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Content Marketing

Content marketing is among the fastest-growing areas in marketing and communications. In the Content Marketing specialization, you learn how to create strategies and content that work across multiple platforms to achieve brand objectives. You create written, digital, video and audio content -- then implement a strategy to roll out that content to consumers.

Bob Scarpelli
"Given that customers are now co-creating brands with us, we must create brand content that they can get involved with and interact with. The IMC program helps prepare students to create, evaluate and champion ideas that do just that."Bob Scarpelli

Adjunct Lecturer and Former Chairman and Chief Creative Officer, DDB Worldwide

This two-pronged experience of developing and deploying content gives you a deep understanding of how content contributes to an organization’s objectives and helps build strong connections between consumers and brands. You learn the ins and outs of brand storytelling, persuasive writing, content strategy and social media marketing.

Students who have pursued the content marketing specialization have become content marketing leaders, digital content administrators and social content managers for industry-leading companies.

Ideal for students interested in:

  • Content strategy
  • Social media
  • Brand storytelling
  • Persuasive writing

IMC alumni jobs related to this specialization:

  • Executive content marketing lead, Facebook
  • Senior director of content marketing, Abbot
  • Director of content, Nielsen
  • Website content administrator, HealthPlus
  • Manager of social content, Digitas

Required courses

Building Brands with Creative Ideas

Communications and Content Marketing

Elective courses

Content Analytics

Digital, Social and Mobile Marketing

Entertainment Marketing and Analytics

IMC Law, Policy and Ethics

Managing Integration

Media Economics and Technology

Narrative Structure in Storytelling