What Is: Integrated Marketing Communications

There was a time, not long ago, when marketers could find success by simply throwing out a bunch of advertisements for their product or service and hoping some of them would stick.

That time is long gone. People are too busy. They aren’t paying attention. To reach an audience now, says Wendy Zajack, faculty director of the Master’s in Integrated Marketing Communications program at Georgetown University, marketers need to devise targeted approaches that provide consistent messaging across a variety of platforms. “It has never been more challenging or more important to get the right message to the right person at the right time,” Zajack says. And it has never been more exciting or rewarding, with marketers having the ability to connect people, impact lives, and create social change.

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