Integrated Marketing Communications Strategy (303-0-20)

Instructors

Jacqueline Babb

Meeting Info

McCormick Foundation Ctr 3127: Mon, Wed 11:00AM - 12:50PM

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)

No Textbook. A link to a required course packet containing the assigned cases is on Canvas.

Additional content and readings are available on Canvas in weekly modules and in Course Reserves. Students should read and understand all materials in each weekly module prior to the first class of the week.

Most course content and readings, especially breaking news, will be available through WARC. IMC Students have access to the WARC database for free. WARC is a great tool for research and breaking news about the industry and developments. It is helpful when you are applying for various internships and jobs. Please consider subscribing to their newsletters.

Go to www.warc.com/security/login/

You will be prompted to enter a personal username. Please use your NU email address. Enter a private password. Enter your personal preferences for the service.

Additional Resources are available through the library and contain sources and links to content we will consider and discuss.

Class Attributes

Attendance at 1st class mandatory

Enrollment Requirements

Enrollment Requirements: Registration is reserved for IMC Certificate students who have completed both IMC 301-0 and 302-0.