Integrated Marketing Communication, B.A.

Directors: Katherine Orloff 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.