Integrated Marketing Communications Strategy (303-0-21)

Instructors

Gerry Chiaro

Meeting Info

McCormick Foundation Ctr 3107: Mon, Wed 12:00PM - 1:50PM

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)

HBR course pack: instructor will share link to purchase.

Several required chapters and readings are posted to Course Reserves in Canvas.

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.