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Integrated Communications with Real World Dynamics

(Elective Course)

Integrated Communications with Real World Dynamics addresses the challenges of implementing brand communications amid the complexities of organizations, people, processes, regulations and budgets. The course focuses on how to anticipate these challenges and navigate through them in keeping with strategic communications objectives. The course applies learnings from global experiences with many prominent brands including Kraft, P&G, Taco Bell, Boeing, SC Johnson, Levis, Miller-Coors and Pizza Hut. During each step in the communication process — consumer insight, segmentation, brand strategy, creative and media — marketers are exposed to real-world dynamics that reach beyond normal textbook and classroom experiences. Classes will include guest participants from Boeing, SC Johnson, Yum and others to help bring real-world dynamics to life.