Integrated Marketing Communications [Graduate Certificate]

Program Overview

The Integrated Marketing Communications (IMC) graduate program at Eastern Michigan University is an online program designed for individuals seeking to enhance their expertise in developing and coordinating marketing communications. The program curriculum encompasses a blend of strategic, creative, and digital marketing abilities, preparing graduates for successful leadership roles in marketing, branding, public relations, and entrepreneurship. The program is delivered in a cohort-based learning environment with a focus on project-based learning, mirroring real-world team dynamics and industry best practices.

Program Outline

Degree Overview:

The Integrated Marketing Communications (IMC) graduate program at Eastern Michigan University is an interactive initiative designed for individuals who strive to enhance their expertise in developing and coordinating marketing communications in order to cultivate brand image and generate optimal value for non-profit and commercial organizations. The program curriculum encompasses a well-rounded blend of strategic, creative, and digital marketing abilities that are fundamental for successful IMC efforts. Students delve into topics such as analyzing and synthesizing audience insights, market research and analytics, social media dynamics, media strategies, advertising ideation, public relations and managing crises, search engine marketing, ethical concerns, regulatory aspects, as well as data-driven campaign evaluation mechanisms. Upon graduating, candidates possess the understanding and proficiency to implement effective communication strategies and industry best practices, propelling them towards successful leadership roles in marketing, branding, public relations, and entrepreneurship arenas. Graduates are well-equipped to assume responsibilities as chief marketing officers, public relations directors, marketing directors, brand managers, art directors, consumer affairs directors, and other pivotal positions in the field of marketing communications.

Outline:

The IMC Certificate program is delivered entirely online at Eastern Michigan University, offering unparalleled flexibility with "anytime, anywhere" access to course materials and engaging sessions. Employing a unique 7.5-week class format, the program fosters a cohort-based learning environment that mirrors real-world team dynamics. Courses are predominantly project-based, providing immersive, hands-on experiences that mirror the fast-paced, dynamic workplace. The program's schedule is outlined as follows:

• IMC 601 Principles, Strategies, and Tactics (3 credits)
Delves into the core principles of IMC with a comprehensive exploration of the strategic planning frameworks, foundational concepts, and practical techniques that drive successful and impactful marketing campaigns.
• IMC 602 Brand Development (3 credits) Focuses on the fundamental principles of Brand Management, including strategic brand positioning, effective brand-building mechanisms, and the intricacies of managing brand equity in today's competitive market landscape.
• IMC 603 Consumer Behavior and Insights (3 credits) Navigates the complex and evolving world of consumer behavior, unraveling the psychological and environmental factors that influence decision-making and consumption patterns.
• IMC 604 Marketing Communications Research and Analytics (3 credits) Empowers students with the tools and knowledge to evaluate the effectiveness of marketing strategies and measure critical metrics through quantitative and qualitative research methodologies, advanced analytic techniques, and interpretation of relevant data.
In addition to these required courses, students select a total of six credit hours from the following restricted electives, customized to specific career aspirations and interests:
• IMC 605 Creative Message Strategy (3 credits) Explores techniques for developing persuasive and highly captivating creative content across diverse media channels, considering the psychological impact on the audience and the art of storytelling.
• IMC 606 Media Strategy (3 credits) Offers an overview of traditional and digital media landscapes, empowering students to plan and deliver effective media campaigns, optimize advertising budgets, and maximize return on investment.
• IMC 608 Digital and Direct Marketing (3 credits) Immerses students in the ever-evolving world of digital marketing strategies and tactics encompassing search engine optimization (SEO), social media marketing, content marketing, email marketing, and mobile marketing tactics.
• IMC 609 Public Relations and Crisis Management (3 credits) Prepares students to navigate the intricacies of reputation management, public relations tactics, and effective crisis communications strategies while fostering positive relationships with key stakeholders including customers, media, employees, management, and the surrounding community.
• IMC 612 IMC Sales Promotion (3 credits) Equips students with the principles and procedures of sales promotions, considering the strategic role they play within the IMC framework and exploring the diverse forms of sales tools and initiatives.
• IMC 614 IMC Privacy Policy Management (3 credits) Highlights the legal and ethical considerations surrounding the gathering, storage, and utilization of customer data, addressing privacy concerns and best practices in today's digital environment.
• IMC 615 IMC Ethics, Regulations, and Society (3 credits) Examines the ethical implications of marketing practices, delving into the impact of advertising on vulnerable populations, deceptive tactics, false advertising, and regulatory frameworks guiding the industry.
• IMC 616 Search Engine Marketing (3 credits) Delves into the complexities of search engine algorithms, paid search advertising, organic search optimizations, and other strategies to enhance website visibility and drive targeted traffic.
• IMC 617 Social Media Marketing Strategy (3 credits) Equips students with the expertise to formulate and execute effective social media marketing strategies by leveraging various platforms to engage with target audiences, build brand communities, cultivate brand loyalty, and drive conversions.
• IMC 618 IMC Customer Relationship Marketing (3 credits) Highlights the significance of establishing and nurturing strong customer relationships.
The course explores CRM strategies and technologies for gathering customer data, segmenting audiences, targeting personalized campaigns, and nurturing customers throughout their lifecycle via loyalty programs and exceptional customer service.
• IMC 620 Business-to-Business Marketing (3 credits) Delves into the distinct aspects of marketing to organizations rather than individual consumers.
The course examines the nuances of identifying and targeting businesses, defining value propositions, and developing persuasive marketing strategies for a B2B environment.

Assessment:

Assessment methods within the IMC program are tailored to mirror real-world industry practices. Students are continuously evaluated through a combination of:

• Practical Projects:
Projects form the cornerstone of the program, emphasizing the application of theoretical knowledge to practical scenarios and deliverables. Students collaborate on team-based projects, mirroring professional work environments and providing opportunities for peer feedback and iterative improvements.
• Case Studies:
Analysis and discussion of real-world case studies offer a hands-on approach to understanding how IMC principles are applied in various industries and contexts.
• Presentations:
The program encourages students to hone their communication and presentation skills through regular individual and group presentations.
• Exams:
Throughout the program, strategic and comprehensive exams are administered to assess knowledge retention and understanding of core concepts.

Teaching:

The IMC instructors are seasoned industry experts and renowned thought leaders who bring a wealth of real-world experience into the classroom. They employ a student-centric approach in which interactive discussions, group exercises, experiential learning, and interactive simulations create an immersive and intellectually stimulating learning environment.

Careers:

The IMC Certificate program at Eastern Michigan University equips graduates with a solid foundation for a wide range of rewarding careers. Graduates are highly sought after in various sectors, including:

• Marketing and Advertising
• Public Relations and Corporate Communications
• Digital Marketing
• Media Planning and Account Management
• Brand Management
• Consulting
• Account Management.