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San Francisco

As an IMC Online student, you have the opportunity to attend a one-week immersion course at Northwestern's San Francisco campus in early December. The course, From Insights to Innovation: A Design Thinking Approach, provides tools to help you design with your customers, not for them, and in doing so develop strategies to drive innovation and mitigate marketing risk.

IMC students group photo in San Francisco

IMC students at the week-long technology and innovation course in San Francisco

As marketers, we can no longer assume that “if we build it they will buy.” Consider Apple, Airbnb and Amazon: The most innovative products, services and technologies identify latent needs, identify ways to solve them and continuously iterate and improve. In order to stay relevant in today’s landscape, brands must find ways to invite customers into the conversation, listen closely and ensure they are creating value.

This course will explore the intersection between customer-centered marketing and human center design, with a specific focus on empathy (research), defining the opportunity, protyping, iteration and testing.

Additionally, you will learn lean business frameworks to evaluate your ideas for product-market fit. You will incorporate traditional modes of market research to refine ideas and ensure their solutions drive clear business value and measurable ROI.

By studying at the Northwestern San Francisco campus, which is shared with the McCormick School of Engineering, you prepare to succeed in marketing communications roles in a fast-paced and innovative digital media environment. You also will learn how innovation and disruptive business models are changing the future of marketing.