Careers Integrated Marketing Communications
Integrated marketing professionals develop and manage communication campaigns that integrate advertising, public relations, sales promotion, digital and social marketing disciplines to deliver consistent messages across all media. The supporters of integrated marketing claim that it improves the cost and the results of marketing campaigns compared with campaigns based on a single marketing tool. Experience in integrated marketing opens career opportunities in advertising agencies, marketing communications consultancies and in-house marketing departments.
Integrated marketing professionals combine analytic and communication skills with excellent understanding of the full range of marketing techniques. They must possess solid teamwork skills as they may be working with specialists from each of the marketing disciplines. Project management skills are essential to coordinate the work of a wide range of different internal and external suppliers.
A bachelor’s degree in marketing, mass communication, journalism, public relations or business is an essential qualification for a career in marketing. A number of educational organizations also offer specific qualifications in integrated marketing. The San Diego State University Center for Integrated Marketing Communications, for example, offers a specialization in Integrated Marketing Communications that focuses on topics in advertising, promotions, communications and public relations, and leads to a bachelor’s degree in marketing. Graduates can also study for the higher qualification of Master of Integrated Marketing Communications, such as the course offered by Emerson College.
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To develop the knowledge and skills to manage integrated campaigns, marketing professionals must have experience in a related role, such as advertising, public relations, marketing management or marketing communications. They must have practical experience of developing successful campaigns across a wide range of disciplines, including print, broadcast and digital advertising, direct marketing, public relations, sales promotion, event management, channel development and relationship marketing.
Integrated marketing professionals must have an understanding of the requirements and benefits of integrated campaigns. They must understand how different campaign elements work together to reinforce each other and improve results. A simple integrated campaign might use direct marketing and a sales incentive program to follow up press advertising. The aim is to achieve a higher number of new customers than advertising alone could deliver. Professionals must also understand the importance of communicating consistent messages and brand images across all elements of an integrated campaign.
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