I was talking to my boss about the IMC class we just completed and where it fell within the overall sequence of our classes. He gave me a quizzical look, and said that the only master’s level course he had taken so far (the man has five young children…it’s amazing he got through one class) was Integrated Marketing Communications. After a brief pause, he said that it did make more sense to him to take the IMC class later, the way our program is designed.
After thinking about his comment, it dawned on me that his choosing the IMC course first, without first taking any “building block” classes, is rather consistent with people’s natural tendencies to jump right to the tactical elements of a campaign before identifying the goals, objectives, and strategies first. As awkward and as unglamorous defining these elements may be, I believe this point has finally gotten through my head.
And now, onward to metrics! They look downright painful!
1 comment:
So glad you mentioned "painful," when describing the metrics module. I thought I was the only one who harbored feelings of discomfort when I read through the learners' guide. I have been doing the reading and am truly lost. I'm scared. I think we should all huddle together in this course. There's safety in numbers.
Post a Comment