Integrated Marketing Communication (MA)
Integrated Marketing Communication programs prepare graduates for a diverse range of careers in marketing and communications as well as positions in marketing departments in every organization in the world.
Beginning in September 2017, Emerson will launch an expanded IMC program to give students more freedom to choose course content that meets their learning objectives while also increasing the flexibility of program format. The graduate offerings in marketing communication have been consolidated into one stronger IMC program. The complete IMC program is unique in that it exposes students to the total marketing landscape versus limiting students to a narrowly focused course of study. This approach more closely aligns with the needs of all organizations to effectively listen to and communicate with the target audience. With today’s technology dramatically expanding the marketing and communication landscape, it is even more important to have a broad understanding of the foundational blocks used to create truly integrated marketing and communication plans.
Graduate School on Your Schedule
New One-Year Option
We have created a new One-Year Option to allow you to accelerate your IMC Program! This 40-credit degree is offered in three semesters: fall, spring and summer. You move through this program with a predetermined group of required courses complimented with a broad selection of electives to customize your degree. With the program electives, students will have the opportunity to emphasize consumer research/behavior, global brand management, digital marketing, or managing the creative process.
You may also decide to complete your degree in our traditional Flexible Scheduling. Students wishing to complete the program on a part-time basis can organize their course of study to two, three or four years. The flexible scheduling option also requires students to take a group of required courses and electives. The pace of the program will reflect student needs and desires to combine education with work, internships, and outside-the-classroom experiences.
In Demand in Today’s Market
Graduates of the Integrated Marketing and Communication program have pursued careers in advertising account management, account planning, public relations, marketing research, brand management, and interactive marketing. They have worked with such companies as Arnold Worldwide, the AMP Agency, Bose, Communispace, Digitas, Deutsch, Ogilvy, IBM, Lexis Nexis, New Balance, Puma, and Smash, amongst others.
A Competitive Advantage
The new structure has been created to become more responsive to the cultural and shared learning environments that create enhanced learning experiences and student-to-student exchange. By offering a program that covers the interests of marketers, creative communicators, and markets, the widely diverse interests of students and the differing learning experiences can be merged into values that are greater than the sum of the parts.
Our program connects the capabilities of the marketer to the needs of the market through expertise in the area of creative and empathetic communication. The re-imagined IMC program sees the world of marketing communication as a continuum from brand creator to creative communicators to markets that express common concerns. Some graduate programs in marketing communication see the discipline as embedded in the corporate marketing department. Other programs see communication as the focus and strive to create high-impact messages. Emerson’s IMC offering takes the position that our students need to connect the entire spectrum. Emerson IMC graduates complement the MBA's value in the corporate marketing department, move marketing strategies to communication specialists, and link stories of shared experiences to markets that need to know. We want to create a best-of-both-worlds scenario.
Where to from Here
If you plan to pursue employment opportunities immediately upon completion of your degree, the Integrated Marketing Communication program is designed to help students get off to a strong start where they can build and strengthen their business communication skills, and learn about the rapidly evolving strategies and media that can be used together to tell the stories of organizations operating in a global marketplace. In a competitive landscape where information is accessible in higher quantities and across more platforms than ever before, it is essential for businesses to hire marketing communication professionals who are not only great storytellers, but are also innovative problem solvers who can command the tools and technology available to them today and seamlessly adapt to those of tomorrow.
For those students who may be considering an MBA, now or at some point in the future, IMC will provide a platform for future learning that will increase every aspect of the MBA experience. Because IMC is a discipline that is a fundamental to all organizations in the world, the education can be viewed as a valuable building block for almost any future educational opportunity.