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IMC Academy at Columbia University
PROGRAM SUMMARY
21 DAYS OF CLASSES, TOURS, ROOM AND BOARD
Between June 7–August 22, 2015 (Rolling Enrollment)
2015 Integrated Marketting Communications (IMC) summer camp will be hosted at Columbia University, Mahanttan, NYC. Our summer IMC program is a 21- day (20-night)
learning, exploring, entaitaining and sight-seeing experience. The students will be in a
full immersion of English environment, stimulating creativities and learning teamwork.
Students will have an opportunity to take the world-class IMC lessons by former world
bank senior staff and Harvard Business School professor, Dr. Dinesh Kumarajeeva https://
kumarajeeva.wordpress.com/about/ with Columbia IMC curriculum, the world’s leading
integrated marketing communications program, seminars, as well as professional business English lessons with emphsis on business English writing. In addition, students under the guidance of professors, will compete on the smal team basis for marketing project, the basiness plan and implementation strategies. The winning team will receive a
scholarship of US$1,000, and also receive Dr. Dinesh K umarajeeva certificate of merit. .
PROGRAM FEATURES
During the program, students will also visit one of the world’s
top three major museums - the Metropolitan Museum of Arts,
New York Stock Exchange, the world-renowned Broadway show “Mamma Mia”, and colorful nightlife of New York City.
After two weeks of the course, students will be on a tour of
seven days and six nights of the Grand East Coast, traveling
through the eastern United States in four major cities: New York,
Washington DC, Philadelphia, Boston and Niagara Falls.
Free transfer from the three major international airports @New
York (JFK), (LGA), (EWR) arrives, and Boston (BOS) to depart.
The IMC program consists of:
•
(1) Columbia IMC classes and related workshops (40 hours),
(2) business English classes (14 hours), (3) project & competition (14 hours) total of 68 hurs. Certification at completion.
•
21 days campus life at Columbia will benefit you, and
help your dream of future elite IVY universities and graduate
applicantions as well as your future Bar Examination at NY.
•
Our professors will provide each student a reference letter
for their future college applications.
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PROGRAM SCHEDULE
Day 1
Arrival and settle into Columbia Student Dorms. Welcome to All!
Day 2
10:00–11:00
11:00–12:00
12:00–1:00
1:00–2:00
2:00–3:00
3:00–4:00
Day 3
Day 4
Day 5
Day 6
Registration,
Campus Tour
Workshop 2
Business
English Class
#1
Business
English Class
#2
Business
English Class
#3
Lunch
Lunch
Lunch
Lunch
Lunch
Introdution of
IMC Program
Class #1
Class #3
Workshop 1
Class #2
Class #4
Dinner
Dinner
Dinner
Dinner
Dinner
Columbia Jazz
Festival
Cocktail Hour
at NY
Botanical
Garden
Coney Island
Trip
Night Out in
Greenwich
Village
Times Square
at Night
4:00–5:00
5:00–6:00
6:00–7:00
7:00–8:00
8:00–11:00
New York
Stock
Exchange tour;
9/11
Memorial w/
Mayor Office
Class #5
Class #6
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PROGRAM SCHEDULE
Day 7
Day 8
10:00–11:00
Business
Business
English
Class
4
English
Class 5
11:00–12:00
12:00–1:00
1:00–2:00
Lunch
2:00–3:00
3:00–4:00
4:00–5:00
5:00–6:00
Metropolitan
Museum of Art
6:00–7:00
Business
English Class
Lunch
Class 7
Class 9
Class 11
Class 13
Class 8
Class 10
Class 12
Class 14
Dinner
Dinner
Dinner
Dinner
Music in
Central Park
Broadway
Show:
Mammia Mia
8:00–11:00
Manhattan
Mall
Shakespeare
in Central Park
Day 12
Day 13
Day 14
Project 1
Project 2
Project 5
Lunch
Lunch
Lunch
Class 17
Project 3
Project 6:
Presentation 1
Class 18
Project 4
Project 7:
Presentation 2
Dinner
Dinner
Dinner:
Certificate
Issue
Williamsburg
Beer House
NYC Staten
Island Ferry
Ride
Coney Island
Trip
1:00–2:00
2:00–3:00
3:00–4:00
4:00–5:00
5:00–6:00
6:00–7:00
7:00–8:00
8:00–11:00
Special Topics
Business
1
English Class 7
Lunch
Return to
dorm
12:00–1:00
Day 11
Lunch
Dinner
11:00–12:00
Day 10
Lunch
7:00–8:00
10:00–11:00
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Day 9
WORKSHOP DESCRIPTION
WORKSHOPS
Workshop 1
1) IMC Job prospective in America
2) How to Excel in U.S. Universities, Graduate Schools and Your Future Career with Jim Wang, retired Boeing and Lockheed Martin Senior Manager
Workshop 2
Top Global Company Bidding Process with Jim Wang
Special Topics
The C-Suite Perspective: Leadership & International Marketing
This course, taught by a faculty member with experience as a CEO, focuses on the role of the C-Suite as
senior management and how the competing demands of that role shape the divisions and departments of the
company and, inevitably, the management and budget for marketing. Key topics will include transformation
of the company, growth through acquisition, the impact of the green movement,/sustainable-resource management/social responsibility, and corporate-finance management. These goals will be accomplished through
lectures, readings, case-study discussions, and class exercises designed to build students? understanding of the
subject matter. The real-world examples and case studies will give students hands-on experience in applying
the learning to challenges they will face in their future.
Projects 1 and 2
Strategy & Execution
With World-leading MBA expert, former World Bank Sr. Employee and Harvard Business School Professor Dr. Dinesh Kumarajeeva
This course provides coordinated learning in how to develop strategy, plan, execute, and manage marketing
campaigns. Campaign I focuses on creative and will start by exploring core concepts that transcend all marketing channels, such as the difference between a feature and a benefit, and how to develop brand positioning. By studying how creative strategy is executed across all elements of the marketing mix that are available to
an integrated marketers, television, radio, print, direct mail, e-mail, digital, and wireless; students will build
their knowledge of what works and how to manage all elements for consistent strategy, consistent branding,
and successful integration. To achieve these objectives, the course will use lectures, guest speakers from advertising, PR, promotion, and interactive agencies, as well as speakers from client-side companies, as well as an
ongoing project in which students engage in the creative process to fully understand it. To apply the learning
from lectures, readings, and guest speakers, students will build an integrated campaign.
Projects 3 and 4
Planning & Management
Project 5
Integrated Media Plan
EVENTS
9/11 Memorial
Attend the laying of the Wreath of Remembrance
with Office of New York City Mayor Bill DeBlasio
Projects 6 and 7
Presentations
Night Out in Greenwich Village
Choice of Comedy Club, Dance Club (18+ to enter),
or Bar (21+ to enter)
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INTEGRATED MARKETING COMMUNICATION
COURSE DESCRIPTION
Integrated Marketing
Classes 1 and 2
This course introduces students to the concept of marketing as a distribution process, to the writing and
implementation of marketing plans, and to the key elements of managing the integration of marketing across
the various elements of the promotion mix: advertising, direct marketing, public relations, and sales promotion. Students learn to identify marketing objectives, plan market research, select appropriate strategies for
pricing, product, distribution/channel, and promotion mix, identify segmentation, and develop marketing
strategies to achieve business objectives. Through case studies and other examples, students will apply the
learning to real- business situations.
Competitive Strategy
Classes 3 and 4
This course focuses on how companies use strategic analysis and planning to achieve growth. Now and in
the future, marketers need to understand the role of marketing within a company’s business strategy, and
how a company’s business strategy affects marketing strategy. Through three modules, students learn to plan,
develop, and implement business strategies, so that they understand the framework in which marketing can
help to achieve business objectives. In the first module, Strategic Planning, they study the classic and new
methodologies for assessing the options that a company has for growth. In the second module, Competitive
Advantage, they learn to identify and implement the strategies that have the strongest potential for achieving
competitive advantage versus other companies in the same category or segment. In the third module, Innovation, they study how to be prepared for competition in a global, 24/7, 365, digitally connected business
environment where change is a constant, learning the role of innovation in building a breakthrough business
and how to manage innovation--from idea to execution--to achieve growth. These goals will be accomplished
through lectures, readings, case-study discussions, and class exercises designed to build students understanding of the three course modules.
Digital Marketing
Classes 5 and 6
Students will learn the existing and emerging formats of digital marketing in order to know how to integrate
them into their marketing plans, how to use them to achieve business objectives, and how to assess emerging trends, so that they have the basis for adapting to new and emerging digital formats. Among the topics
covered are dominant, established forms of online marketing such as websites, search, email, and analytics,
as well as emerging trends such as behavioral targeting, online video, PR, social media such as RSS, blogging, and podcasting, and user-generated content, and mobile. The course will also cover current trends and
research. Students will gain real-world experience with the types of challenges that marketing managers need
to address in acquiring customers, generating leads, activating and loyalizing customers, building brands,
promoting brands, enhancing customer relationships, and analyzing consumer behavior in the digital marketplace.
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Statistical Measurements, Analysis & Research 2
Classes 7 and 8
This course will teach the marketer both quantitative and qualitative techniques for maximizing the brand
and customer relationships in an integrated-marketing environment. In particular, it will cover the following:
Sampling techniques used in marketing - how and why to sample, types of sampling. Measures of central tendency and dispersion - how to develop and assess these measures to better understand potential data issues
prior to analysis . Graphical representation of marketing data - the use of bar charts, pie charts, line charts,
and other methods for showing consumer data and purchase data. Important distributional properties of
marketing data - the central-limit theorem and the normal distribution. Marketing-test design and analysis sample- size estimation and test assessment via hypothesis testing. Full factorial test design - the rules of test
design. Market-research survey design and execution - types of surveys, types of questions, and test planning.
Research-analysis methods - choice modeling/conjoint analysis, rank correlations . Types and usage of syndicated data - Nielsen, IRI, Simmons, and other data sources. Sizing a market- how to assess opportunities in
the marketplace via online research and online services. ROI analysis - the various methods of calculating
return on marketing investment. Campaign management. spreadsheets, calculations, marketing goals. Competitive research methods and tracking - various qualitative and quantitative techniques to assess competition
in the marketplace.
Finance for Marketing Decisions
Classes 9 and 10
The course covers the basic metrics, terminology, methodology, and formulas for calculating all aspects of
planning, managing, and analyzing marketing programs. Students will learn how to develop a marketing
Profit and Loss (P&L) projection, how to analyze the P&L for the key variables that can increase marketing
success, and how to manage marketing programs in order to set and achieve financial goals. They will learn
how to develop Breakeven analysis for new-product launch and for customer acquisition, how to compute
and analyze the Marketing Allowable for a campaign in direct or digital media, how to apply the elements
of Breakeven and Marketing Allowable to developing the marketing budget and targeting such key metrics
as Cost Per Inquiry, Cost Per Response or Order, Cost Per Click Through, and Targeted Response Rate. In
addition, they will learn to develop a Customer Life Time Value model to project the value of relationship
marketing, relative to Net Present Value (NPV) and CLTV. By studying the best practices of direct marketing,
they will understand how to plan measurable marketing campaigns and how to set the criteria for success, as
well as how to apply those metrics to direct and digital media, including e-commerce Websites.
Brand Strategies
Classes 11 and 12
The course will consist of 4 modules: Strategy Planning, Strategy Development, Strategy Management, and
Brand Assessment. In each, students will learn the key processes entailed in brand strategy. To understand
the role of brands in business and their larger role in popular culture, they will study examples of classic
brands from the 20th and 21st centuries to see what constitutes success and how brands reflect their time in
terms of social, cultural, and technological trends. For a cross-cultural perspective, they will also study brands
that are national, multi-national, and global, as well as the key elements for successful global expansion of
brand strategy.
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Consumer Behavior
Classes 13 and 14
This course will introduce students to how marketers use scientific research to understand the psychological
processes involved in consumer behavior. Students will learn the concepts and theories of behavior science
that are used to understand and predict behavior in the marketplace, as well as to forecast demand analysis
for products and services. Through readings in the textbooks and lectures that provide case histories of how
the theory and practice of consumer behavior are applied, students will gain an understanding of how to
plan, develop, and implement marketing strategy and how to use the methodology of consumer behavior for
decision making in marketing management.
E-Commerce Marketing
Classes 15 and 16
This course teaches the principles and practices of e-commerce marketing, with emphasis on the skills needed to plan, launch, manage, market, and measure a Website that sells products and communicates with
prospects and customers. Students will learn the specific processes that constitute core competencies for site
development, including merchandising, pricing, and product display; best practices for maximizing clickthrough rate, stickiness, conversion of site visits to sales, as well as minimizing shopping-cart abandonment.
They will also learn how to develop and manage the P&L and Operating Budgets for an e-commerce business
and how to use the best practices of classic direct marketing and the latest technology in digital marketing
to test, track and measure for Return on Investment and Customer Life Time Value. The course prepares
students for all aspects of e-commerce marketing management, from launch to expansion.
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TRIP SCHEDULE
DAY 15
New York City
Hotel: Ramada Plaza or similar
Arrive in the world-famous New York City with our
full-time chaperones. Enjoy a “Manhattan Half Day of
Leisure” in SoHo, Little Italy, and Chinatown.
Transportation from downtown Manhattan to hotel
will depart at 4:30 pm.
DAY 16
Woodbury Premium Outlet
Hotel: Ramada Plaza or similar
Shop ’till you drop at Woodbury Premium Outlets,
the world’s largest premium outlet mall!
DAY 17
New York City Tour
Hotel: Ramada Plaza or similar
See the New York sights! We’ll tour Wall Street, Charging Bull Statue, New York Stock Exchange, Federal
Hall, South Street Seaport, Liberty Cruise, New World Trade Center, UN Headquarter Building, Times
Square, Rockefeller Center.
DAY 18
Philadelphia — Washington D.C.
Hotel: Best Western or similar
In the morning, we will visit Philadelphia, Independence Hall, and the Liberty Bell. In the afternoon, we’ll
arrive in Washington D.C. and tour the White House, Smithsonian National Museum of Natural History,
Capitol Hill, Lincoln Memorial, Vietnam Veteran Memorial, and Korean War Memorial.
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TRIP SCHEDULE
DAY 19
Corning Museum of Glass — Niagara Falls (U.S. Side)
Hotel: Holiday Inn Grand Island or similar
In the morning, we’ll depart Washington D.C. before passing through New York State to visit the Corning
Museum of Glass. After, we’ll arrive at Niagara Falls on the American side to enjoy Maid of the Mist, Spirit
of the Mist*, and Niagara Falls Illumination at night.
DAY 20
Niagara Falls (U.S. Side) — Boston
Hotel: Best Western Royal Plaza or similar
We’ll check out the Goat Island views from the Canadian Horseshoe Fall (American side), American Falls,
and Bridal Veil Falls before watching an IMAX movie about the history of Niagara Falls. In the afternoon, we
will visit the historical town of Boston and enjoy a famous Boston Lobster Dinner.
DAY 21
Boston/New York — Hometown
We’ll tour Harvard Square, Harvard University, Massachusetts Institute of Technology before passing by Trinity Church and the tallest building in the New England District, the John Hancock Tower. Afterwards we’ll
take a Boston Harbor Cruise ride, shop, and then lunch at Quincy Market. At noon, we will arrive at Boston
airport for a flight to NYC-area airports (JFK, LGA, EWR). Due to travel distances between Boston and New
York, we strongly recommend a plane ticket from Boston airport BOS to NYC.
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TRIP NOTES
TRIP PRICE INCLUDES
6 nights hotel accommodations and all meals
2 students per single-sex room
Round-trip deluxe air-conditioned bus transportation
Experienced tour guides for in-depth sightseeing
PRICE DOES NOT INCLUDE
Round-trip air ticket from your hometown
Laundry, valet, telephone calls
All admission fees and other private expenses
Service fees for your tour guide and bus driver (total $8.00/day per passenger)
ADMISSION TICKETS
ACTIVITY
ADULT
CHILD
Liberty Cruise
$30 (included)
$25
Empire State & SKYRIDE
$45
$34
USS Intrepid
$31
$24
Metropolitan Museum of Art
$25
Free
Washington Boat Ride
$23
$18
Madame Tussauds President
Wax Museum
$23 (included)
$18
Corning Museum
$15
Free under 17
Spirit of Mist Show
$20
$13
Maid of the Mist +
IMAX Movie
$29 ($17+$12)
(included)
$18 ($10+$8)
Boston Lobster Dinner
$30 (included)
$30
Boston Cruise
$22
$17
Prices may change without notice.
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