Global Course: London

(Elective Course)

As brands prepare to compete in a highly-digital and global marketplace, IMC is more essential than ever. A strong customer-focus, rooted in analytics and insights that deliver on financial metrics is imperative for brands to win. Global Digital Marketing teaches students how to assess a new market through an external situation analysis paired with an internal evaluation of resources and capabilities. The course develops students’ understanding of how those resources and capabilities can be culturally relevant in a global market using digital marketing and online/offline integration as key components of the customer experience.