Global Integrated Marketing Communications

*This is a hybrid course that requires work to be completed online during the Spring Interterm session.

Description: This course will be a high intensity (2 weeks) immersion into the management of integrated marketing communications on a regional and global scale.  It assumes a basic understanding of marketing and IMC principles and skills.  Issues dealing with social responsibility, sustainability, and marketing to the base of the pyramid are addressed in this course primarily through the use of case studies.  Classroom discussion and current business news will provide opportunities to further explore these important issues.  Students will come away with and understanding of:

• International strategy selection, targeting, and positioning
  Market comparisons, evaluations, and opportunities
  Tactical marketing using the tools of the 4Ps
  Media selection from a growing "tool box" of options to reach various targets
  How current events can shape/disrupt marketing communications plans
  Team and individual presentation skills/techniques
  
  
• Learning objectives—The student will be able to:
  Develop a multi-country IMC campaign
  Conduct SWOT multi-market analyses
  Apply headlines to market opportunities
  Critically evaluate organizations' responses to challenges and opportunities in the marketplace
  Actively contribute to a team project and effectively present it

Prerequisites:  None.

Contact: Gary Burandt at gburandt@comcast.net

REGISTER ONLINE VIA WEBCENTRAL.