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:
Medill Master's in Integrated Marketing Communications
IMC blends the art and science of marketing communications. You will learn about the consumer and use data—both qualitative and quantitative--to learn about their behaviors, needs and pain points. You will develop actionable insights from data to create resonant strategies. Some master's programs lean more heavily on the art OR the science, but Medill IMC blends the two to make you a savvy marketer.
- In the IMC program at Medill, all of your classes will be about marketing. For example, you will take Financial Accounting focused on understanding how marketing affects a business's financial performance.
- You will flex your creative and analytical abilities. It's rare that a graduate program allows you to do both. We believe both skills are essential to best prepare you for the job market today, where employers are seeking strategic, creative thinkers with a strong command of how to analyze and use data.
It's also important to understand the differences between Medill's IMC program and IMC programs at other universities. The IMC master's degree was founded at Medill in 1991 with a very intentional emphasis on data and creativity, with the consumer at the center of all activity. You will study marketing communications in depth, rather than gaining a breadth of knowledge in a variety of subject matters.
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. Learn more from Medill alumnus Jose Costa (IMC04), who has both IMC and MBA degrees, and has held top leadership positions at Burger King, Maaco and Grand Vision and more. Costa is the Chief Executive Officer of Whistle Express.
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 15 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.