Skip to main content
Group of students laughing and giving a presentation together.


We offer course sequences that fit into the three 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

Two students working on a tablet together

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 complex big data sets of consumer behaviors.

Learn more about the Consumer Insight and Analytics sequence

Messages and Content

Student collaborating around a table with laptops

Messages and Content (Brand Strategy & Communications)

The core of marketing communications is messages and content. Across this set of two subsequences, you learn the essentials of brand strategy and tactical execution, management of messages across all key stakeholder groups, platforms and media, and the financial implications of these choices.

Learn more about the Messages and Content sequence

Strategic Communications