The IMC program equips its graduates with the necessary knowledge and skills to effectively face the challenges of the 21st century business and communications environment. Specifically, it aims to produce graduates with a deep understanding of the human person, his motivations, needs, and brand experiences to carry out effective strategic marketing communications planning and trategy formulation. Our graduates are equipped to manage multiple stakeholders (audiences), content (messages), channels (media), and results (measurement) of brand communication programs.
The IMC curriculum is uniquely designed to develop three competencies: strategic thinking, creative thinking, and communication skills. Guided by the virtue of excellence, the curriculum promotes a multidisciplinary perspective in creating value for customers and managing business organizations. It draws from the fi elds of marketing, communications, market research, consumer psychology, finance, and business management. More importantly, this curriculum highlights the need for ethics in formulating ideas and decisions that affect society at large.
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