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IMC II: Strategic Process

(Core Course)

IMC II: Strategic Process is the core framework of Integrated Marketing Communications. In this class, we will go through each step of the process: customer identification, customer valuation, message delivery, ROI and budgeting. To understand each of these concepts, we will use a combination of lectures, readings, cases and interviews from guests in the marketing industry. Additionally, there will be a case that runs through the entire course where students will practice each step of the process with a client dataset.

Advisory notes for online students: You are required to have already taken Marketing Research. Experience with Excel and Tableau is required for success in this course.