Jun 20, 2024  
2021-2022 Academic Catalog 
2021-2022 Academic Catalog [Published Catalog]

Integrated Marketing Communication (B.A.)

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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 a IMC major, students must complete 24 credits of university coursework, complete RHET 1020  with a grade B or better, complete JRMC 2200  with a grade B or better, and pass an English Proficiency Test with a grade no less than 75% grade.

Admission to the IMC program is highly competitive and space is limited. Eligible students who meet the above requirements will be ranked and selected based on their cumulative grade point average (GPA).

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 48 credits can be in IMC and another 72 of their total credit hours must be from outside of the major. Of those 72 credits, 3 collateral credits must be in a 300-level course in English and Comparative Literature or HIST 4290  or RHET 3330  or RHET 3340  or PPAD 4111  or PPAD 4113 .

(Collaterals are subjects in supporting disciplines specified by the department of major).

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.

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