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Curriculum

The IMC curriculum is designed to give you a solid foundation in the principles of integrated marketing communications, then allow you the flexibility to select electives that match your interests and career goals.

Eighteen graduate-level credits at Northwestern are required for the Full-Time Master of Science in Integrated Marketing Communications (MSIMC) degree:

You may receive up to three specializations by completing the two required courses and two or more electives in a specialization.

We often add new courses and revise course content to be in front of a rapidly changing marketing communications marketplace. As such, the courses listed below are subject to change.

Course schedule

Fall 2017

Consumer Insight

Financial Accounting

Marketing Management

Statistics and Marketing Research

Winter 2018

Analytic Techniques

Communications and Content Marketing

Customer Loyalty

Data Management

Digital Strategy

Digital, Social and Mobile Marketing

IMC Law, Policy and Ethics

IMC Strategic Process

Introduction to Strategic Communications

Media Economics and Technology

Social Media

Spring 2018

Brand Communication Decisions

Building Brands with Creative Ideas

Customer Value Innovation

Data Governance: Critical Issues in Digital Marketing Communications

Digital, Social and Mobile Marketing

Internal Communications

International Enterprise IMC Innovation (Chile)

Investor Relations

Machine Learning for IMC

Managing Integration

Marketing Mix Analysis

Marketing Public Relations

Marketing Technologies

Media Automation

Media Strategy

Segmentation and Lifetime Value

Shopper Marketing

Sports Marketing

Summer 2018

During the summer quarter, you will participate in Immersion Quarter and work on a marketing communications consulting project at a top company.

Fall 2018

Brand Equity

Building Brands with Creative Ideas

Computational Text Mining and Advertising

Consumer Insight for Digital Experiences

Crisis Communications

Customer Value Innovation

Digital Analytics

Entertainment Marketing and Analytics

Global Brand Communication Management

Global Perspectives

IMC Law, Policy and Ethics

IMC Leadership

Introduction to MarTech

Media Economics and Technology

Practicum in Media and Technology

Shopper Marketing

Strategic Planning in an E-Commerce Environment

All courses

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