The Marketing program at IMC aims to provide sound knowledge and skills for students who wish to develop expertise in marketing area. In this program, students are expected to learn a range of decisions in planning (plan), execution (do), and control (see) of marketing strategies. The 21st century market challenges call for not only marketing know-how but also a global mindset toward strategy development that offer local or specific solutions to various marketing issues and problems.
Our curriculum is designed to reflect those challenges and fundamental issues of marketing strategies such as understanding of market forces (customers, competitors and collaborators), segmentation, targeting, positioning, the 4Ps (product, place, promotion and pricing) and so forth. Interactive class discussion, case analysis and assignment will facilitate students’ learning experience; students will acquire specialized knowledge and skills together with a “marketing mindset,” that views product or service from a marketer’s and customers’ perspective.
This program offers basic to advanced courses in marketing area; ranging from Marketing Management and Marketing Strategy to advanced courses such as Marketing Case Analysis, International Marketing Practice, Global Marketing, Consumer Behavior, Brand Management, Product Innovation, among others. Marketing Management is compulsory for those who intend to specialize in marketing and students are encouraged to take this course before taking other advanced marketing-focused courses.
Apart from the required Core courses of IMC curriculum, students should also consider courses beyond marketing area such as courses in Management and Finance program. By carefully choosing the “right” and “balanced mix” of courses, students will be able to develop study plans that match their specific learning objectives and career aspirations.