One of the things that drew me to Northwestern was the Medill School of Journalism. Although I never had any intention of being a journalist, I was excited about the idea of attending a school with a world-class journalism program that had ample opportunities for non-majors.  During my first year, I took my first class in Medill in their Integrated Marketing Communications Program (commonly referred to as IMC.) IMC is a specific way of thinking about consumerism, marketing, and communications that was founded at Northwestern and is now used throughout the industry. After that first class, I was hooked.

This certificate program gives undergraduates in any of our six schools the opportunity to take classes with some incredible professors in this field. The IMC professors have worked at some of the top advertising and communications firms in the country and on major international brands. The classes offered in this major cover a wide variety of topics and seek to give students both qualitative and quantitative skills. Students are exposed to not only the creative sides of marketing and advertising but also learn about the business side.

A highlight of the IMC program is that students often have the opportunity to work with real-life clients. In one of the elective classes called entertainment marketing, students work in teams with Fox Sports throughout the quarter on a major project.  Students go through a complete client process from start to finish including briefings, check-in meetings, and final presentations. At the end of the quarter, one team’s idea is selected and then implemented by Fox Sports.  Rarely do students in an undergraduate setting get to work with real clients but in the IMC program, this is just one of many opportunities that students have to work with clients. The experience working with Fox Sports is not only an amazing learning opportunity but also provides students with concrete and impressive examples to talk about on job interviews.

Outside of the classroom, there are also many opportunities for students in the IMC program to meet and interact with companies.  Throughout the year the department brings in speakers and panelists to talk about their experience in the industry and get to know the student.  The hallmark of these events is the TalentQ which is hosted every Fall and brings together major players from across the industry to hear speakers, network, and discuss the future of the industry.

-Eliza Abramson