Exceptional Summer Pre-College Marketing & Entertainment Program for High Schoolers on Columbia University Campus

Course Description: Exceptional Summer Pre-College Marketing & Entertainment Program for High Schoolers on Columbia University Campus

The Marketing & Entertainment Programme offers an academically rich and creatively driven introduction to one of the world’s most dynamic industries. Designed for students aged 15–18, the programme explores how storytelling, branding, consumer psychology, and visual communication combine to shape global entertainment and marketing campaigns.

Students examine marketing as both a strategic discipline and a creative force, gaining insight into how entertainment brands are built, promoted, and sustained in highly competitive markets. The programme blends theory with real-world application, preparing students for future study and careers across marketing, media, advertising, and creative industries.

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Academic Approach & Learning Style

Teaching follows a project-based, university-style learning model, combining interactive seminars with practical workshops and applied projects. Students are encouraged to:

• Analyse real-world marketing and entertainment campaigns

• Apply theoretical frameworks to creative and strategic challenges

• Collaborate, pitch ideas, and reflect critically on feedback

Sessions are academically demanding yet supportive, helping students build confidence, creativity, and professional awareness.

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Core Academic Content

Introduction to Marketing Strategies & Consumer Behaviour

Students begin by exploring the foundations of marketing and entertainment, focusing on:

• Core marketing theories, terminology, and metrics

• The psychology behind consumer decision-making

• How branding influences perception and loyalty

• Analysis of successful advertising and entertainment campaigns

This module establishes a strong theoretical base for understanding how audiences engage with brands and content.

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Branding Strategies & Consumer Psychology

This module offers a deeper exploration of branding and behavioural science. Students examine:

• Emotional connections between consumers and brands

• Brand identity, storytelling, and long-term loyalty

• How behavioural theories shape marketing strategy

Case studies are used to dissect how successful brands position themselves within entertainment-driven markets.

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Digital Marketing Strategies

Students explore modern digital marketing tools and techniques, including:

• Social media marketing and influencer collaborations

• Online advertising and campaign optimisation

• The evolution of the digital marketing mix

• Legal and ethical considerations such as data privacy and online regulation

This module highlights how smartphones, connectivity, and data analytics have transformed marketing practices.

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Marketing’s Role in the Entertainment Industry

Students examine how marketing strategies are tailored specifically for entertainment sectors such as:

• Film, television, music, and digital media

• Product launches and promotional campaigns

• Brand development within entertainment companies

Real-world case studies illustrate the direct relationship between marketing strategy and commercial success in entertainment.

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Common Marketing Strategies in Entertainment

This module explores marketing techniques unique to the entertainment industry, including:

• Buzz marketing and experiential campaigns

• Influencer partnerships and social amplification

• Content marketing strategies that build anticipation and suspense

Students gain insight into how entertainment products generate excitement and sustain audience engagement.

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Storytelling in Entertainment Marketing

Focusing on creativity and narrative, students explore:

• Emotional storytelling and narrative structure

• Brand storytelling across short-form and long-form content

• The role of nostalgia in audience engagement and loyalty

Practical exercises help students apply storytelling techniques to marketing scenarios.

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Practical Experiences & Industry Exposure

Digital Marketing Bootcamp

Students collaborate with a professional advertising agency during a Digital Marketing Bootcamp, where they:

• Develop digital advertising strategies

• Create content and plan campaigns

• Gain firsthand exposure to professional marketing workflows

Guided by industry professionals, students experience the fast-paced nature of modern marketing.

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Industry Visits & Practical Experiences

Students participate in visits to advertising agencies, media production studios, and entertainment organisations, allowing them to:

• Observe real-world marketing and entertainment operations

• Explore content creation, brand management, and social media strategy

• Understand how emerging technologies are shaping the future of the industry

These experiences connect academic learning directly to professional practice.

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Real-World Marketing Project

A central feature of the programme, the Real-World Marketing Project challenges students to:

• Design an integrated marketing campaign for an entertainment product

• Conduct consumer behaviour analysis

• Develop branding, content, and digital strategy

• Present a cohesive marketing plan suitable for industry use

This project allows students to synthesise theory, creativity, and strategy into a professional-style deliverable.

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Professional Development

Students receive structured career guidance through:

• Guest lectures and expert-led discussions

• Workshops on branding, campaign creation, and creative strategy

• Personal coaching sessions focused on career pathways and skill development

This component supports informed decision-making about future academic and professional directions.

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Academic Preparation & Support

Optional preparatory reading or short tasks may be provided before the programme begins. These activities support early engagement and help students adapt to the academic pace and expectations of the course.

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Who This Programme Is For

This programme is ideal for students who:

• Are interested in marketing, entertainment, or creative industries

• Enjoy storytelling, branding, and consumer psychology

• Are curious about digital media and emerging trends

• Want early exposure to industry-informed, university-style learning

No prior marketing experience is required.

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Key Outcomes

By the end of the programme, students will have:

• A strong foundation in marketing and entertainment theory

• Experience with project-based, university-style learning

• A completed, real-world marketing campaign project

• Greater clarity about academic and career pathways in marketing, media, and entertainment

Where You’ll Be Staying 🏙️

Participants will stay at Barnard College, part of Columbia University, located in the heart of Manhattan.

This prestigious setting offers students an authentic Ivy League experience, surrounded by the cultural and intellectual energy of New York City. From iconic landmarks to vibrant neighbourhoods, students enjoy easy access to world-class museums, theatres, and historic sites, all just steps from their residence.

Accommodation includes modern, comfortable rooms with shared facilities, Wi-Fi access, and 24/7 on-site security. Male and female students are housed separately, ensuring a safe and well-supervised environment. The residential setting fosters a strong sense of community, encouraging collaboration, independence, and lasting friendships.

Location: Barnard College, Columbia University

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Will I Be Sharing a Bedroom? 🛏️

• All bedrooms are twin occupancy, allocated at random by the university

• Shared bathroom facilities are provided, typically at a ratio of one bathroom per four participants

• All accommodation and bathroom areas are separated by gender

Can I Stay in a Room Next to My Friend? 🛏️

We always do our best to accommodate rooming requests; however, we are unable to guarantee specific room placements.

In many cases, we can arrange neighbouring rooms if you and your friend are enrolled in the same subject and programme dates. Requests are considered on a best-effort basis and depend on availability at the time of allocation.

Can a Parent or Guardian Stay with Me? 👨‍👩‍�*

Parents or guardians are not permitted to live on-site during the programme.

Many families choose to stay privately in hotels or rented accommodation in the city. While we do not partner with accommodation providers, platforms such as Booking.com and TripAdvisor can be helpful for comparing options.

How Fluent Do I Need to Be in English? 🗣️

Our tutors are experienced in teaching undergraduate-level students from around the world and are highly supportive of participants whose first language is not English.

While students do not need to be native speakers, we recommend a minimum English proficiency level of B2 to ensure participants can fully engage with the academic content, discussions, and project-based learning throughout the programme.

This level allows students to follow lectures confidently, contribute to seminars, and benefit fully from the programme’s academic depth.

Small Class Sizes 👩‍🏫👨‍�*

Students benefit from an intimate and highly interactive learning environment, with just 7–10 students per class. This small-group setting allows tutors to provide personalised guidance, encourage active participation, and tailor discussions to each student’s interests and academic goals.

Smaller class sizes ensure every student’s voice is heard, fostering confidence, deeper understanding, and meaningful engagement throughout the programme.

UCAS Points Available �*

Strengthen your UK university application by earning 8 UCAS points through this summer programme.

Students may opt in for this opportunity during the application process, allowing them to gain official UCAS-recognised points—a valuable way to stand out in a competitive admissions landscape.

• Available as an optional add-on

• Open to students aged 14 and above at the time of the programme

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Guest Speakers from Previous Summers �*

Participants will hear from inspiring guest speakers from a wide range of professional and personal backgrounds, offering insight beyond the classroom.

Suzanne Williams QPM

Former Senior Detective

An experienced hostage negotiator who has worked on some of the most high-profile and dangerous hostage situations worldwide, including negotiations in active war zones.

Jody Bragger

Ex-Military Officer & CEO of Midnight Runners

Former military officer and CEO of Midnight Runners, the world’s largest independent running community. He is also the founder of the Mogadishu Marathon, the country’s first since the outbreak of war.

Sarah Outen

Adventurer & Explorer

A British adventurer who has successfully circumnavigated the globe, overcoming extreme conditions and long periods of isolation in some of the world’s most remote environments.

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Backed by Academic Experts �*

Our programmes are shaped and validated by an Academic Advisory Panel made up of senior Fellows and Professors from world-leading universities, ensuring academic rigour, relevance, and credibility.

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A Day in the Life in New York �*

Weekdays: Career-Focused Learning & Professional Exposure

Morning: Breakfast & Preparation (07:30–09:30) ☀️

Students begin the day with breakfast, using the time to prepare for a focused schedule centred on career exploration and professional skill-building.

Late Morning: Project-Based Sessions (09:30–11:15) �*

Mornings are dedicated to project-based learning, where students work collaboratively on real-world challenges related to their chosen career field. Sessions emphasise problem-solving, teamwork, and practical application of ideas.

Midday: Lunch Break (11:15–13:15) 🍽️

A relaxed lunch break gives students time to recharge, socialise, and explore nearby cafés and eateries in New York.

Early Afternoon: Career Skills & Industry Exposure (13:15–14:15) �*

Afternoons often focus on career skills training, such as communication, leadership, and professional development. On selected days, students take part in industry visits, gaining first-hand insight into workplaces and professional environments.

Mid-Afternoon: Expert Workshops & 1:1 Support (14:30–16:45) �*

Students participate in expert-led workshops, project sessions, or receive 1:1 tutoring, allowing for personalised feedback, mentoring, and deeper engagement with their career interests.

Late Afternoon: Break (16:45–18:00) ☕

A scheduled break provides time to rest before evening activities.

Evening: Dinner (18:00–19:30) 🍽️

Students reconvene for dinner, offering time to relax, reflect on the day, and connect with peers.

Evening Programme: Social & City Experiences (19:30–21:00) �*

Evenings feature a varied programme of social, cultural, and professional activities, including guest speaker sessions, fireside chats, quiz nights, Dragons’ Den-style challenges, movie nights, and iconic New York experiences such as Times Square visits.

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Weekends: Full-Day Excursions & Iconic New York Experiences �*

Weekends are dedicated to full-day excursions, giving students the opportunity to explore New York beyond the classroom.

• Visits to iconic landmarks such as the Statue of Liberty and Lower Manhattan

• Exploring the Brooklyn Bridge and DUMBO district

• Cultural sightseeing and city exploration with supervised free time

• Immersive experiences that connect career learning with real-world environments

These excursions offer a memorable change of pace while deepening students’ understanding of the city’s global influence.

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Final Days: Presentations & Celebration �*

As the programme concludes, students:

• Deliver project presentations, showcasing their ideas and professional growth

• Participate in a graduation celebration

• Enjoy a final night party, marking the end of an enriching and career-focused experience in New York

Do Participants Have Free Time? ⏰

Yes. Students have ample free time built into the programme.

• A two-hour lunch break each day to explore cafés, eateries, and picnic spots

• Additional scheduled free time for private study, sightseeing, relaxation, or socialising

If a participant wishes to schedule time away from the programme (for example, to visit family or friends), this can be arranged in advance.

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Can the Institution Accommodate Dietary Requirements? �*

Yes. All dietary requirements can be accommodated.

Breakfast and dinner are provided by experienced college catering teams who regularly serve university students and are well-versed in a wide range of dietary needs. Dietary information is shared with catering teams in advance, though students with allergies are encouraged to confirm allergens with staff at mealtimes as an additional precaution.

Please note:

• Participants do not have access to a kitchen

• Lunch is included for most programmes

• Lunch is not included for:

• Ages 16–18 in Oxford/Cambridge

• Ages 15–18 at other campuses

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What’s Included in the Programme Fees ✅

The participation fee includes:

• 13 nights’ on-campus accommodation

• Accommodation in a twin bedroom at Barnard College, part of Columbia University

• Breakfast and dinner throughout the programme

• 40 hours of project-based lessons and industry workshops delivered by subject experts

• Carefully designed study and lecture materials

• A dedicated mentor programme and access to academic support resources

• Comprehensive insurance

• Full-day and half-day excursions, previously including:

• Statue of Liberty

• Yankees Baseball Game

• Top of the Rock

• Celebratory dinner

• Graduation ceremony and certificate

• A personalised Career Development Plan created with guidance from a personal coach

Please note: Travel to and from the programme is not included in the participation fee. Further details regarding airport transfers are available separately.

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How Do I Get to the Accommodation? ✈️

Participants should arrive between 14:00 and 17:00 on the first Sunday of the programme. Our team will be on-site to welcome students, complete registration, and escort them to their accommodation. Please note that rooms may not be ready until 15:00.

Airport Transfers (New York)

If arriving at John F. Kennedy International Airport, a shared, chaperoned airport transfer service is available.

• Arrival Sunday departures: 11:00, 14:00, and 17:00

• Departure Saturday transfers: 07:00 and 12:00

• Transfers can be booked after enrolment for a fee per journey

Specific travel details, including contact numbers, will be shared with participants closer to the programme start date.

Arrivals by Other Means

Participants arriving via another airport or by alternative transport will receive detailed arrival and departure instructions in their Welcome Pack, sent upon confirmation of enrolment.

Transfers to Columbia are £105 per journey

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Who Will My Tutor Be? 👩‍💼👨‍�*

Project-based sessions are led by professionals and recent graduates with relevant academic and industry experience in their subject area, ensuring teaching is practical, current, and closely aligned with real-world applications.

Industry talks and workshops are delivered by experts from some of New York and San Francisco / Silicon Valley’s most influential global companies, offering valuable insight into modern industries and career pathways.

In addition, each participant is assigned a dedicated careers coach—typically someone who has recently entered the industry. Your coach provides personalised guidance, practical advice, and mentorship on next steps, helping you navigate future education choices and prepare for the world of work.

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What Happens at the End of the Programme? �*

Lessons conclude at 3:00 pm on the final Friday, with students presenting their academic work and projects developed during the programme.

Following this, participants take part in a graduation ceremony, celebrating their achievements alongside peers and tutors. The day concludes with a gala dinner and evening celebration, offering a memorable final opportunity to reflect, connect, and celebrate friendships formed throughout the programme.

Breakfast is served between 08:00 and 09:00, and participants are required to check out of their accommodation and return room keys by 10:00. Most students depart shortly after check-out; however, programme staff remain available on-site until 15:00. Secure luggage storage can usually be arranged for participants who require it.

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What Will I Receive After the Programme? �*

All participants receive a Certificate of Participation, awarded during the graduation ceremony on the final day.

After the programme, tutors provide a written Participant Evaluation, detailing academic progress and offering personalised recommendations on how students can continue to develop their understanding and interest in the subject studied.

Participants also gain access to the alumni community, which offers exclusive benefits.

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Do You Accept Non-Residential Day Students? �*

Yes, non-residential places are available.

Day students are expected to attend all activities between 09:00 and 21:30 on weekdays and must be dropped off and collected by a designated adult approved in writing by parents or guardians.

Day students:

• May join for breakfast

• Participate in all activities and excursions

• Have dinner included

• Lunch exclusions follow the same age/location rules

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Will There Be Internet Access? �*

Yes. Wi-Fi access is provided on arrival.

Students are advised to have a small mobile data package, as programme updates and important messages are communicated digitally, especially during off-site excursions.

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Do I Need a Visa to Attend the Programme? �*

Most international travellers will require either a visa or an Electronic System for Travel Authorisation (ESTA).

• Visa-exempt nationalities may travel to the USA using an ESTA visa waiver

• Nationalities not eligible for ESTA must apply for a US visa

We strongly recommend applying as far in advance of the summer as possible to allow sufficient processing time.

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Do You Accept Students from All Nationalities? �*

Yes. The programme is committed to fostering global citizenship, respect, tolerance, and understanding. Students from all nationalities are welcome where legally and operationally possible.

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What Should I Bring? �*

A full packing list will be provided after enrolment. All students must bring a personal laptop to fully participate in academic sessions.

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