Master's Degree in Integrated Marketing Communication

Overview

Interested in being a public relations manager, advertising manager, account planner or marketing communication specialist? Study with our experienced faculty (IMC Faculty) and learn about digital marketing communication technologies, strategic communication, marketing and communication planning, management, advertising, public relations and applied research.

Program Objective

The Integrated Marketing Communication graduate program is designed for students interested in integrated study of advertising, public relations, multicultural marketing, strategic communication, management, IT project managers, digital media production, digital marketing communication technologies and applied research.

Program Structure

Students may choose one of three emphasis areas:

1. Integrated Marketing Communication
2. Hispanic Marketing Communication
3. Digital Marketing Communication

Each area of emphasis requires a minimum of 33-36 hours of coursework. The number of hours is determined by whether students choose to do a thesis, research project or residency, or select an all-courses option.

There are five required courses for a master's in Integrated Marketing Communication: three (3) Foundation courses, which are required for all students, regardless of area of emphasis; and a Principles Course and a Capstone Course. The Principles and Capstone Courses vary for each of the three areas of emphasis. Please see the IMC Courses page for a detailed list of courses, and the differences for each of the tracks.

Students work with their major professor to select elective courses within the department and cognate courses, generally taken outside the department, to complete their program of study. Courses are selected to provide the best framework and training given the students' goals and areas of interest. Please see the Sample Programs page for example of programs of study for each of the three tracks.

Career Opportunities

The program typically leads to professional positions emphasizing corporate communication and management, organizational change, advertising agency execution and planning, public relations firm management, or information management within a variety of settings, including business, government, and education.

Graduates offer employers combined skills in technology, marketing, advertising planning, public relations and applied research. Graduates who were in the Hispanic Marketing or Digital Marketing track bring additional knowledge and skills to the workplace.

Benefits and Skills

• Knowledge of communication theories with emphasis on organizations, marketing, management, digital media technologies and computer-mediated communication
• Immersion in new advertising and media planning practices
• Understanding of cultural differences as they apply to marketing and advertising
• Development, application, and evaluation of traditional and new media research for advertising, marketing, public relations, and organizational communication (methods include experimental, survey, content analysis, focus group, and data analysis)
• Development and organization of data/information systems; facilitation of data-based decisions
• Use of interactive communication within organizations, specializing in the creative, research, or business component (may include system planning, budgeting, performance-based management, instructional design, program evaluation, and internal and external public relations)
• Experience in formal presentations

HMC Graduate Certificate