The Integrated Marketing Communications (IMC) sequence is designed to allow Marketing Majors to concentrate their coursework in preparation for a career in Integrated Marketing Communications. Students complete the Marketing Major as well as 15 hours of courses that provide valuable skills for IMC managers.
What is IMC?
Integrated Marketing Communications, or IMC, is an area of Marketing that includes advertising, sales promotion, direct marketing, social media, search engine optimization (SEO), analytics, professional selling, publicity, public relations, event marketing, support strategies, and digital marketing. Any and all aspects of communicating with target audiences is part of the world of Integrated Marketing Communications - print media, broadcast, web, events, trade shows, email, direct mail, social media, product placement. It's all Integrated Marketing Communications.
Is IMC for you?
The opportunities in Integrated Marketing Communications are tremendous. The Bureau of Labor Statistics (BLS) predicts 8% job growth for marketing managers from 2018 to 2028. The median salary for marketing managers was $132,620 in 2018, according to the BLS. Careers in IMC span the gamut from agency work to corporate marketing to event marketing to sponsorships to not-for-profit marketing. There are hundreds of career options for students majoring in Marketing and completing the IMC Sequence. Advertising is a great industry to find your career, as are the many other domains of IMC. There are many aspects of developing and implementing Integrated Marketing Communications strategy, including analytical and salesmanship components. It's not all about creative design.
We encourage you to visit with one of the Integrated Marketing Communications (IMC) Faculty to discuss your particular interests, questions, ideas, and dreams.
IMC Course Descriptions
Please see the IMC Major Checklist for full description of requirements and electives for the sequence.
MKT 233 - Foundations of Integrated Marketing Communication: This course introduces students to the foundational principles and practices of integrated marketing communication or IMC. Promotion is an important element of a brand’s marketing strategy and the course provides an overview of IMC coupled with a deeper look into the fascinating array of options which can be collectively used to communicate brand value to one or more target consumer segments. This course also serves as a prerequisite for MKT 331, 332 & 333.
MKT 331 - Developments in IMC: This class is new each time it runs - the latest cutting edge, emerging media and strategy are explored -- e.g., buzz and viral marketing, the latest digital formats, mobile, social networks, etc.
MKT 332 - IMC Creative Strategy and Design: Experience the creative strategy development process within an integrated marketing communication (IMC) framework. Includes detailed coverage and application of elements and principles of creative strategy and design/layout. Using the Adobe Creative Suite (Illustrator, Photoshop & InDesign), students custom design logos and layouts as elements of a Creative Brief for an organization.
MKT 340 - Digital Marketing and Promotion: This course provides a hands-on, experiential overview of Digital Marketing and Promotion. With an emphasis on strategy, students will learn how digital tools and multiple platforms have created a wide range of marketing options for organizations. Students will get experience and training using a simulation based on Google Pay-Per-Click, as well as other digital certification programs, such as Salesforce and HubSpot.
MKT 333 - Capstone Course IMC: This course is designed to provide an overview of, and actual experience in, the integrated marketing communication (IMC) planning process. In addition to exploring the IMC planning process within a marketing strategy framework in class sessions, students gain practical experience in IMC planning by developing an IMC plan based on a thorough market/situation analysis for real clients/organizations.
Marketing - Advanced Business Analytics Sequence
Marketing - Integrated Marketing Communication Sequence
Marketing - Professional Sales