Jun 25, 2024  
2015-2016 Academic Catalog 
2015-2016 Academic Catalog [Published Catalog]

Integrated Marketing Communication (B.A.)

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 40 credits can be in IMC and another 65 of their total credits must be in Humanities and Social Sciences.

Core Curriculum (40 credits)

General Electives/Minor

Depending on the number of credit hour needed to complete 120 credits required for bachelor’s degree from AUC, IMC majors are required to select elective courses leading to a minor in an area that will complement their major, including Rhetoric and Writing, Middle East Studies, Arabic Studies, History, Political Science, Sociology or the Arts. Double majors are exempt. Selections should be made in consultation with your major advisor.