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We offer course sequences that fit into the four core areas of integrated marketing communications.

By taking courses in a particular sequence, you can develop depth in that area. By taking courses across sequences, you can develop breadth in integrated marketing communications.

The sequences are optional and do not appear on your transcript. Rather, they are guides to help you select courses that match your interests and career goals, however narrow or broad they may be.

Each sequence starts in the second quarter (winter) with a required foundations course. The foundations courses in each sequence are prerequisites for many of the other courses in that sequence. Because Medill IMC is a digitally oriented program, digital marketing is woven throughout the courses and sequences.

You are encouraged to take courses across the IMC curriculum and from more than one sequence.

Most students develop depth by taking several courses in one to two sequences, and breadth by taking the foundations courses across sequences.

Consumer Insight and Analytics

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Consumer Insight and Analytics

The central premise of IMC is that organizations should start with consumer understanding and build all customer engagement from that knowledge. The Consumer Insight and Analytics sequence focuses on honing your qualitative and quantitative skills to understand customers and analyze data sets of consumer behaviors.

Learn more about the Consumer Insight and Analytics sequence

Messages and Content

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Brand Strategy

Through Brand Strategy courses, you identify strategic brand opportunities and use consumer insights to measure brand awareness and equity, lead business decisions and shape perceptions.

Learn more about the Brand Strategy sequence

Strategic Communications

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Strategic Communications

Through the Strategic Communications sequence, you learn to deliver messages across platforms and audiences, all while integrating public relations and corporate social responsibility.

Learn more about the Strategic Communications sequence