Northwestern University 1 credit Integrated Marketing Communications
Analytics to Activation is a case study course taught by active industry leaders that will build upon the learning you gained in 301, 302 and 303. Instructors will further develop data collection techniques and analytic tools that will help you best define your target audience, evaluate your product or service offering, and optimize your brand activations to maximize return on investment. You will work individually and in teams on a variety of cases that require you to collect and interpret qualitative and quantitative data. Cases, podcasts, articles, and occasional guest speakers will introduce you to emerging technology platforms that can strengthen returns. Cases have been selected that demonstrate the technologies that drive marketing and communications in today?s complex business environment. You will use the presentations and tools to create a data-driven brief to develop content that will minimize risk and maximize revenue and EBITDA growth of your efforts. You will present your work in every class and receive live feedback from your instructors just as if you are working at a client, an agency, or a consulting practice. Prerequisite: IMC 303-0.
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