitative and quantitative analysis methods to analyze social media campaigns with a focus on texts and videos appearing in Tiktok, facebook, twitter and more.

Students will create an integrated cross-platform advertising campaign including everything from concept development to execution phase of the various advertising media that will make up the campaign. The main project will address cause marketing involving research, identifying insights, ideation and creation of a corporate social responsibility campaign for a real client to do some advertising for good. During the course, we will review and utilize both traditional communication tools as well as explore recent technological innovations to determine the best creative solution to achieve the desired outcome.

Course Goals:

1. Learning to create a cross-platform marketing campaign utilizing online and offline platforms
2. Understanding how to create a CSR campaign and its importance in today's marketing world.
3. Develop critical and analytical thinking
4. Working with real clients to gain a simulation of real-world processes

This final year long project deals with the ways and means to promote active political and social change through the political system, media and the public. In this project, we will explore together the worlds of political and parliamentarian lobby, the role of NGO’s in a democratic society, and public campaigns on current issues. For the central project, students will build, step by step, a public campaign for a public cause. The campaign will include all aspects of political and public marketing - strategy, political lobby, media campaigns, online campaigns, guerilla marketing and more. Course Goals: Prepare students to understand the full picture of politics and public.

In this hands-on year-long project, students will collaborate with a nonprofit client to build a real-world marketing campaign gaining practical skills while contributing to a meaningful cause.

While including all elements of the process from client brief to strategic planning, copywriting and design, the core emphasis will be on organic social media. Students will take the reins of real accounts, craft compelling content, shape a brand voice, and learn how to drive engagement and growth without relying on paid advertising.

We’ll dive into what makes content succeed—examining and analyzing successful case studies, experimenting with formats, and refining strategies in real time.

By the end of the course, students will deliver a full campaign case study, and leave with a portfolio piece, real-world experience, and the impact of having made a difference.