Integrated marketing communications (IMC) is the process of creating and maintaining profitable relationships with consumers and other important stakeholders by strategically controlling and influencing the communications sent to them while encouraging meaningful dialogue with them. IMC offers a new way of looking at the entire marketing puzzle, which once was viewed in terms of pieces, such as advertising, sales promotion, direct marketing, public relations, investor relations and employee communications.
IMC changes the expectations the industry has for the professional marketer. Rather than managing independent functions, IMC practitioners develop and leverage a single, cohesive message distributed through multiple communication channels, including advertising, public relations, direct marketing, sales promotion, and more. In a world of PDAs, iPods, blogs, and instant messaging, marketers are expected to overcome clutter and deliver messages that are noticed and embraced by their target audience.
Accreditation
North Central Association of Colleges and Schools, The Higher Learning Commission
