美国西北大学整合市场营销专业介绍

Integrated Marketing Communications MSc

Integrated marketing communications (IMC) is a strategic, innovative approach through which organizations drive performance by engaging, serving and communicating with consumers and other constituents.

IMC combines qualitative understanding of consumers with large-scale analytics to develop strategic communications and content that build and maintain strong brands. Grounded in advertising, public relations and direct media communications, IMC has emerged as the premier way for organizations to manage customer experiences in the digital age.

西北大学(Northwestern)整合营销传播专业 Integrated Marketing Communications 是开设在新闻，媒体和整合营销传播学院下为期15个月的硕士课程，专为您在营销传播领域的职业生涯而量身定制，为期五个季度的紧张训练让您准备了解和吸引消费者、解决营销挑战并在数字时代建立强大的品牌。整合营销传播 (IMC) 是一种战略性的创新方法，组织通过该方法通过与消费者和其他成员的互动、服务和沟通来提高绩效。 IMC 将对消费者的定性理解与大规模分析相结合，以开发建立和维护强大品牌的战略传播和内容。 IMC 以广告、公共关系和直接媒体传播为基础，已成为组织在数字时代管理客户体验的主要方式。该专业同时也是STEM项目。有以下三个研究方向可以选择：

Customer understanding and analysis of consumer data

Messages and content, including:

-Brand strategy

-Strategic communications

Media channels and platforms for communications

课程设置：

Fall Quarter - 1st

Consumer Insight

Marketing Research

Financial Accounting

Marketing Strategy

Winter Quarter

IMC Strategic Process

IMC Law, Policy and Ethics

Brand Management Foundations

Strategic Communications Foundations

Media Foundations

Data Science Foundations

Data Management and Visualization

Spring Quarter

IMC Law, Policy and Ethics

Managing Integration

Building Brands with Creative Ideas

Shopper Marketing

Customer Value Innovation

Content Strategy

Employee Engagement and Leadership Communications

Marketing Public Relations

Media Insight Strategy

Media Marketplaces

Fall Quarter - 5th

IMC Leadership

Strategic Brand Management

Introduction to MarTech

Shopper Marketing

Customer Value Innovation

Data Storytelling

Digital Marketing Activation

Investor Relations

Crisis Communications

Innovation Process

入学要求：

要求申请人本科学位，专业背景不限，需要GRE/GMAT, 国际生需要提供雅思托福成绩（没有最低要求），还需要提供WES认证。

申请截止时间：

Round 1: October 11

Round 2: January 5

Round 3: March 4