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Medill Launches its Top-Ranked Marketing Program Online

Master’s degree in integrated marketing communications taught by leading faculty

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May 16, 2012

EVANSTON, Ill. --- Northwestern University’s Medill School will launch an online version of its highly regarded and top-ranked master of science in Integrated Marketing Communications (IMC) program.

At a time when organizations of all kinds increasingly need people who can successfully develop and execute compelling, data-driven marketing strategies, IMC will offer working professionals the opportunity to build these in-demand skills in a convenient and interactive online program. Students can apply to the program now; classes begin fall 2012.

Graduate-level study of integrated marketing communications began at Medill, where today’s IMC students study under the pioneering faculty of Integrated Marketing Communications.

In an increasingly digital environment, Medill IMC emphasizes an analytic approach that enables students to use data to drive strategies, messages, and media decisions -- and to build measurable strategies that grow brands. This deeper focus on marketing communications, plus the quantitative and qualitative skills taught, defines the key differences between the IMC program and an MBA program while preparing students to meet the increasing demand for these skills across multiple industries.

“Our faculty is excited to bring the IMC program to working professionals who do not live in the Chicago area but are looking for the opportunities an IMC education will bring them,” said Tom Collinger, Medill’s senior director of distance learning.

Medill IMC’s online format will offer students the same faculty and same rigorous, challenging course material as the on-campus formats. Both the online and on-campus programs offer students a thorough grounding in the methods of identifying the customer and stakeholder attributes that should be targeted by marketing communications programs; generating insights that lead to consistent, engaging and actionable communications; doing research, analyzing complex data and extracting information that will create powerful marketing and communications strategies; and incorporating social media into strategies that drive measurable results.

By utilizing the latest and most effective e-learning educational technology, the Medill IMC online program offers flexibility and engagement with learning activities that can be completed independently as well as sessions that allow for interaction with faculty and fellow students in live lectures, discussions and presentations.

For more information on Medill’s master of science degree in Integrated Marketing Communications online program, visit www.medill.northwestern.edu

Michael Dizon, Medill senior director of marketing, is the author of this story.