Integrated Marketing Communications explores key concepts and methods used to develop and execute marketing communications in both traditional mass media as well as digital and social media platforms. Primary emphasis is placed on consumer insight, branding, market segmentation and positioning, message strategy, promotion and the execution of marketing communications through appropriate media technologies. Students will develop an understanding of marketing communications practice through readings, lectures, case analysis and discussions.
Course Level: Appropriate for sophomores and above with no experience in the same subject area.
Candy Lee is a Professor at Medill, teaching in Journalism and in Integrated Marketing Communications. She was recognized in 2012 as Teacher of the year by the Integrated Marketing Communications graduate students. Previously she was vice president of marketing at The Washington Post, overseeing multiple functions, from marketing to research, and originating innovative programs. She developed PostMasterClass, a series of online courses full of dynamic interaction created with experts from The Washington Post newsroom.
Prior to joining The Washington Post, Lee was president of ULS Loyalty Services, the sister company of United Airlines. Lee oversaw a range of businesses that included united.com; the Mileage Plus credit card group; Mileage Plus program and its partners; media on planes and other business arenas. Just prior to United Airlines, Lee was managing director at iFormation Group, formed by Goldman Sachs, Boston Consulting Group and General Atlantic Partners.
During her long career in publishing, she was president of Troll Communications, a leader in K-12 education, and publisher of Harlequin Enterprises, an international publisher in 100 countries. She has worked in many countries in publishing and retail.
She graduated from Harvard University and earned her doctorate at the University of Pennsylvania.
Tue, Thu 11:00am - 12:20pm EDT