IMC professionals are in demand in today's market.
In fact, integrated marketing communication has been cited as a top concern of senior marketing executives, according to the Association of National Advertisers. Why? Dramatic changes in technology have resulted in more media choices than ever, both for consumers and for marketers. This means more opportunities for IMC professionals, on the "client side" or in an agency or consultancy, to guide marketing communication strategies and plans.
Integrating marketing communication to deliver consistent messaging can create deeper relationships with consumers, yet requires a breadth of knowledge, including: advertising, promotion, public relations, branding, and the ever-changing tools of interactive marketing.
IMC professionals also must learn how to promote collaboration between partners to achieve strategic objectives with creative solutions. Finally, the job isn't finished until the results are proven by the numbers. Thus, IMC professionals must speak the financial language of brand managers and understand how to evaluate the effectiveness of marketing communication plans.
Emerson graduates become marketing communication professionals in international corporations, advertising and public relations firms, financial institutions, and nonprofit organizations across the United States and throughout the world.
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Integrated Marketing Communication (MA) At a Glance
Full- or part-time enrollment. Full-time enrollment is typically 8 or 12 credits per semester.
Fall or spring admission
Classes generally meet from 6:00 to 10:00 pm.
Average class size: 20
Average student age: 24–25
Full-time students usually complete the degree in two years; part-time in three.
Keep yourself updated on what's going on with the Integrated Marketing Communication (IMC) program with the Graduate IMC Blog.