The IMC master’s degree provides a foundation in social science models that will help you understand how people think and feel and what motivates them to act. Just as models of the natural world help us to understand the universe, models of consumer behavior and effective communication help us to connect with a target audience.

As you progress, you gain a strategic mindset for brand building and learn how to integrate touchpoints to forge strong connections between people and organizations. This multi-discipline approach to communications and media combines creative skills and research knowledge that is necessary to be effective in strategic communications leadership. Because of the program’s holistic approach and theoretical foundation, you learn to anticipate trends and take advantage of new developments for years to come.

When you join the program, you will learn elements of IMC. They include consumer behavior, visual design, applied research methods, and brand strategy to culminate in a capstone course that emphasizes campaign strategy.

Elective courses explore many topics, including social media analytics, interactive design, account planning, content marketing, multimedia storytelling, and multicultural issues in IMC.

Core Courses

Introduction to Integrated Marketing Communication

3 Credit Hours

You will learn about IMC principles and understand the campaign process. This overview course serves as a gateway to other courses in the program.

Insights and Measurement

3 Credit Hours

You will understand essential concepts in IMC research and how to apply them to campaigns. This course serves as a springboard for other courses in applied research methods.

Design and Visual Thinking

3 Credit Hours

You will take a hands-on approach to learning the language and practice of visual design in integrated marketing communication.

Consumer/Target Behavior

3 Credit Hours

You will understand the science of influence and how it applies to strategies and tactics in integrated marketing communication.

Brand and Relationship Strategies

3 Credit Hours

You will learn to think critically about the role that a brand plays in effective strategies.

Advanced Integrated Marketing Communication Campaigns

3 Credit Hours – Final Course

In this capstone course, you will apply theory, strategy, and skills in integrated marketing communication to develop a campaign.

Elective Courses

Creative Development and Direction

You will learn the creative process and apply it to meeting IMC objectives.

Internet and Mobile Media

You will think critically about the function of the social media in IMC. You will also gain advanced hands-on experience in media analytics.

Content Marketing

You will examine how to create and distribute media content that a specific market target values. You will also understand the role of content marketing can play as part of a larger IMC strategy.

Direct & Database Marketing

In this hands-on course, you will understand how to target a market segment, develop effective content, and assess a campaign’s effectiveness.

Advanced Media Strategy & Analysis

In this detailed survey of media planning and buying, you will learn ways to set up and evaluate an effective advertising plan.

Special Problems in Integrated Marketing Communication

Topics in this course vary. Past topics include hands-on approaches to survey methods and copy testing.

Crisis Communication

You will learn how to prepare for a crisis before it happens and examine communication approaches to dealing with crises.

Multicultural Marketing Communication

You will understand variations in values and lifestyles of consumers in the United States and internationally and think critically about how they apply to IMC decisions.

Health Communication

You will think critically about best practices in health promotion, behavior change campaigns, and health journalism.

Foundations of Sports

This course provides you an overview of the sports industry, with in-depth looks at collegiate and professional sports, sports media, athlete representation, and corporate involvement.

Sports Promotion

You will focus on effective strategies and tactics in integrated marketing communication for the sports industry.

Designing Interactivity

In this introduction to experience design, you will learn HTML5 structure and the Document Object Model, basic JQuery, basic Web architecture, and the theories that underlie effective experience design.

Advanced Account Planning

You will learn how to develop research-based insights use them to build strategies and tactics for influencing behavior.

Multimedia Storytelling I

You will gain knowledge and practice in integrating graphics, multimedia, and interactive elements to tell a compelling story.

Multimedia Storytelling II

In this project-based course, you will gain in-depth experience in working with digital media.

Reputation Management

You will focus on public relations as an important element of integrated marketing communication and its relationship to other elements of a campaign.

Communications Law

You will understand and apply law and regulations in areas such as copyright, trademark, and patents as they relate to decision making in integrated marketing communication.

Public Opinion and the Mass Media

You will learn the theory and practice of measuring and influencing public opinion through reading, discussion, and practice.

Problems in Public Opinion

Through a directed project, you will refine your capabilities in measuring and analyzing public opinion.

Narrative Journalism

This in-depth, non-fiction narrative writing course for print, radio and online media consists of features, profiles, personal essays, travel writing and sports analysis. You will consider the practice of narrative journalism in the context of American journalism-literary history and in the context of daily news, giving you an expansive platform to explore topics of interest.

Mass Media Ethics and Social Issues

You will formulate and discuss professional ethics for media practitioners. You will also analyze forces that affect the way media function in society.

Research in Mass Communications

You will learn methods for gathering and evaluating information in the field of mass communication.

Seminar in Mass Communication Theory

You will gain an understanding of the prominent theories that guide the field of mass communication.

Please refer to the Graduate Catalog for official course descriptions.