As one of the few undergraduate degree programs of its kind in the country, the Integrated Marketing Communications program takes pride in providing a complete educational experience that allows students to learn and apply their knowledge, both in the classroom and beyond. Although COVID-19 has disrupted learning, students enrolled in the IMC Lab class in spring 2021 have not let that deter them from using their knowledge of marketing and communications to help real local clients.
Integrated Marketing Communications Lab is a senior capstone course taught by Dr. Lisa Farman at Ithaca College that IMC students can choose to take as upperclassmen to put their knowledge to the test to help real clients. Throughout the course, students work in teams to apply what they’ve learned to help actual clients fulfill respective marketing and communications goals.
“In IMC Lab, students get to help a real local client who has advertising, public relations, or marketing needs,” said Dr. Farman. “It’s a great opportunity for senior students to apply what they’ve learned over the past four years in the IMC program, to get real-world experience working with and getting feedback from real clients, and to create work that will actually be used.”
Students have found exceptional value in this course, as it gives them an opportunity to see their knowledge come to life beyond a typical exam or essay. Whether it’s designing social media posts, conducting market research or sending an email to a client, essentially everything students do in IMC Lab prepares them for the real world and gives them hands-on experience.
“I love the structure of IMC Lab, because each class is a working session for teams to collaborate and produce marketing materials for their clients,” said IMC major Luis Herrera, ‘21. “It’s rewarding knowing that the client actually uses what we make for them and values our knowledge.”
Due to COVID-19, many students have had prospective internship plans canceled or offers rescinded. As students are told that having work experience is invaluable when looking for a job after graduation, students have been worried that cancelation of internships may negatively affect their job search. However, seniors enrolled in IMC Lab felt more at ease, as the class has provided them with experience in marketing and working with clients that they feel confident putting on their resumes or elaborating on during a job interview.
“IMC Lab has helped students get jobs after graduation,” said Dr. Farman. Aside from benefitting just students, the local businesses that serve as the clients for the teams of students reap the rewards as well, benefitting from the work the students produce for them.
IMC Lab serves as a great opportunity for IC students to give back to their community, as most of the clients are local. From local bakeries to startups at Cornell University, students enjoy their experience regardless of the client they work with. Especially for small local businesses with tight budgets and limited resources, the work done by IMC students for them proves integral to their operations and success.
“It is really a win-win for students and the larger Ithaca community,” said Dr. Farman.