IMC Real World Application + Value



One of the biggest concerns most students have with selecting and attending school is the worry that their education will go unused or serve little purpose. I know for a fact that I’m sometimes worried that what we discuss in class will never be of value. Motivation is such a huge factor for maintaining solid participation in any endeavor and for students engaged in the furthering of their education nothing is more important.

The effort and overall student attitude towards class work can be challenging and we might find ourselves procrastinating a bit because of a lack of motivation or unclear value. Enter my experience with the Integrated Marketing Communications Master’s program at W.V.U. (Disclosure: Nobody paid me to write this post nor is it influenced by anyone. It is the result of complete satisfaction with timely and real world application of the highly valuable concepts, ideas, and knowledge areas of I.M.C.)

Today’s brands are tasked with the challenges of aligning brand purpose with cause. Audiences hold a positive orientation towards those brands that support social responsibility. The right match between brand and cause (nonprofit) can serve as an excellent case of synergy and fit the realm of a win-win situation. These are insights that come straight from and are reiterated in IMC624, my Cause Marketing course. In fact, our recent week two discussion asks the following question:

Describe the important role of “Millennials” in corporate social responsibility. How do you think this will impact cause marketing, if at all?

As a Millennial myself (according to some generational timeline), the topic is relevant, timely, and of a great importance helping me to explore the demographic and psychographic characteristics that emanate from my generation. To effectively reach Millennials, brands have to maintain a strong understanding of the nuances that drive this group. The right cause can be a spark of momentum and help drive mobilization for the right cause marketing campaign.

So you can be glad to know that during a recent inspiration trip to Barnes and Noble I was delighted to see several articles on Millennials in such high profile publications as HOW design magazine, Booz & Co.’s strategy + business, and Misc magazine. It was refreshing and comforting to see the topic of Millennials make the cover of these publications adding a great sense of real world value to the very subject material of my IMC coursework.

That’s something that not everyone gets to experience. The value of Integrated Marketing Communications offers a wealth of opportunity for those in business and beyond.

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