The first course in the IME sequence addresses marketing information gathering, analysis and planning. Students will learn how to conduct secondary research at the company and industry level for analysis of a firm's competitive situation. This analysis will be drawn from real time cases from sponsoring Chicago-area companies. Computer techniques for analysis and presentation will be introduced for application throughout the IME sequence.
Emphasis is placed on effective communication in oral and written presentation.
Students will learn techniques of persuasive presentation, target market identification, target market analysis, positioning, benefits analysis, mass media effects and marketing and advertising strategies. Milestones will include the preparation and presentation of the situation analysis elements of a marketing plan.