Medill Explores (412-0-23)

Topic

Global Digital Marketing in London

Instructors

Jacqueline Babb

Meeting Info

TBA: TBA

Overview of class

Medill Explores London is a global digital marketing course. As brands compete in a highly digital, increasingly experiential, and expanding global marketplace, the core principles of IMC and customer experience are more essential than ever. Medill Explores London anchors experiences in the scholarship of omnichannel and global marketing through an IMC lens. Students will see IMC concepts of customer-centric strategy, customer experience, and global branding come to life during their five days in London.

Students can expect to learn about omnichannel marketing through a hands-on project involving a local U.K. brand. They will also experience and discuss the future of digital activations and immersive retail. Finally, they will study and evaluate iconic brands and how they compete in a complex macroenvironment driven by customer experience.

This course best suits students interested in learning how customer experience is central to IMC activated through a multi-channel strategy. Students should be prepared to experience the classroom as a city, walking and riding the Tube throughout London for observations, tours, and independent assignments.

Class Attributes

Attendance at 1st class mandatory

Enrollment Requirements

Enrollment Requirements: Registration is reserved for IMC Full-Time Students only.
Add Consent: Department Consent Required