The Integrated Marketing Communications Professional Program Blog
Integrated marketing communications, or IMC, is a strategic approach to marketing communications grounded in consumer behavior and psychology. It leverages the full power of current marketing technologies and helps businesses and nonprofit organizations align their marketing efforts across multiple channels to break through clutter and achieve strategic objectives.
Businesses prioritizing integrated marketing communications (IMC) have a clear advantage, as do marketers with the right skills. Learn how a master's in integrated marketing communications can help you get essential skills to become a marketing leader.
In an era when data is king and customer engagement is paramount, the right MarTech stack can make or break the success of your marketing operations. But there's no need to feel overwhelmed by the volume of data and the number of MarTech tools available. Read more here about how to take your MarTech stack from the planning stage to a game-changing reality.
If you’re considering a master’s degree in integrated marketing communications, you’ll be very interested in what Kelly Gallagher thinks about this topic. Gallagher is a 2022 IMC Professional program graduate and vice president at Ketchum, a global communications consultancy.
Brand management is more than marketing and advertising; its benefits reverberate throughout an organization. Read more here about the primary considerations of brand management and how it can help you drive business value.
This post introduces some concepts presented in Medill's Advanced Brand Management course and discusses how the brands have used them to drive brand equity and business value.
Angel Martinez, a student in Northwestern University’s Medill IMC Professional program, is a strategic communication specialist for the Network for College Success. In a recent interview, Martinez related how Medill’s emphasis on supporting art with science in marketing is helping him on his journey as a strategic marketer in the non-profit arena.
“Brand managers have a duty to serve as a lighthouse in the organization,” Ryan Reis, branding consultant and Medill IMC Professional adjunct lecturer, said. “They provide clarity as to what a brand stands for and what all company activity should support.”
People who can translate data into strategic or tactical direction are uniquely valuable. Read more about how the IMC Professional program trains marketers for success at the intersection of data and marketing.
Learn how Northwestern University’s Medill IMC Professional program helped Tifair Hamed become a CMO driving economic growth for the City of Chicago. Hamed, who credits the Medill IMC Professional program with giving her the skills and confidence to become the Chief Marketing Officer of a technology-focused Chicago nonprofit, nearly dropped out of the program.
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?
As marketers, we all understand the incredible power of data. We have a wealth of data and most of us use some kind of data nearly every day in our jobs. Typically, we are leveraging that data to understand and analyze business, industry, customers, initiatives and more. We use data as information.
In December, 15 Medill IMC Professional students gathered in San Francisco for the Design Thinking immersive course, which teaches how to focus marketing work on customer needs. Learn more about transformational learning this course and the strategic value of this approach to designing marketing communications.
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, director of the IMC Professional Program at the Medill School of Journalism, Media, Integrated Marketing Communications shared her thoughts about the program and the future of integrated marketing communications at Medill during an interview in October 2022.
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.
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.
