A strong research relationship has developed over the years between Kellogg and Medill’s Integrated Marketing Communications (IMC) Program. Kellogg marketing professors also teach in IMC program, and our doctoral graduates have been hired as IMC professors. Students in the IMC master's program build upon their work experience and learn how to create marketing strategies that engage customers in real-world marketing environments.
The research expertise of IMC professors spans market research, media marketing and database marketing, which complements the research of Kellogg doctoral students. IMC faculty find that by tapping into new media tools, such as online communities, and by creating analytical and empirical marketing models, managers are better able to make informed marketing decisions regarding consumer decision making and behaviors.