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Global Perspectives  Global Branding is a two-week course taught in London in the fall quarter that gives you the chance to learn about brand equity and communication in a global context. You focus on building, measuring, leveraging and managing brands in a global economy.

Large group of students posing for group photo in front of Wimbledon
In addition to visiting British brands such as Wimbledon, last year, Medill IMC students also visited NBA in London to see how an American brand is marketed abroad.
Samantha Cao (IMC18)
"The course in London allowed me to observe and understand consumers in another country other than the U.S. in a most interactive way. I learned how British culture and traditions were frequently leveraged by marketers to raise consumer awareness."Samantha Cao (IMC18)

You make this global market your classroom, learning from top local scholars and industry experts. You also interact with experts from leading brands, agencies, consulting firms and media in London, the leading center of finance, culture and business in Europe.

In addition to traditional classroom instruction, you also learn from guest speakers and offsite visits with local scholars, industry experts and leading brand consultants, including IMC alumni. In addition, some students choose to travel to other countries on the weekends to explore other areas of Europe.

Global Brand Equity is taught by Lecturer Ariel Goldfarb, and classes take place at University of London. Upon completion of the program, you return to Evanston or San Francisco to complete your quarter.

Ariel Goldfarb, Medill IMC London Course instructor
"The IMC London program gives you a unique opportunity to integrate theories and principles of brand equity management in a wonderfully global context. You are exposed to a range of companies, agencies, consultancies and organizations that are applying global branding strategies in the market every day."Ariel Goldfarb, Medill IMC London Course instructor
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