MCM 497E Global Integrated Marketing\_Communications
This course on areas crucial to the understanding, management, and planning of local and global strategic integrated marketing communication (IMC) as a process. The class analyzes and discusses how IMC is conducted globally considering both local and international factors by utilizing case studies and team-based projects. Typical cases and projects are crisis management, product recall, marketing, policy shifts, and corporate image. Student teams conduct a secondary research situational analysis, development global and local strategies, action plans, and propose assessment metrics for their IMC plans and tactics.