Full-Time Program Course Descriptions
*indicates a core required course
1st QUARTER
IMC 451-0 Statistics for Marketing Decisions*
The purpose of this course is to develop the data-analysis skills that you will need to be a successful marketer in the future. Marketing managers have unprecedented amounts of data available to assist them in making decisions. Individuals who understand how to use data to make better decisions and support their arguments with evidence have a great advantage. This class will focus on developing the following skills:
1. You should be able to communicate with members of a market research department. Although most of you will not choose market research for a career, you will undoubtedly be required to work with a market research department at some time during your career. It is therefore important that you know how to communicate with market researchers. You will learn a vocabulary that can be used to describe data, e.g., average, median, quartiles, deciles, percentiles, standard deviations, margins of error. You will also learn how market researchers think about marketing problems. Learning these skills will enable you to express your research needs in a language that a market researcher will understand, which will allow you to work more productively and efficiently with them.
2. You will learn to read, interpret, and use marketing research reports correctly. For example, you will learn how to interpret a cross tabulation. You will learn how to create visual displays of marketing data so that you can make more persuasive marketing presentations and reports. You will also learn some of the background theory that supports these methods so that you will have a deeper understanding of them.
3. You will learn how to use statistical software to run elementary market research reports from a database. Today marketing managers have computers, access to data sources, and statistical software. They are no longer dependent upon market research departments for reports.
There are no specific prerequisites for this course, but previous exposure to statistics in college-level courses will be helpful. This course covers many of the topics that are typically included in undergraduate statistics courses, but in greater depth and with an emphasis on marketing communication applications.
IMC 452-0 Integrated Marketing*
The Integrated Marketing course provides an introduction to basic concepts and methods in marketing. There are three primary objectives of the course. The first is to survey the state of knowledge of marketing practice to provide IMC students with a foundation in how corporations conduct marketing practice. Primary emphasis is placed on a consumer orientation, branding, market segmentation and positioning, and the marketing mix variables of product, price, and distribution. Students will develop an understanding of marketing practice through extensive readings and class lectures. The second objective is to develop students’ ability to think analytically and strategically in addressing marketing problems. This will be accomplished by conducting several case studies of actual marketing problems. The third objective is to introduce the students to the basic types of marketing research.
IMC 454-0 Communications & Persuasive Messages*
Communication Skills and Persuasive Messages is a core IMC course designed to improve students’ skills in developing and delivering traditional and new technological communications. The course emphasizes skills in writing for business, skills in oral presentation, interpersonal skills in business environments, and persuasive messages. Students study and create a variety of selected business communications. The course also requires students to work in teams to apply more advanced strategic technologies to solve a business challenge. Using communications a global publishing project, we will test a wide range of new communications channels. This course combines the very strongest knowledge of business communications by bringing together the Medill business journalism faculty and the IMC faculty.
Based on planning with IMC and Medill faculty, the course establishes policies for written and oral communications that pertain to all other coursework in the IMC program. Students are responsible for using the skills developed in this class in written assignments and presentations in other courses in IMC.
IMC 455-0 Consumer Insight*
This is a class in the practice of communication research. In practice, the emphasis is on the questions the research will address and the communication decisions the research will guide. We will discuss and practice a range of research techniques designed to uncover camouflaged motivations. In the process, we will turn data into insights and, ultimately, into communication ideas—all in the context of seven discoveries that are changing the world of marketing. As the quarter progresses, each student will use a range of research approaches to guide the design of a marketing communications program for a particular brand including objective setting, allocation of resources, choice of target, specification of desired behavior, engagement strategy, execution, feedback and evaluation.
2nd QUARTER
IMC 450-0 Marketing Finance*
This course provides an overview of the principles of corporate finance including: financial statement analysis, business performance measurement, budgeting and long-term forecasting, and investment analysis. Emphasis will be placed on understanding the economic rationale for managerial decision-making as it relates to corporate strategy in general and marketing programs in particular. Students will be taught different return-on-investment (ROI) methodologies for assessing marketing programs.
IMC 453-0 Database Marketing & Analysis*
Database Marketing and Analysis is designed to teach students how to conduct IMC planning and analysis using statistical and mathematical techniques to create decision making intelligence out of customer databases. In many respects, this course is a continuation of 451. The course focuses on the quantitative skills necessary to conduct database analysis for implementing integrated marketing communications. Throughout the course, we will see how model-based reasoning and data analytic techniques go hand-in-hand to produce more effective decision making. Students will learn the statistical methods not only within the context of marketing communications problems but also within the broader context of business applications for some applications. For example, forecasting techniques are used in practically every business discipline and across all industries.
The course involves a sophisticated level of analytic work. Students are expected to become intelligent users of the advanced techniques they learn in this course—this does not require great mathematical fluency but does require a deep conceptual understanding of the methodologies and a thorough knowledge of each technique’s strengths, weaknesses, limitations and its applicability to different problems in IMC and business areas that are closely linked to IMC.
IMC 458-0 Communities*
Using the selected practices of business social media, this course will introduce the IMC graduate student to the importance of understanding the relationship between the internal and more external “stakeholders” including the consumer/customer and internal organizational employees and management. Managing your responses to the stakeholders and customers can be described in “reputation management” terms. We will explore this important area of C-suite discussion and decision-making. We will find the discussion of citizen marketers, wisdom of the crowds (Wikis) and criticism of amateur “experts” useful to help you form your own views and approach to marketing and communications. Also, given the current economic turmoil that exists, we will frame part of the discussion in the context of a recessionary economy in the U.S. and in the world. We will ask what new value the stakeholder and reputation models offer in an economic downturn when “making money and saving money” are the mantras of many businesses.
We use the phrase (“customers and other stakeholders”) to be sure that in our definition and operation of IMC that we are not narrowly focused but broadly concentrated from the outside-in. The media (traditional journalism), the union, employees, geographic community, federal, regional, state and local governments, public and private interest groups and non-governmental organizations (NGO’s and more), universities, etc. are significant stakeholders in the management and marketing processes in an organizations. They are stakeholders because that “have a stake in the success or failure” or another organization. Some IMC professional spend their lives defining, building, maintaining and saving relationships with stakeholders to build a more profitable company with a strong reputation and corporate brand. The course will allow us to examine how we can build new message channels, new feedback mechanisms with stakeholders under the “threats and promises” of Web 2.0 and beyond.
IMC 461-0 Media Economics & Technology*
The objective of this course is to familiarize students with the media industry and its business practices, operations, content and technology. The course establishes an understanding of the basic economics principles that underlie media businesses and the markets through which audiences are sold to advertisers. Emphasis is placed on the roles of audience measurement and media technology in shaping the content of media and the capabilities of advertising and other brand communications to reach target audiences.
The course will cover traditional mass media concepts, media planning, flow charting and buying. The controversy between mass media concepts and marketing communication effectiveness will also be explored, as well as fundamental allocation decisions at the intermedia and intramedia levels. Additionally the course will emphasize fundamental web metrics and search optimization.
After completing this course, students should understand:
• The media companies, advertising agencies and client corporations that participate in the media economy
• The measurement and valuation of media audiences
• How content relation to the target audiences desired by advertisers
• The impact of technology on media content, advertising and audience composition
• How advertising agencies design and implement media planning
• The emergence of consumer-oriented content and its implications for media content and brand communications
• The impact of the internet and search media developments on brand communications
Core Requirement for Media Management Concentration
MEDM 432-0 Understanding the Media and its Content
3rd QUARTER
Electives
IMC 459-0 IMC Law, Policy & Ethics
This course is designed is to enhance your ability, as marketing professionals, to make better marketing and business decisions. We will achieve that purpose through an in-depth study of the areas of law and ethics that are the most critical to good marketing and business judgment.
During the quarter we will delve into:
1. The First Amendment and its protection of commercial speech, the legal term for marketing communications. Marketing professionals need to know what is and isn’t protected…and why.
2. Our legal system and get an understanding of: laws that legislate marketers and the marketing process including administrative organizations that regulate marketers and the marketing process; and case law (court decisions) that interprets legislation and regulation, or simply makes law where none exists (based on the constitution). There is an enormous amount of legislation, regulation and case law that affects the practice and profession of marketing on a daily basis. Good marketing and business decisions require a knowledge and understanding of the legal landscape.
3. Contract law. The world of marketing is laden with contracts. Good contracts protect the marketer, the company, and most importantly, the brand. Good business judgment requires an understanding of the basics of contract law.
4. Intellectual Property, particularly copyright and trademark law. The marketing professional needs to know and understand what can and should be protected when it comes to the brand’s assets, and how to protect those assets. Conversely, marketing professionals need to understand when and how they might infringe upon the protected assets of other brands. The internet and technology have created a “wild west” atmosphere when it comes to intellectual property and the protection of brand assets. The law continues to evolve.
5. Privacy. Privacy, too, lives in the technologically ever-changing wild west. There are laws that protect our privacy – sometimes but not always. There are other laws that protect the privacy of famous people but not the rest of us. Marketers need to know when they are in danger of violating the rights of the famous and not-so-famous alike. More importantly, technology has given marketers the ability to collect nearly unlimited information about all of us. The law is getting more and more restrictive as to how that information can be used. Good marketing and business decisions require a good understanding of this body of law. Without it, it’s easier than you might think to get yourself and your employer into deep trouble.
6. Ethics. It’s very hard to draw a line between law and ethics. There is significant overlap. It’s been said that the law is the minimum standard when it comes to ethics. Good marketing judgment and good marketing decisions require an appropriately developed appreciation of ethical marketing behavior. Specifically, we will explore the ethical dimensions of communications practices, behavioral targeting, marketing to children and product marketing.
Decisions that cross legal or ethical lines are always bad business decisions, even if made out of ignorance or with the best of intentions. A knowledge and understanding of the areas outlined above will greatly enhance your business and marketing judgment. The ability to apply that good judgment will always result in better decisions and more effective and successful marketing efforts.
IMC 462-0 Marketing Mix Analysis & Planning
The course provides a basic understanding of marketing mix modeling which relates marketing variables such as price, distribution, advertising and promotion to sales performance. The course will include the analysis of historical data to develop marketing mix models as well as to apply them predicatively as part of strategic marketing decision making. The course will require study of additional statistical tools and time series analysis.
Additionally the course will provide students with a broad understanding of sales promotion and its conceptual underpinnings. Students should also understand how sales promotion and advertising programs are planned and analyzed by a wide range of organizations, including manufacturers and retailers in a variety of industries. Using this background, students will investigate fact-based marketing. Particular emphasis will be given to new sales promotion principles which are being established as a result of retail store scanner data and scanner panels. Students will also study analytical techniques and baselining.
IMC 463-0 Brand & Advertising Decisions
The course is structured to place the student in fact based situations in which various types of advertising and marketing communications management decisions must be made. This will be accomplished through the successful analysis of six Harvard Case Studies as well as a real time project from Proctor & Gamble.
The emphasis in this class is on identifying and managing the contacts that a customer or prospect has with a brand. The goal is to give students experience in identifying common communication management problems, selecting alternative solutions and then preparing and supporting a recommended approach or decision which will resolve the identified problem. Some of the decisions will be based on theory learned in previous or current courses or will be learned here from class discussions and readings for the final lesson. Some decisions will require limited financial analysis and will require student experience, intuition, and problem solving skills.
These six cases will provide the learning for students to prepare and present a complete integrated brand strategy plan. This class will be most useful for students who are interested in Account Planning or Customer Insights both at Agencies or Clients as it will allow them to apply what they learned so far at IMC.
IMC 472-0 Marketing Public Relations Management
Marketing Public Relations (MPR), an important part of any product or service branding effort, uniquely employs public relations strategies and tactics to attain corporate, marketing and sales objectives While many marketers consider MPR use of the press, social networks and other communication channels as “free” it is more respectfully called “earned” media. This course will provide the most direct link to what is taught and practiced in the Medill School of Journalism. This course will demonstrate how public relations can both lead and significantly contribute to effective integrated marketing programs. Student teams will apply their skills toward a real-world MPR challenge as they prepare and present complete integrated MPR plans with a rich mix of practical tactics.
We will use the most advanced media and business action analysis software in use to understand, track and translate into action media and social media opportunities. Overall, this course will foster resourcefulness, independent thinking and teamwork, while mirroring the pace and content of a corporate or agency project. Past clients have included YUM! Brands, Aidmatrix, Coca-Cola, Rhapsody, Chrysler, Land’s End (Sears), Potbellies, First Bank (Chase), Harley-Davidson and more.
IMC 475-0 Crisis Communication
The course provides a unique blend of crisis communications theory with an examination of the forces that drive business behaviors … and outcomes … when organizations and their leaders find themselves under intense public scrutiny as a consequence of brand-crippling events and/or circumstances. The course is designed to [1] give students the knowledge, skills and confidence to succeed as communication counselors to managers and clients in a high stakes crisis environment and [2] arm students with the tools required to plan for the unplanned. Students will be exposed to case studies from today’s crisis-laden business news, exercises (including media training) based on actual crisis events, accounts by front-line crisis communication managers, and the latest developments and technologies for gauging public opinion and media response. Each student will also be a member of a team that files a report on and a critique of a contemporary business crisis.
IMC 482-0 Database Marketing
While most business managers will never write programming to develop a predictive model, clustering system, or create test grids for their website, every marketing manager will need to understand these and many other analytically developed tools to successfully run their organizations. With consumers in control of the marketplace and marketing database systems moving web and traditional marketing towards 1-to-1 communications, a marketing manager needs to understand how these systems – and their analytical targeting and tracking components – can be used to identify and target the most valuable and most “growable” market segments.
This class is going to focus on how marketing managers can use analytics to define, target, and build stronger relationships with their customers and prospects. In the class, we will focus on building the following skills:
1. Understanding the business situations which benefit from analytic solutions and determining which methodology will be a ‘best fit’ for the situation
2. Managing the critical phases leading up to the analytics project
3. Understanding the deliverables from all types of analytics projects
4. Testing the final deliverables for accuracy and implementing them into your marketing programs
In addition to database analytics, the course will also cover key analytical methodologies and techniques used on the web. We will develop skills in monitoring a website, developing testing methodologies to improve the performance of a page, and will examine the integration of databases and websites to drive personal URLs and other forms of personalized communications.
While our class will cover some theory, the bulk of the class will focus on real-world applications of these analytical techniques. Where possible, class members will be encouraged to use their own businesses as a platform from which to learn how analytical and measurement systems are being utilized [or not utilized] in the ‘real world’ today. At the end of the course, our objective will be for every class participant to be able to assess their company’s web and database systems to identify areas of improvement and actively develop a plan to improve these opportunity areas.
IMC 498-0 Digital Marketing
This course covers the main components of a digital marketing plan for consumer products and services. Topics covered include: web sites, media campaigns, email marketing, consumer advocacy, social networks and e-commerce. The emphasis will be on a basic understanding of these topics and how they are utilized to create an integrated marketing plan. Lectures will focus on real world examples and practical uses of these marketing techniques. Students will be required to work in teams to develop an integrated digital marketing plan for a consumer product.
IMC 485-0 Customer Loyalty
The purpose of this course is to familiarize students with the principles of customer relationship management (CRM) and customer experience management (CEM). Our main focus is to examine and evaluate ways to create and maintain long-term customer loyalty.
We will address issues including:
• Customer pain and compromise
• Customer insight and analytics
• Customer segmentation and profiling
• Customer acquisition and conversion
• Customer service and satisfaction
• Customer expectation and experience
• Customer retention and referral
• Customer migration and reactivation
• Customer worth and valuation
• Customer investment and profitability
We will also introduce financial modeling techniques to measure the results of customer marketing programs. We will examine lifetime customer value models that are essential to the development of both short-term and long-term integrated marketing plans.
More importantly, the class has a strong strategic orientation and encourages creative thinking.
IMC 486-0 Segmentation and Lifetime Value
This course covers models for identifying, understanding and valuing customers, and their applications. Topics include the types of customer data, analyzing data from with relational databases, data cleaning, market segmentation versus customer sub-segmentation, cluster and latent class analysis, predictive “scoring” models including regression and tree-based approaches, and lifetime value models based the geometric distribution, Markov chains, and survival analysis.
IMC 498-0 Digital Marketing
This course covers the main components of a digital marketing plan for consumer products and services. Topics covered include: web sites, media campaigns, email marketing, consumer advocacy, social networks and e-commerce. The emphasis will be on a basic understanding of these topics and how they are utilized to create an integrated marketing plan. Lectures will focus on real world examples and practical uses of these marketing techniques. Students will be required to work in teams to develop an integrated digital marketing plan for a consumer product.
IMC 498-0 Quantitative Marketing Analysis
498 is a graduate level course presenting advanced modeling techniques to improve the effectiveness of marketing decisions. Although the course is quantitative and some mathematical fluency is expected, it is applications-oriented. I emphasize conceptual understanding, intuition, insight and a managerial perspective.
The course surveys a broad spectrum of theoretical and empirical techniques that have relevance for developing and optimizing dynamic and stochastic models of marketing phenomena. Some of the topics I envision for my course include the Bass Diffusion Model to predict the product life cycle, models for IMC budgeting and allocation, Time-Series Analysis, Dynamic Optimization issues in the context of market response functions and IMC and Probabilistic/Stochastic Modeling of IMC issues.
Course Objectives
• Introduce the art and science of mathematical modeling in Marketing.
• Improve your methodological skills.
• Improve your ability to apply mathematical, statistical and probabilistic technologies to improve the quality of decision-making in integrated marketing.
• Appreciate how mathematical and statistical modeling can provide insights into marketing problems.
MEDM 431-0 Media & Integrated Marketing
TECH 917-0 Strategy and Analytical Customer Relationship Management
4th QUARTER
Academic and Professional Residency(s)
IMC 440-0, 1, 2 Global Residency
The goal of a group project is to have a small team of students (approximately 5) tackle a meaningful deliverable for a sponsoring company. In 2008, four groups of students worked with companies all based in Shanghai. In 2009, there will be projects in China, as well as here in the U.S. The entire summer is spent focused on this project, monitored and facilitated by a faculty member. The summer quarter begins on June 15, and the next two to three weeks are spent in Evanston in the first stages of project planning and discovery. The next two weeks are spent at the sponsor’s place of business, and possibly more time in the field in markets where research is needed. The end of the summer is then spent in development of the project plans, followed by presentations to senior management at the sponsor’s company.
IMC 441-0, 1, 2 Professional Residency
Objectives:
1. To gain professional level experience in a competent marketing environment.
2. To put to work the skills you have learned in the three quarters of graduate experience.
3. To accomplish valuable projects in a business setting, which will enable you to better sell yourself to future employers.
4. To share your professional experiences with the faculty and your fellow students.
5. To perform with the highest level of professional behavior and integrity, which will be reflected in the sponsoring company’s evaluation of you.
Information about Residencies
5th QUARTER
Electives
IMC 442-0 Capstone: Strategic Planning in an E-Commerce Environment
The purpose of this class is to challenge students to seek out, and then use marketing information and data to design a 3 year strategic business plan with an integrated marketing communications solution in a live, real-world case study environment in which direct to consumer communications and sales via the internet plays a vital role. Students will approach this case as if they were directors of strategic planning and marketing.
The Deliverable: The students will be assigned one of two sections, and be tasked with designing a plan for one of the class sponsor(s), Snapfish or Clinique that will substantially grow their business(es) over the next three years. This strategic plan will include, but not be limited to vision/mission; brand positioning and branding strategy, customer segmentation, acquisition and retention strategies as well as tactical ideas for each strategy, and financial justification for the plan.
IMC 457-0 Managing the Integration Process
IMC 457 is about integration – how people, groups, structure, process and technology act together to support the evolution of IMC within an organization and with its customers. We will learn how to implement an integrated model by working with a sponsor organization. In class, a number of models will be introduced to assist you in implementing changes.
IMC 464-0 The Intuitive Marketer
In this class, students are taught and challenged to express their marketing communications ideas. Working primarily in teams, students are encouraged to “exercise” their creative muscle while being taught to hone their intuitive skills in creating their own unique marketing concepts and ideas. Here, the creative process is under the microscope. Homework will task students to express ideas via traditional media outlets, alternative avenues and “new” media. Our final project will task students to test their intuitive skills in the real world…presenting creative solutions for an existing product to the top marketing executives of the sponsor company. Past students have presented their ideas to Coastal Hotel Group, Jaguar Motors, Dove Beauty Products and Garmin, makers of GPS navigation devices.
IMC 473-0 Investor Relations Management
The purpose of this course is to study the role of investor relations and corporate governance in communicating with shareholders (or potential shareholders) in publicly traded companies. Subjects covered include the theory of the firm, how firms’ stocks become public and how they trade, the dynamics of the equity markets, the flow of investor information and how to impact that flow, the legal issues involved in communicating with the street and regulation of the communications process, corporate governance of firms and how companies are dealing with a new environment and stricter new rules, developing an investor relations plan and program, and the fit of investor relations within an overall communications program.
IMC 498-0 Asia Perspectives
The class will rely on the “practica” (plural) model defined over the past decade in the IMC program as a practice and training based learning approach. The course will depend on your previous coursework in IMC to allow you to “practice” your knowledge of businesses in the context of new environmental challenges outside the U.S. market and in the Asia/Pacific markets in particular.
This class is designed to combine instructions and interaction with business and other leaders and to study and understand contemporary literature related to global marketing and business policy issues. The first portion of the class consists of two week plus intensive business trip to Asia. The class will meet there with leading business, communications, and media executives who are active in Asia as well as other expert academic observers of the international economic scene. The 2008 class went to Delhi, Mumbai and Singapore. The 2009 class will travel to Mumbai, Shanghai, and Tokyo.
Since students will have "logged" over 50 hours of actual meeting time in Asia, a substantial portion of the course grade will grow out of their discussions with the students and the students’ academic experiences in Asia.
IMC 498-0 Building Brand Equity
This course is devoted to the study of brands as key business assets, and how branding, properly planned, developed and implemented, can contribute to both sustainable corporate advantage and an increase in shareholder value. The course will investigate various critical aspects of branding and brand management, such as the development of a differentiated brand identity, brand architecture, brand promise development, accounting treatment of intangible assets (including brands), brand extensions, licensing, dealing with brand issues arising from a merger or acquisition, achieving alignment with operational performance, and measurement of results. A considerable amount of time will be devoted to understanding and evaluating brand equity in qualitative, quantitative and economic terms.
IMC 498-0 Entertainment Marketing
The course will explore both the strategic and tactical use of entertainment and amusement in integrated marketing communication programs. It will address the role amusement and entertainment play in the lives of consumers and how this can be exploited by marketers. In addition the course will explore the business and financial backgrounds of the entertainment industry, including the ability to evaluate the success and financial return of marketing communication amusement and entertainment programs. There will be a term class project with an entertainment client. The project will provide both entertainment industry experience as well as the opportunity to develop an integrated marketing communication plan. Students will work in competitive groups. The course is intended to be cutting edge and fully reflect the realities of the digital age.
IMC 498-0 Global Communication
This course is designed to provide an overview of multinational marketing communication and the impact of internationalism and globalization. We will explore how these factors impact the marketing and communication activities of companies operating in multiple markets or multinational companies entering or operating in countries outside of their home market. The focus will be on understanding the issues that arise in the conceptualization and implementation of communication programs that must travel across boarders, and the organizational challenges faced in the implementation of such programs.
In this course, we will investigate such issues as culture, how people think across different geographies, and the need for, as well as the hurdles faced, in developing multi-cultural communication. We will also develop an understanding of multinational business strategies and business communication decisions as they arise both within and outside of a firm’s domestic markets. We will discuss and evaluate the broad range of marketing communication alternatives available to and used by multinational firms through external guest speakers, examples, case histories and personal experiences.
The view taken in the course will be more managerial than tactical. The goal is to expand and extend the IMC training students will have received to this point. We plan to expand learnings to the broader area of global and multi-national marketing and communication. Thus, we will draw on past learnings from other courses and the application of those learnings to multinational situations.
IMC 498-0 Marketing Measurement
The course will explore both the strategic and tactical use of marketing measurement and evaluation in integrated marketing communication programs. The course will focus on the performance dashboard which allows a manager to monitor, analyze and manage the business. Dashboards can be both tactical and strategic in their orientation, but always involve collecting and summarizing data, preparing key performance indicators (KPI), and bringing together in a form relevant to marketing decisions on an ongoing basis. The practicum will then focus on the collection and preparation of data from both internal and external sources, theory and calculation of KPIs, and visual representation. Issues addressed will include design and purpose, costs, decision to outsource development, and maintenance. Students will create a dashboard working with a live client. Students should be comfortable with SPSS and Excel. There will be a term class project with an outside client. The project will provide both entertainment industry experience as well as the opportunity to develop an integrated marketing communication plan. Students will work in competitive groups. The course is intended to be cutting edge and fully reflect the realities of the digital age.
IMC 498-0 Negotiations
Objectives
This course is about negotiation in business and personal life. There are two objectives: (1) to develop an understanding of the major concepts, principals and frameworks for contemporary negotiations at the individual, group, organizational, national and international levels; and, (2) to develop and improve on persona negotiation skills.
This course will focus on both developing an understanding of the general subject matter of negotiation as well as one’s personal approach and style of negotiation. We will begin the quarter by investigating your own negotiation style. Over the next ten weeks we will conduct a number of case studies and exercises inside and outside of class that will expand our knowledge base from a professional and personal point of view. By the end of the quarter we will have a broader perspective on the subject of negotiation and will also have improved our skills in conducting effective negotiations.
JOUR 435-0 Medill Innovation Project
MEDM 911-0 Media Strategy and Implementation
TECH 917-0 Strategy and Analytical Customer Relationship Management
* Core required courses
Additional electives are available from the Masters in Science in Journalism program.
Courses offered are subject to change without notice.