Integrated Marketing Communications Master's Program Viewbook

MASTER’S DEGREE in Integrated Marketing Communications

Full-Time Professional

THE ART & SCIENCE of MARKETING COMMUNICATIONS

BUILD

your skills to build stron

Integrated Marketing Communications (IMC) is marketing with a uniquely Medill twist.

Science Art IMC is part

You’ll use data and technology to understand consumers— their actions, mindsets and needs.

IMC is part

You’ll then use the insights from data and flex your creativity to develop ways to engage with consumers and build strong brands in the digital age.

We offer the IMC degree in two formats:

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Full-time – On premise in Evanston, Illinois

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Professional – Online, part-time Chicago, or a combination

ng brands Innovation is in our DNA. Innovation in marketing is the core of what we do. Medill faculty invented the IMC degree and we’ve been leading the field ever since.

Northwestern is top-ranked.

We are the only top-10 ranked university to offer an IMC degree. Our past is unparalleled, and with a Medill IMC degree, your future is unlimited.

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“IMC helped provide me with the backbone to be flexible and adaptive in the world of marketing.

What worked today will probably not work tomorrow – that’s what makes our jobs so hard, but so rewarding. We get to create the next big thing, and have fun while we’re doing it.”

Shivram Vaideeswaran (IMC07) Chief Marketing Officer at Jamba

Explore the IMC program: medill.school/imc

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Brand Communication Decisions Consumer Insight Crisis Communications Customer Value Innovation Data Science Foundations Digital Analytics Digital Strategy Financial Accounting Managing Integration Marketing Management Marketing Research Media Foundations Shopper Marketing Strategic Process

ADVANCE Top companies seek IMC graduates because of their ability to analyze data and turn insights into meaningful marketing communications strategies.

At Medill, we’ll help you from day one map out how IMC can lead you to the job of your dreams. Medill has its own dedicated career services team. That team is integrated with your academic advisers to set you on a successful path. By understanding your career aspirations, we can help you choose courses that align with your goals.

What you learn in class is only part of your education. We’ll also teach you career-building and networking skills to help you find a great job. We help you network with IMC professionals, many of whom are Medill IMC alumni, who could be your dream employer.

Our faculty also has deep industry connections.

“I’ve really found that Medill IMC has great thinkers who understand how to use data to come up with new ways to reach consumers.

These are highly sought after skills, and we’ve hired numerous IMC alumni.”

Kurt Karlenzig Senior Vice President, Global Digital Strategy at The Marketing Store, an agency that creates participation and engagement marketing for clients such as McDonald’s and Nissan

your caree

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“My Medill IMC degree set me up with the knowledge and connections to prepare me for a fun and rewarding career.�

Snigdha Mathur (IMC17) Senior Strategist at Venables Bell and Partners

CONNECT

to our unp

When you enroll at Medill, you join a diverse and closeknit community of alumni who work at the highest levels of integrated marketing communications in all sectors: tech companies, agencies, consumer goods and services, nonprofits and more.

Medill has 18,000 alumni and Northwestern has 260,000 alumni. Our alums consistently hire and mentor Medill graduates.

Craig Greenfield (IMC00) Chief Operating Officer at Performics Worldwide

Georgina Flores (IMC02) Vice President of Consumer Marketing at Allstate

Annie (Robinson) Ward (IMC10) Head of Internal Communications, U.S. Sites at Google

Jose Costa (IMC04) Chief Development Officer at Bojangles’ Restaurants, Inc.

Sophi Data Off-P

paralleled network “In the midst of a rapidly changing world where consumers are getting more segregated, respecting diversity and being openminded are key to being a global leader, and I thank Medill for this.�

Younghee Lee (MSA90) Chief Marketing Officer at Samsung Electronics

ie Xin Wang (IMC12) Science and Analytics, Price at Nordstrom

Mike McGrew (IMC97) Executive Vice President, Chief Communications and CSR Officer at Constellation Brands

EXPLORE Medill IMC’s global reach is unmatched.

We offer you the chance to learn about IMC by taking courses in places such as Asia, London and Chile. Our programs welcome students from all over the world. This rich diversity ensures you can learn from fellow students as you collaborate on global case studies and team projects.

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ween visits to multinational companies in such as Facebook, Google, Spotify, Edelman entsu, students in our Global Perspectives e visit the Forbidden City in Beijing. During wo-week course, you gain deep, contextual edge of marketing communications in ational markets.

As a leader at the intersection of marketing and technology, Medill and Northwestern recently opened a space in San Francisco. You can study IMC and put it into practice in the heart of the Bay Area’s tech and entrepreneurial culture through weeklong and quarter-long courses. Our San Francisco location connects you and your unique IMC skillset to the heart of the country’s high-tech economy.

Students brainstorm during our course “From Insights to Innovation: A Design Thinking Approach.” This course, offered at Northwestern’s San Francisco campus, focuses on the design tools and mindsets pioneered on the West Coast.

LEARN Medill has the top IMC faculty. A mix of academic scholars and industry professionals, faculty members produce cuttingedge research, lead top marketing communications companies and develop innovative, customer-focused solutions to complex challenges.

They are all passionately invested in helping you achieve your goals and advance your career. They will challenge, inspire and motivate you.

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Get involved in Medill IMC research projects using data from real companies to solve business problems.

Spiegel Research Center Spiegel Research Center focuses on evidencebased, data-driven analysis to prove the relationship between customer engagement and purchase behaviors. Our experienced researchers ( faculty, post-doctoral fellows, and graduate student fellows) provide evidence that shows which types of customer engagement with media and brands results in financial performance.

Retail Analytics Council is the leading organization focused on the study of consumer shopping behavior across retail platforms and the effects of new technologies.

Intent Lab is a partnership with marketing agency Performics that uses cutting-edge academic research to study the motivation behind consumer behavior, particularly in the digital arena.

Proud to be part of the @medillschool @SpiegelResearch marketing team and to get to learn from amazing professors like these...

IMC Associate Dean and Associate Professor Vijay Viswanathan chats with Andres Rodriguez (IMC17).

Viswanathan is an expert on consumer decision making, especially as it relates to branding, pricing, cross-media consumption and social influence. He has been recognized as Top 100 faculty at Northwestern.

Rachel Walker (IMC18) got involved at the Spiegel Research Center.

Choose the format that’s right for you

IMC

Quick Facts l 15 months l Based in Evanston, Illinois l Designed for those with a couple of years of work experience or those who just graduated from college l Program helps launch or accelerate your career

full-time

This program is designed to help launch or accelerate your career in marketing communications by giving you a solid foundation in the principles of IMC, offering hands-on training and connecting you with industry professionals.

Immersion Quarter

You’ll work with a team of IMC students at a top company for 10 weeks. With this team, you’ll tackle a company’s current marketing communications challenges and provide solutions that make a lasting difference for the brand.

Global Courses

We offer short-term and quarterlong domestic and international courses to broaden your understanding of IMC. Recent opportunities have included travel to Chile, Tokyo, Shanghai, Beijing, London, Paris, Singapore and San Francisco.

Learn more: medill.school/imcft

Sequences

We offer course sequences that are guides to help you select classes that match your interest and career goals. These sequences are: Consumer Insight and Analytics Messages and Content Brand Strategy Strategic Communications Media

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Jobs of Recent Full-Time Grads Product Marketing Specialist at Prophet Digital Strategist at FanFood Technology and Activation Manager at Spark Foundry

Communications Manager at Airbnb Key Account Manager at Google Senior Digital Marketing Analyst at Tim Hortons

Top business executives such as Northwestern alumnus Justin Skala, COO of Colgate-Palmolive, regularly speak to our students.

These lectures help you make industry connections and apply what you are learning in the classroom to realworld challenges.

IMC students have worked at Colgate on individual and team projects and several alumni have been hired to work there, both domestically and abroad.

Digital Marketing Specialist at Bayer Health Product Marketing Manager at Salesforce Marketing Manager at Facebook Business Technology Analyst at Deloitte Consulting Brand Growth Solutions Analyst at SPINS Marketing Manager at Visa Product Manager at Tencent

Choose the format that’s right for you

IMC

professional

Professional Network

Your classmates, and many of our faculty, are professionals working around the world at corporations, agencies and nonprofits. You not only join their networks but also learn from their real-time experiences through class discussions and group projects.

Flexible Curriculum Classes are flexible to meet the needs of students working full-time, many of whom also have busy family and social lives. You can complete this degree entirely online, entirely in-person in Chicago, or a combination that you can change each quarter. If you take classes online, some will have “sync” sessions to allow you additional opportunities to build your relationships and network. You can plan your courses to help balance the ebbs and flows of your work and personal commitments throughout the year.

Immersive Courses In addition to the flexibility of online or in-person, we also offer optional weeklong immersive courses across the U.S. and around the globe. Join us in Chicago or San Francisco, and travel with IMC faculty and classmates for courses in London, Asia and Chile.

These courses give you the opportunity to focus on your studies for a week while connecting in person with your peers.

Learn more: medill.school/imconline

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As a working professional, you want to accelerate your career while continuing to work and balance your life. IMC Professional teaches you cutting-edge marketing skills and builds your confidence as a marketing leader to advance your career or help you change careers. You pick how you want to take courses: entirely online, in the evening in downtown Chicago, or a combination of both.

“Soon after I earned my IMC degree from Medill, I was promoted to director of corporate communications. The skills I learned in the IMC Online program have empowered me to re-imagine corporate communications at Sargento by thinking of our employees and external stakeholders as consumers of our company’s experience. I owe this thinking to the IMC program.”

Portia Young (BSJ99, IMC16) Director of Corporate Public Relations at Sargento Foods “I owe a lot to my time at IMC. The strength of the network plus the known quality of the individuals coming out of the University helped my application get noticed by Deloitte Digital.”

Quick Facts l Can complete in less than two years l Choose to take courses online, in the evenings in the Chicago Loop, or a combination l Designed for working professionals with a minimum of three years of work experience l Program helps accelerate your career or start a new career path

Jameson Sanford (IMC18) Senior Consultant at Deloitte Digital “My IMC degree from Medill changed my life! My dream was to work for a brand so well-known that I could travel to the other side of the world and tell anyone where I worked and they would recognize the name.”

Kami Periman (IMC16) Senior Advisor, Solution Marketing at Dell Technologies

Ready to start your Medill story?

Apply now at medill.school/imc-app

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