– 1st Day of the quarter
Last day to add/drop IMC classes
Memorial Day Holiday: Classes Cancelled
Spring18 Classroom Reservations End
Spring18 Exam Week
Monday, January 22, 2018
METRArail is the CLIENT 9-11;50 AM Spring Quarter Evanston IMC Faculty video pitch classes to graduate students
There is a new notion at Medill School of Journalism Media Integrated Marketing Communications to pitch spring classes in the graduate IMC program. We videotape faculty using a "script". I usually send out an email like last spring saying "Save Lives in the IMC Marketing PR class" I touted a vaccine safety company which the students helped. This year find the pitch on Blogger, LinkedIN, Twitter (IMCPROF) and Medill Twitter, more
Here is this years' pitch: REGISTER for THE CLIENT WILL BE CHICAGO's IMPORTANT SERVICE METRARAIL https://www.metrarail.com/ 9-11:50 AM Mondays Spring Quarter
Hello, I’m Clarke Caywood. I want to invite you to our class on Marketing Public Relations: Using Earned Press, Social Media and Promotions for Clients. This class is closely related to marketing and is an important area in job recruiting.
The fastest growing careers in IMC require professionals to use alternatives to advertising such as Public Relations. In this class, you will learn methods that are not generally taught in MBA programs. You will learn global press strategies and tactics, discuss promotional events, apply social media and even the dangers of “fake news.” You will learn how to work with limited budgets. We will study Big Word Data or narrative science, which will allow you to present to Boards of Directors about trends and reputational threats beyond the marketing department.
The class is a combination of lectures, reading, discussion and client-work done in teams. In the past, our clients have included Abbott, Harley-Davidson, and Coca-Cola. You will be able to meet with the client during the quarter. The addition of co-teaching by alumni will add practical insights. You will find out how companies, not-for-profits, politicians and agencies use newsworthy stories and data for the media. Last year we worked to save lives by promoting safer vaccine methods.
Here’s a little bit about me. I am from Wisconsin. I earned UW-Madison doctorates in Business and in Communications and worked in MBA programs and also for two governors, an attorney general and several national and state candidates --- these were all well-respected leaders. I have traveled to China to lecture to management schools with my wife Mary, who has run seminars for Executive MBAs from Japan and China. I like to ski, travel and work with start-up companies. I am looking forward to getting to know you in class!
Last Spring message:
What about enrolling in an IMC class with IMC Professor Clarke Caywood that can save lives with safe vaccines, fight obesity with food industry CEOs and even market safer Harley-Davidson Motorcycles for Women? What if your company or non-profit does not have an advertising budget or want to send more direct messages to the consumer, regulators, and public? New Marketing Public Relations Management (MPR-Earned Press and Tactics as industry calls it) 472 will do just that with strategic, non-fake social marketing news, tactics and measurement and public relations. Mondays in MFC 1 PM to 3:50 PM Limited class size through second week of classes. L
Class Client the 2018 Client (closing deal in January) will be as strong and important as the 2017 Client: Temptime Corporation is deeply committed to improving global public health. For nearly 30 years, temperature monitoring devices have helped healthcare workers immunize millions of children around the world and extend care to regions previously thought to be unreachable. Our 2016 Client was a Vice President of Abbott to promote their global health programs with employees in marathons and direct health messaging.
Seminar Topics 1. “Big Word Data” -Using social media text analysis systems e.g. we will use Meltwater in 2018 and other textual data tracking systems reportable to the Board of Directors and marketing staff in many corporations. Stay on top of billions of real-time editorial, blog, and social media conversations, and extract the insights you need to understand and drive brand perception for your company (some of this work is remote for family support). 2. What is fake news and how can we understand its damage in journalism, business and healthcare? 3. Reputation management and Brand management together, 4. Award winning PR news and marketing IMC campaigns 5. Lessons and examples of hundreds of marketing IMC and PR tactic beyond advertising, 6. Mentorship in IMC by marketing professionals and client contact and co-teaching by an IMC alumna and client professionals. BLS says mean salary is over $107,000 and will grow faster than the national statistics at 10 per cent or higher: https://www.bls.gov/ooh/management/public-relations-managers.htm. http://www.medill.northwestern.edu/directory/faculty/clarke-caywood.html