Sequences
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 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 two to three sequences, and breadth by taking the foundations courses across sequences.
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.
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.
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.
Media
Learn to engage consumers across traditional and digital media with the right content at the time and in the right place.