Courses, Strategic Marketing | Northwestern University School of Professional Studies - Northwestern School of Professional Studies

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MKTG 310-CN : Integrated Marketing Communications

Description

Integrated Marketing Communications MKTG 310 provides students with an opportunity to understand and apply IMC strategic concepts and methods. IMC is essentially defined as Customer Centric Marketing driven by deeper insights and creative, innovative IDEAS grounded in/supported by real time data and information.

The course covers the main functions of Marketing and Marketing Communications including brand identity, brand strategy, segmentation, targeting, positioning, and brand activation and marketing math required to make informed decisions. The key themes that run through this course, and differentiate it from traditional ways traditional Marketing is taught.

Class periods will consist of participative discussions along with lecture content focused on key topics supported by relevant readings, discussion board peer to peer conversations, case study analyses, and a team project centered on building an IMC plan.

This course was formerly MKTG 390-CN: Topics in Marketing: Integrated Marketing Communications. This course will be running remotely on Tuesdays during the Fall 2023 quarter.

Course canceled as of 9/7/23.