What I Did (or will do) On My Summer Vacation

Aside from being the pioneer IMC program in America, the Medill IMC program has one other unique draw. Many students choose the IMC program over other marketing programs for this very reason... the Residency Program.

This is no internship program - we won't be getting coffee and stuffing files. Companies hosting residents must apply to Medill with a specific marketing problem or project that they need to solve. All students apply and interview for residencies, and companies must be approved through the Medill faculty.

This year, a new type of residency has been announced as an option for the IMC 2008 class. Here are our options!

NEW RESIDENCY OPPORTUNITY -- ABROAD!!!
Students in groups of about 10 will first complete at class in Global Marketing at Northwestern. They will then be sent to select companies abroad (such as Yum Brands in Singapore) to work as a team on a designated project. They will spend an estimated 2-3 weeks working and becoming immersed in the foreign work culture. They will then return back to Evanston to complete the project, and will eventually present it to top executives at their designated company.

TRADITIONAL INDIVIDUAL RESIDENCY --
As in prior years, those who choose not to partake in the residency program abroad will have the traditional, yet just as exciting, residency experience at a company in the US. These residencies are done individually for 11 weeks. Students may be sent all over the country to some of the best companies in the nation.

Former IMC students have completed their individual residences at some of the following companies:

Office Max

General Motors

Yum Brands

FedEx

T-Mobile

Western Union

Hyatt

3M

Motorola

Ogilvy

T.G.I Friday's

Coca-Cola

And Many Many More!!

We can't get enough IMC!

Although classes keep us busy, most IMC students just can't get enough of marketing and become involved in activities outside of the classroom. There are many student committees in which students are actively involved:

Social Committee- Helps plan events for IMC students to socialize and escape the stress of grad school! Our most recent event was at North Beach, with indoor sand volleyball courts, basketball, etc.
Student Advisory Council- Represents the interests and concerns of the students to Medill and Northwestern administration
Journal of Integrated Marketing Communications- A student-managed and directed journal that contains articles, case studies and academic research written by industry professionals. Want more info? Visit http://jimc.medill.northwestern.edu/JIMCWebsite/site.htm.
Professional Speakers Series- Invites marketing connumications professions to speak to IMC students. Speakers so far this quarter include: Ogilvy, Google, MARCUSA, Fleishman-Hillard, DunnHumby, Weber Shandwick and Don Schultz.
IMC Connections- Creates networking connections with marketing organizations, which students gain insights into future jobs and trends in the field
Orientation/Graduation Committee- Works with the Office of Student Life in the planning of orientation and graduation events.
Branding Committee- Helps the administration improve the Medill and IMC brand both within the university and in the professional community
MASA (Medill Asian Students Association)- Our most recently formed committee, hosts events and discusses the Asia trip that takes place at the end of the summer

FUN facts about our IMC 2008 class

believe it or not, somebody in our class....

-climbed Mt. Fuji at night
-created and named the ice cream flavor Aggie Blue Mint
-lived in a total of 12 different homes, in 9 cities, within 3 different countries on 2 different continents
-lived in Iceland and speak some Icelandic
-started learning Indian classical dance (Bharathanatyam)
-broke his tibia about 4 years ago and has a metal rod in his leg
-ate a light bulb as a young child
-was a sprinter for 8 years and was 13 when participated in the Korea athletic games
-grew up on a houseboat
-ran the last 2 Chicago marathons

First Quarter classes

Here's a peek into our first quarter classes as full-time IMC students.

1. Consumer Insight by Gerri Henderson and Ashlee Humphreys
2. IMC Marketing Management by Jacquelyn Thomas
3. Communication Skills and Persuasive Messages by George Harmon and Clarke Caywood
4. Marketing Research and Statistics by Edward Malthouse

Consumer Insight covers both background material from the behavioral sciences and techniques of consumer analysis used in marketing practice. The course is directed at students preparing for brand management, advertising, consulting, and marketing research positions. The main assignments are observation assignment, interview assignment, case presentation and final exam.

IMC Marketing Management is structured so that students receive lecture(s) on course material then immediate application through different case analysis. Some course topics we've covered so far are: market analysis, customer and competitor analysis, product and price positioning, marketing channels and channel management, marketing promotions, branding, etc.

Communication Skills and Persuasive Messages is designed to improve students’ skills in developing and delivering traditional and new technological communications. The course emphasizes skills in writing for business, skills in oral presentation, interpersonal skills in business environments, and persuasive messages. For the most part we have a writing assignment every week in lab. Lecture meets only once a week.

Marketing Research and Statistics is to develop the data-analysis skills that you need to be a successful marketer. Marketing managers have unprecedented amounts of data available to assist them in making decisions. Individuals who understand how to use data to make better decisions and support their arguments with evidence have a great advantage. You will also learn how to use statistical software (SPSS) to analyze data.

All fall and winter quarter classes are mandatory for the program. Starting spring quarter, students will have the option of choosing classes.

Watch IMC students LIVE!

Peek into the lives of IMC student LIVE! These are the exciting things we do at IMC!


Watch live video from ziggy22 on Justin.tv

Go and watch their video at http://www.justin.tv/ziggy22

Don Schultz speaks!

IMC and Don Schultz are synonymous to each other. Listen to this exclusive podcast where our classmates had a chance to interact with him.

Click here to listen to the podcast. http://medill-imc.podomatic.com/

Don Schultz is Professor Emeritus at Northwestern University's Integrated Marketing Communications program. As innovator and "father of Integrated Marketing Communications," he discusses the history of IMC, current views of marketing, and global perspectives of IMC.

IMC Insider

The first graduate program in Integrated Marketing Communications (IMC) was pioneered at Northwestern University’s Medill School. IMC is being implemented at top corporations and agencies across the country and around the world. Defined as the integrated management of all communications to build positive and lasting relationships with customers and other stakeholders, IMC is a customer-centric, data-driven approach to marketing and branding that stresses communicating to consumers through multiple forms of media and technology.

If you don’t get it, I’m going to share an effective example of integrated marketing communications in real world case to help you better understand what IMC is.

China Central Television, China's　largest　broadcaster, had an excellent integrated marketing program for its advertisement auction. Its marketing strategy included a clear and coordinated set of core messages that carry a cohesive and integrated theme through all forms of communications.

For example, on the public relations side, it held symposiums which featured its customers who had stories of success to tell concerning their advertisement on CCTV. The symposiums were very persuasive to those who were still wondering. Besides the symposiums, CCTV also held road shows, where Olympic stars and celebrities of CCTV interacted with attendants. Under the celebrity effect, the road shows successfully enhanced the positive image of CCTV being the most efficient and influential electronic medium and strongly conveyed some clear messages to the participants with certain expectations. CCTV, advertising agencies and press companies convened joint forums which featured marketing professionals. Because the addressers were third parties, they projected an unparalleled degree of credibility to attendants. Besides, CCTV is completely owned by the Chinese government, it thus has great impact on media personnel and has an extensive network of almost 300 journalists nationwide. Therefore, it has many newsworthy reports every week on newspapers, and attracts more than 100 reporters from all over the world at the auction site. The extensive journalist’s network made sure that CCTV could communicate news and information of interest about the auction in the most positive light.

On the other hand, CCTV’s IMC program also encompassed events such as advertising, packaging, new media and other marketing communications vehicles: brochures, print and banner ads, press releases, direct mail, to name a few.

Through all these integrated strategies, the result was very impressive. The total bidding on CCTV has increased 16 % to 21 million this year. Therefore, I consider CCTV to have a successful, integrated marketing program.

In contrast, Euro Disneyland had an ineffective integrated marketing communications program when it opened in the early 1990’s. Although it had a comprehensive marcom program: new web site, prints, collaterals, advertising and public relations programs, it just ignored the fact that the core idea of IMC is to satisfy clients’ needs. On top of that, Euro Disneyland had made a series of cross-cultural gaffes that reduced much of the consumer goodwill. For example, it developed wrong marketing efforts, which emphasized the grand size and scope of the project, an issue which played well to an American or Japanese visitor but left the Europeans largely indifferent. Furthermore, the alcohol-free policy, the admission costs--running some 30 percent higher than a Disney World ticket back in the States, and the American-style fast food restaurants all helped discourage European visitors.
As the result, Euro Disneyland faced bankruptcy with losses of FFr 5 billion and debts of over FFr 21 billion. Consequently, without a thorough analysis of consumers’ true demands in every aspect, any marketing program is not an effective integrated marketing communications program.

Learn more about IMC, visit http://www.medill.northwestern.edu/imc/ now!

We're Not in College Anymore, Toto!

You'll walk into any IMC class and see the following scene:

Students of all ethnicities and backgrounds sitting behind laptop computers, ferociously typing away notes from class, responding to emails, and filling their online calendars with numerous "save the dates" that come their way -- everything from guest speakers, to company presentations, to group meetings to lunching with the Dean of Medill. At the front of the class, a professor is lecturing - teaching sampling methods, segmentation, discussing famous marketing cases, and other marketing concepts from the basic 4 P's to complex statistics formulas.

But as IMC students, we only sit in each of our classes for about 4 hours a week! What else do we spend all our time doing? Why don't we get more naps in? Are we spending all the rest of our waking hours partying and socializing?

Oh no. We're not in college anymore, Toto.

IMC is a full time job!

IMC students' calendars are filled to the rim. Our schedules are jam packed - the educational opportunities here are endless, and we have a world of knowledge at our fingertips. Through professors, classmates and guest speakers, we're constantly being introduced to new marketing concepts, or hearing a different perspectives on old concepts. We're learning how companies work from those who run them. We're learning about job functions from our classmates who have performed them. And we're learning about recent research projects from the professors that have done the research. It's exciting... and it's overwhelming!

Aside from classes, here are some other activities that might fill our schedules:

Speakers: Through the IMC Professional Speakers Series (a student-run group) we invite professionals from marketing-related fields to come speak to IMC students. These are lectures not to be missed - and lunch is usually served. Also, the Medill Career Center brings in potential employers to give company presentations. For students anxious about their residencies and future employment, these presentations are a MUST to attend!!

Group Projects: In each class we take, we have a number of group projects and presentations to work on. IMC students are a group of "type A" personalities -- group projects are fun, and challenging, as you're working with a number of different people, trying to come to a final solution! Group project meetings can last for hours -- my last group met for 5 hours, for 6 days in a row!!! Needless to say, these are fun and educational, but very time consuming.

Committees: Through the Medill Student Life office, IMC students can become involved in a number of committee groups, depending on their interests. These committees include the Branding Committee, Orientation committee, MASA (Medill Asian Students Association),Professional Speaker's Series, Medill Networking Committee, Toast Masters (speach-making), INNuvation(for entrepreneurs) and even a law-review type publication, called the Journal for Integrated Marketing Communications.

Homework: an old concept, reintroduced! Between readings, projects, statistics problems, studying and review of concepts taught in class, students might spend up to 6 hours (or more) doing homework each night!!

Sleep: Optional.

It's a grueling 15-month program, but the hard work pays off, as IMC graduates are placed in marketing positions for some of the world's top companies.

All for now!
Shari

Day in a life of an IMC student

You may all be curious as to what a typical day looks like for an IMC student, so let me go ahead and take you through what today looked like.

9am-11am class (Consumer Insight)

In consumer insight class we listened to our own classmates present a case study. We then discussed the issues of the case.

11am-1pm class (Marketing Management)

In marketing management class we also discussed a case. Classmates volunteered their strategic options to discuss with the rest of the class.

Our entire IMC class is divided into 2 groups for the purpose of smaller classes. Depending on which group you are in, you may have Marketing Management first, then Consumer Insight second. During our second class we were informed to attend a presentation by an agency called Business for Diplomatic Action immediately following class. It isn’t unusual to find yourself spending your afternoon attending presentations (usually you know ahead of time).

1pm-2pm (agency presentation)

After the presentation you have the option of going home or you can choose to attend the Statistics review session held by the TA.

3-5pm (statistics review session)

At the review session you can ask questions about the material or request practice problems to be worked out.

This evening is the launch of the 2008 JIMC (journal for integrated marketing communications). Many people will choose to attend. There will be refreshments, drinks and a speaker. Following the launch there will be an after party in downtown Evanston.

I hope this gives you a good sense of what a typical day looks like. If you have any additional questions, please leave a comment and we’ll get back to you ASAP. Thanks.

Visiting Evanston...

The Integrated Marketing Communications program at Northwestern University is located in Evanston, Illinois, just north of Chicago. There’s a gorgeous view of Lake Michigan and is home to Northwestern University. Downtown Evanston has unique boutiques, clothing, ethnic restaurants, spas, coffee and tea shops, home furnishings and more.

Here’s a list of leisure activities in Evanston:

• Lakefront and beaches
  
• Shopping
• Sports
• Dining
• Century theaters
• Museum and art festivals
  

Evanston also has a great variety of restaurants. Some of the popular restaurants in Evanston include:

1. Joy Yee’s Noodles - A combination of different styles and dishes across Asia. They have large portions and low prices. Joy Yee’s is also a popular place for bubble tea
2. Cozy Noodles & RiceAuthentic Thai cuisines with low prices. If you are looking for a place with a large variety of Thai noodles, this is the place!
3. Flat Top Grill - A stir-fry restaurant with a vast number of mouthwatering combinations to choose from, topped off with a sauce to bring out the full flavor of the dish you assemble.
4. Tapas Barcelona - One of the finest Spanish cuisine restaurants in Evanston.

The Evanston Weather:

·TThe weather in Evanston is very similar to Chicago. It can be unpredictable at times. There are four distinct seasons: snow in the winter, rain in the spring, heat in the summer, and lots of beautiful leaves in the fall. The coldest months are usually January and February where the average temperature is about 20 degrees. Because Evanston is right on Lake Michigan, we also get a constant lake breeze throughout the year.

To further your IMC knowledge... some relevant reading materials

Although one main purpose of this blog is to share our insights about what IMC is, we realize that we are by no means experts (yet!). Therefore, to help you on your journey into the world of IMC, here are some books that you might want to check out. Please note: we have not all read all of these books, they are merely provided here to highlight some of the topics that we explore. Please feel free to include in a comment on this post other books that you think the readers (and authors) of this blog might find helpful!

Books by Current Faculty:
Brand Babble: Sense and Nonsense About Branding by Don E. Schultz and Heidi Schultz
Business to Business Marketing Research by Martin P. Block and Tamara S. Block
Customer Equity: Building and Managing Relationships As Valuable Assets by Robert C. Blattberg, Gary Getz, and Jacquelyn S. Thomas
The Handbook of Strategic Public Relations and Integrated Communications by Clarke L. Caywood
IMC, The Next Generation : Five Steps For Delivering Value and Measuring Financial Returns by Don E Schultz and Heidi Schultz
Integrated Marketing Communications: Putting It Together & Making It Work by Don E. Schultz, Stanley I. Tannenbaum, and Robert F. Lauterborn
The New Marketing Paradigm: Integrated Marketing Communications by Don E Schultz, Stanley Tannenbaum, and Robert F. Lauterborn
Raising the Corporate Umbrella: Corporate Communications in the Twenty-First Century by Philip J. Kitchen and Don Schultz
Strategic Database Marketing by Robert Jackson and Paul Wang
Word of Mouth Marketing: How Smart Companies Get People Talking by Andy Sernovitz and Guy Kawasaki

Other Interesting Reading Materials:
Advertising, Promotion, and Other Aspects of Integrated Marketing Communications by Terence A. Shimp
Authenticity: What Consumers Really Want by James H. Gilmore and B. Joseph, II Pine
Blink: The Power of Thinking Without Thinking by Malcolm Gladwell
The Cult of the Amateur: How Today's Internet is Killing Our Culture by Andrew Keen
Hitting the Sweet Spot: How Consumer Insights Can Inspire Better Marketing and Advertising by Lisa Fortini-Campbell
Integrated Marketing Communications by David Pickton and Amanda Broderick
Integrated Marketing Communication: Creative Strategy from Idea to Implementation by Robyn Blakeman
Marketing Communications: An Integrated Approach by Paul Russell Smith and Jonathan Taylor
Purple Cow by Seth Godin
Qualitative Marketing Research: A Cultural Approach (Introducing Qualitative Methods series) by Johanna Katarina Moisander
Scoring Points: How Tesco Continues to Win Customer Loyalty by Clive Humbly, Terry Hunt, and Tim Phillips
The Tipping Point: How Little Things Can Make a Big Difference by Malcolm Gladwell

Diversity... it's a beautiful thing

Everywhere you turn at Medill you’re greeted with extraordinary diversity, one key element of our IMC experience that makes it truly unique and valuable. Our professors come from a wide range of professional backgrounds: advertising, public relations, brand management, journalism, market research and database marketing, just to name a few. However, given the nature of our diverse curriculum, that is to be expected, right?

What surprised me the most was the diversity of backgrounds of my fellow students. While some are fresh out of undergrad (such as myself) or embarking on a career change, others have many years of experience in the field. We all bring something different to the table, whether it is relevant work experience, educational background, or even a unique consumer perspective. Each day in class I find myself learning from my classmates and the insights they share. And that’s without mentioning our cultural backgrounds!

Medill’s IMC program has a rich international student population, literally coming from all corners of the world, and representing countries such as Taiwan, India, Singapore, Turkey and Germany. Our international students add so much to our experience outside of the classroom as well (potluck dinners, anyone?). And of course the Chicago natives are just as valuable, helping the rest of us navigate our new home. In the classroom these diverse experiences bring a richness that could never be created with a homogeneous student population. We are a truly integrated community, bound by a common craving to learn and a passion for marketing communications!

Why IMC for me?

Integrated Marketing Communications (IMC) is a graduate level program offered by the Medill School at Northwestern University. This program is designed for those who want to pursue a career in marketing communications and marketing management. The program approaches the traditional marketing concepts in a data-driven and customer-centric way. I am a graduate student at the Medill IMC program at Northwestern University and here's my take on why I chose this program.

I constantly get asked why I chose IMC having already done my MBA. I went into my MBA program with no work experience and at that time I felt it was the right thing to do. But in retrospect, I strongly believe that I would have been able to take away more from the program if I had worked in the industry before.

Post-MBA, I worked for 3 years in product management, brand management and marketing strategy roles in the technology industry. My understanding of marketing concepts from my MBA helped me perform well in these roles. Having smoothly made the crossover from campus to the corporation, I was often confronted with the conflict of theory and practice. Having got a little experience in marketing and the confidence that I wanted to pursue a long-term career in marketing, I was looking for a program that helped my further solidify my marketing skills. And the Medill IMC program exactly fit this need.

The 15-month IMC program is highly specialized and intensive and drills deep into most of the marketing and marketing communications concepts but with an interesting data analysis flavor. For would-be marketers who have battled with the measurement side of marketing, this program could give you an interesting skill set that could set you apart from the traditional MBA marketing students.

With advanced courses, in-class projects, client sponsored projects, group assignments and residency opportunities; this program is not for the light-hearted. Learning in an environment facilitated by world-class faculty, the IMC program is definitely a bang for my buck.

Get more on IMC in this blog !! Watch out for this space.