Strategic Integrated Marketing Communications

Introduction to IMC
Overview of IMC
2. Brands and IMC
3. Companies and IMC
4. Traditional Advertising
5. Traditional Promotion
6. Direct Marketing and Other IMC Options
7. New Media
8. Message Processing
9. Creative Execution
10. Planning Consideration
11. Developing the Plan
12. Implementing the Plan

Currently a consultant in marketing and communication and Visiting Professor with appointments at a number of graduate business schools, Professor Percy has spent over 35 years as both a practitioner and academic. He has worked for several leading worldwide marketing communications organizations, and now consults with many major corporations and institutions (e.g. NASA). He has been part of the graduate faculty at the University of Pittsburgh, Carnegie-Mellon University, and Oxford University Said Business School. Currently, he has appointments as visiting professor at the Copenhagen Business School, Luiss School of Management (in Rome), Stockholm School of Economics, and the Stockholm University Graduate School of Communications. Prof. Percy is the author of Strategies for Implementing Integrated Marketing Communication, and co-author or author of eight other books on marketing strategy and advertising theory, including the leading graduate textbook worldwide in advertising management. He has contributed over 80 published papers and journal articles to the field, and has served on the editorial board of a number of important journals (including the Journal of Marketing Research, Psychology in Marketing, Journal of Advertising) and currently sits on the editorial board of the International Journal of Advertising and the Journal of Current Issues and Research in Advertising. He has conducted numerous executive seminars, both in the United States and in Europe.