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MPMC 702 - Customer-First IMC Strategy

Description
In this course, students will learn to turn the corner from being tactical and creative professionals that develop successful IMC campaigns to becoming strategic managers that can drive successful IMC programs. To accomplish that goal, they will develop the skills to develop and manage IMC programs in alignment with an organization’s short- and long-term financial objectives, enabling them to participate successfully at a mid-to-senior level at a sophisticated corporation. A key concept that students will explore in detail is the concept of “customer centricity,” which lies at the heart of the IMC process — how we assess the value of customers and build IMC goals, objectives, strategies, tactics, and budgets with the aim of maximizing that value. In order to be able to utilize this concept effectively, students will also learn: · How to apply Cost-Volume-Profit (CVP) analysis and read basic corporate financial statements. · How to apply the Goals-Objectives-Strategies-Tactics process to create actionable customer-centric IMC plans that align with organizational objectives. · How to develop supportable budgets that align with organizational objectives and can drive customer-centric IMC plans. · How to make effective IMC-related business decisions. In order to help students develop the critical thinking and problem solving skills necessary to achieve these goals, this course will employ readings from many sources, a number of case studies, a robust customer centricity simulation, and a final team project with a “live” client. Bonus: You’ll learn how to play backgammon. And, yes, there will be math. But not to worry, we’ll leave conjoint analysis and differentials out of the equations. The course was formerly called "The Management of IMC." Section information text: Students must have completed foundation courses MPMC 600 & MPMC 602 to register for this elective course.
Recent Professors
Recent Semesters
Spring 2023, Fall 2022, Spring 2022, Fall 2021, Spring 2021
Former Title
The Management of IMC
Class Size
13-20
Credits
3
Usually Held
W (5:20pm-7:50pm), Tu (5:20pm-7:50pm), M (5:20pm-7:50pm)