Integrated Marketing Communications (IMC) is a strategic, collaborative, and promotional business function through which a targeted audience senses consistent, persuasive, and reinforcing brand messaging.
As a discipline, IMC attempts to unify all pieces of marketing communications, including advertising, public relations, direct marketing, social media, and sales promotion. Integrated Marketing Communications adopts a human-centered approach where messaging caters to an audience and is consistent across all channels.
In the broadest sense, to study communications means to study the craft of delivering a message in an effective way.It’s the “marriage of theory and application;” it’s a “wide ranging generalist path that can be tailored to work in a variety of specific industries.” Similarly, advanced communications-related degrees — like a Master of Arts in Communication Studies, Mass Communications, Journalism, orPublic Relations degrees — tend to be more broad and general in subject matter.
When you study integrated marketing communications, you learn how to align marketing activities to ensure a constant flow of information to consumers from a variety of media. As technology continues to advance and as digital media becomes increasingly important, companies must be able to leverage those mediums to create effective and consistent marketing and messaging that connects the consumer to their brand. As a graduate of an IMC program, you not only would excel at marketing communications, but would also be able to analyze data and manage strategic project planning.
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