good

Good

good

good

GOOD

good

简洁清晰

Nice

Good

good

4.5

ok

7

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I learned a lot even though my emotions towards the lectures were not all positive: David Bells' lectures were fantastic and what you can hope for from a professor who is doing research. Barbara E. Kahns' lectures were interesting too, although I felt it mainly targeted towards larger corporations. As her view of marketing was only through the lense of branding. Which I find important but incomplete. I had the hardest time going through the lectures and the book of Peter Fader. Although the idea is interesting, these lectures were much less focused on their actual research. Nore could he present many positive role models from the real world. Rather, it felt like a call for a religious type of belief where you should trust that companies who don't do this are doomed and only those companies who fully immerse themselves into this approach will succeed in the future. It was hard for me to filter out the dogma from research. Overall, I really learned a lot and I got what I were looking for: learning new ideas and approaches that I would not naturally search for. Which is why I gave it a 4 star.

The flow of content is great in the first two weeks and the final week. However, week three, despite Prof. Bell's enjoyably jovial demeanor, seems to drag on forever. Week three takes you totally off the rails with its missing content (cut for the sake of shortening the duration of the course, but done in a way that leaves a lot to be desired) and its lack of sufficient transitions and connections between topics. Professor Kahn's lectures were my favorite, due to her clear way of explaining concepts and giving multiple examples that very clearly demonstrate her point. Speaking of examples, this course could also use a overhaul to bring it back up to date. Five years may not seem like a long time, but that's practically decades when it comes to marketing communications! Overall, this course is a great refresher for those who've studied ad/IMC/branding already, and a good starting point for those just getting into the field.