MA in Integrated Marketing Communication

Integrated Marketing Communication (IMC) establishes a dialogue between the providers of a product or service and their respective publics or markets. Students learn how to integrate advertising, public relations, direct/database marketing, sales, sales promotion/event marketing, and e-communication. In addition, they learn to develop strategic IMC plans within the context of the overarching organization/ marketing plans.

Based on their individual interests and career directions, students may also elect courses that focus on advertising or public relations within IMC.

All students will exit the program with a portfolio that demonstrates their ability to develop a comprehensive IMC plan. The final required course for IMC M.A. candidates is MH668 or a Capstone course, which provides students with an opportunity to develop such a plan and compete for the approval of an outside client organization selected by the faculty.

Program Requirements

Required Courses

Electives

All core requirements (except MH 668) must be completed before electives unless permission is given by the Graduate Program Director to do otherwise. IMC students may choose 5 elective courses, three of which must be chosen from among organized courses in the IMC program (including GM 612 and GM 614). MH 697 (Directed Study) and MH 690A (Internship), though not classroom courses in the IMC program, can be taken as electives for up to a maximum of 8 hours in a student’s program. The list below shows courses in the department that may be taken as electives.