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Media

Media is the conduit that connects consumers with brands. Without some form of media—whether paid, owned or earned—there is no means of engaging with them.

There are many changes happening in today's media world, such as:

The Media sequence prepares you to implement integrated marketing communications given these evolutions. You will learn how to engage with consumers through various media to successfully achieve your organization's objectives.

Judy Franks
"IMC has revolutionized our understanding of how to best serve audiences across paid, owned and earned media. The Media sequence provides students with skills to leverage data to make strategic decisions that can position companies for growth and help marketers improve ROI."Judy Franks

Lecturer and 23-year veteran of Chicago’s leading ad agencies,

Ideal for students interested in

  • Media planning, including paid, owned and earned media
  • Media strategy
  • Media technology
  • Media platforms

IMC alumni jobs related to this specialization:

  • Product Analytics, Audience Insights at The New York Times
  • Channel Planning Manager, Media at AbbVie
  • Head of Social Media Intelligence at FTI Consulting
  • Behavioral Content Associate at Morningstar
  • Assistant Media Planner at Cramer-Krasselt

Required foundational course

Media Foundations

Elective courses

  • Media Insight Strategy
  • Media Marketplaces
  • Media Decisions
  • Media and Technology (San Francisco)

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