Integrated Marketing Communications Strategy (303-0-20)

Instructors

Jacqueline Berk Babb

Meeting Info

McCormick Foundation Ctr 3127: Mon, Wed 10:00AM - 11:50AM

Overview of class

The strategic marketing communications process that includes consumer insight and research, market segmentation, brand positioning, communication messages and media decisions. Integrates brand communications with other aspects of marketing including product strategy, pricing, retailing. Students perform case studies and complete a series of writing-intensive assignments. Prerequisite: IMC 301, 302, admission to IMC Certificate Program (may be taken in the same quarter student applies for program admission).

Class Materials (Required)

HBR course pack: Link TBA
Estimated cost: $47.35

Class Attributes

Attendance at 1st class mandatory