Northwestern University in Qatar (NU-Q) has announced this year’s executive education programme, which includes masterclasses on data analysis, strategic communication, corporate social responsibility, cybersecurity and brand management. The courses will be offered throughout the academic year.
“Our Executive Education programme was inaugurated last year and area professionals have been – and will – benefit from Northwestern’s expertise and mastery in the world of media and communication,” said Everette E Dennis, dean and CEO, NU-Q. “In developing this programme, we consulted widely in the community and crafted the programme to meet the needs of professionals and organisations in Qatar.”
During the fall semester, three masterclasses will be offered.
The first class, Using Data Analytics for Marketing Communication, focuses on understanding the value of data and how it can lead to better-informed business decisions, as well as identify sales leads. The programme is being taught by Edward C Malthouse, a Northwestern, US professor with the Medill and Kellogg schools and a research fellow at the Northwestern’s Media Management Centre.
Joining Malthouse will be Carlos Arcila Calderon, an assistant professor in the Department of Sociology and Communication at the University of Salamanca, Spain; NU-Q professor S Venus Jin, an expert in digital marketing with extensive research experience in digital media psychology, social media marketing, brand management and consumer behaviour; and Greg Bergida, director of planning, assessment and strategy at NU-Q, will teach the second class, Executing and Analysing a Successful Social Media Marketing Strategy.
The course will cover the processes involved in designing, launching and assessing a successful social media marketing campaign, NU-Q has said in a statement.
Meanwhile, the third class – Corporate Social Responsibility (CSR) and Organisational Reputation – tackles the challenges of pursuing organisational CSR campaigns effectively and their impact on corporate reputation. Brayden King, a professor of management and organisations at Northwestern’s Kellogg School of Management and an expert on how social movement activists influence CSR and organisational change, will teach the class.
NU-Q’s Executive Education Programme “was created to meet the growing demand for professional learning opportunities in media communications, both of which Northwestern teaches to undergraduates”, the statement added.
Jairo Lugo-Ocando, a professor and director of executive and graduate education at NU-Q, noted that similar to Northwestern’s programming in Evanston and for undergraduates in Doha, “our executive education programmes employ innovative approaches and immersive teaching technologies taught by leading experts in the fields of media and communication.”
Students enrolled in the programme receive a year-long complimentary access to the NU-Q’s Executive Education Learning Community, which provides several tools for professional development including access to the university’s library, one-on-one consultations with instructors and access to a collection of online resources and articles.
To learn more or apply, one can visit