Integrated Marketing Communication

Track Description

The Integrated Marketing Communication (IMC) minor is an interdisciplinary program that provides students with a deep understanding of marketing communication principles and practices. It combines advertising, public relations, digital marketing, and other promotional tools to create effective campaigns. The curriculum covers consumer behavior, brand management, market research, media planning, content creation, and campaign evaluation. Students gain practical experience through projects and internships. The IMC minor prepares students for careers in marketing, advertising, public relations, and digital media by equipping them with diverse skills and a strategic mindset. It offers a competitive edge and opens up opportunities in the dynamic industry of marketing communication.

Learning Outcomes

• The integrated marketing communication (IMC) minor is designed to provide students with a comprehensive understanding of the principles and practices of integrated marketing communication. The program aims to equip students with the necessary knowledge and skills to effectively plan, develop, and implement integrated marketing communication strategies across various media channels. Here are some potential outcomes that students can expect to achieve upon completing an integrated marketing communication minor: 1. Understanding of IMC Concepts: Students will gain a solid understanding of the key concepts and theories behind integrated marketing communication. They will learn about the importance of integration and coordination across different marketing communication disciplines, such as advertising, public relations, direct marketing, digital marketing, and social media. 2. Strategic Planning Skills: Students will develop the ability to develop strategic marketing communication plans. They will learn how to conduct market research, identify target audiences, set communication objectives, develop creative strategies, and select appropriate media channels. Students will also gain proficiency in evaluating and measuring the effectiveness of marketing communication campaigns. 3. Creative and Copywriting Skills: The IMC minor often includes courses that focus on developing creative and copywriting skills. Students will learn how to generate innovative and impactful ideas for advertising and promotional campaigns. They will also learn how to write persuasive and compelling copy for different media formats, including print, television, radio, and digital platforms. 4. Media Planning and Buying Knowledge: Students will acquire knowledge and skills related to media planning and buying. They will learn how to identify relevant media channels for reaching target audiences, assess media costs and reach, negotiate media rates, and develop media schedules. This knowledge will enable students to make informed decisions regarding media selection and optimize the allocation of marketing communication budgets. 5. Digital and Social Media Competence: Given the increasing importance of digital and social media in marketing communication, students will develop competence in leveraging digital and social media platforms effectively. They will learn how to create engaging content, manage online communities, conduct social media listening and monitoring, and utilize analytics to measure the impact of digital marketing campaigns. 6. Ethical and Legal Considerations: Students will gain an understanding of the ethical and legal considerations associated with marketing communication. They will learn about industry regulations, intellectual property rights, privacy concerns, and ethical decision-making in advertising and promotional practices. 7. Collaboration and Teamwork: The IMC minor often involves collaborative projects and group work, which fosters teamwork and collaboration skills. Students will learn how to effectively work in teams, communicate ideas, and manage projects in a marketing communication context. These skills are essential in real-world marketing environments where interdisciplinary collaboration is common. By completing an integrated marketing communication minor, students will be well-equipped to pursue careers in advertising, public relations, marketing communication, brand management, digital marketing, and related fields. The knowledge and skills gained through the program will allow them to develop and implement effective marketing communication strategies that integrate various channels and reach target audiences in impactful ways.