Like no other, the field of Integrated Marketing Communications (IMC) has changed dramatically over the past decade. Throughout that period (and more), Adjunct Instructor Doug Dome has reflected and foreshadowed the changes in his popular capstone course Managing Integrated Marketing Communications in the Graham School IM certificate program. Dome will provide a sampling of the course content in his presentation Future of IMC: Applying Master Algorithms to IMC Ecosystems. He will provide an overview of the current IMC landscape, noting the role of brand strategy, data, analytical insights, content and creative management, omni-channel engagement, attribution, and automation. Further, he'll explore the vast opportunity to optimize IMC with machine learning and artificial intelligence. Here he will theorize how the emergence of Master Algorithms within IMC ecosystems will ultimately deliver truly customized brand engagement to consumers and truly optimized IMC management to marketers.
The web conferencing link will be sent via email after filling out the registration form.
is known in the Chicago marketing community as founder of two public relations and brand promotion agencies: Dome Communications, which he later sold to Hill & Knowlton, and Dome Consulting. At other times in his career, Mr. Dome served as chief creative officer at Carmichael, Lynch, Spong, Vice President at FCB (forerunner of today's DraftFCB) and President of Gigunda Group. Mr. Dome holds an MM from the Kellogg School, Northwestern University.