IMC Strategic Process (404-0-20)

Instructors

Kathy LaTour

Meeting Info

McCormick Foundation Ctr Forum: Mon 3:00PM - 4:50PM

Overview of class

IMC Strategic Process covers the principles and practices of Integrated Marketing Communications. The course covers the definitions, scope and phases of IMC as a strategic process for managing the communications between an organization and its stakeholders. Topics include customer focus, sources of data for understanding customers, customer segmentation and valuation, analyzing behavioral customer databases, synergy and consistency across contact points, creating and managing meaningful consumer experiences, allocating marketing communication resources, and estimating the return on marketing communication investments.

Class Materials (Required)

HBR case packet: Link TBA

Class Attributes

Attendance at 1st class mandatory

Associated Classes

DIS - McCormick Foundation Ctr 3119: Wed 9:00AM - 10:50AM

DIS - McCormick Foundation Ctr 3119: Wed 11:00AM - 12:50PM

DIS - McCormick Foundation Ctr 3119: Wed 2:00PM - 3:50PM