Life as the learning laboratory: The inaugural IMC Connect! translates classroom learning opportunities into real-world experience
By: Margaret Savoie
Crisis Communication panel led by Dr. Timothy Coombs
The UM School of Journalism and New Media’s Integrated Marketing Communication (IMC) residential master’s program hosted the inaugural IMC Connect!: A Roundtable Experience on March 31st and April 1St. This event was part of a new course added for the spring semester, IMC 580: Event Planning and Management, led by first year Assistant Professor of IMC Dr. Amanda Bradshaw. Bradshaw and her 25 graduate students hosted this roundtable experience which welcomed ten VIP guests.
These guests included:
- Chris Chiames, Chief Communications Officer, Carnival Cruise Line
- Stephen Holmes, VP of Corporate Communications and External Affairs, The Home Depot
- Reade Tidwell, Director of Corporate Communications, Chick-fil-A
- Renee Malone, President & Founding Partner, KQ Communications
- Jenny D. Robertson, Senior VP, Integrated Marketing & Communications, FedEx Services
- Dr. Timothy Coombs, Professor in the Department of Communication, Texas A&M University
- Dr. Rebecca Britt, Associate Professor in the College of Communication & Information Sciences, The University of Alabama
- Dr. Candice Edrington, Scholar-Activist and Assistant Professor of Journalism and Mass Communications, The University of South Carolina
- Dr. Debbie Treise, Professor in the Department of Advertising, The University of Florida
“This class provides a unique educational experience,” said Bradshaw. “We are one of only a couple universities in the country that use this model; research shows that most event planning classes are focused on hypothetical situations versus this hands-on experience with a real event.”
IMC 580 Class with the VIP Guests to kick off 2022 IMC Connect!
The 25 graduate students were divided into teams of five, each to be representatives to and in charge of two guests. The students also divided into three other groups with specific tasks such as writing, logistics, and design. Students were able to use their skills to conquer the needed tasks and details that went into planning this event.
“Through IMC 580, we have had hands-on experience planning a real event. This gives us the experience we will need if any of us decide to go into event planning in the future,” said Kelsey Hanley, a second year Master of Science in IMC graduate student.
There were many tasks to be done before the event. Some of these tasks included figuring out travel to and from the Memphis airport for guests, calling catering companies, working with print shops for advertising material, creating digital promotional media, making sure to stay within budget, and more.
“Planning this event is so much fun but also so humbling to realize just how much work goes into planning an event,” said first year IMC graduate student, Haughton Mann.
“Opportunities to bring together leading researchers and practitioners can be quite valuable in sparking innovation. The synergy from the guided and spontaneous exchanges we witnessed was memorable,” said Dr. Robert Magee, associate professor of IMC and a co-chair for this event. “I’ve heard wonderful feedback from participants and graduate students, alike, on how valuable the event was.”
IMC Connect! consisted of five different panel sessions. The topics included
- Q&A Job Prep Panel: The Connection Between Research and Practice,
- Crisis Communication: Keep Calm and Sail On!,
- Social Media and Big Data Analytics,
- The Role of Advocacy and Social Justice in Public Relations, and
- Advertising and Building Your Brand: Developing Consistent Strategic Messages that Resonate.
Planning the event is not where the class stopped. Once it finally came time for IMC Connect! students were the ones driving and coordinating guest travel during the event, in charge of event registration/check-in, facilitating tours of both Rowan Oak House and the campus for the guests, and being present for the different panels.
Dr. Marquita Smith, assistant dean of graduate programs and associate professor of IMC, said, “The graduate students in Dr. Amanda Bradshaw’s event planning course had the opportunity to tackle a variety of tasks and experiences in a team environment. The students were exceptional as they worked together to show hospitality and care for the guests and conference participants. I believe the students pushed each other and each group to greater heights.”
The first IMC Connect! was seen as a success by all of those who were involved. Even though the conference was small, it offered students, faculty, staff and industry professionals the opportunity to share ideas and industry best practices. The School of Journalism and New Media is eager to start planning for the next IMC Connect!