Integrated Marketing Communications [M.S.]

Program Overview

Eastern Michigan University's online Integrated Marketing Communications (IMC) program equips students with a comprehensive understanding of strategic, creative, and digital marketing. The program's 18 required courses and 18 hours of restricted electives cover topics such as brand development, consumer behavior, and marketing communications research. Delivered through project-based courses in a unique 7.5-week format, the program prepares graduates for careers in various marketing communications roles, including chief marketing officer, public relations director, and media/brand manager.

Program Outline

Degree Overview:

The Integrated Marketing Communications (IMC) graduate program at Eastern Michigan University (EMU) is an online program that delivers a combination of strategic, creative, and digital marketing competencies. The program's goal is to prepare students to integrate and coordinate all marketing communications messages and vehicles to build brand image and maximize brand value for commercial and non-profit organizations.

Outline:

The IMC program curriculum consists of 18 required courses (36 hours) and 18 hours of restricted elective courses. The required courses include:

• IMC 601 Principles, Strategies and Tactics (3 hrs)
• IMC 602 Brand Development (3 hrs)
• IMC 603 Consumer Behavior and Insights (3 hrs)
• IMC 604 Marketing Communications Research and Analytics (3 hrs)
• IMC 615 IMC Ethics, Regulations and Society (3 hrs)
• IMC 631 IMC Campaigns (3 hrs)
Restricted elective courses students can choose from include:
• IMC 605 Creative Message Strategy (3 hrs)
• IMC 606 Media Strategy (3 hrs)
• IMC 608 Digital and Direct Marketing (3 hrs)
• IMC 609 Public Relations and Crisis Management (3 hrs)
• IMC 612 IMC Sales Promotion (3 hrs)
• IMC 614 IMC Privacy Policy Management (3 hrs)
• IMC 616 Search Engine Marketing (3 hrs)
• IMC 617 Social Media Marketing Strategy (3 hrs)
• IMC 618 IMC Customer Relationship Marketing (3 hrs)

Teaching:

The program is delivered entirely online through the College of Business at EMU. Students complete project-based courses in a unique 7.5-week class scheduling format.

Careers:

Graduates of the IMC program are prepared for careers as:

• Chief marketing officer
• Public relations director
• Marketing director
• Media/brand manager
• Art director
• Consumer affairs director
• Other marketing communications positions