A cutting edge and dynamic program. Among the first of its kind in Asia. Integrated Marketing Communications (IMC)
Integrate Marketin Commun (IMC)
d g nications The IMC Program
The University of Asia & the Pacific’s School of Communication is the first in Asia and the only university in the Philippines that offers a Bachelor of Arts Degree in Integrated Marketing Communications (IMC) and a Master of Arts in Communication, major in Integrated Marketing Communications (IMC).
IMC offers a unique curriculum that redefines the ways of building and managing business organizations from a multidisciplinary perspective.
The IMC program is a response to changes in the market place, media and communication, which have brought other marketing communication disciplines to the forefront. Public relations and promotion, advertising, direct marketing, digital media, among others have become part and parcel of effective communication. Advertising alone is no longer enough. Thus, we integrated these changes and disciplines into a more cutting edge and dynamic program, now better known as IMC. IMC offers a unique curriculum that redefines the ways of building and managing business organizations from a multidisciplinary perspective. It draws from the fields of marketing, marketing communications, business management, and research. The program prepares forward-thinking professionals for a career in management, as they imbibe a holistic and strategic approach to business and brand communications planning that is people or audience-focused, data and results driven, channels-centered, and research-based.
The IMC Program Goals The IMC program equips its graduates with the necessary knowledge and skills to effectively face the challenges of the 21st century business and communications environment. Specifically, it aims to produce graduates with a deep understanding of the human person, his motivations, needs, and brand experiences, and thus competently carry out strategic marketing communications planning and strategy formulation. In other words, immersed in a world of customerfocused and data-driven business process, graduates are equipped to manage multiple stakeholders (audiences), content (messages), channels (media) and results (measurement) of brand communication programs.
The IMC Curriculum Understanding the Media and its Content Communication Theory Communication Research Methods Communication Ethics & Law Business Communication IMC Principles and Practice Advertising Management Brand Communication Management Human Insight Marketing Communications Research IMC Cases and Applications IMC Business Process Creative Strategy and Concept Development Brand Activation Financial and Managerial Accounting Digital Marketing Sales and Channels Management Media Decisions Marketing Economics Research Leadership in Media Organizations Marketing Effectiveness Research Professional Residency Integration Thesis Integration and Revalida Professional Residency Program Summer International Residency (optional) Electives: Entrepreneurial Marketing Global Marketing Copywriting and Art Direction Customer Relationship Management Public Relations Shoppers Marketing Special Topics in IMC
IMC Professional Residency Program and Summer International Residency Program The Professional Residency Program is a distinctive and notable element of the IMC Program. A privilege only to 5th year students, this completes the learning of students as they apply theories from previous classes in real workplace scenarios. More than an internship, and unlike your typical on-the-job training, residents are expected to perform as full business team members, with significant accountabilities from their assigned host-company/firm.
Qualifying for the Professional Residency Program Students who obtain a general weighted average (GWA) of 2.0 or higher after their senior year qualify for the one year Professional Residency Program. They will have the opportunity to work with our corporate partners as graduate students and graduate with a Masters Degree in Communication, Major in IMC at the end of their 5th year. The option to do a summer international residency is also open to graduate students.
Corporate Partners The School of Communication is proud to partner with the most prestigious corporations in the country for the IMC Professional Residency Program. Over the years, we have developed a diverse base of companies – from banks to F&B, to consumer goods to various types of advertising and communication agencies. This expands the opportunities to match the student/resident with the work and environment he/she can excel the most. Our partners include: Citibank DDB Group DM9 JaymeSyfu EON Public Relations Johnson & Johnson Mondelez International Leo Burnett Group Lowe, Inc. McCann Worldgroup Philippines McDonald’s Philippines Nestle Philippines Philippine Survey and Research Center Pilipinas Shell Petroleum Corporation Publicis Jimenezbasic Publicis Manila Saatchi & Saatchi Smart Communications, Inc. Starcom Mediavest Group Unilever Philippines
IMC Full-time Faculty Members Jerome Kliatchko Ph.D. Dean & Associate Professor School of Communication
Luis Tongco Ph.D. Assistant Professor School of Communication
Francine Calero-Racho Ph.D. Vice-Dean & Assistant Professor School of Communication
Caterina Molo Ph.D. Assistant Professor School of Communication
Veronica Isla Ph.D. Assistant Professor School of Communication
Shirini-Love Eugenio-Ramos Instructor School of Communication
IMC Adjunct Faculty Members Gladys Co-Chan Special Assistant to the President Media Quest Holdings Commercial Lead for the Multimedia Office Smart Communications, Inc.
Philip Yeung Managing Director and Consultant for Business Development Practice Business Outcomes, Inc.
Raul Esteban Managing Director Philippine Survey & Research Center
Eleanor Modesto CEO Advisor Lowe Indonesia
Angela Ong Senior Research Consultant Leo Burnett Phils.
Merlee Jayme Chairman and Chief Creative Officer DM9JaymeSyfu
Pauline Fermin Managing Director Acumen Strategic Consulting Inc.
Edward Camacho Marketing and Sales Consultant Trans-Overseas Industrial Corp.
Claire Lopez Executive Creative Director and Chief Executive Officer Dyll Communications
Govind Daswani Partner & Brand Communications Director Antidote Branding
Tsirol Ara単a Founder and Owner Eureka Kitchen
Stan Padojinog Ph.D. Dean of School of Management UA&P
Toti Soliongco Founder TOL Communications
Ikee Canoy Lecturer UA&P
Javier Calero Past Chairman and CEO JWT
Ma. Christina Esguerra Marketing Communication Consultant
Chipi Buenafe Technology Consultant Hewlett-Packard Jaime Puno Past Chairman, President & CEO Dentsu Young & Rubicam-Alcantara Nanette Diyco Columnist BusinessWorld Suzan Bigay Instructor UA&P Eugene Manalo Managing Consultant and Partner Tiger 22 Media Corporation Liam Capati Media Director Starcom Mediavest Fr. Robert Latorre Assistant Professor UA&P
Manolo Gonzales Senior Strategic Planner Publicis Manila Inc. Ma. Celeste Cuadrante-Tanjuatco Affiliate Consultant Acumen Strategic Consulting Jennifer Intac-Salonga Lecturer UA&P Mr. Patrick Miciano Lecturer UA&P Atty. Jo Imbong Lecturer UA&P Atty. Delia Tantuico Dean of the College of Arts and Sciences UA&P
Future of IMC Graduates The intensive, rigorous, and demanding program of study ensures that graduates are highly competitive and highly valued in the marketing communications industry. Many of our graduates are employed by leading local and global corporations in the fields of: Marketing or Brand Management Strategic and Account Planning Market Research Sales Management Account Management Creative Copy Writing and Art Direction Corporate Communications Public Relations Media Planning and Management
The intensive, rigorous, and demanding program of study ensures that graduates are highly competitive and highly valued in the marketing communications industry.
UA&P School of Communication Our Identity The emblem of the School of Communication shows a lion sounding a trumpet. The lion is the King of the Beasts, the leader of the pack. We want to develop communicators who are leaders, pace setters. The lion’s roar is used to arouse themselves before the night’s hunting. We want to develop communicators who can express themselves clearly and persuasively. Lions are sociable animals: They live together in parties of twelve or more. This characteristic of the lion represents public communication. The trumpet represents the channels of communication. A trumpet, if used properly, produces distinct and penetrating sounds— just the way we want our messages to be.
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Pearl Drive, Ortigas Center Pasig City, Philippines Phone: (632) 637-0912 to 232 E-mail: scm@uap.asia Website: www.uap.asia