Integrated Marketing Communication, B.A.

Directors: Donna Bertazzoni and Jerrold Van Winter

Integrated Marketing Communication combines both management courses and communications courses in a way that students can understand the theory of organizations; the process of communicating information about a product, service or organization; the role of the marketing and public relations professional within an organization; and the central importance of the consumer in making decisions.

The major focuses on both the management function of public relations and marketing pro­fessionals, and the communication functions of developing a brand identity and marketing it across a variety of media to a target audience. With an increasingly diverse society, it is no longer enough to develop an advertising campaign that aims at the broadest possible audience. Strategic marketing communication that integrates the message of an organization and targets it across both traditional and emerging social media is the wave of the future.

Requirements for the Major

Requirements for the Major - 48 credits

CMA 201News Writing

3.0

or

CMA 306Business Writing in the Digital Age

3.0

 

CMA 226Visual Media Production

3.0

CMA 305Communications Law

3.0

CMA 310Public Relations

3.0

 

CMA 312Introduction to Communication Research

3.0

or

MGMT 423Marketng Research Methods

3.0

 

CMA 313Writing for Public Relations

3.0

CAMG 330Social Media

3.0

CAMG 399Internship in Integrated Marketing Comm

3.0

CMA 411Public Relations Campaigns

3.0

CMA 470Seminar in Media Issues

3.0

MGMT 205Prin of Mgmt Intro to Organizations

3.0

MGMT 281Principles of Financial Accounting

3.0

MGMT 301Organizational Theory and Behavior

3.0

MGMT 306Principles of Marketing

3.0

MGMT 406Consumer Behavior and Analysis

3.0

MGMT 424Marketing Communications Strategy

3.0

Recommended to complete Quantitative Literacy section of core:

One of the following:

MATH 112Applied Statistics

3.0

PSY 211Elementary Statistics

4.0

ECMG 212Statistics for Economics & Management

3.0

Recommended electives:

CMA 207Principles of Speech Communication

3.0

CMA 246Graphics

3.0

ECON 205Princ of Macroeconomics

3.0