IMC Strategic Process (504-0-40)

Instructors

Jacqueline Babb

Meeting Info

Online: Tues 6:00PM - 8:00PM

Overview of class

A core course in the curriculum, IMC Strategic Process, will introduce students to strategic frameworks and marketing metrics that focus on the core concept of customer centricity. Using customer value as a guide, students will learn how brands can map customer journeys, transform brands into platforms, and co-create experiences with collaborators in the ecosystem to generate value and drive growth. In addition to classroom lectures and discussions, students will read the latest and classic articles on strategy, work in teams on case studies, and complete individual assignments. This course will provide students with a foundational understanding of customer centricity needed for future classes in IMC.

Class Attributes

Attendance at 1st class mandatory
Synchronous:Class meets remotely at scheduled time