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Course Criteria
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3.00 Credits
Engaging consumers in an increasingly customer-controlled environment through advertising, public relations, direct and digital marketing, and other forms of communication, such as packaging, "buzz," and word-of-mouth marketing. The role of integrated marketing communications in the overall marketing process and in creating and maintaining a brand: positioning products, understanding communication theory and consumer behavior, measuring and evaluating the influence of advertising, thinking critically about new creative strategies, and developing appropriate media plans. Prerequisites: JOUR 301; for n o n-Medill students, sophomore standing.
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3.00 Credits
Students work with a real client/sponsor to develop a total marketing communications program. Final product consists of a research report that outlines the learning and insight that led to the strategic, creative, and marketing recommendations; a client presentation; and a project book detailing the research, analysis, and recommendations of the plan, including strategy, creative execution, media use, and other integrated communications activities. Prerequisites: IMC 300 and 301; 305 or 306; 303, 304, 307, 308, or 309; admission to IMC certificate program.
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3.00 Credits
Applications of modern marketing research procedures to a variety of marketing problems. Students develop basic skills in conducting and evaluating marketing research projects. Emphasizes problem formulation, research design, methods of data collection (including qualitative, quantitative, primary, and secondary data-collection methods and instruments, sampling, and field operations), data-analysis techniques, and the presentation of results. Prerequisites: IMC 300, 301, and admission to IMC certificate program; for non CMedill students, junior standing as well.
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3.00 Credits
Focuses on engaging an audience and communicating effectively. Strategies for reaching and engaging affinity groups, audiences, and stakeholders; alternative media strategies to connect to the increasingly digital consumer; the economics and technologies of delivery. Prerequisites: IMC 300 or 301; for non CMedill students, IMC 300, 301, admission to IMC certificate program, and junior standing.
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3.00 Credits
Writing and publishing skills for the corporate world: press releases for print and web, vodcasts and video packages, argumentation and advocacy pieces, executive summaries and speeches, corporate web pages, quarterly earnings reports, podcasts, viral video, blogs, open-source text, and metaverse (Second Life). Prerequisites: IMC 300 or 301; for non CMedill students, IMC 300, 301, admission to IMC certificate program, and junior standing.
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3.00 Credits
The role of public relations, one of the fastest-growing professional fields within for-profit, not-for-profit, and government organizations. Emphasizes communications and management strategies to develop relationships with a wide range of stakeholders. Covers traditional and contemporary communication channels, including blogs, YouTube, podcasts, Second Life, social communities, newspapers, magazines, and broadcast outlets. Course consists of lecture and discussion sessions and a writing lab. Prerequisites: IMC 300 or 301; for non CMedill students, IMC 300, 301, admission to IMC certificate program, and junior standing.
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3.00 Credits
Planning direct-marketing programs; methods of acquiring customers through search, e-mail, direct mail, direct-response advertising, list management, and lead-generation programs; the economics of customer retention and lifetime value; retention strategies and tactics, including e-mail marketing, loyalty programs, and proactive and reactive contacts; customer databases and overlays; and testing for on- and off-line strategies and tactics. Prerequisites: IMC 300, 301, and admission to IMC certificate program; for non CMedill students, junior standing as well.
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3.00 Credits
Explores the use of probabilistic models and customer databases to improve the design, management, and execution of marketing programs. Topics vary by instructor and may include predictive modeling, recommendation agents, segmentation methods, marketing-mix models, and customer lifetime-value models. Prerequisites: IMC 300, 301, admission to IMC certificate program, and 2 courses in statistics; for non CMedill students, junior standing as well.
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3.00 Credits
The business and financial backgrounds of the entertainment industry, including the strategic and tactical use of entertainment and events in integrated marketing communication programs and evaluation of their success and financial return. Students explore the role that amusement and entertainment play in the lives of consumers. Prerequisites: IMC 300, 301, and admission to IMC certificate program; for non CMedill students, junior standing as well.
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0.50 Credits
In-depth analysis of individual instrument pedagogy for violin, viola, cello, or double bass according to major instrument. Observation of artist faculty. Open to all string players.
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