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Marketing Measurement of Communication Effects

IMC 498 (Elective)

Marketing Measurement of Communication Effects focuses on the art and science of strategic marketing measurement and practical application of marketing analytics to navigate the increasingly complicated path towards marketing accountability.

Students use readings, cases and class exercises to develop skills in planning and conducting precise measurement of marketing communications effects. The exercises and interaction are structured to encourage more in-class learning-by-doing examples and projects with real data. The course provides actionable guidance for connecting marketing to business performance.

The course will include a framework to help close the divide between finance, marketing and the executive suite around the role of marketing investments in driving growth in value from three key dimensions: brands, customers and marketing communications.

Prerequisites: IMC 451and IMC 460