Department of Marketing Communication

MA in Integrated Marketing Communication (IMC)

The Integrated Marketing Communication (IMC) program prepares students for careers in marketing. Students customize their program by selecting elective courses based upon their interests and experiences.

What Is Integrated Marketing Communication?

Organizations use integrated marketing communication plans to present a unified message to the target audience. Advertising, public relations, promotion, branding, direct marketing, and other low- and high-technology tools are integrated to effectively listen to and communicate with the target audience. Successful IMC plans are built on a holistic view of the target consumer, with an understanding of how they think, make decisions, and act.

IMC vs. MBA or PR

Many of our students considered an MBA or a degree in advertising or public relations, but ultimately realized they were drawn not to business administration, but to business communication. At Emerson, students understand that consistent, targeted, and efficient communication is the lifeblood of every organization and that as IMC practitioners, they will play a vital role in the future of business.

A Strategic Approach to Marketing Communication

Students conduct research and analyze data to identify marketing problems and opportunities. They learn how to develop IMC plans that connect to measurable business objectives. Students collaborate to create persuasive presentations that demonstrate how recommended plans will achieve desired results. During the capstone experience, student teams work directly with a client, managing the relationship, while developing plans to solve the client's marketing problem.

Learn more about our program requirements and our innovative curriculum »

IMC Professionals Are in Demand in Today’s Market

Graduates of the IMC program have pursued careers in advertising account management, account planning, public relations, marketing research, brand management, and interactive marketing. They have worked with such companies as Arnold Worldwide, the AMP Agency, Bose, Communispace, Digitas, Deutsch, Ogilvy, IBM, Lexis Nexis, New Balance, Puma, and Smash.

IMC Grad Student Alix Hamerschmidt

Alix Hamerschmidt talks about why she chose the Integrated Marketing Communication program.

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