BA in Integrated Marketing Communication (IMC)

Program Overview

The integrated marketing communication (IMC) program encompasses a number of interdisciplinary courses, training students on how to combine and manage all marketing communication tools under one strategic focus to create unified messages from the brand to target consumers. The objective of IMC is to build positive relationships between organizations and their customers and other stakeholders, such as employees, board members, the media, and society

Students of the Program

The program is suitable for students interested in gaining skills and experience in all aspects of the marketing communication process and values hands-on learning approaches. It is also ideal for students who want to explore the fundamentals of strategic planning, budgeting, creative strategy and development, media planning, production, branding, social responsibility, sales promotions, public relations, and more.

Practical Experience

Students participate in internship programs in the advertising and marketing functions of prominent establishments, including Leo Burnett, Wunderman Thompson (WT), FP7 McCann, Good People, MediaHub, the Ministry of Higher Education and Scientific Research, and the Ministry of Information, among others. Many IMC class projects involve real-life cases whose clients often provide students with briefs and feedback. Projects are applied on real digital and new media, whereby students create websites, post content on social media platforms, and gain real insights on analytics, client briefs, marketing, and media plans, market research findings, TV ratings, grids, and TV programming presentations.

Assistant professor, Ahmed Taher, gives a short brief about AUC’s integrated marketing communication program

Career Paths

Graduates of the program have gone on to work for industry leaders in:  

• Advertising
• Marketing research
• Content management
• Corporate and business communications
• Government communications
• Media 
• Strategic planning

Alumni of the Program 

The program’s many alumni include Sarah Seif ’18, former associate minister for communication affairs and current ministry communications consultant. With multiple leadership positions under her belt at the age of 26, Seif has juggled more than three internships during her undergraduate years at AUC, as well as a teaching assistantship and a full-time business development position in her senior year. She is currently an adjunct AUC faculty member who teaches online behavior and web analytics. 

Top Employers 

Our alumni have worked for top local and multinational employers, including:

• The Ministry of Information
• The Ministry of Higher Education and Scientific Research
• Wunderman Thompson (WT)
• FP7 McCann
• Leo Burnett 
• Good People
• Creativito Marketing
• Cilantro
• MediaHub
• Excuse My Content
• Vision Advertising 

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