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. Consistent with the mission of the School of Global Affairs and Public Policy our program/s encompass a number of interdisciplinary courses.
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.
Before declaring an IMC major, students must complete 24 units of university coursework, complete RHET 2010 with a grade of B or better, and an English Proficiency Test.
IMC majors are not permitted to have a major in CMA or MMJ. Students must complete a minimum of 120 credits for the Bachelor of Arts degree in IMC of which no more than 42 credits can be in IMC and another 65 of their total credits must be in Humanities and Social Sciences.
Core Curriculum (40 credits)
