What will you learn?
Skills That Matter
Experience Lab at Penn has distinct curriculum tracks focused on key areas of growing companies. These tracks equip you for positions that are among the top 15 most in-demand roles today, according to LinkedIn.
Digital Marketing & Storytelling
CURRICULUM TRACK No. 1
Digital Marketing & Storytelling
Learn how to craft compelling stories that help organizations achieve their strategic goals.
In this track, fellows will examine storytelling under the broad umbrella of content development—the strategic planning, drafting, refining, and production of content. “Content” includes words and images, anything from a quick tweet to a high-quality video.
We say “strategic” to highlight an important distinction that sets content apart from other forms of art and media: it is designed to serve a purpose. Content, in the sense we’re using it, must support the objectives of a business, organization, or individual.
The goal might be building an audience of followers who would later become customers. Or turning existing customers into brand evangelists. Maybe it’s about helping an entrepreneur establish a reputation as an industry thought leader. Or helping a job seeker connect with a supportive network.
It could mean helping a nonprofit raise awareness of their mission while showing donors the impact they’ve made.
The Digital Marketing & Storytelling track leads fellows into jobs and positions such as:
- Content strategy
- Digital marketing
- Social media marketing & analytics
- Brand strategy
CURRICULUM TRACK No. 2
This course, taught in collaboration with our friends at Victory Lap, teaches the foundational skills for building and growing a successful business through the commercial activities of the modern sales process.
Fellows will learn how to build a strong foundation of effective communication and selling skills through understanding the sales funnel and the day-to-day responsibilities of a sales development or business development role, and how it fits along with account executive roles in high growth sales organizations.
The curriculum progresses through all the stages of the sales process, starting with developing customer prospecting skills tailored to online and offline channels.
Fellows will understand how to engage customers by establishing and maintaining trust and credibility. We will explore the subtle art of uncovering and understanding customer needs by asking the right questions at the right time.
“The business development coursework is enabling me to become a more responsive, non-salesy, conversational, and effective future AE. I gained insights that normally might have taken 6 months on the job, in 6 days…”
The Business Development track leads fellows into jobs and positions such as:
- Account manager
- Sales development representative (SDR)
- Business development representative (BDR)
- Business development & strategy associate
- Assistant account executive
- Account development
- Sales systems
- Customer success support
CURRICULUM TRACK No. 3
Strategic Data & AI
This course teaches you how to harness the power of data to boost business metrics.
We are living through an explosion in big data. But data is only valuable to the extent that it can be used to help understand and solve problems. This curriculum track teaches how to capture, organize, and make sense of data in order to help drive business growth.
The track starts by reviewing the key drivers of business success. We then examine case studies of companies that were able to leverage data and AI to achieve exponential growth.
Using scrum methodologies, we present tools and technologies for organizing and pulling information from data, and then present challenges that force you to work quickly and collaboratively to prototype data solutions that drive business metrics.
"Information is the oil of the 21st century, and analytics is the combustion engine.”
Peter Sondergaard, Senior Vice President, Gartner
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About Experience Lab at Penn
This program is a collaboration between Experience Lab and The University of Pennsylvania’s College of Liberal and Professional Studies (Penn LPS) to enable college graduates to transition into trending careers through skill-building, networking, and immersive entrepreneurial experiences.
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