First Person: Applied Integrated Marketing

This year the Applied Integrated Marketing Communication class taught by Dr. Reshma Shah worked with Royal Caribbean and Coca-Cola to create a loyalty program for Royal Caribbean consumers. The class is a tremendous benefit to Coca-Cola because it enables the company and its partners to obtain fresh marketing perspectives that are grounded in sound marketing strategy stemming from consumer insights and industry data.

The primary benefit is the ability for us to obtain creative and relevant solutions to existing marketing campaigns and opportunities.

Because Coca-Cola is continually working to recruit youth to our brands, and our customer partners are interested in the same, it is critically important for us to engage our target audience in helping us identify and bring to life marketing solutions that will appeal to today’s youth and in today’s dynamic media environment.

This is precisely what Goizueta undergrads help us do.

We have consistently been delighted with the level of creative solutions that deliver against our problem/opportunity that is relevant to our consumer targets and competitive landscape. When you combine the successful outcomes of the project assignments with the incredibly bright and talented interns that come out of the class, the Applied IMC class is a gift that keeps on giving to Coca-Cola and our customer partners.

- Brad Taylor, Vice President Customer Marketing at The Coca-Cola Company

 

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