BIC Director on Integration and the Tech Churn
BIC Program Director and Professor Nancy R. Tag was a featured panelist assembled by career resources company Zippia which asked experts to share their take on where marketing is heading. Nancy discussed how advanced skills in data analytics, customer insights, creative use of technology, and one-on-one communication can help pave the way for future marketing leaders.
As founder of the Branding + Integrated Communications (BIC) program at The City College of New York as well as a former creative director and writer at various New York-based agencies, Nancy's core belief is in an integrated, cross-disciplinary model that solves communications problems in ways that produce true consumer-centric experiences within the brand narrative. Her concern is that naturally occurring silos combined with well-protected turfs threaten the industry's ability to effectively leverage the relentless tech churn, which should be addressed in a more conscientious and systematic way.
As trends continuously evolve and young marketers enter the work force, a guiding principle for "professionals is to think of their expertise [as] a 'bucket of skills' that 'play well with each other' rather than aspiring to a narrowly defined skillset." BIC is the only graduate program to teach branding and integrated communications in an integrated way. Nancy says, "BIC graduates 'T-shaped' talent where students have broad-based understanding of the industry combined with discipline depth." As Nancy sees it, “BIC isn’t just about creating nimble thinkers for an ever-evolving world; it’s about re-imagining the industry.”
As the chief architect of the BIC Program founded in 2013, Nancy oversees nearly 70 graduate students each year who study at The City College of New York in the media communications capital of the world. BIC's 36-credit, portfolio driven Master of Professional Studies program combines theory and practice in an interdisciplinary environment. BIC's multi-tracked curriculum addresses the opportunities and needs of marketing communications on behalf of both private and non-profit organizations. As diverse as the city itself, BICster have found careers at major companies such as Apple, Google, TBWA\Chiat\Day, BBDO, IBM, Ogilvy, HunterPR here in NYC and across the globe. BICsters also find purpose-driven work either at non-profits such as the NAACP or in higher education such as CCNY, FIT, Manhattan College and NYIT. More teachings about integrated communications can be found in Nancy's landmark book, Ad Critique.
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