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The Integrated Marketing Communications Professional Program

Roy Wollen, marketing expert and instructor in Medill’s IMC Professional Program, knows that successful marketing begins with using data to understand the client’s needs and uses data-derived insights to drive action. Learn more here about the thoughts he shared in a workshop for the Chicago chapter of the American Marketing Association (AMA).
Danielle Robinson Bell, an accomplished integrated marketing communications practitioner and a Northwestern University alumna and faculty member, was named director of the IMC Professional Program at the Medill School of Journalism, Media, Integrated Marketing Communications in September 2022. She shared her thoughts about the program and the future of integrated marketing communications at Medill during an interview in October 2022.
Northwestern University has received the 2022 Higher Education Excellence in Diversity (HEED) Award from INSIGHT Into Diversity magazine, the oldest and largest diversity-focused publication in higher education. The HEED Award is the only national honor recognizing U.S. colleges and universities that demonstrate an outstanding commitment to diversity and inclusion across their campuses. This is the second consecutive year Northwestern has received this honor.
We hear and see these phrases frequently, but what exactly is digital marketing and what are digital marketing skills?
As technology advances in a mobile-first environment, customers have access to a seemingly unending supply of products, services, information and ads. End-users on any channel encounter constant marketing efforts that may or may not be relevant for them.
The concept of brand trust can often be overlooked in favor of short-term goals, but it’s a crucial piece of marketing strategy. Trust and loyalty often go hand-in-hand and will cement your brand in customers’ minds; when they’re looking for a product or service, they’ll know exactly where to go.
In today’s industries, marketing technology (or MarTech) is no longer suggested, it’s expected. Whether it’s an email to confirm a payment, or an ad for a wedding dress after you’ve googled “engagement rings,” organizations of all kinds are deploying new and unique ways to reach potential customers.
Christopher Isit, IMC ‘22, recently spoke with us about Medill’s Master of Science in Integrated Marketing Communications Professional program. With an impressive, multifaceted career to his credit, he’s currently the Content Director for Power Equipment Direct, and he offered specific praise for the immersion-course experience at Medill.
A formal interview is a standard part of the application process for graduate school. It’s an opportunity for the admissions committee to learn more about you and your career goals, and it’s your chance to ask a few questions—to get a feel for the program and its expectations.
The professional world and the world of graduate school have many things in common, and one trait they share is that relationships matter. When you’re applying to graduate school, recommendation letters carry a lot of weight.
Good news for potential graduate school applicants: the professional statement doesn’t need to be the most daunting part of your application package. While it may be some time since you’ve sat down to write an essay, particularly if you’ve already been in the professional workforce for several years, the essay you’ll write to accompany your master’s degree application should be a rewarding challenge.
It’s a general truth about resumes that they should always strive to speak to a specific opportunity. While the resume you use for professional opportunities may be fairly consistent if you apply to multiple jobs in the same industry, your resume for graduate school poses a different challenge.
In our technology-rich time, it can be valuable to consider how we completed certain tasks before we could rely on powerful handheld computers. How did we get to new places without GPS, choose hotels or restaurants without apps, or keep track of peoples’ contact information without smartphones?
In the year 2021, marketing is literally all around us. The ratio of networked devices to U.S. citizens is currently 8 to 1, and that is only expected to rise in coming years. Today, U.S. adults consume media on average for more than 12 hours per day.