IMC Compared with Other Master's Degrees
IMC Compared with Other Master's Degrees
We are often asked, “What is a master's degree in integrated marketing communications?” and “How does it compare with an MBA, master's in marketing, master's in communications, or other similar degrees?” We understand why you might have that question—the Medill IMC master's program is distinct and uniquely prepares you to excel in marketing communications in any industry.
The master's program that is right for you depends on the skills you want to develop for your future career path. Here is what sets the Medill IMC Full-Time and IMC Professional programs apart:
The Medill IMC program teaches you business strategy like an MBA program, and situates how strategy is developed through deep consumer understanding.
The Medill IMC program teaches you financial accountability like an MBA program, and how to plan and execute a marketing strategy for measurable financial results.
The Medill IMC program flexes your analytical and creative brain, developing you as a complete marketer.
Medill IMC's coursework is entirely marketing communications to develop your leadership for the teams you will join post-graduation.
Master of Business Administration (MBA)
Most MBA programs are focused on business education broadly. This means that only some of your classes will be focused on marketing. MBA programs are known for preparing students for a career in general management.
Master's in Marketing
Marketing is the “M” in “IMC”. Marketing is a broad term that encapsulates activities such as product research and development, competitive assessment, promotions, branding, marketing technology, pricing, and distribution. IMC expands beyond marketing and integrates more tools to engage consumers, such as consumer insight, strategic communications, advertising, analytics, media, and shopper marketing. We believe all activities should be aligned and centered around the consumer.
Master's in Communication
Learning effective communication strategies with multiple stakeholder groups is the foundation of many master's in communication programs. Communications and public relations are one part of an integrated set of skills in the Medill IMC program. Master's in communications degrees often include a lot of writing and are more qualitative and theoretical in nature, whereas Medill IMC will focus on the application of both qualitative (creativity, consumer insights) and quantitative skills (data analytics and IMC strategy).
Master's in Marketing Analytics
There are several types of degrees specifically on analytics and will take a very deep dive into statistical programs and software. The Medill IMC program has a core course, Marketing Research, and elective classes that teach these skills; however, you will also learn how to find insights in data and turn them into campaigns and activities that engage consumers.
Choose the IMC Format That's Right for You
Medill offers the IMC master's degree in two formats:
IMC Full-Time
This program is for students straight from undergrad or with a few years of work experience who are looking to launch or accelerate their career. This program is 12 months long and offered just north of Chicago on the Northwestern University campus in Evanston, Illinois. For one quarter of the program, students work on a strategic IMC project as part of a capstone course to gain valuable work experience.
Learn more about IMC Full-Time
IMC Professional
This program is a part-time program designed for mid- to senior-level professionals and those looking to transition into a marketing career and have at least three years of full-time professional work experience. The program is live online, and 13 courses long with 10 elective courses to select the areas of most interest to you. Students can explore a variety of courses such as Crisis Communication, Global Perspectives, Digital Leadership, Digital Analytics and more.