Introduction to Marketing Communications: How Companies Reach Consumers

II - July 20–August 6, 2021
Modality, Day & Time:
Monday–Friday, 11:10 a.m.–1:00 p.m. and 3:10–5:00 p.m.

Juli Falkoff

This class is intended for current 8th and 9th graders. Older students should apply for Communicating with Consumers.

“I gained a lot of knowledge about marketing. I'm going to look at everything with a different eye.” – Martina R. | Chêne Bougeries, Switzerland

Course Description

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.

The morning session is devoted to lecture and class discussion. In the afternoon, students are often divided into small teams to do hands-on and group 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.


Juli Falkoff

Juli Falkoff is an accomplished marketing executive, with expertise in brand management, strategy, and integrated communications. She has revitalized iconic consumer brands and launched innovative new products. Juli began her brand management career at Kraft General Foods in the Desserts Division on Jell-O Pudding and Baker’s Chocolate, followed by American Express. She then moved into marketing leadership roles at beverage companies Seagram, Schieffelin & Somerset, and Pernod Ricard, leading the marketing efforts on brands including Hennessy, Tanqueray, and Grand Marnier. Juli is also an Adjunct Professor in the Master of Science in Strategic Communication Program in the School of Professional Studies at Columbia University, teaching graduate level courses in marketing strategy and communications. Juli received her MBA in marketing and finance from the University of Chicago Booth School of Business and her BA in mathematics from Smith College.

Back to the Course Guide

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.