IMC Full Time Curriculum
The IMC graduate curriculum will continue to train the world's leading marketers to engage, activate and persuade consumers by teaching the essential principles of integrated marketing while equipping them to meet the marketing challenges of tomorrow. The program takes a managerial focus in teaching students to design and manage the integration of effective marketing communications activities, engage with stakeholders and demonstrate return on investment. Students are exposed to general business topics that emphasize concepts and strategies relevant to integrated marketing communications and special emphasis is placed on understanding how the media and communications marketplace operates.
IMC's full-time program is based on Northwestern University's Evanston campus. Students complete the graduate degree in a 15-month program of five quarters. In the first two quarters, students complete eight core courses. In the third and fifth quarters students select electives in the following concentrations:
o Brand Strategy and Advertising
o Direct and Interactive Marketing Communications
o Corporate Communications and Public Relations
o Marketing Analytics
o Media Management*
During the fourth quarter, students take a three-unit academic and professional residency, where they apply some of the tools they've acquired to marketing communications projects with top companies and organizations domestically and abroad.
This newly revised curriculum offers more electives, fewer core classes and an increase in concentrations. Our goal is to prepare our students for an increasingly integrated marketing communications environment which demands understanding of the entire IMC process. Additionally, we believe in providing students additional focus in areas of concentration. With the increase in electives, all students are strongly encouraged to select one concentration, and, for those who wish to do so, it will be possible to complete two concentrations**.
*The Media Management Concentration is available to students in the IMC program and students at the Kellogg School of Management. The number of students who can pursue this concentration is limited. Applications for the Media Management Concentration will be due during the first quarter of the program.
** Note that three classes must be taken in a concentration to qualify for this designation on your transcript. Also, several classes will qualify for more than one concentration.
2008/2009 Course Schedule(s)
PRE-PROGRAM
Orientation
1st QUARTER
All courses are required.
IMC 451-0 Statistics for Marketing Decisions
IMC 452-0 Integrated Marketing
IMC 454-0 Communications & Persuasive Messages
IMC 455-0 Consumer Insight
2nd QUARTER
All courses are required.
IMC 450-0 Marketing Finance
IMC 453-0 Database Marketing & Analysis
IMC 458-0 Communities
IMC 461-0 Media Economics & Technology
Elective for Media Management Concentration
MEDM 432-0 Understanding the Media and its Content
3rd QUARTER
Electives for Brand Strategy & Advertising Concentration
IMC 459-0 IMC Law, Policy & Ethics
IMC 462-0 Marketing Mix Analysis & Planning
IMC 463-0 Brand & Advertising Decisions
IMC 498-0 Practicum: Digital Marketing
Electives for Corporate Communications & Public Relations Concentration
IMC 459-0 IMC Law, Policy & Ethics
IMC 472-0 Marketing Public Relations Management
IMC 475-0 Crisis Communication
Electives for Direct & Interactive Marketing Communications Concentration
IMC 459-0 IMC Law, Policy & Ethics
IMC 482-0 Database Marketing Models
IMC 485-0 Customer Loyalty
IMC 486-0 Segmentation and Lifetime Value
IMC 498-0 Digital Marketing
TECH 917-0 Strategy and Analytical Customer Relationship Management
Electives for Marketing Analysis Concentration
IMC 462-0 Marking Mix Analysis & Planning
IMC 482-0 Database Marketing Models
IMC 486-0 Segmentation & Lifetime Value
IMC 498-0 Quantitative Marketing Analysis
TECH 917-0 Strategy and Analytical Customer Relationship Management
Elective for Media Management Concentration
MEDM 431-0 Media & Integrated Marketing
4th QUARTER
Academic and Professional Residency(s)
IMC 440-0 Global Residency Evaluation
IMC 440-1 Global Residency Seminar
IMC 440-2 Global Residency Presentation
IMC 441-0 Professional Residency Evaluation
IMC 441-1 Professional Residency Seminar
IMC 441-2 Professional Residency Presentation
5th QUARTER
Electives for Brand Strategy & Advertising Concentration
IMC 457-0 Managing the Integration Process
IMC 464-0 The Intuitive Marketer
IMC 498-0 Asia Perspectives
IMC 498-0 Building Brand Equity
IMC 498-0 Global Communication
Electives for Corporate Communications & Public Relations Concentration
IMC 457-0 Managing the Integration Process
IMC 473-0 Investor Relations Management
Electives for Direct & Interactive Marketing Communications Concentration
IMC 442-0 Capstone: Strategic Planning in an E-Commerce Environment
IMC 457-0 Managing the Integration Process
JOUR 435-0 Medill Innovation Project
TECH 917-0 Strategy and Analytical Customer Relationship Management
Electives for Marketing Analysis Concentration
IMC 498-0 Marketing Measurement
Electives for Media Management Concentration
IMC 498-0 Entertainment Marketing
MEDM 911-0 Media Strategy and Implementation
Additional electives are available from the Masters in Science in Journalism program.
Courses offered in this schedule are subject to change without notice.