II - July 20–August 6, 2021
“I gained a lot of knowledge about marketing. I'm going to look at everything with a different eye.” – Martina R. | Chêne Bougeries, Switzerland
What is marketing communications? Is it buying and selling, advertising and promotion, surveys and telemarketing, or looking at how consumers buy? Do you want the same stuff your friends have; do you want to be part of the “in” crowd; and what do your clothes say about you?
In this course students examine multiple ads and promotional programs, read about how companies try to reach consumers, and discuss consumers’ responses to companies’ programs. They explore how companies advertise and promote their products to the consumer.
We approach these topics through a combination of lectures, case studies, and class discussions. Students are divided into small groups to do hands-on work and present their findings to the class for Q&A. As a final project, they work in teams to create, brand, and develop a comprehensive written marketing and communications plan for a new product, which they also present to the class.
Stephane Goldsand is a business strategy and creative professional with over fifteen years of experience in business model innovation, marketing, and business development, spearheading multicultural, international, and localized initiatives in the private and nonprofit sectors. His industry expertise encompasses media and entertainment, technology, consumer products, financial services, and education. Stephane partners with venture founders and boards to convert strategic visions into organization-wide transformational initiatives. He holds an MBA from Columbia Business School and a BA in international relations from ITAM in Mexico, and is a graduate of the Documentary Media Studies program at The New School. Based in New York City, Stephane has lived and worked in Mexico, France, and Switzerland.
Court Stroud is a writer and media strategy consultant who has worked at CBS, Univision, Telemundo, TV Azteca, and several startups. He founded The Cledor Group, a consulting practice that helps companies navigate today’s tumultuous media landscape. Past clients include firms such as Comcast, NBCUniversal (NBC, Telemundo, NBC Sports), Sony Entertainment Pictures, and BBC Studios. As an adjunct faculty member, Stroud has designed several courses, including “Diversity in Media & Advertising” and “Selling Your Pitch: Essentials of the Business of Television.” He co-created a class about the fundamentals of digital advertising certified by the Internet Advertising Bureau (IAB). His byline appears in the New York Times, Washington Post, and Forbes, where he is a contributing writer. Court received a 2019 New York Press Association First Place Award. He holds undergraduate degrees from the University of Texas at Austin and an MBA from the Harvard Business School.
Specific course detail such as hours and instructors are subject to change at the discretion of the University. Not all instructors listed for a course teach all sections of that course.