IMC Strategy (404-0-20)

Instructors

Edward Malthouse

Judy Franks

Jeffrey Treem

Kathy LaTour

Meeting Info

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

Overview of class

IMC Strategy introduces students to the core principles of IMC and its focus on customer centricity and stakeholder management to deliver reciprocal value for consumers and the organizations that serve them. The course answers the following questions:

1. How is IMC a differentiated approach to marketing strategy?
2. How does segmentation and valuation of heterogenous customers create value for the organization?
3. How can stakeholders both within and outside the organization contribute to the aims of IMC?
4. How can customer experience design ensure that IMC is a guiding force throughout the relationship?
5. How can organizations and brands engage audiences in today's digitally networked media landscape?

Class Materials (Required)

TBA

Class Attributes

Attendance at 1st class mandatory

Enrollment Requirements

Enrollment Requirements: Registration is reserved for IMC Full-Time Students only.

Associated Classes

DIS - Fisk Hall 311: Wed 9:00AM - 10:50AM
- McCormick Foundation Ctr 3119: Wed 9:00AM - 10:50AM

DIS - Fisk Hall 311: Wed 11:00AM - 12:50PM
- McCormick Foundation Ctr 3119: Wed 11:00AM - 12:50PM

DIS - Fisk Hall 311: Wed 2:00PM - 3:50PM
- McCormick Foundation Ctr 3119: Wed 2:00PM - 3:50PM