STRATEGIC COMMUNICATIONs

THE CURRICULUM

DIGITAL BRAND STRATEGY

SOCIAL MEDIA
ANALYTICS

ADVERTISING

INSIGHT
INTEGRATED MARKETING COMMUNICATIONS
GRADUATE PROGRAM Full time. Part time. Online.

METRICS

CONSUMER

GLOBAL PUbLIC RELATIONS

THE MEDILL IMC DIFFERENCE

An Integrated Marketing Communications degree is essential for marketing communications professionals to excel in todays global and digital marketplace.

What is IMC? Watch a quick video to learn more about the program.

wHY imc?
E-commerce, digital and database marketing have redened how companies reach customers Successful companies must understand and communicate directly with consumers Advertisers and global brands hold their agencies accountable and expect proven results

WHY MediLL IMC?

Academic Overview IMC Curriculum Real-World Application Faculty Careers Alumni Proles Student Committees

The IMC graduate degree was invented at Northwestern. Here, you will learn to create innovative marketing communications strategies, working collaboratively with colleagues and top-tier, global companies to solve real-world branding challenges. In the masters program at Medill IMC, you will: Identify the key attributes of customers and stakeholders that brands should leverage. Develop insights that engage audiences to grow businesses. Learn to analyze complex data to create powerful marketing strategies. Produce social media campaigns that drive measurable results.

Our business is built on an engine of innovation, and innovation is built on a highly developed right brain. When I recruit at Medill, thats what Im looking for. The spirit of innovation is more alive in the IMC graduates. Their unique skill is connecting dots that others cant see or navigate.
Scott Bergren
President and Chief Concept Ofcer, Pizza Hut Inc.

WHY NortHwestern?
Northwestern University ranked No.12 in in U.S. News and World Reports 2013 edition of Best Colleges - National Universities, is recognized both nationally and internationally for its undergraduate and graduate programs.

Student Proles

THE MEDILL IMC DIFFERENCE

Medill IMC incorporates advertising, public relations and business school practices into a curriculum that provides professionals with a unique skill set thats both data-driven and strategic. We are more business oriented than traditional PR or advertising programs, and were more communications focused that an MBA.
FRANK MULHERN
Associate Dean; Department Chair, Integrated Marketing Communications; Hamad Bin Khalifa Al-Thani Professor of Marketing Communications

Grow Your Career.

Medill IMC is the graduate program of choice for marketing communications professionals with some work experience looking to grow their skill set and advance their careers. It offers more breadth and more analytical rigor than typically are offered in a communications masters program to give managers a competitive edge.

inVest in Your future.

If you have a bachelors degree and a few years of professional work experience, Medills graduate program is your next step to enhance your future as a marketing professional. Medill provides need-based scholarships and grants, as well as federal student loans, based on your eligibility and nancial need.

tHree options.

APPLY

Regardless of how you choose to engage with Medill IMC, the cutting-edge curriculum and prestigious faculty are the same. Click/tap on a program below for more information:

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FULL-TIME PROGRAM

Students will complete ve consecutive quarters of study in 15 months. Most of the work will be done in Evanston, Ill., with the opportunity for some travel within the U.S. and even possibly abroad to work on company-sponsored projects and meet with top inuencers at global brands. Students take classes at night and meet in Medills downtown Chicago location. Most part-time students complete their required coursework in two years, but they can take up to ve to nish.

PART-TIME PROGRAM

ONLINE PROGRAM

The two-year program is asynchronous for the most part, but students will be expected to convene online for some lectures and group work.

THE CURRICULUM
FULL-TIME PROGRAM
Full-time IMC students need 15 course credits to graduate, in addition to their summer Immersion Quarter. All students take ve core courses, then have the option to select 10 elective classes. Students can take a cluster of electives in one of Medill IMCs specializations, or they can choose a variety of electives that touch on a host of different topics.

CORE CLASSES*

SPECIALIZATIONS**
Students have the chance to do a deep dive in one or more academic specializations or take classes in multiple topic areas. To complete a specialization, students must take two required courses and at least two electives applicable to that specialization. It is possible for students to complete multiple specializations.

Consumer InsigHt
Consumer Insight focuses on understanding how individuals, families, and groups acquire, consume, and dispose of goods, services, ideas, brands, and experiences. Students in the course will examine psychological, economic, communications, anthropological and sociological perspectives on human action that will allow the class to generate consumer insights.

Brand Strategy
Required Courses: Media Economics and Technology, Brand Building and Engagement Plus: Two other electives

Digital and Interactive Marketing Marketing Management

Marketing Management provides an introduction to basic concepts and methods in marketing. The course surveys the state of knowledge of marketing practice and provides students with a foundation in how organizations conduct marketing decision-making. Required Courses: Digital, Social and Mobile Marketing, Social Media Plus: Two other electives

Marketing Analytics
Required Courses: Analytic Techniques, Data Management Plus: Two other electives

Strategic Communications FinanciaL Accounting

Financial Accounting provides an overview of the principles of corporate nance, including nancial statement analysis, business performance measurement, budgeting, long-term forecasting, and investment analysis. Students learn return-on-investment (ROI) methodologies for assessing the effectiveness of marketing programs. Required Courses: Communications and Persuasive Messages, Managing Integration Plus: Two other electives

Content Marketing
Required Courses: Communications and Persuasive Messages, Media and Integrated Marketing Plus: Two other electives

Media Management
IMC students also have the options to do a specialization in Media Management through the Kellogg School of Management. Students have to apply to this specialization, and if accepted, must take three courses (two requirements and at least one elective) in order to complete the specialization. Required Courses: Understanding Media (a Kellogg course), Media and Integrated Marketing Plus: One other elective

Statistics and Marketing ResearcH

Statistics and Marketing Research overviews the marketing research process and goes in-depth on basic statistical analysis. Students learn how to analyze customer databases and surveys using statistical software.

IMC Strategic Process

IMC Strategic Process covers the principles and practices of integrated marketing communications. Students conduct an extensive database marketing project with SPSS statistics software.

**Students are not required to focus on a specialization

ELECTIVES
Students have the opportunity to choose from a variety of elective courses, including the courses listed as specialization requirements. This is a sampling of additional elective courses available to students: Marketing Public Relations, Entertainment Marketing, Customer Loyalty, Shopper Marketing, Marketing Mix Analysis and Planning

*Required for all students

REAL-WORLD APPLICATION

IMMERSION QUARTER.
The IMC program offers a one-of-a-kind course called the Immersion Quarter that combines classroom learning with onsite immersion into top companies to work on real world projects. Students help these companies create fresh solutions and answers to real challenges and questions. In addition to the project work, students participate in a leadership strategies program, where they strengthen a variety of skills that will help make their projects more successful, including interpersonal communications, team building, conict resolution, managing clients and presentation tactics.

Learn more about the Immersion Quarter (IQ) experience.

GLobaL.
The Global Perspectives class offers students the rare opportunity to gain a rsthand view of the best business practices of global agencies and marketers. Students spend more than two weeks traveling through Asia to meet with and learn from leading business, communications and media executives.

STUDENT COMMITTEES

TalentQ
TalentQ is a student-managed research program to better identify the unique talents and skills that dene successful marketing communications professions. The TalentQ team puts on career-related events throughout the year.

Student Advisory Committee

SAC strives to help bring positive changes to the IMC program by serving as the liaison between students and the Medill administration.

Vitamin IMC
The Vitamin IMC team runs its own blog at VitaminIMC. com, a forum that provides a platform to discuss marketing communications topics while educating professionals about IMC principles.

Journal of Integrated Marketing Communications

The JIMC is an annual publication edited and produced by students that is made available to marketing communications professionals. The journal includes articles, case studies and academic research about topics relevant to IMC practitioners.

Cause Marketing Initiative

CMI provides pro-bono marketing communications support for Chicago area non-prots that enables them to further their community reach and social impact.

Global Trip Planning Committee

The Global Trip Planning Committee helps organize a twoweek overseas study tour to observe different economies, marketing practices and IMC in action around the world.

Professional Speakers Series

PSS brings industry leaders to campus to interact with students and exchange ideas with the next generations of IMC professionals.

Medill Asian Student Association

MASA helps people from all walks of life better understand the Asian economy and culture.

Medill Branding Committee

MBC works to increase the brand recognition of Medill and IMC within the Northwestern University community, as well as among potential students and the general public.

Social Committee
The Social Committee gives students the chance to socialize and interact with classmates at various events in the Evanston and Chicago area.

THOUGHT LEADERS
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Professor Click/tap for full faculty list and complete bios.

KaLYan Raman
Professor

MicHeLLe F. Weinberger
Assistant Professor

Watch Raman explain an approach to problem solving.

Medill students not only need to understand current changes, but also must have the tools to evaluate future ones as well.

Karen W. Brown
Lecturer

Edward C.MaLtHouse
Professor

My objective is to immerse Medill students in both current business news and common business vernacular.

Watch Malthouse discuss the difference between IMC and MBA programs.

JoHn Greening
Associate Professor

VijaY ViswanatHan
Assistant Professor

Watch Greening talk about his experience past and present in the advertising eld.

Medill students are highly diverse in terms of their backgrounds, skills sets and the way they think. Its a great training ground and a great way for students to prepare for the real world.

STUDENTS THE CURRICULUM

AdisHesH IYengar
Interested in: Media Management with an emphasis on Marketing Analytics and Brand Strategy.

LeigH LoVett
Interested in: Digital and Interactive Marketing

My IMC experience has given me an edge. It is a school of thought that informs us of the challenges ahead and prepares us to solve them and in turn succeed, not just in our careers but in life.

The IMC program has fostered my creativity and strengthened my analytical skills. I have gained a solid theoretical foundation and have been able to translate that into real-world experience through student committees and team projects.

Romeeta ParesH SukHtankar

Interested in: Marketing Analytics

Victoria AYres Oman

Interested in: Media Management and Brand Strategy

My IMC journey so far has been enthralling. Im glad I chose IMC instead of going to a business school. My favorite aspect of IMC is that I have had numerous opportunities to meet accomplished professionals outside the classroom.

IMC has fused my existing strengths in creativity, intuition and curiosity with strong building blocks of strategy, reason and insight in a diverse and idea generating environment.

ALUMNI THE CURRICULUM

Georgina FLores (IMC02)

Director of Multicultural Marketing Strategy for Hispanic, African-American, Asian and LGBT Communities and Director of Homeowners Marketing at AllState Corp.

Pradeep Kumar (IMC03)

Vice President, Customer Intelligence Director, Draftfcb

I wanted to get what you get out of an MBA program, but I also have a passion and love for communications, and I really enjoy advertising and all kinds of consumer marketing, so I chose the IMC program because I felt it gave me the best of both worlds.
Watch Flores talk about her job at Allstate and her time at Medill.

Medill IMC has high-caliber professors who balance academic research and practical wisdom. I also learned a lot from a very mentally agile peer group.

Watch Kumar talk about IMC techniques and his class experiences.

SampLe jobs for 2012 IMC grads

Company Adobe Systems Digitas Draftfcb emedia Fifth Third Bank General Mills Hyatt IBM Invictus Digital Marketing The Marketing Store Merkle Orbitz Performics Sage Products Walgreens Job title Search Optimization Analyst Staff Consultant Senior Analyst Senior Web Editor Asst. Vice President, Marketing IMC Planner Marketing Communications Mgr. Social Media Strategist Business Development Digital Strategist Marketing Consultant Business Analyst Strategy and Analytics Analyst Marketing Manager Direct Marketing Analyst

SampLe of otHer IMC aLumni jobs

Company Cox Communications GolinHarris Google Hewlett-Packard Johnson Controls MediaCom Mercer Microsoft Navigant Staples The Walt Disney Studios Wolters Kluwer Job title Marketing Director Executive Director of Multicultural Head of Platform Marketing, Agency/Advertiser Head of Global Digital Marketing & Web Manager, Internal Communications Managing Partner, Communications Planning Principal & US Region Marketing Leader Sr. Marketing Manager, Strategy & Analytics CAO, Global Marketing & Communications Director of Online Marketing Manager, Marketing Strategy VP of Consumer Insights4

Watch to learn more about IMC from students and alumni.