This course introduces students to topics of relevance to the global marketing and communications industry and establishes some frameworks through which to analyze and evaluate the ecosystem of these industries. The course will review topics that inform the competitive business strategies adopted by various players in the environment, and/or the creative process of developing marketing and communications campaigns, and the criteria used to assess whether these campaigns had an impact. Special topics will be analyzed in the context of how they are shaped by marketing and communications practice, and how they are impacted by, or alternatively, help drive globalization and digital transformation.
COURSE LEARNING OUTCOMES:
With respect to the special topic under consideration, students will learn how to:
Compare different approaches of marketing and communications agencies, and brands to the creation, communication, and capture of value.
Assess the role of data and digital technology as both a source of creativity and innovation in developing new strategies and delivering tactical plans
Evaluate the emerging themes, emphases, and imperatives of different executives or representatives of companies and organizations operating in this sphere of marketing and communications.
Contrast specific methods deployed to establish a big idea, achieve reach, address new challenges, build partnerships, or design immersive experiences.
Design a program of self-learning, and approach to industry networking.
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