Integrated Marketing Communication

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 execute 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.

IMC Master's Degree Course Descriptions

Principles of Integrated Marketing Communication

COMI 500L Principles of Integrated Marketing Communication 

This course is an introduction to integrated marketing communication (IMC) elements, including advertising, direct response, sales promotion and public relations and their functions in today’s communication environment. The course explores research, media and message elements involved in the creation of a campaign. In addition, students will learn about governmental regulations and ethics as they relate to IMC, and social and economic considerations that may impact IMC Campaigns.

Advertising Management

COMI 600L Advertising Management

In this course, students will examine the various processes involved in the management of advertising within an IMC context. The course deals with advertising from a strategic rather than simply a descriptive standpoint; it then goes on to provide students with an understanding of what it takes to develop an effective advertising campaign, starting out with the marketing plan. In essence, students will learn about the many major issues and key concepts that underlie good decision making in developing an advertising campaign.

Public Relations Management

COMI 505L Public Relations Management

This course will give students a thorough understanding of public relations as a strategic management function. Students will explore various communication theories, trends/issues and practice areas with a special emphasis on the role of public relations in the integrated marketing communication process. In addition, they will gain real-life experience developing a comprehensive public relations plan that meets specific business and communication needs.

Social Media Strategies and Tactics

COMI 610L Social Media Strategies and Tactics

This course will provide students with the practical knowledge and insights required to establish objectives and strategies, properly select the social media platforms to engage consumers, and monitor and measure the results of these efforts. Students will learn how to manage a successful social media presence for an organization and how to use necessary social media tools and services for gaining valuable insights on how consumers feel and respond to brands and product categories.

Brand Managment

COMI 605L Branding Management

In this course, students will learn the importance of differentiating products and services in today’s world of alternatives, which provides consumers with the power of choice. This course is a blend of theory and practice of product and brand management, and will give students the skills to successfully develop, manage and promote the core values of an organization’s brand internally and in competitive markets.

Analytical Tools for Decision Making

MBA 535N Analytical Tools for Decision Making

A foundation course in key statistical methods used to analyze data in support of business decisions. Topics included are: descriptive statistics, continuous and discrete distributions, sampling and inference, comparisons, hypothesis testing, regression and other more advanced methods selected by the instructor.

Global Consumer Insights

COMI 615L Global Consumer Insights

This course will introduce students to a wide range of behavioral concepts and explore the strategic implications of buyer behavior in a global context for marketers. The course will challenge students to explore the realities and implications of buyer behavior in traditional and e-commerce markets. Furthermore, the course will focus on the use of databases to obtain consumer insights for the purpose of micro-targeting prospects and for customer relationship management (CRM) in an IMC context.

Marketing Research

MBA 605N Marketing Research

This course introduces students to the marketing research literature and to the marketing research process. The emphasis in this course is on how to actually conceptualize and conduct a marketing research project, as well as use research as an aid for marketing strategy decisions. Students will learn how to design, interpret, and apply marketing research to solve business problems.

Marketing Foundations

MBA 525N Marketing Foundations

This course addresses the management challenge of designing and implementing the best combination of marketing variables to carry out a firm’s strategy in its target markets. Specifically, the course seeks to develop the student’s skills in applying the analytic perspectives, decision tools, and concepts of marketing to such decisions as product offering, communication programs, distribution, and pricing to capture the value created for the customer. The student’s basic objective is to develop his/her own understanding and management skills in this critical aspect of general management.

Integrated Marketing Communication Capstone

COMI 700L Integrated Marketing Communication Master's Degree Capstone

This course is an opportunity for students to apply all that they have learned in the previous classes, particularly the tactical application of IMC skills and concepts, to practice message and touch-point integration with special attention to effectiveness and measurable results. The focus is on thinking about strategy framework and on how to apply this framework to guide strategic decisions. The ultimate goal of the course for students, working in groups, is to create an IMC plan. In this course the extent of a student’s proactive participation will determine how much the student will benefit from the knowledge and practice that the course offers.