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What’s in it for you – Why take this course?

Executive MBAs taking this Integrated Market Communications and Brand Management Overview can add “IMC and Brand Coach” to their resume.  

You’ll learn important tools for better understanding, managing and building the value of Brands.  Among a firms most valuable assets, brands are often surprisingly misunderstood, improperly managed, and not deployed to full effectiveness.  You’ll be better able to coach your team on what brands mean, how they work, and how to better build and use them in business practice.  You’ll be able to provide your team with more precise language for discussing brands and how to manage them, fostering better internal communications and more profitable decisions.

You’ll learn a proven, eight-step process for building more effective, efficient, and powerful Integrated Market Communications plans.  From helping firms with the most difficult part of this process -- building good, tight, value propositions – to managing brands, to positioning, to media selection, agency management, etc.

You’ll become familiar with practical tools for getting better results – all of which have worked in practice.  You can promise your firm that you can design, coach or manage processes to enable them to get higher returns on what is often a large and poorly managed investment:  Market Communications.

You’ll connect to the stream of state-of-the-art research in Branding and Integrated Market Communications. Insights are brought directly to this course from the Institute for the Study of Business markets (ISBM) in the Smeal College, and the Zyman Institute for Brand Science at Emory University.  The ISBM hosts special interest groups focusing on different elements of marketing practice – one of which focuses on brands and communication.  Our course benefits from insights taken from the ISBM Business Marketing Brand Consortium, and direct connection with leading researchers in the field. 

We’ve received direct inputs from Dr. Bernie Jaworski of Monitor Markets Group, Dr. Don Schultz from the Medill School of Journalism at Northwestern, Dr. Robert Lauterborn at the University of North Carolina at Chapel Hill, and Dr. Raj Srivastava at Emory University.  These renowned and highly published practical researchers constantly contribute insights to the ISBM as part of their research agenda.  These insights are abstracted by Dr. Oliva and brought to you in the course. 

Dr. Ralph Oliva brings 30 years of market communications and brand management experience to the class.  Students will learn from their own investigations into brands and branding, from carefully selected portfolio of cases, and from a broad variety of experience gathered directly from the Institute for the Study of Business Markets.

This site is for educational purposes and for the advancement of Business to Business Practices. © Ralph Oliva, 2003