A cutting edge and dynamic program.

Among the first of its kind in Asia.

Integrated Marketing Communications

(IMC)

Integrate dMarketin gCommunications (IMC)

Integrate dMarketin gCommunications (IMC)

The University of Asia & the Pacific’s School of Communication is the first in Asia and the only university in the Philippines that offers a Bachelor of Arts Degree in Integrated Marketing Communications (IMC) and a Master of Arts in Communication, major in Integrated Marketing Communications (IMC).

The IMC Program

IMC offers a unique curriculum that redefines the ways of building and managing business organizations from a multidisciplinary perspective.

The IMC program is a response to changes in the market place, media and communication, which have brought other marketing communication disciplines to the forefront. Public relations and promotion, advertising, direct marketing, digital media, among others have become part and parcel of effective communication. Advertising alone is no longer enough. Thus, we integrated these changes and disciplines into a more cutting edge and dynamic program, now better known as IMC.

IMC offers a unique curriculum that redefines the ways of building and managing business organizations from a multidisciplinary perspective. It draws from the fields of marketing, marketing communications, business management, and research. The program prepares forward-thinking professionals for a career in management, as they imbibe a holistic and strategic approach to business and brand communications planning that is people or audience-focused, data and results driven, channels-centered, and research-based.

The IMC Program Goals

The IMC program equips its graduates with the necessary knowledge and skills to effectively face the challenges of the 21st century business and communications environment. Specifically, it aims to produce graduates with a deep understanding of the human person, his motivations, needs, and brand experiences, and thus competently carry out strategic marketing communications planning and strategy formulation. In other words, immersed in a world of customer-focused and data-driven business process, graduates are equipped to manage multiple stakeholders (audiences), content (messages), channels (media) and results (measurement) of brand communication programs.

Understanding the Media and its Content Communication Theory Communication Research Methods Communication Ethics & Law Business Communication IMC Principles and Practice Advertising Management Brand Communication Management Human Insight Marketing Communications Research IMC Cases and Applications IMC Business Process Creative Strategy and Concept Development Brand Activation Financial and Managerial Accounting Digital Marketing Sales and Channels Management Media Decisions Marketing Economics Research Leadership in Media Organizations Marketing Effectiveness Research Professional Residency Integration Thesis Integration and Revalida Professional Residency Program Summer International Residency (optional) Electives:

Entrepreneurial Marketing Global Marketing Copywriting and Art Direction Customer Relationship Management Public Relations Shoppers Marketing Special Topics in IMC

The IMC Curriculum

IMC Professional Residency Program and Summer International ResidencyProgram

The Professional Residency Program is a distinctive and notable element of the IMC Program. A privilege only to 5th year students, this completes the learning of students as they apply theories from previous classes in real workplace scenarios. More than an internship, and unlike your typical on-the-job training, residents are expected to perform as full business team members, with significant accountabilities from their assigned host-company/firm.

Qualifying for the Professional Residency Program

Students who obtain a general weighted average (GWA) of 2.0 or higher after their senior year qualify for the one year Professional Residency Program. They will have the opportunity to work with our corporate partners as graduate students and graduate with a Masters Degree in Communication, Major in IMC at the end of their 5th year.

The option to do a summer international residency is also open to graduate students.

Corporate Partners

The School of Communication is proud to partner with the most prestigious corporations in the country for the IMC Professional Residency Program. Over the years, we have developed a diverse base of companies – from banks to F&B, to consumer goods to various types of advertising and communication agencies. This expands the opportunities to match the student/resident with the work and environment he/she can excel the most.

Our partners include:

CitibankDDB GroupDM9 JaymeSyfuEON Public RelationsJohnson & JohnsonMondelez InternationalLeo Burnett GroupLowe, Inc.McCann Worldgroup PhilippinesMcDonald’s PhilippinesNestle PhilippinesPhilippine Survey and Research CenterPilipinas Shell Petroleum CorporationPublicis JimenezbasicPublicis ManilaSaatchi & SaatchiSmart Communications, Inc.Starcom Mediavest GroupUnilever Philippines

Jerome Kliatchko Ph.D.Dean & Associate ProfessorSchool of Communication

Francine Calero-Racho Ph.D.Vice-Dean & Assistant Professor School of Communication

Veronica Isla Ph.D.Assistant ProfessorSchool of Communication

Luis Tongco Ph.D.Assistant Professor School of Communication

Caterina Molo Ph.D.Assistant Professor School of Communication

Shirini-Love Eugenio-RamosInstructor School of Communication

IMC Full-time Faculty Members

Gladys Co-ChanSpecial Assistant to the President Media Quest HoldingsCommercial Lead for the Multimedia OfficeSmart Communications, Inc.

Raul EstebanManaging DirectorPhilippine Survey & Research Center

Angela OngSenior Research Consultant Leo Burnett Phils.

Pauline FerminManaging DirectorAcumen Strategic Consulting Inc.

Claire LopezExecutive Creative Director and Chief Executive OfficerDyll Communications

Tsirol ArañaFounder and OwnerEureka Kitchen

Toti SoliongcoFounderTOL Communications

Javier CaleroPast Chairman and CEOJWT

Chipi BuenafeTechnology Consultant Hewlett-Packard

Jaime PunoPast Chairman, President & CEO Dentsu Young & Rubicam-Alcantara

Nanette DiycoColumnistBusinessWorld

Suzan BigayInstructorUA&P

Eugene ManaloManaging Consultant and PartnerTiger 22 Media Corporation

Liam CapatiMedia Director Starcom Mediavest

Fr. Robert LatorreAssistant ProfessorUA&P

Philip YeungManaging Director and Consultant for Business Development Practice Business Outcomes, Inc.

Eleanor ModestoCEO AdvisorLowe Indonesia

Merlee JaymeChairman and Chief Creative OfficerDM9JaymeSyfu

Edward CamachoMarketing and Sales ConsultantTrans-Overseas Industrial Corp.

Govind DaswaniPartner & Brand Communications DirectorAntidote Branding

Stan Padojinog Ph.D.Dean of School of ManagementUA&P

Ikee CanoyLecturerUA&P

Ma. Christina EsguerraMarketing Communication Consultant

Manolo GonzalesSenior Strategic PlannerPublicis Manila Inc.

Ma. Celeste Cuadrante-TanjuatcoAffiliate ConsultantAcumen Strategic Consulting

Jennifer Intac-SalongaLecturerUA&P

Mr. Patrick MicianoLecturerUA&P

Atty. Jo ImbongLecturerUA&P

Atty. Delia TantuicoDean of the College of Arts and Sciences UA&P

IMC Adjunct Faculty Members

Future of IMC Graduates

The intensive, rigorous, and demanding program of study ensures that graduates are highly competitive and highly valued in the marketing communications industry. Many of our graduates are employed by leading local and global corporations in the fields of:

Marketing or Brand ManagementStrategic and Account PlanningMarket ResearchSales ManagementAccount ManagementCreative Copy Writing and Art DirectionCorporate CommunicationsPublic RelationsMedia Planning and Management

The intensive, rigorous, and demanding program of study ensures that graduates are highly competitive and highly valued in the marketing communications industry.

UA&P School of CommunicationOur Identity

The emblem of the School of Communica-tion shows a lion sounding a trumpet.

The lion is the King of the Beasts, the leader of the pack. We want to develop communicators who are leaders, pace setters. The lion’s roar is used to arouse themselves before the night’s hunting. We want to develop communicators who can express themselves clearly and persuasively. Lions are sociable animals: They live together in parties of twelve or more. This characteristic of the lion represents public communication.

The trumpet represents the channels of communication. A trumpet, if used properly, produces distinct and penetrating sounds—just the way we want our messages to be.

Integrate dMarketin gCommunications (IMC)

Pearl Drive, Ortigas CenterPasig City, PhilippinesPhone: (632) 637-0912 to 232E-mail: scm@uap.asiaWebsite: www.uap.asia