Home » 整合营销传播(IMC)暑期海外学习课程

整合营销传播(IMC)暑期海外学习课程

IMC ACADEMY AT COLUMBIA UNIVERSITY
哥伦比亚大学整合营销传播课程
〜迈向顶级营销官学习课程〜

哥伦比亚大学整合营销传播 (Integrated Marketing Communication, IMC) 课 程 将 在 全 球传媒中心 – 美国纽约市举办,进行21天 (20晩) 寓教于乐的学习及旅 行 。 学 生 们 会 在 一 个全英文,激发创造力和团队精神,注重实践的学术环境下,体验备受尊崇、全球领先的哥伦比 亚大学整合营销传播课程、专题讲座,以及如何撰写专业的商业书信及企划书。此外,学生们也 会在教授的指导下,透过团队营销项目,实际学习行销策略的规划与执行。第一名将获得美金1,0 00元团队竞赛奖金,并獲得前哈佛商学院/世银资深员工Dr. Dinesh Kumarajeeva 的 奖 状 (Certificate of Merit)。期间,同学也将参观世界三大博物馆之一 — 美 国 大 都 会 博 物 馆 、纽约证券交易所、全球知名的百老汇歌剧 – 妈妈咪呀 , 以 及 多 彩 多 姿 的 紐 約 市 夜 生活(自由選擇參加,費用全含)。

在2周的课程之后,同学将进行7天6夜的美东深度旅行,让您一趟旅行,游遍美东四大城 市(纽约,华盛顿首府,费城,波士顿)及尼加拉瓜瀑布。免费接机纽约三大国际机场 (JFK), (LGA), (EWR) 到达,Boston (BOS) 送机离去。

适合对象:

  • 在校大学生
  • 适合专业: 英文系、中文系、其他语言学系、商业、营销、传媒、广告、公关等
  • 英语水平建议:托福不低于80、雅思不低于5.5、大学英语四/六级水平

项目特色:

  • 三大核心课程:1) 整合营销课程及专题讲座 (40小时),2) 商业英文课程 (14小时),3) 营销项目(14小时,第一名可获1,000美元团队奖金) 。全部课程共计58小时,课程完成颁发结业证书。
  • 豐富的活動內容:包括美国大都会博物馆、纽约证券交易所、全球知名的百老汇歌剧 – 妈妈咪呀,以及多彩多姿的紐約市夜生活。
  • 强大的师资阵容:包括哥伦比亚大学及其他名校师資,以及业界专家。
  • 学校设施与活动:使用哥大校內丰富资源,包括总藏书量达870 万册,23座各具特色的图书馆。亲身体验这个掌握全球经济,金融,艺术,传媒之都的多 元文化与丰富资源。
  • 住宿:上课期间住哥伦比亚大学学生宿舍,2-3人房,男女分开 。旅游期间入住三星级宾馆,2人一间,男女生分开住。
  • 用餐:上课期间,每天一日三餐,在哥伦比亚大学餐厅用餐。旅游期间因多在外用餐,因此由学生自行解决三餐,可选种类繁多,价格便宜。(一日三餐总共约$25- $30美金)。特别贈送送別晚餐(第20天)波士顿龙虾餐,价值$30美金。
  • 照顾安全:安全第一,宾馆出游等都配备足够老师陪同照顾。学生校内和出游全程包含意 外和医疗保险。
  • 旅游行程:7天6夜,畅游4大都市(纽约市, 波士顿, 华盛顿首府, 费城)及尼加拉瓜大瀑布。重要景点包括纽约华尔街、前世贸中心遗址、自由女神像、联 合国大厦、时代广场、洛克菲勒广场、纽约第五大道、帝国大厦、费城、独立宫、自由钟 、林肯纪念堂、越南战争纪念碑、朝鲜战争纪念碑、杰弗逊纪念堂、白宫、国会山庄、自 然历史博物馆、昆西市场、尼加拉瓜大瀑布。

出团时间:哥伦比亚大学整合营销传播课程

  • 7/13/2015 (周一) – 8/03/2015 (周一)
  • 7/20/2015 (周一) – 8/10/2015 (周一)

费用包含内容:

  • 学费
  • 住宿费:哥伦比亚大学宿舍,旅游期间三星级以上酒店
  • 餐费:哥伦比亚大学期间三餐。旅游期间特别赠送送別晚餐:波士顿龙虾餐$30美元
  • 保险:在美期间所有意外和医疗保险
  • 交通费用:接送机(纽约三大机场进,波士顿出),旅游期间安全豪华巴士
  • 中英文双语导游
  • 门票:航天博物馆,尼加拉瓜瀑布游船, 大都会博物馆, 纽约证券交易所, 百老汇演出

费用不含内容:

  • 机票(及旅行保险)及签证
  • 所有私人费用如洗衣、电话、酒水
  • 旅游期间餐费:一天三餐总共约$25-$30美金
  • 导游及司机小费,建议每人每天$8美元
  • 计划项目外活动,可自行增加:帝国大厦门票,康宁玻璃中心门票等

* 以上自费项目费用请以现金的形式支付,门票价格如有变动,恕不另行通知
* 主办方保留课程或旅游行程顺序更动之权利,以利整个学习之旅顺利进行

Day 1, Night 1 Monday July 13th, 2015
Arrival and Settle in @ Columbia Student Dorm
Welcome to All!
第一晚机场接机,入住哥伦比亚大学学生宿舍

Day 2, Night 2 Tuesday July 14th, 2015 (4H)
10:00-12:00 AM Registration, Tour of Columbia Campus fully with Tour Guide 注册及在导游带领下参观哥伦比亚大学
12:00 PM Lunch & Break午餐休息
2:00-4:00 PM Introduction of Integrated Marketing Communication Program 整合营销传播课程导论
4:00-6:00 PM Workshop 1: 1) IMC Job prospective in America; 2) How to Excel in US Universities, Graduate Schools and Your Future Career by retired Boeing and Lockheed martin Senior Manager, Jim Wang哥伦比亚大学整合营销传播课程
专题讲座1 :1) 整合营销在美就业前景,2)中国学生如何在美国出人头地。由前洛克希德·马丁公司高级经理,卫星系统总设计师主讲
6:00 PM Dinner 晚餐
8:00 PM Columbia Jazz Festival Night @Central Lawn 爵士音乐节@中央草坪
11:00PM Return to Dorm

Day 3, Night 3 Wednesday July 15th, 2015 (6H)
10:00-12:00 AM Workshop 2: Top Global Company such as Boeing and Lockheed Martin
International Bidding process (Over $200M Program) by retired Boeing and
Lockheed martin Senior Scientist and Senior Manager, Jim Wang
专题讲座 2: 世界顶级公司波音及洛马的国际重大项目(两亿美金以上)的夺標过程及内幕。由前洛克希德·马丁公司高级经理,卫星系统总设计师主讲。
12:00 PM Lunch 午餐休息
2:00-4:00 PM Class #1: Integrated Marketing 课程1: 整合营销
4:00-6:00 PM Class #2: Integrated Marketing 课程2: 整合营销
6:00 PM Dinner晚餐
8:00 PM Evening Cocktail Hour at the New York Botanical Garden 鸡尾酒时光@纽约植物园

Day 4, Night 4 Thursday July 16th, 2015 (6H)哥伦比亚大学整合营销传播课程
10:00-12:00 AM Business English Class #1 商业英文1
12:00 PM Lunch 午餐休息
2:00-4:00 PM Class #3: Competitive Strategy 课程3: 竞争战略
4:00-6:00 PM Class #4: Competitive Strategy 课程4: 竞争战略
6:00 PM Dinner晚餐
8:00 PM Coney Island Amusement Park and Boardwalk Trip 康尼岛游乐园和海滨之旅

Day 5, Night 5 Friday July 17th, 2015 (2H)
10:00-12:00 AM Business English Class #2 商业英文2
12:00 PM Lunch 午餐休息
2:00-6:00 PM New York Stock Exchange Tour
9/11 Memorial and laying of the Wreath of Remembrance with the Office of the New York City Mayor Bill DeBlasio
参观纽约证交所及911纪念馆(纽约市长办公室接待,上纪念花圈致意)
6:00 PM Dinner 晚餐
8:00 PM Night Out in Greenwich Village: Comedy Club, Dance Club (Must be 18+ To Enter), or Bar (Must be 21+ to Enter)
格林威治村夜生活体验:喜剧/脱口秀俱乐部或其他 (含門票)

Day 6, Night 6 Saturday, July 18th, 2015 (6H)
10:00-12:00 AM Business English Class #3 商业英文3哥伦比亚大学整合营销传播课程
12:00 PM Lunch 午餐休息
2:00-4:00 PM Class 5: Digital Marketing 课程5: 数字营销
4:00-6:00 PM Class 6: Digital Marketing 课程6: 数字营销
6:00 PM Dinner 晚餐
8:00 PM Time Square at Night 时代广场自由行

Day 7, Night 7 Sunday, July 19th, 2015 (6H)
10:00-12:00AM Business English Class #4 商业英文4
12:00 PM Lunch 午餐休息
2:00-7:00 PM Visit: The Metropolitan Museum of Art 参观大都会艺术博物馆
7:00 PM Dinner 晚餐哥伦比亚大学整合营销传播课程
8:00 PM Return to Dorm

Day 8, Night 8 Monday, July 20th, 2015 (6H)
10:00-12:00AM Business English Class #5 商业英文5
12:00 PM Lunch 午餐休息
2:00-4:00 PM Class #7: Statistical Measurements, Analysis & Research 1 课程7: 统计测量,分析与研究 1
4:00-6:00 PM Class #8: Statistical Measurements, Analysis & Research 2 课程8: 统计测量,分析与研究2
6:00 PM Dinner 晚餐
8:00 PM Manhattan Mall (open till 11:00PM) 曼哈顿广场购物

Day 9, Night 9 Tuesday, July 21th, 2015 (6H)
10:00-12:00 AM Business English Class #6 商业英文6
12:00 PM Lunch 午餐休息
2:00-4:00 PM Class 9: Finance for Marketing Decision 1 课程9: 营销决策之财务管理 1
4:00-6:00 PM Class 10: Finance for Marketing Decision 2 课程10: 营销决策之财务管理 2
6:00 PM Dinner 晚餐
8:00 PM Shakespeare in Central Park 莎士比亚表演@中央公园

Day 10, Night 10 Wednesday, July 22, 2015 (6H)
10:00-12:00AM Special Topics 1: The C-Suite Perspective: Leadership & International Marketing (By Corporate CEO) (Tentatively by owner & Ex-CEO of TurkeyHill Ice-cream, and brand ambassador, Mr. Quintin Frey, a multi-billion dollar annual revenue company, the biggest ice-cream maker in the East
Coast)
CEO专题: 领导艺术与国际市场 (暂定:美东最大冰淇淋制造商创办人及前CEO,现任兰开斯特大学教授Mr.Quintin Frey主讲)
哥伦比亚大学整合营销传播课程
12:00 PM Lunch 午餐休息
2:00 – 4:00 PM Class 11: Brand Strategies 1 课程11: 品牌管理1
4:00 – 6:00 PM Class 12: Brand Strategies 2 课程12: 品牌管理2
6:00 PM Dinner 晚餐
8:00 PM Music in the Central Park 中央公园音乐演出

Day 11, Night 11 Thursday, July 23, 2015 (6H)
10:00-12:00AM Business English Class #7 商业英文7哥伦比亚大学整合营销传播课程
12:00 PM Lunch 午餐休息
2:00 – 4:00 PM Class 13: Consumer Behavior 1 课程13: 消费行为1
4:00 – 6:00 PM Class 14: Consumer Behavior 2 课程14: 消费行为 2
6:00 PM Dinner 晚餐
8:00 PM Broadway Show: Mamma Mia 百老汇歌剧妈妈咪呀
10:30 PM Return to Student Dorm 回学生宿舍

Day 12, Night 12 Friday, July 24, 2015 (6H)
10:00-12:00AM Project 1: Strategy & Execution 营销项目1: 策略与执行
By World Leading MBA expert, former world bank Sr. Employee and Harvard Business School Professor Dr. Dinesh Kumarajeeva
https://kumarajeeva.wordpress.com/about/
由前世界银行资深员工/哈佛商学院教授Dr. Dinesh Kumarajeeva指导
12:00 PM Lunch 午餐休息
2:00 – 4:00 PM Class 17: E-Commerce Marketing 1 课程17: 电子商务营销1
4:00 – 6:00 PM Class 18: E-Commerce Marketing 2 课程18: 电子商务营销 2
6:00 PM Dinner 晚餐
8:00 PM Williamsburg Beer House 曼哈顿热门景点:威廉斯堡啤酒屋 (不含 beverage)

Day 13, Night 13 Saturday, July 25, 2015 (6H)
10:00-12:00 AM Project 2: Campaign 3: Strategy & Execution 营销项目2:策略与执行哥伦比亚大学整合营销传播课程
12:00 PM Lunch 午餐休息
2:00 – 4:00 PM Project 3: Planning & Management 营销项目3:规划与管理
4:00 – 6:00 PM Project 4: Planning & Management 营销项目4:规划与管理
6:00 PM Dinner 晚餐
8:00 PM New York City Staten Island Ferry Ride! 纽约市史泰登岛渡轮旅程!

Day 14, Night 14 Sunday, July 26, 2015 (6H)
10:00 – 12:00 AM Project 5: Integrated-media plan 营销项目5: 报告整合与总结
12:00 PM Lunch 午餐休息
2:00 – 6:00 PM Project 6: Presentation 1 营销项目6: 分组报告 1
4:00 – 6:00 PM Project 7: Presentation 2 营销项目7: 分组报告 2
6:00 PM Dinner 晚餐
Summary of Program and Certificate @ Scholarship Issuing 课程总结并颁发证书及得奖人员奖学金
9:30 PM Return to Student Dorm 回学生宿舍

Day 15, Night 15 Monday, July 27, 2015 (2H)
10:00 AM Start Exciting 6-Day Tour
第十五天: 开始精彩的六天东岸深度旅游
曼哈頓自由行
至紐約市曼哈頓免費參加“半天曼哈頓自由行”,沒有導遊及團隊的束縛,屆時訪客可利用提供的地圖自由遊覽蘇豪區、小意大利區及唐人街。在蘇豪區可找到所有最新最多的潮流服裝品牌;在小意大利區可品嚐正宗意大利菜及在露天咖啡廳品嚐意大利咖啡;在唐人街可找到中國各地佳餚及購買到最能代表紐約的精美記念品。自由行後,訪客可選乘1:00PM或4:30PM從曼哈頓開往酒店的接駁巴士服務。
入住酒店: Ramada Plaza 或同级哥伦比亚大学整合营销传播课程

Day 16, Night 16 Tuesday, July 28, 2015
第十六天: 全世界最大的厂家直销中心疯狂购物
行程描述: 有各大名店如Gucci, Prada, Miu Miu, Coach, Burberry, Fendi,Balenciaga等世界名牌, 折扣价高达50%或更多,所有访客更可免费获赠价值$10的购物折扣券,所有访客都能以最优惠价买到心头好!
入住酒店: Ramada Plaza 或同级哥伦比亚大学整合营销传播课程

Day 17, Night 17 Wednesday, July 29, 2015
第十七天: 纽约市区观光
行程描述: 6:45 酒店大厅集合;7:00-8:00到纽约曼哈顿区用早餐;9:00抵达华尔街(参观纽约证券交易所/联邦大楼所在地,铜牛雕像),活动时间约30分钟;10:00 抵达自由女神 活动时间约60分钟;12:00于哈德逊河畔午餐,时间约90分钟;14:30 抵达帝国大厦,活动时间约100分钟;16:30抵达时代广场,行程经过洛克菲勒中心、世界贸易中心、联合国总部、第五大道;17:30 到达大都会艺术博物馆(或附近参观、购物);18:00晚餐;20:00回到酒店休息哥伦比亚大学整合营销传播课程
入住酒店: Ramada Plaza 或同级

Day 18, Night 18 Thursday, July 30, 2015
第十八天: 纽约 – 费城 – 华盛顿
行程描述: 6:45 酒店大厅集合,早餐后,8:00 抵达费城(独立宫)(自由钟)活动时间约60分钟;9:00驱车前往首都华盛顿,参观总统官邸白宫,12:00抵达史密森国家自然历史博物馆(入内参观)。 活动时间约100分钟(含午餐时间);13:45途径肯尼迪中心、水门、华盛顿纪念碑、美国国会大厦、杰佛逊纪念堂等。16:15 抵达林肯纪念堂(入内参观)。活动时间约45分钟,途径朝鲜战争纪念广场,越南战争纪念墙哥伦比亚大学整合营销传播课程。17:00结束华盛顿的市区参观游览项目,前往晚餐。18:00晚餐,约60分钟,19:15前往酒店。
入住酒店: Best Western或同级

Day 19, Night 19, Friday, July 31, 2015
第十九天: 华盛顿-康宁玻璃中心-尼加拉瓜大瀑布
行程描述: 7:00 离开酒店,驱车前往康宁玻璃中心。10:30 抵达景点: 康宁玻璃中心(可自費入內参观, 19岁以下免费)(含午餐时间) 活动时间: 约90分钟。12:00离开康宁,前往尼加拉瓜大瀑布。15:00 抵达景点:尼加拉瓜瀑布公园,自由活动。16:45 抵达景点: 搭乘雾中少女号 (船票內含)活动时间: 约30分钟 近距离接触世界闻名的马蹄形尼加拉瓜大瀑布;18:00抵达景点: 瀑布欢迎(礼品专卖)中心 (含晚餐时间) 20:00观赏尼加拉瓜大瀑布夜景;活动时间: 约60分钟眺望「美国瀑布」、「马蹄瀑布」及「新娘面纱瀑布」。尼加拉瓜大瀑布的夜景也被 喻为“黑夜的彩虹”,让我们一起见证此刻。(受日落时间及交通规定的约束,观赏夜景的完整性在某些夏夜会受到限制。) 21:30 驱车前往酒店。
入住酒店: Holiday Inn Grand Island 或同级

Day 20, Night 20 Saturday, August 1, 2015哥伦比亚大学整合营销传播课程
第二十天: 尼加拉瓜大瀑布 – 波士顿
行程描述: 8:30 酒店内自费早餐;9:30继续尼加拉瓜大瀑布之旅,前往公羊岛,欣赏挂在瀑布上的彩虹;10:30在IMAX电影院欣赏大瀑布,感受震撼的音响及超大荧幕(费用已包含);12:00午餐;13:00前往波士顿;晚上品尝当地最有名的波士顿龙虾(特别赠送)作为晚餐。
入住酒店: Best Western Royal Plaza 或同级

Day 21, Night 21 Sunday, August 2, 2015
第二十一天: 波士顿 - 返回祖国
行程描述: 8:00 酒店内自费早餐;9:00 参观世界一流的学府哈佛大学校园;10:00前往名校麻省理工大学(MIT),当年第二次世界大战原子弹的研发地,亦是很多科学及物理学名人的母校;11:00进入波士顿市中心,途径圣三一教堂及新英格兰地区最高的约翰考克大厦;之后到达波士顿海港码头,乘坐波士顿海港游船;12:30在昆西市场享用午餐,15:00前往波士顿机场;20: 00飞离航班,返回祖国。哥伦比亚大学整合营销传播课程

 

 

 

 

 

Columbia Integrated Marketing
Communication IMC
Course Descriptions

Integrated Marketing (Spring 2015)

This course introduces students to the concept of marketing as a distribution process, to the writing and implementation of marketing plans, and to the key elements of managing the integration of marketing across the various elements of the promotion mix: advertising, direct marketing, public relations, and sales promotion. Students learn to identify marketing objectives,plan market research, select appropriate strategies for pricing, product, distribution/channel, and promotion mix, identify segmentation, and develop marketing strategies to achieve business objectives. Through case studies and other examples, students will apply the learning to realbusiness situations.

Competitive Strategy (Spring 2015)

This course focuses on how companies use strategic analysis and planning to achieve growth.Now and in the future, marketers need to understand the role of marketing within a company’s business strategy, and how a company’s business strategy affects marketing strategy. Through three modules, students learn to plan, develop, and implement business strategies, so that they understand the framework in which marketing can help to achieve business objectives. In the first module, Strategic Planning, they study the classic and new methodologies for assessing the options that a company has for growth. In the second module, Competitive Advantage, they learn to identify and implement the strategies that have the strongest potential for achieving competitive advantage versus other companies in the same category or segment. In the third module, Innovation, they study how to be prepared for competition in a global, 24/7, 365,digitally connected business environment where change is a constant, learning the role of innovation in building a breakthrough business and how to manage innovation–from idea to execution–to achieve growth. These goals will be accomplished through lectures, readings, case-study discussions, and class exercises designed to build students understanding of the
three course modules.

Database Mgmt & Modeling(Spring 2015)

Students will learn the basic of database set up and management, as well as the analytical techniques and tools used in direct and digital marketing to assess, enhance, and profit from customer-relationship management. In particular, this course will cover the following: Building a customer database why, how, and types. Defining customer data requirements short- and longterm needs,considerations by division, off- and online data-integration issues, and special considerations. Maintenance of the database, NCOA processing, address standardization,deduping, and other methods for cost efficiency and accuracy. Database echnology,
organization and planning- technology needs and outsourcing considerations. Sampling techniques – nth selects and frozen files. Creating powerful predictor variables – univariate and cross tabulations, ratios, time series variables, and other measures.Segmenting the customer file – cross-tabulations, RFM analysis, CHAID, factor analysis and cluster analysis. Predicting
customer actions – using multiple linear regression and logistic regression to model response,payment, attrition, churn, and other factors. Outside list selection options – best customer models, response models, manual selects. Gains charts and expected profit calculations-selecting the best customer for promotion based on profitability. Introduction to mining with SAS-an introduction to the use of SAS, the most widely used software available today for database mining and modeling.

Digital Marketing (Spring 2015)

Students will learn the existing and emerging formats of digital marketing in order to know how to integrate them into their marketing plans, how to use them to achieve business objectives,and how to assess emerging trends, so that they have the basis for adapting to new and emerging digital formats. Among the topics covered are dominant, established forms of online marketing such as websites, search, email, and analytics, as well as emerging trends such as behavioral targeting, online video, PR, social media such as RSS, blogging, and podcasting,and user-generated content, and mobile. The course will also cover current trends and research. Students will gain real-world experience with the types of challenges that marketing managers need to address in acquiring customers, generating leads, activating and loyalizing customers, building brands, promoting brands, enhancing customer relationships, and analyzing consumer behavior in the digital marketplace.

Statistical Measurements, Analysis & Research (Spring 2015)

This course will teach the marketer both quantitative and qualitative techniques for maximizing the brand and customer relationships in an integrated-marketing environment. In particular, it will cover the following: Sampling techniques used in marketing – how and why to sample, types of sampling. Measures of central tendency and dispersion – how to develop and assess these
measures to better understand potential data issues prior to analysis . Graphical representation of marketing data – the use of bar charts, pie charts, line charts, and other methods for showing consumer data and purchase data. Important distributional properties of marketing data – the central-limit theorem and the normal distribution. Marketing-test design and analysis – samplesize
estimation and test assessment via hypothesis testing. Full factorial test design – the rules of test design. Market-research survey design and execution – types of surveys, types of questions, and test planning. Research-analysis methods – choice modeling/conjoint analysis,rank correlations . Types and usage of syndicated data – Nielsen, IRI, Simmons, and other data sources. Sizing a market- how to assess opportunities in the marketplace via online research and online services. ROI analysis – the various methods of calculating return on marketing investment. Campaign management. spreadsheets, calculations, marketing goals.
Competitive research methods and tracking – various qualitative and quantitative techniques to assess competition in the marketplace.

Finance for Marketing Decisions (Spring 2015)

The course covers the basic metrics, terminology, methodology, and formulas for calculating all aspects of planning, managing, and analyzing marketing programs. Students will learn how to develop a marketing Profit and Loss (P&L) projection, how to analyze the P&L for the key variables that can increase marketing success, and how to manage marketing programs in order to set and achieve financial goals. They will learn how to develop Breakeven analysis for new-product launch and for customer acquisition, how to compute and analyze the Marketing Allowable for a campaign in direct or digital media, how to apply the elements of Breakeven and
Marketing Allowable to developing the marketing budget and targeting such key metrics as Cost Per Inquiry, Cost Per Response or Order, Cost Per Click Through, and Targeted Response Rate. In addition, they will learn to develop a Customer Life Time Value model to project the value of relationship marketing, relative to Net Present Value (NPV) and CLTV. By studying the best practices of direct marketing, they will understand how to plan measurable marketing campaigns and how to set the criteria for success, as well as how to apply those metrics to direct and digital media, including e-commerce Websites.

The C-Suite Perspective: Leadership & Int Mktg (Spring 2015)

This course, taught by a faculty member with experience as a CEO, focuses on the role of the C-Suite as senior management and how the competing demands of that role shape the divisions and departments of the company and, inevitably, the management and budget for marketing. Key topics will include transformation of the company, growth through acquisition, the impact of the green movement,/sustainable-resource management/social responsibility, and corporate-finance management. These goals will be accomplished through lectures, readings,case-study discussions, and class exercises designed to build students? understanding of the subject matter. The real-world examples and case studies will give students hands-on experience in applying the learning to challenges they will face in their future.

Brand Strategy (Spring 2015)

The course will consist of 4 modules: Strategy Planning, Strategy Development, Strategy Management, and Brand Assessment. In each, students will learn the key processes entailed in brand strategy. To understand the role of brands in business and their larger role in popular culture, they will study examples of classic brands from the 20th and 21st centuries to see what constitutes success and how brands reflect their time in terms of social, cultural, and technological trends. For a cross-cultural perspective, they will also study brands that are national, multi-national, and global, as well as the key elements for successful global expansion of brand strategy

Consumer Behavior (Spring 2015)

This course will introduce students to how marketers use scientific research to understand the psychological processes involved in consumer behavior. Students will learn the concepts and theories of behavior science that are used to understand and predict behavior in the marketplace, as well as to forecast demand analysis for products and services. Through readings in the textbooks and lectures that provide case histories of how the theory and practice of consumer behavior are applied, students will gain an understanding of how to plan, develop,and implement marketing strategy and how to use the methodology of consumer behavior for
decision making in marketing management.

Finance for Marketing Decisions (Spring 2015)

The course covers the basic metrics, terminology, methodology, and formulas for calculating all aspects of planning, managing, and analyzing marketing programs. Students will learn how to develop a marketing Profit and Loss (P&L) projection, how to analyze the P&L for the key variables that can increase marketing success, and how to manage marketing programs in order to set and achieve financial goals. They will learn how to develop Breakeven analysis for new-product launch and for customer acquisition, how to compute and analyze the Marketing Allowable for a campaign in direct or digital media, how to apply the elements of Breakeven and
Marketing Allowable to developing the marketing budget and targeting such key metrics as Cost Per Inquiry, Cost Per Response or Order, Cost Per Click Through, and Targeted Response Rate. In addition, they will learn to develop a Customer Life Time Value model to project the value of relationship marketing, relative to Net Present Value (NPV) and CLTV. By studying the best practices of direct marketing, they will understand how to plan measurable marketing campaigns and how to set the criteria for success, as well as how to apply those metrics to direct and digital media, including e-commerce Websites.

Intensive in American Business(Summer 2015)

This course introduces international students to the principles of business as used by U.S.companies. Through a combination of lectures, readings, practical exercises and site visits to companies, students will learn about company structures, departmental functions, typical titles and roles of executives, key marketing segments of consumers and businesses, key media, key companies profiled from the Fortune 500, key trends, and current issues in American business.To prepare students for the format of the graduate program, the class will include assignments that entail individual and group presentations, as well as discussions based on research,reading assignments and on-line collaboration using Blackboard.

Strategy & Execution (Spring 2015)

This course provides coordinated learning in how to develop strategy, plan, execute, and manage marketing campaigns. Campaign I focuses on creative and will start by exploring core concepts that transcend all marketing channels, such as the difference between a feature and a benefit, and how to develop brand positioning. By studying how creative strategy is executed across all elements of the marketing mix that are available to an integrated marketers,television, radio, print, direct mail, e-mail, digital, and wireless; students will build their knowledge of what works and how to manage all elements for consistent strategy, consistent
branding, and successful integration. To achieve these objectives, the course will use lectures,guest speakers from advertising, PR, promotion, and interactive agencies, as well as speakers from client-side companies, as well as an ongoing project in which students engage in the creative process to fully understand it. To apply the learning from lectures, readings, and guest speakers, students will build an integrated campaign.

Operations Strategy (Spring 2015)

For managers of all aspects of marketing, from product and brand management to e-commerce and multi-channel management, a knowledge of operations strategy is important for ensuring that marketing is able to support a company’s growth strategy and competitive position.Continuing the learning about corporate strategy from the INTG1-GC1011 Competitive Strategy course, this course prepares students in the operational and customer-service aspects of businesses. At the most basic level, marketers must ensure that marketing and operations are properly aligned to meet customer expectations. The efficiency and effectiveness of these processes can make or break a marketing strategy, influence lead conversion, affect customer loyalty and Customer Life-Time Value, and profoundly affect the long-term growth of the business. In this course, students learn how to assess operations for competitive advantage and how to improve the efficiency and the effectiveness of a company’s operations, including usability in e-commerce, outsourcing, Six Sigma, and CRM, with specific focus on real companies through case studies, projects, and readings.

E-Commerce Marketing (Spring 2015)

This course teaches the principles and practices of e-commerce marketing, with emphasis on the skills needed to plan, launch, manage, market, and measure a Website that sells products and communicates with prospects and customers. Students will learn the specific processes that constitute core competencies for site development, including merchandising, pricing, and product display; best practices for maximizing click-through rate, stickiness, conversion of site visits to sales, as well as minimizing shopping-cart abandonment. They will also learn how to develop and manage the P&L and Operating Budgets for an e-commerce business and how to use the best practices of classic direct marketing and the latest technology in digital marketing to test, track and measure for Return on Investment and Customer Life Time Value. The course prepares students for all aspects of e-commerce marketing management, from launch to expansion.

Special Programs
Real Broadway show
(The Most Popular Show)
Mamma Mia

Mamma Mia

Mamma Mia Mamma Mia

New York Metropolitan Museum of Arts

New York Metropolitan Museum of Arts

 

New York Metropolitan Museum of Arts New York Metropolitan Museum of Arts