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Marketing Measurement of Communication Effects

IMC 498-6 (Elective)

Marketing Measurement 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.

Advisory notes for online students: IMC 451 Statistics and Market Research and IMC 460 are recommended courses to take prior to IMC 498 Marketing Measurement.