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GRADUATE PROGRAM Full time. Part time. Online.

MARKETING INTEGRATED

COMMUNICATIONS

THE MEDILL IMC DIFFERENCE

Academic Overview

IMC Curriculum

Real-World Application

Faculty

Careers

Alumni Profiles

Student Committees

Student Profiles

Why IMC?

Why MEDIll IMC?

Why NORThWESTERN?

• E-commerce,digitalanddatabasemarketinghaveredefinedhowcompaniesreachcustomers

• Successfulcompaniesmustunderstandandcommunicatedirectlywithconsumers

• Advertisersandglobalbrandsholdtheiragenciesaccountableandexpectprovenresults

TheIMCgraduatedegreewasinventedatNorthwestern.Here,youwilllearntocreateinnovativemarketingcommunicationsstrategies,workingcollaborativelywithcolleaguesandtop-tier,globalcompaniestosolvereal-worldbrandingchallenges.Inthemaster’sprogramatMedillIMC,youwill:

• Identifythekeyattributesofcustomersandstakeholdersthatbrandsshouldleverage.

• Developinsightsthatengageaudiencestogrowbusinesses.

• Learntoanalyzecomplexdatatocreatepowerfulmarketingstrategies.

• Producesocialmediacampaignsthatdrivemeasurableresults.

NorthwesternUniversityrankedNo.12ininU.S.NewsandWorldReport’s2013editionofBestColleges-NationalUniversities,isrecognizedbothnationallyandinternationallyforitsundergraduateandgraduateprograms.

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

“Our business is built on an engine of innovation, and innovation is built on a highly developed right brain. When I recruit at Medill, that’s what I’m looking for. The spirit of innovation is more alive in the IMC graduates. Their unique skill is connecting dots that others can’t see or navigate.”

SCOTT BERGREN PresidentandChiefConceptOfficer,

PizzaHutInc.

AnIntegratedMarketingCommunicationsdegreeis

essentialformarketingcommunicationsprofessionals

toexcelintoday’sglobalanddigitalmarketplace.

THE MEDILL IMC DIFFERENCE

GROW yOUR CAREER. MedillIMCisthegraduateprogramofchoicefor

marketingcommunicationsprofessionalswithsomework

experiencelookingtogrowtheirskillsetandadvance

theircareers.Itoffersmorebreadthandmoreanalytical

rigorthantypicallyareofferedinacommunications

master’sprogramtogivemanagersacompetitiveedge.

FRANK MUlhERN AssociateDean;DepartmentChair,IntegratedMarketingCommunications;

HamadBinKhalifaAl-ThaniProfessorofMarketingCommunications

Studentswillcompletefiveconsecutivequartersofstudyin15months.MostoftheworkwillbedoneinEvanston,Ill.,withtheopportunityforsometravelwithintheU.S.andevenpossiblyabroadtoworkoncompany-sponsoredprojectsandmeetwithtopinfluencersatglobalbrands.+ FULL-TIME PROGRAM

+ PART-TIME PROGRAM

+ ONLINE PROGRAM

+ APPLY

“Medill IMC incorporates advertising, public relations and business school practices into a curriculum that provides professionals with a unique skill set that’s both data-driven and strategic. We are more business oriented than traditional PR or advertising programs, and we’re more communications focused that an MBA.”

INvEST IN yOUR FUTURE. Ifyouhaveabachelor’sdegreeandafewyearsof

professionalworkexperience,Medill’sgraduateprogram

isyournextsteptoenhanceyourfutureasamarketing

professional.Medillprovidesneed-basedscholarshipsand

grants,aswellasfederalstudentloans,basedonyour

eligibilityandfinancialneed.

StudentstakeclassesatnightandmeetinMedill’sdowntownChicagolocation.Mostpart-timestudentscompletetheirrequiredcourseworkintwoyears,buttheycantakeuptofivetofinish.

ThREE OPTIONS. RegardlessofhowyouchoosetoengagewithMedillIMC,thecutting-edgecurriculumandprestigiousfacultyarethesame.Click/taponaprogrambelowformoreinformation:

Thetwo-yearprogramisasynchronousforthemostpart,butstudentswillbeexpectedtoconveneonlineforsomelecturesandgroupwork.

THE CURRICULUM

FUll-TIME PROGRAM Full-time IMC students need 15 course credits to graduate,in addition to their summer Immersion Quarter.Allstudentstakefivecorecourses,thenhavetheoptiontoselect10electiveclasses.StudentscantakeaclusterofelectivesinoneofMedillIMC’sspecializations,ortheycanchooseavarietyofelectivesthattouchonahostofdifferenttopics.

CORE ClASSES* SPECIAlIZATIONS**

ElECTIvES

ConsumerInsightfocusesonunderstandinghowindividuals,families,andgroupsacquire,consume,anddisposeofgoods,services,ideas,brands,andexperiences.Studentsinthecoursewillexaminepsychological,economic,communications,anthropologicalandsociologicalperspectivesonhumanactionthatwillallowtheclasstogenerateconsumerinsights.

CONSUMER INSIGhT

MarketingManagementprovidesanintroductiontobasicconceptsandmethodsinmarketing.Thecoursesurveysthestateofknowledgeofmarketingpracticeandprovidesstudentswithafoundationinhoworganizationsconductmarketingdecision-making.

MARKETING MANAGEMENT

Required Courses:MediaEconomicsandTechnology,BrandBuildingandEngagementPlus: Twootherelectives

• Brand Strategy

Required Courses:CommunicationsandPersuasiveMessages,MediaandIntegratedMarketingPlus: Twootherelectives

• Content Marketing

Required Courses:CommunicationsandPersuasiveMessages,ManagingIntegrationPlus: Twootherelectives

• Strategic Communications

Required Courses:Digital,SocialandMobileMarketing,SocialMediaPlus: Twootherelectives

• Digital and Interactive Marketing

Required Courses:AnalyticTechniques,DataManagementPlus: Twootherelectives

• Marketing Analytics

FinancialAccountingprovidesanoverviewoftheprinciplesofcorporatefinance,includingfinancialstatementanalysis,businessperformancemeasurement,budgeting,long-termforecasting,andinvestmentanalysis.Studentslearnreturn-on-investment(ROI)methodologiesforassessingtheeffectivenessofmarketingprograms.

FINANCIAl ACCOUNTING

StatisticsandMarketingResearchoverviewsthemarketingresearchprocessandgoesin-depthonbasicstatisticalanalysis.Studentslearnhowtoanalyzecustomerdatabasesandsurveysusingstatisticalsoftware.

STATISTICS AND MARKETING RESEARCh

IMCStrategicProcesscoverstheprinciplesandpracticesofintegratedmarketingcommunications.StudentsconductanextensivedatabasemarketingprojectwithSPSSstatisticssoftware.

IMC STRATEGIC PROCESS

*Required for all students

**Students are not required to focus on a specialization

Studentshavethechancetodoadeepdiveinoneormoreacademicspecializationsortakeclassesinmultipletopicareas.Tocompleteaspecialization,studentsmusttaketworequiredcoursesandatleasttwoelectivesapplicabletothatspecialization.Itispossibleforstudentstocompletemultiplespecializations.

Studentshavetheopportunitytochoosefromavarietyofelectivecourses,includingthecourseslistedasspecializationrequirements.Thisisasamplingofadditionalelectivecoursesavailabletostudents:

Required Courses:UnderstandingMedia(aKelloggcourse),MediaandIntegratedMarketingPlus: Oneotherelective

• Media ManagementIMC 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.

Marketing Public Relations, Entertainment Marketing, Customer loyalty, Shopper Marketing, Marketing Mix Analysis and Planning

REAL-WORLD APPLICATION

Learn more about the Immersion Quarter (IQ) experience.

GlOBAl.

TheGlobalPerspectivesclassoffersstu-

dentstherareopportunitytogainafirst-

handviewofthebestbusinesspracticesof

globalagenciesandmarketers.Students

spendmorethantwoweekstraveling

throughAsiatomeetwithandlearnfrom

leadingbusiness,communicationsand

mediaexecutives.

IMMERSION QUARTER.

TheIMCprogramoffersaone-of-a-kindcoursecalledtheImmersionQuarterthatcombinesclassroomlearningwithon-

siteimmersionintotopcompaniestoworkonrealworldprojects.Studentshelpthesecompaniescreatefreshsolutions

andanswerstorealchallengesandquestions.Inadditiontotheprojectwork,studentsparticipateinaleadership

strategiesprogram,wheretheystrengthenavarietyofskillsthatwillhelpmaketheirprojectsmoresuccessful,including

interpersonalcommunications,teambuilding,conflictresolution,managingclientsandpresentationtactics.

STUDENT COMMITTEES

TalentQTalentQisastudent-managedresearchprogramtobetteridentifytheuniquetalentsandskillsthatdefinesuccessfulmarketingcommunicationsprofessions.TheTalentQteamputsoncareer-relatedeventsthroughouttheyear.

vitamin IMC TheVitaminIMCteamrunsitsownblogatVitaminIMC.com,aforumthatprovidesaplatformtodiscussmarketingcommunicationstopicswhileeducatingprofessionals

aboutIMCprinciples.

Cause Marketing InitiativeCMIprovidespro-bonomarketingcommunicationssupportforChicagoareanon-profitsthatenablesthemtofurthertheircommunityreachandsocialimpact.

Professional Speakers SeriesPSSbringsindustryleaderstocampustointeractwithstudentsandexchangeideaswiththenextgenerationsofIMCprofessionals.

Medill Branding Committee MBCworkstoincreasethebrandrecognitionofMedillandIMCwithintheNorthwesternUniversitycommunity,aswell

asamongpotentialstudentsandthegeneralpublic.

Student Advisory Committee SACstrivestohelpbringpositivechangestotheIMCprogrambyservingastheliaisonbetweenstudentsand

theMedilladministration.

Journal of Integrated Marketing CommunicationsTheJIMCisanannualpublicationeditedandproducedbystudentsthatismadeavailabletomarketingcommunicationsprofessionals.Thejournalincludesarticles,casestudiesandacademicresearchabouttopics

relevanttoIMCpractitioners.

Global Trip Planning Committee TheGlobalTripPlanningCommitteehelpsorganizeatwo-weekoverseasstudytourtoobservedifferenteconomies,marketingpracticesandIMCinactionaroundtheworld.

Medill Asian Student AssociationMASAhelpspeoplefromallwalksoflifebetterunderstand

theAsianeconomyandculture.

Social CommitteeTheSocialCommitteegivesstudentsthechancetosocializeandinteractwithclassmatesatvariouseventsintheEvanstonandChicagoarea.

THOUGHT LEADERS

Watch Raman explain an approach to problem solving.

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

Watch Malthouse discuss the difference between IMC and MBA programs.

Professor

Professor

KAlyAN RAMAN

EDWARD C.MAlThOUSE

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

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

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

AssistantProfessorProfessor

Lecturer

AssociateProfessor AssistantProfessor

MIChEllE F. WEINBERGER

KAREN W. BROWN

JOhN GREENING vIJAy vISWANAThAN

Click/tapforfullfacultylistandcompletebios.+

THE CURRICULUMSTUDENTS

“My IMC journey so far has been enthralling. I’m 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.”

“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.”

Interested in:MarketingAnalytics

Interested in:MediaManagementwithanemphasisonMarketingAnalyticsandBrandStrategy.

Interested in:DigitalandInteractiveMarketing

ROMEETA PARESh SUKhTANKAR

ADIShESh IyENGAR lEIGh lOvETT

vICTORIA AyRES OMANInterested in: MediaManagementandBrandStrategy

“ 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.”

THE CURRICULUMALUMNI

SAMPlE JOBS FOR 2012 IMC GRADS

Company Job title

AdobeSystems SearchOptimizationAnalyst

Digitas StaffConsultant

Draftfcb SeniorAnalyst

emedia SeniorWebEditor

FifthThirdBank Asst.VicePresident,Marketing

GeneralMills IMCPlanner

Hyatt MarketingCommunicationsMgr.

IBM SocialMediaStrategist

InvictusDigitalMarketing BusinessDevelopment

TheMarketingStore DigitalStrategist

Merkle MarketingConsultant

Orbitz BusinessAnalyst

Performics StrategyandAnalyticsAnalyst

SageProducts MarketingManager

Walgreens DirectMarketingAnalyst

Watch to learn more about IMC from students and alumni.

Watch Flores talk about her job at Allstate and her time at Medill.

Watch Kumar talk about IMC techniques and his class experiences.

“ 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.”

“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.”

DirectorofMulticulturalMarketingStrategyforHispanic,African-American,AsianandLGBTCommunitiesandDirectorofHomeownersMarketingatAllStateCorp.

VicePresident,CustomerIntelligenceDirector,Draftfcb

GEORGINA FlORES (IMC02) PRADEEP KUMAR (IMC03)

SAMPlE OF OThER IMC AlUMNI JOBS

Company Job title

CoxCommunications MarketingDirector

GolinHarris ExecutiveDirector ofMulticultural

Google HeadofPlatformMarketing, Agency/Advertiser

Hewlett-Packard HeadofGlobalDigital Marketing&Web

JohnsonControls Manager,Internal Communications

MediaCom ManagingPartner, CommunicationsPlanning

Mercer Principal&USRegion MarketingLeader

Microsoft Sr.MarketingManager, Strategy&Analytics

Navigant CAO,GlobalMarketing& Communications

Staples DirectorofOnlineMarketing

TheWaltDisneyStudios Manager,MarketingStrategy

WoltersKluwer VPofConsumerInsights4