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IMC I: Marketing Strategy

(Core Course)

IMC I: Marketing Strategy introduces students to the fundamentals of strategy that they will be regularly using as a marketing practitioner. The course will familiarize students with different types of business strategies and models. Students will also learn the key components of a marketing strategy and how they are applied to different business situations. Finally, the course will introduce students to the concept of customer centricity and its role in developing an IMC strategy. The course readings, case studies and other instructional material will help students understand how business and marketing strategies crafted from an IMC point of view drive superior financial and marketplace outcomes.

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