Integrated marketing communications: A new master's degree concept

Clarke L Caywood*, Raymond Ewing

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

20 Scopus citations

Abstract

For years Northwestern University offered separate graduate degree programs in corporate public relations, advertising, and direct marketing. Those programs have been fused into an integrated marketing communications program. The five-quarter program includes a core of new marketing communications planning and management classes, professional specialization classes in corporate public relations, advertising, and direct marketing along with a cluster of MBA-level business classes.

Original languageEnglish (US)
Pages (from-to)237-244
Number of pages8
JournalPublic Relations Review
Volume17
Issue number3
DOIs
StatePublished - Jan 1 1991

ASJC Scopus subject areas

  • Marketing

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