Communications

Catalog description

Our method is tool-based and across the semester we will introduce and workshop six flexible and replicable tools to support a more radically human business communications and marketing. The tools will be workshopped within the context of our lectures and readings and supported by cases. We will include five new marketing clinics as topic area deep dives 1) Integrated search/content marketing, 2) Real social, 3) CRM/1st party data, 4) Experience planning workshop and 5) Multi-touch attribution modelling. The approach is decidedly learning-by-doing, with the group project and its three presentations being the vehicle or students to embrace and demonstrate their newfound capability for leveraging these tools, models and strategies in the service of creating their go-to-market campaign plan for their business the semester-long group exercise and final deliverable.