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Integrated Marketing Communication

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IMC Master's Degree Courses

Online Integrated Marketing Communication Graduate Program Class Structure

The course structure of the Integrated Marketing Communication program provides advanced graduate degree level courses in the ever-evolving integrated marketing field. The Integrated Marketing Communication course structure teaches students the development of consistent branding, marketing strategies and creative campaigns across both traditional and non-traditional marketing channels. IMC Marketing Master's degree program weaves together multiple marketing disciplines including, advertising, public relations, promotion, branding and social media in order to executed the particular goals of the brand.

Through the Integrated Marketing Master's degree program students will gain a comprehensive understanding of the theory of consumer behavior and marketing segmentation strategies. By earning their Master's degree in Marketing through the IMC degree program students will be able to demonstrate strong research, analytical and strategic decision-making skills, as well as understand the concept of branding and the strategic importance of building brand equity.

All of the graduate-level marketing courses offered through the Integrated Marketing Master's degree are available 100% online. Our flexible online marketing master's degree curriculum allows students to earn their degree on their own time through our state-of-the-art iLearn online learning platform. Contact us to learn more about the courses in the Marist College online Integrated Marketing Communications Master's degree program.

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IMC Master's Degree Course Descriptions

Principles of Integrated Marketing Communication

Fundamentals of Integrated Marketing Communication Class

The Marketing Foundations course presents Integrated Marketing Communication Master's degree students with an introduction to marketing practices and tactics. Through this online marketing course, students will learn the fundamentals of designing and executing a successful Integrated Marketing Communication campaign, and how to successfully reach a desired target market, customer base and audience.

Skills Gained Through the Marketing Foundations Course

  • Applying decision-making tools and marketing concepts to capture a target audience
  • Learn and master various marketing management skills to capture a target audience

Marketing Foundations, an Introduction to Marketing Strategy

The Marketing Foundations class helps IMC students develop the marketing management skills needed for capturing a target audience. Through applying analytic perspectives, decision making tools and marketing concepts to product offerings, communication programs, distribution and pricing, students will learn how to capture the value created for the customer. Integrated Marketing Communication graduate students enrolled in the Marketing Foundations online course will develop and master their own marketing management skills to gain a better understanding of marketing as a whole.

The IMC Marketing Foundations course sets the stage by providing Integrated Marketing Communication M.A. students with a course focused on teaching fundamental marketing management skills. Students are introduced to marketing concepts such as target marketing, opportunity analysis, product development, pricing, distribution, and promotion, along with an introduction to customer-driven marketing strategy.

Advertising Management

Marketing and Advertising Management Class

The Advertising Management Master's degree course at Marist College is designed to guide students through examining processes involved in the management of advertising and how advertising relates to other forms of marketing communication. Advertising Management Master's degree students will learn how advertising management is an inseparable part of a marketing department and strategy.

The Advertising Management graduate degree class teaches advertising using a strategic approach rather than simply a descriptive standpoint. Our Advertising Management graduate level course starts out with a broad look at what advertising is meant to do, then goes on to provide students with an understanding of what it takes to develop effective marketing and advertising campaigns. Students will gain a comprehensive understanding many of the major issues in advertising and marketing as well as how they fit into the entire Integrated Marketing Communication package.

Marist's Online Advertising Management IMC Course

Students enrolled in the online Advertising Management Master's degree course will gain an in-depth understanding of consumer behavior, research, creative strategy, media strategy, campaign planning and account management. Integrated Marketing Communication graduate students enroll in the Advertising Management class will learn to how to balance creativity with profitability, meet deadlines, work within budgets and determine consumer demand for products and services. In addition students will learn how advertising ties in to the many facets of the modern day Integrated Marketing Communications industry.

Public Relations Management

Integrated Marketing Communications PR Graduate Degree Class

The Public Relations Management Master's degree course is designed to give marketing graduate students a thorough understanding of public relations as a strategic function of marketing and brand management. The IMC Public Relations class gives students the skills, tools and knowledge to employ a range of problem solving solutions to PR, public image and marketing goals.

Skills Gained Through IMC Public Relations Course

  • Analyze business and organizational objectives and translate them into strategic public relations plans of action.
  • Have a clear understanding of PR goals as well as the ability to articulate the role of public relations in the support and fulfillment of an organization's vision, mission, identity and strategy.
  • Gain an accurate view of how public relations campaigns are approached from an agency's and in-house point of view.

A Deeper Look Into Public Relations Management and Marketing

Integrated Marketing Communication graduate students enrolled in the Public Relations course will explore various strategies for communication, marketing theories, trends and issues with a special emphasis on the role of public relations in the integrated marketing communication process. Through the online Public Relations Management Master's degree course students will gain vital knowledge about research-based decision making, as well as the process of communicating persuasively to target audiences.

Graduate school students enrolled in the Public Relations Management course will learn to manage important aspects of public relations such as corporate identity, products, services, and key relationships with clients and customers. In addition, Public Relations Management students will gain real-life experience by developing comprehensive public relations plans that meet specific business and communication needs.

Contact us today to learn more about enrolling in the Public Relations Management course through the Integrated Marketing Communication Master's degree. All courses are provided 100% online through our virtual learning platform. Earn your Marketing Master's degree and advance your marketing career through our flexible online curriculum. Marist College is an accredited undergraduate and graduate college located in New York. At Marist we offer online and on location classes from our Poughkeepsie, NY campus in many areas of study.

Social Media Strategies and Tactics

Strategic Marketing and Tactics for Social Media Class

The online Integrated Marketing Communication Social Media Strategies and Tactics course provides the practical knowledge and insights required to establish social media marketing objectives and strategies. Whether it’s Facebook, Twitter, Pinterest, Vine, Instagram or the newest up and coming platform, each social media outlet requires a different marketing approach and can often target dramatically different audiences.

The Social Media Strategies and Tactics graduate degree course will teach students how to properly select the social media platforms geared towards engaging consumers in a brand’s target audience. Students will learn how to use necessary social media tools and services for gaining valuable insights on how consumers feel about and respond to brands and product categories. In addition, students will learn to effectively monitor and measure the results of various social media marketing strategies.

Throughout the course, students will learn how to apply and share these important insights with marketing, sales, PR, advertising, customer support and other functions and stakeholders. Students will learn about the various multidisciplinary implications and how to manage a successful social media presence for any organization, including techniques for gaining executive and client buy-in to achieve goals.

Lastly, through the Social Media Strategies and Tactics class students will gain insight into the impact social media efforts have on internal operations of an organization. Integrated Marketing Communication graduate students will also gain knowledge on the process of implementing social media technologies, redefining technology environments, workflow, collaboration, and management.

Brand Managment

Integrated Marketing Communication Branding Class

The Integrated Marketing Communication Brand Management graduate degree course teaches students that through innovative marketing and brand management a strong brand can have a dramatic impact on a purchasing decision. Strong brands will transcend industries and provide an organization with one of its most valuable assets—brand equity.

The basic approach in the Integrated Marketing Communication Brand Management course will be to blend the theory and practice of product marketing and brand management in a comfortable, supportive environment that promotes active learning. A good marketing theory is invaluable because it structures problems and suggests possible solutions. The business process of mission and marketing strategy creation through brand and identify development. The Integrated Marketing Communication branding class is presented and reinforced through readings, case studies, and a branding management project for practical application and experiential learning.

Branding is both an art and a science. Thus, few branding situations have a definitive unqualified answer as to the "best" marketing programs. By providing students with relevant and comprehensive theories, as well as all the accompanying ideas, concepts, mechanisms, and models that go along with that. Through the Integrated Marketing Communication Brand Management M.A. course students will be able to make informed decisions that will have a greater probability of success. The interaction of customer, company (capabilities) and competitors (alternatives) are important considerations in branding. Many marketing and brand management theories covered will be from a consumer behavior perspective.

Analytical Tools for Decision-Making

Integrated Communication and Marketing Data Analysis Tools Class

The Integrated Marketing Communication Analytical Tools for Decision Making Master's degree online course is a foundational course allowing students to explore the key statistical methods used to analyze marketing data in support of business marketing decisions.

Through the Analytical Tools for Decision Making Class students will be immersed in the tools used to analysis marketing data as well as the strategic thinking process used to convert this data into marketing strategies and ideas.

Communication and marketing analysis tools and topics covered include: descriptive statistics, continuous and discrete distributions, sampling and inference, comparisons, hypothesis testing, and regression, in addition to more advanced methods selected by the instructor.

Global Consumer Insights

Integrated Marketing Communication Insights in Global Marketing and Communication Class

The Global Consumer Insights Marketing and Communication online course introduces Integrated Marketing Communication graduate school students to a wide range of behavioral concepts and examines the strategic implications of customer behavior. The online global consumer course challenges Marketing Master's degree students to explore the realities and implications of buyer behavior in traditional and e-commerce markets. A key to the Global Consumer Insights course is demonstrating how an understanding of buyer behavior can help to improve strategic decision-making in developing effective global marketing and communication campaigns.

Integrated Marketing Communication graduate school students enrolled in the Global Consumer Insights Master's degree course will develop the ability to deliver consumer, customer and competitive insights that drive business and global marketing strategy. Integrated Marketing Communication graduate school students will also learn the importance of developing and managing research plans within a marketing campaign. Lastly, communication and marketing M.A. students will gain the ability to lead and champion strategic marketing analysis to deliver insights for growth.

The Global Consumer Insights course offered as part of our completely online Integrated Marketing Communication Master's degree program. Through the online IMC program, graduate students are able to earn their Marketing Master's Degree 100% online, allowing for a flexible schedule.

Marketing Research

Integrated Marketing Communication Marketing Research Graduate Course

The Integrated Marketing Communication (IMC) Master's degree's Marketing Research course provides students with a comprehensive approach to conducting research and applying that research to marketing strategy decisions. Graduate students enrolled in the Integrated Marketing Communication Master's degree program will gain the skills and tools needed to be a successful marketing manager.

Skills Gained through the IMC Marketing Research Class

  • The ability to apply market research to the marketing decision making process, to develop successful marketing strategies.
  • The knowledge to gather data and apply insights to solve an organization's business problems.
  • A clear understanding of a variety of research methods to apply to the marketing strategy decision making process.

A Deeper Look into Market Research and Marketing

Integrated Marketing Communication graduate students enrolled in this marketing and communication Master's degree course will also learn to review, examine and analyze marketing research insights to learn more about customers, products and services. Developing these skills through the creation of a market research projects, students will learn the importance of research in making smart business and marketing decisions.

IMC students enrolled in the Marketing Research class will learn how to design, interpret, and apply market research to solve business problems. Exploring a variety of tactics for data collection, market research students will be provided with real life experience conducting market research to arrive at business decisions.

Business Analytics

Using Business Analytics and Data Analysis for Integrated Marketing Communication Strategy

The Business Analytics course through the IMC Master's degree program provides an interactive process to exploring and analyzing enterprise data in order to gain insights that can be used to make better strategic decisions in a business marketing environment.

From new application development to the increase in robust data collection from websites there is a constant need for handling and interpreting large amounts of data in the digital age. Student's enrolled in the Business Analytics course will learn how to manage and use this data to predict buying behaviors and influence future product use.

The Integrated Marketing Communication Master's degree Business Analytics course will draw from the fields of data science and business analytics, in order to utilize them both in data-driven marketing.

The course will address statistical analysis, data visualization, data mining, predictive modeling, optimization, and simulation. Students will understand first hand how data is used to describe, explain, and predict customer behavior. As well as be able to shape their findings into best practices for using data to prescribe more effective business strategies.

Mobile Marketing

Integrated Marketing Communication Skills for the Mobile Market

Always on and always connected - - that, in essence is what mobile as a medium is. The Integrated Marketing Communication's Mobile Marketing course will explore the evolving mobile marketplace. The course is designed to help students understand the underlying mobile technology, assess the range of opportunities that a mobile environment provides to the marketers, and learn to integrate mobile in the overall marketing communication strategy.

Skills Gained Through the Mobile Marketing Course

Mobile marketing is the next generation of online marketing. Mobile first, responsive design, MMS and SMS messaging campaigns, mobile advertising, app development and even mobile innovations are just a few of the topics Marist's Mobile Marketing course will cover as we take students through the process of learning mobile-centric marketing.

100% Online - Marist's Flexible Mobile Marketing Class

At Marist, students enrolled in the Integrated Marketing Communications Master's degree program, can enroll in the 100% online Mobile Marketing course if they meet the stated requirements. This online Mobile Marketing course can provide marketing graduate students with the flexibility needed to pursue a full-time career and finish their master's degree. Contact us to get more information about enrolling in the Mobile Marketing course and earning your entire Integrated Marketing Communications graduate degree online through our IMC degree program.

Integrated Marketing Communication Capstone

Integrated Marketing Communication Master's Degree Capstone

The Integrated Marketing Communication Master's degree Capstone course is designed for marketing graduate school students who will become decision makers. The Capstone course is prefect for a future in almost any company concerned with consumer/customer communications including: advertising, public relations, promotions, Internet, IMC-media and client organizations.

M.A. Integrated Marking Communication students will learn and practice message and touch-point integration, with special attention to marketing and communication effectiveness and measurable results. Now more than ever, communication professionals are accountable for integrating their marketing programs and strategies. In addition, most marketing and communication specialists have the power to shape the way their marketing organizations do business and communication with customers


Integrated Marketing Communications graduate school students taking the IMC Master's degree Capstone class will be at the forefront of the movement towards an integrated brand and marketing experience on the part of the customer. It should be clear that your proactive participation in this Integrated Marketing Communication Capstone course would determine the extent to which you will benefit.