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Heidi Schultz

Heidi Schultz

Adjunct Lecturer

Heidi Schultz joined the IMC faculty as an adjunct lecturer in 1997 when Building Brand Equity course was first introduced to the curriculum, and she has evolved the course to keep pace with a changing global environment with deeper understandings of brands and brand management issues. 

Schultz is particularly interested in the business side of brands, that is, bridging the gap between marketing, finance, legal and strategic planning and determining how brand assets can best use utilized to achieve business objectives.  

Schultz also serves as executive vice president of Agora, Inc., a marketing consultancy she shares with husband Don Schultz, also of the Medill IMC faculty.  She has extensive experience in branding, media, market research, and strategic marketing planning and has worked with clients in the areas of publishing, tourism, hospitality, restaurant, retail, industrial products, technology and financial services.     

Prior to joining Medill, Schultz was the first woman publisher of Chicago Magazine, the nation’s largest monthly city magazine. She also served as the publication’s director of operations and circulation director. 

Schultz lectures at several professional seminar and university programs around the world, including the Australian Marketing Institute and FHWien University in Vienna. She has been especially active in China, where she was a visiting lecturer in the EMBA programs of Tsinghua University, Xiamen University, Zhejiang University, Jinan University and Cheong Kong University. 

Schultz’ professional career began as a promotion copywriter for CNA Insurance, before moving to McGraw Hill as a research and promotion manager for the company’s institutional publications group.  She subsequently joined Crain Communications, where she held positions in promotion, market research and circulation management on publications including Advertising Age, Business Marketing and Modern Healthcare. 


Schultz received her BA in journalism from University of Southern California, earning a Phi Beta Kappa key in the process. She later completed an MBA at Northwestern University’s Kellogg School of Management.

Authored Works

Schultz is the author of numerous articles and columns on IMC, brands and branding.  She has co-authored four books with Don Schultz including, “IMC: The Next Generation”, “Brand Babble: Sense and Nonsense About Brands and Branding”, “Building Customer Brand Relationships” (in conjunction with Beth Barnes and Marian Azzarro), and “Understanding China’s Digital Generation” (in conjunction with Martin Block).