IMC Curriculum

Associate Professor Dr. Kristin J. Lieb

Associate Professor, Dr. Kristin Lieb teaches Enetrtainment Marketing and Brand Management in the IMC Graduate Program.

Integrated marketing communication (IMC) is more than ensuring that an offering is communicated consistently across multiple channels. Based on insights, communication channels are selected strategically and coordinated to interact with the target audience to achieve quantified goals. Successful IMC campaigns result in long-term relationships with customers and demonstrate the value of the marketing investment.

A Strategic Approach to Marketing Communication

With technology dramatically expanding the communication options available to marketers and consumers, IMC professionals need to thrive in an environment that constantly changes. Whether you wish to work on the “client side” or the “agency side,” a degree in Integrated Marketing Communication from Emerson provides you with the knowledge and skills to prepare comprehensive marketing communication plans. The program trains you to think strategically, conduct research and analyze results, consider the characteristics and needs of audiences, and develop powerful and consistent messages.  

Unlike graduate programs that focus on one discipline such as advertising or public relations, the Emerson IMC program prepares you to grasp the total marketing landscape and to employ all the communication tools at your disposal. It exposes you to the language spoken in corporate boardrooms and prepares you to lead the creative process that produces novel communication solutions to meet your organization’s objectives.

Through the exploration of topics such as consumer behavior, marketing management, brand management, and interactive and e-communication, you will leave Emerson equipped to build and implement a truly integrated communication plan. 

Program Flexibility

As you progress in the program, you build on the knowledge from core classes with electives. If you are interested in digital marketing, for example, you might elect to take courses such as Media Management Strategies, Web Page Development and Management, and Interactive and e-Communication. If managing the creative process interests, you could combine Creative Thinking and Problem Solving with Advertising, Sales Promotion, and Publicity Management. 


Working with your advisor, you are able to tailor the curriculum to your professional and educational goals, but all students culminate their IMC studies with the capstone course. Capstone allows you to integrate all of your skills and coursework to collaborate with classmates on a bona fide client project, supervised by a faculty member.

During the capstone class, you will spend an entire semester developing a comprehensive marketing communication plan and creative execution for your client. Recent capstone clients include: 

  • A national web-based floral retailer
  • A regional sports event management firm 
  • A start-up environmental services company  


To complement your classroom experience in the IMC program, you may elect to complete an internship at an organization in Boston, Washington, D.C., New York, or another location within or outside the United States. Internships may fulfill up to 4 credits.

Learn more about our program's alumni and our industry connections »