Integrated Marketing Communication (IMC) is the integration of all marketing communication tools under one strategic communication focus. It takes all communication tools from working in isolation to complementing each other, with the objective of communicating one unified message from the organization (or the brand) to its target consumers. The objective of IMC is to manage all organizational communication in an integrated fashion and to build positive relationships between the organization on one hand and its customers and other stakeholders, such as employees, board members, the media, and society at large.
Students majoring in IMC gain skills and experience in all aspects of the marketing communication process through both theoretical learning and hands-on-experience. Components of the program include exposure to the fundamentals of strategic planning, media research, budgeting, creative strategy, creative development, media planning, production, modern corporate image, branding, social responsibility, event marketing, sales promotions, direct marketing, and public relations.
To declare a major in Integrated Marketing Communication, students must have completed 24 credit hours of university coursework and must have completed or be currently enrolled in ECLT 103.
Students who seek the Bachelor of Arts in Integrated Marketing Communication are not permitted to have a major or a minor in Communication and Media Arts or Journalism. Students must complete a minimum of 120 credits for the Bachelor of Arts degree in Integrated Marketing Communication.
Core Curriculum (34-46 credits)