Welcome to the Master of Professional Studies in Integrated Marketing Communications at Georgetown University.
The role of the marketing communications professional is more complex but more exciting than ever. Today’s consumers choose what they tune in to and screen out what they don’t want. They don’t want to be spoken to; they want to be part of the conversation. Brands must come up with big, creative ideas if their messages are to be heard. But being heard is not enough. To be successful they must build and maintain customer relationships across a constantly shifting, interactive media landscape that offers little control.
These types of challenges demand flexible thinkers with exceptional analytical and creative skills who won’t be perplexed when the landscape changes because they approach their work from a more strategic vantage point.
Integrated marketing communications (IMC) is a sophisticated, interdisciplinary approach that cultivates new ways of thinking by avoiding the pitfalls of more traditional, single-practice silos. IMC practitioners embrace the intersections between advertising, public relations, direct marketing, word-of mouth/buzz marketing, and other communication disciplines to develop powerful brands and campaigns that have research-driven consumer insights at their foundation.
At Georgetown, we believe that communication is an art and a science, and our curriculum will meet you in both of these spaces. Courses bridge the divide by building knowledge in consumer behavior and research, campaign planning and management, and creative strategy and development to foster both “right” and “left” brain approaches to problem solving. It is in these places that strategy and creativity meet.
Another driving philosophy behind the curriculum is our appreciation for applied learning. We bring industry experts into the classroom to teach you their crafts. You’ll learn through a range of techniques, including real-time client challenges, case studies, and simulations. And faculty will challenge you to produce industry-style deliverables that prepare you for the workforce.
We look forward to welcoming you to our community and helping you develop a new IMC perspective and set of skills that will move you forward in your career.