The 1st edition of the IM4 or Masterâ€™s of International Multichannel Marketing Management kicked off in September of 2015. Since starting, it has been a flurry of activity, experiences, case studies, lectures, and workshops. This program offers us, the students, a wonderful insight to real time experiences and examples, by working with and hearing from large companies. Our official IM 4 partners are IBM, Nielsen, Universal McCann, and OTB. To date we have had the chance to hear from and workshop with most of them with more workshops scheduled!
Early in the semester IBM came in and delivered an insightful presentation on BI/Big Data and how this concept is constantly evolving. There is so MUCH data, what do we do with? We have to learn and be experts on the multiple tools that help us synthesize the data and we are working as Marketing Manager students to fine tune our intuition. For we have to be experts in the field to be able to make decisions based on the data and not let the data make all the decisions for us. It is very important in todayâ€™s data driven and evolving society to be able to understand the data and make decision not only on data but on our intuition and understanding of the market. There is a great TED talk by Sebastian Wernicke â€śHow to use data to make a hit TV showâ€ť. Sebastian, a Data Scientist, used an example of Amazon and Netflix and how they used data to make decisions.
Nielsen also came in and did an excellent workshop on Pricing. We had the opportunity to learn about price sensitivity and price elasticity and how pricing effects the market, competition, and how it can affect your brand image. We then got to work in teams using one of Nielsenâ€™s pricing tools to create scenarios to work towards a desired outcome. This allowed us to change prices, product lines, etc. to see how they affected overall pricing and sales. This was an excellent workshop and really brought together our lessons on pricing in the market and gave us that hands on experience you rarely find in other classrooms, while getting to utilize and network with Nielsen representatives who are very well established and respected in their fields.
Recently we had the pleasure of welcoming Riccardo Belinni, Executive VP Diesel and Diesel Black Gold and Chief Marketing Officer at Diesel as well as the Global Head of Media, Giada Gheno to give us an inspiring and bold presentation of Diesel Strategic Brand Strategy from where they started to where they are now with the #DieselReboot campaign as they look to continue being the market rebels with bold, exciting, strong and inspiring marketing campaigns. One of the areas that I thought was very cool was how they run all their digital strategy through one office in English to ensure that their message across platforms was consistent and strong! As a lover of Brand Management and Digital Strategy I really enjoyed hearing about their current campaign and what is to come next from Diesel!
The IM4 program has been an awesome experience over the last 5 months and looking forward to working with Universal McCann in the coming weeks.
The class has really enjoyed these experiences and are making the most of every opportunity. It is partnerships like these and the constant variation in visiting professors from different areas of expertise and backgrounds that make this program rich with experiences and networking opportunities.