Overview
In the late 1980’s the first Integrated Marketing Communications (IMC) program began in the Medill School of Journalism, northwestern Univeristy in Evanston, Illinois.
In 1997, the Institute of Communication (now the School of Communication) offered a degree program in IMC. The IMC graduate program at the University of Asia and the Pacific (UA&P) offers a unique curriculum that combines the fields of marketing, marketing communications (e.g. advertising, public relations, direct marketing, new media), management, and research. The program, prepares future forward-thinking professionals for a career in cutting edge management communications, as they imbibe a holistic and strategic approach to business and brand communications planning that is customer or audience-focused, data and results driven, channels-centered, and research-based.
The IMC program at UA&P equips its graduates with the necessary knowledge and skills to effectively face the challenges of the 21st century business and communications environment.
The curriculum in communication is based on the general plan of studies approved by the Board of Trustees of the UA&P Foundation Inc. This general program is a unique academic plan that allows a student to graduate with a master’s degree in 5 years. The student goes through a 3-year liberal education program at the UA&P College of Arts and Sciences. The student then seeks admission into the graduate school of UA&P. For those who want to go into communication studies, they enter the School of Communication.
The IMC curriculum is divided into three clusters:
The first cluster (3rd year) offers introductory courses in communication (business communication and communication theory) and marketing principles.
The second cluster (4th year) covers most of the core courses in IMC. The IMC courses develop in the students an understanding of market segmentation, media selection, marketing communication channels, such as advertising, direct marketing, and public relations; market research and analysis, database management, brand communication management, and global trends in marketing communications.
The third cluster (5th year) offers additional courses in IMC, such as financial management, new media message delivery systems, and IMC campaigns. But what sets this curriculum apart from other marketing communications courses in other universities is the Professional Residency Program taken by the students in the 5th year.
Major in IMC
There are many schools and universities in the Philippines that offer various programs in communication. These are generally communication programs focusing on communication arts, communication technology, broadcasting, journalism, and advertising.
The University of Asia and the Pacific is the only university in the Philippines that offers a Master of the Arts program Major in Integrated Marketing Communications (IMC). The IMC graduate program offers a unique curriculum that combines the field of marketing, marketing communications, management, and research. It prepares its students for a career in cutting edge management communications, as they imbibe a holistic and strategic approach to business and brand communications planning.
The School of Communication has a very good working relationship with the marketing communications community.
The fifth year IMC graduate students go through a Professional Residency Program for one academic year. This means that our students are assigned to client organizations or advertising agencies where they work full-time for the entire academic year. Although hiring of the students is not part of the agreement between the sponsoring companies and the university, majority if the students are invited to join the company after graduation. Furthermore, every year these host companies (and new ones) are asking to be assigned students once again.
In addition, many of our IMC graduates now occupy positions in marketing departments or corporate communication units of client organizations, and advertising agencies.
Thus, the School of Communication of the University of Asia and the Pacific is becoming well known to the marketing communications community for equipping its graduates with the knowledge and skills necessary to excel in the 21st century business and communications environment.
The Professional Residency Program
The 5th year IMC graduate students are required to go through the Professional Residency Program for one academic year. Similar to medical residency programs, the students are expected to function and perform as full team members. This is why we call it residency instead of internship.
By the time the students start their residency, they have already been through the grind of intensive lectures, discussions, case studies, and projects on IMC, advertising, marketing, public relations, general management, brand management, media strategy and planning, marketing and advertising research, creative strategy, consumer behavior, and database management. Simultaneous with the residency program, they continue to take a few more courses in the university, such as advanced brand communications management, customer valuation and marketing finance, and IMC campaign development. They have gone through the theory. Now they go into the deep.
The residency program is mutually beneficial to the company and the students; it provides the neophytes the much needed real world experience while the agency or client gets additional hands and minds eager to learn and bubbling with fresh ideas.
Each student resident is evaluated by a member of our faculty through—a monthly written report by the resident, an evaluation at the end of each semester by the immediate supervisor-in-charge, an on-site visit by the faculty member assigned, and a final written report by the resident at the end of the program.
Companies that have Sponsored IMC Residents- Ace Saatchi & Saatchi Advertising
- Basic Advertising
- Citibank
- DDB Philippines
- Jimenez Advertising
- J. Walter Thompson
- Lowe Worldwide
- McCann Erickson
- Philippine Survey Research Center-Research International (PSRC-RI)
- Pilipinas Shell Petroleum Corporation
- Publicis-AMA
- Starcom Worldwide
- Unilever Philippines
- United Laboratories (Nutritional)
Admissions Requirements - Eligible Applicants: Must have a cumulative average of 2.0 during the first three semesters in CAS.
- Requirements: Applicants must submit/ go through the following:
- Accomplished application form which can be obtained from the SCM office;
- Transcript of records; and
- Letters of Recommendation from previous teachers in CAS;
- Panel Interview with SCM’s professors.
- Process:
- a. Get an application form from SCM, 3rd floor CAS Building;
- Submit the accomplished form together with other requirements;
- Wait for SCM’s announcement of interview schedules;
- Wait for SCM’s announcement of accepted applicants.
- Inquiries may be directed to:
Dr. Francine Calero-Racho
Dean
School of Communication
634-2827/ 634-0321.
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