Integrating Marketing Communications Past, Present, and Future

Marist Communication students hear from IMC pioneer Don Schultz

POUGHKEEPSIE (March 27, 2014) – Marist's School of Communication & the Arts earlier this month presented a talk by Dr. Don E. Schultz of Northwestern University, a pioneer of Integrated Marketing Communications. IMC is a contemporary approach to marketing and communications, which calls for creating a comprehensive plan that deploys a variety of disciplines, including advertising, public relations, sales, and promotion in a balanced campaign that provides clarity, consistency of message, and maximum communication impact. The event, was offered live and online, drew current and prospective students of Marist's online Master's degree program in Integrated Marketing Communication, as well as marketing and communication professionals from a variety of fields.


To view a recording of Don Schultz's talk on YouTube, click here
To Learn more about Marist's Online Master's Degree in Integrated Marketing Communication, click here

Don Schultz

Among the background and insights Schultz shared with his audience:

  • How and why IMC started
  • Why it's imperative that every organization today embrace the integration of marketing communications
  • His view of the future of IMC, along with his new, totally customer-focused communication planning model built around the concept of SIVA (Solutions, Information, Values and Access), which he believes will revolutionize marketing and communication planning
Schultz is Professor (Emeritus-in-Service) of Integrated Marketing Communications at The Medill School, Northwestern University, Evanston, IL. He holds a B.B.A. from University of Oklahoma and an M.A. and Ph.D. from Michigan State University. He is president of Agora, Inc., a global marketing, communication, and branding consulting firm. Often referred to as the “father of integrated marketing,” Don is most notable for his research and writing on Integrated Marketing Communication.

Prior to his academic career, Schultz spent 15 years in media and advertising agency management, the last ten at Tracy-Locke Advertising and Public Relations, Dallas, where he was a senior vice president and management supervisor on a number of national accounts. He resigned from Tracy-Locke to pursue a career in academia.

Schultz lectures, conducts seminars and conferences, and consults on five continents. His current research and teaching focuses on communication integration, emerging markets, branding and the financial measures of marketing and communication, social media’s impact on consumers, media synergy and internal marketing. He also holds or has held appointments as an adjunct/visiting professor at the Queensland University of Technology in Australia, Cranfield School of Management in the UK, Tsinghua University and Peking University, China, and the Swedish School of Economics, Finland.

He has been a consultant to a number of major international firms including, AT&T; Baidu; Blue Cross-Blue Shield; Dell Computers; DuPont; Ford Motor Co; Hyatt International Hotels; ITT Hartford Insurance; Hewlett-Packard; IBM; Kraft-General Foods; 3M; Nestle; Nortel Networks; Philip Morris; Tencent; Texas Instruments; Visa International. Among advertising and marketing communication agencies, Don has also served as a consultant with Leo Burnett; BBDO-Europe; McCann-Erickson; Campbell, Mithun, Etsy; Blattner-Bruner, Colle & McVoy, FEDMA, InterPublic Group; Dentsu; Hakuhodo; and others.

Schultz is also author or co-author of twenty-eight books and one hundred and fifty trade, academic, and professional articles. He is a featured columnist in Marketing News, and Marketing Insights, published by the American Marketing Association.

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