Holistic communications program from UA&P

The Integrated Marketing Communications (IMC) program of the University of Asia and the Pacific (UA&P) has had over a hundred graduates since 1999, but the industry wishes there were more.

UA&P’s IMC program is based on the curriculum of the Medill School of Northwestern University in Evanston, Illinois.

According to UA&P vice president for corporate communications Jerry G. Kliatchko, the Medill School is considered the "cradle of IMC" and its program is ranked first among IMC programs not only in the US but around the globe.

IMC is an approach that is designed to address the business and brand communications needs of the 21st century by synthesizing the fields of marketing, advertising, public relations, and business management and research into one holistic strategy that will best communicate a message to the audience.

To-date, it is only UA&P that offers an IMC course that allows qualified students to graduate with a master’s degree in five years.

Fifth year students undergo a 10-month Professional Residency Program, applying theories and concepts as they work for UA&P IMC’s partner companies such as Unilever, Citibank, Publicis, Jimenez Basic, Lowe, Ace Saatchi Saatchi, Starcom, and Arc Worldwide. This almost year-long residency program is preferred by corporations over the typical two-month internship offered or "on-the-job training" requirements in other communications programs.

"Because they can see how the student progresses, they can see the fruits of the training," Kliatchko explained.

On the average, 25 percent of 4th year students in the program proceed to the fifth year while the rest earn a bachelor’s degree with specialization in communications. Aside from the usual course offerings in a communication program, including operations management, research, marketing management, advertising agency management, creative strategy, copywriting and public relations, UA&P IMC also requires studies in finance and accounting as part of the course.

This design bridges the gap between the creative communications field and the logical business field, giving students a well-rounded understanding of the consumer, the market and the changes that are happening in the business environment.

"Our (IMC) graduates have a holistic view of communications. They understand both the creative side, and the business or numbers side. They can speak the language of business. This is why they are highly prized compared to a business management graduate who is weak in communications, or a communications graduate who has to grapple with business issues," said Kliatchko, who was executive director of the UA&P Institute of Communication when the IMC program was introduced.

Today, UA&P IMC offered by what is now its School of Communication is the only Philippine program accredited by New York-based International Advertising Association, a global partnership of advertisers, ad agencies, media, and marketing communications professionals.

Alumnae Mia Sebastian and Gladys Co attest to the rigors of the program.

Sebastian, regional assistant brand manager for Rexona in Unilever, says the program taught her the importance of consumer insight and how to use it, "how to mine it, why you need to keep it at heart always."

Co, assistant product manager for international services in Smart Communications, Inc., said it taught her how to be a real professional: "You enter as a student but you emerge a real, true-blue professional who’s ready to hit the ground running and perform in the real world."

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School of Communication

University of Asia and the Pacific

Pearl Drive, Ortigas Center, Pasig City

Tel. 634-0321, 634-2827

Email: "mailto:[email protected]"