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A large group of students poses in front of Center Court at Wimbledon.


IMC Online students who have flexibility in their work schedules have the opportunity to enroll in Global Perspectives — Global Branding, a one-week course taught in London in the fall quarter. The course 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 at the NBA offices in London

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.

Crystal Chow (IMC18)
"The London course was one of the best experiences in my IMC journey. Every assignment was strongly tied with course concepts, and the visits to U.K. corporations were not only eye-opening but really relevant."Crystal Chow (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. While there, some students choose to travel to other countries before the course starts or after it ends to explore other areas of Europe.

Global Perspectives — Global Branding is taught by Lecturer Ariel Goldfarb, and classes take place at University of London.

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