What’s In It For Me – If I take this course?
Students taking Integrated Market Communications Planning can add:
“IMC Strategy Manager and Coach” to their resume.
Students will learn the basic language, key concepts and tools necessary to begin the process of Integrated Market Communications, and a proven, eight-step process for building more effective, efficient, and powerful market communications plans. The planning process is broad enough to cover both consumer packaged goods sorts of communications challenges, as well as the more tightly focused and complex challenges often encountered in Business-to-Business marketing situations.
From helping firms with the most difficult part of this process: building good, tight, value propositions – to managing brands, to positioning, to developing guidelines on media selection, agency management, and tracking results; students will learn the use of practical tools – all of which have worked in profitable practice. After investing in this course, you can promise your firm that you can help design, coach or manage processes to enable them to get higher returns on what is often a large and poorly managed investment: Market Communications.
Insights are brought directly to this course from the ISBM Business Marketing Brand Consortium, and direct connections with leading researchers in the field including 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 Institute for the Study of Business Markets (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. Dr. Oliva has served as Global V.P. of Market Communications and Design for Texas Instruments, and has built many successful branding and market communications programs for consumer, B-to-B and non-profit markets, including the successful launch of the Smeal Executive MBA in Philadelphia.
Fair Warning/Guarantee:
- This course involves some work.
- Everything taught in the course has been proven successful in practice.
Students will learn from their own investigations into the dynamics of Integrated Market Communications, from a carefully selected portfolio of cases, and from a broad variety of experience gathered directly from the Institute for the Study of Business Markets.
Each student will help in the learning by working on and delivering two team presentations:
- One Full Case – 35% of the grade,
- And a summary “Campaign Outline Plan” – 45% of the grade,
- And provide 4 quick “Case Insight” write-ups 20% of the grade.
- Class participation will count for an additional +/- 20% in the final grade.
For more information please contact Dr. Oliva at 863-2782,
or by eMail at roliva@psu.edu
This site is for educational purposes and for the advancement of Business to Business Practices. © Ralph Oliva, 2003