IMC is a graduate certificate program which means many of the students have university degrees and attend this course to add the hands-on, practical experience to their theoretical background.
In this intensive program of study, the focus is on experiential learning. While students study the disciplines of marketing, advertising, digital marketing and public relations they apply the skills in a combination of classroom exercises and real client work. Their studies also include consumer and market research, writing, branding, media relations, event management, project management, business principles, and graphic design. Both offline and online strategies and tactics are assessed for their inclusion in an integrated plan.
These mature students are focused and committed to achieving success, in their academic careers, and for clients in the work world. They are ready to launch their careers armed with a course of studies that has encouraged both macro and micro critical thinking skills.
See the video above for a look at the two ways that business can become involved in the IMC program.
Students in the IMC program create plans for employers in one of two ways.
- In first semester, (between November and December) teams of students are mentored by faculty as they develop plans for clients.
- In second semester students work for an employer in an unpaid work placement where one of their tasks is to complete an IMC plan.
- Confidence as they apply the skills learned in school
- Experience to add to their professional portfolio
- Possible contacts and references for their future job search
- A comprehensive look at their promotional needs
- A plan that is ready to launch at the employer’s discretion
- A fresh perspective with regard to marketing communications