Abstract

This working paper explores the experiences of academic staff teaching Integrated Marketing Communications (IMC) and postgraduate students studying IMC in the business school environment. This paper is part of a wider doctoral study with the following question, ‘to what extent are current IMC academic practices meeting the needs and expectations of key stakeholders’, The full study will be answered through exploring: How IMC is delivered within postgraduate education in the UK; The experiences of postgraduate students studying IMC; The needs and expectations of key academics, employers within the marketing communications industry and professional bodies. This working paper details the preliminary findings of focus groups with students studying IMC and interviews and a focus group with academic staff teaching the subject.