2009-2010 Full Time IMC Curriculum
The IMC graduate curriculum takes a managerial focus in teaching students to understand consumers and stakeholders to design, manage and measure the integration of effective marketing communications activities through effective engagement.
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.
| Concentration | Pre-IMC | Fall: 1st Quarter | Winter: 2nd Quarter | Spring: 3rd Quarter | Summer: 4th Quarter | Fall: 5th Quarter |
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| Brand & Advertising Strategy |
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| Corporate Communications & Public Relations |
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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:
- Brand Strategy and Advertising
- Direct and Interactive Marketing Communications
- Corporate Communications and Public Relations
- Marketing Analytics
- Media Management*
During the fourth quarter, students participate in team projects to tackle segmentation, marketing and branding challenges for real-world clients. Summer 2009 clients: Best Buy, Draftfcb, Conde Nast, Leap Wireless and SC Johnson.
Medill IMC prepares 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.