Building brand recognition can be a costly, hit-or-miss endeavor for corporations, typically requiring nothing less than a full-court press of advertising, public relations, sales promotion, direct marketing, sponsorship, Internet marketing, buzz marketing, and events marketing. Integrated marketing communications (IMC) allows marketers to coordinate and streamline their efforts to solidify brand recognition with customers in a unified program. In this intensive program, participants obtain a practical hands-on blueprint for IMC plans, by developing a plan as part of an agency-team for the final project.

• Examination of the IMC planning process and how the brand is communicated to consumers and stakeholders.
• Strategies and analytical tools required to develop an IMC plan.
• Defining your target through research and planning.
• The role of the Internet and new tools (wireless, blogs, webinars, podcasts, etc.).


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NYU-SCPS brings together entertainment—an $800 billion industry—and marketing, a business area that yields more top executives today than any other. This intensive, now in its sixth year, covers a wide range of topics through field trips, class sessions, lectures by well-known industry experts, and special events. Learn the right marketing techniques for creating successful entertainment and events at the local, regional, national, and international levels. For the final team project, you create and present an entertainment or events marketing program based on a challenging and relevant case study. Register for the full two-week intensive at a discounted tuition and obtain a certificate upon completion or register for either the entertainment or events week of the program separately.

• Branding, marketing, and promotional strategies and tactics.
• Developing a marketing campaign.
• Entertainment properties (music, film, theater, CD/DVD, live).
• Digital entertainment, wireless, and gaming.
• Entertainment law.
• Events marketing, production, execution,and public relations.
• Sponsorship, licensing, and merchandising.
• The role of media (360-degree media, TV, online, mobile, podcasting, VOD, satellite radio).
• Presentation techniques, research, and sales.
• Reputation management and crisis communications.
• Budgets, timelines, and vendor suppliers.
• Site visits to major venues. Recent venues visited include Lincoln Center, New Amsterdam Theatre, Radio City Music Hall, Times Square Events and Attractions.

WHO SHOULD ENROLL
This program is designed for new professionals, career changers, marketing consultants,junior marketing professionals, independent agents, graduate students, recent college graduates, and marketing managers who want insight into this billion-dollar industry.

FACULTY
Our faculty are professionals from the NYU-SCPS Marketing program and leaders from major corporations, agencies, and venues.Recent guest lecturers have come from companies such as USA Today, the NBA, Disney Channel, and Radio City Entertainment

Richard L. Gant, lead faculty. President and CEO, The R.L. Gant Group, Inc., Sports, Entertainment, Media.

PROGRAM NOTES
Students enrolled in the two-week intensive receive a certificate of completion.Tuition includes complimentary continental breakfast daily and all course materials. A separate activity fee of $150 must be paid by a separate check or money order made payable to New York University on the first day of the program. Students are encouraged to be available weekday evenings to work on team projects

PROGRAM DETAILS
Meets Monday–Friday, 9 a.m.–6 p.m. (and Saturday, 9 a.m.–5 p.m. for X50.9558)

• Entertainment and Events Marketing
  X50.9558/$3,500, July 14–25, 2008
   
• Entertainment Marketing
  X50.8120/$1,800, July 14–18, 2008
   
• Events Marketing
  X50.8121/$1,800, July 21–25, 2008