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.
Requirements for the Major
Requirements for the Major - 48 credits
| CMA 201 | Media Writing I | 3.0 |
| | or | |
| CMA 306 | Business Writing in the Digital Age | 3.0 |
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| CMA 226 | Visual Media Production | 3.0 |
| CMA 305 | Communications Law | 3.0 |
| CMA 310 | Public Relations | 3.0 |
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| CMA 312 | Introduction to Communication Research | 3.0 |
| | or | |
| MGMT 423 | Marketing Research Methods | 3.0 |
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| CMA 313 | Writing for Public Relations | 3.0 |
| CAMG 330 | Social Media Marketing | 3.0 |
| CAMG 399 | Internship in Integrated Marketing Comm | 3.0 |
| CMA 411 | Public Relations Campaigns | 3.0 |
| CMA 470/IMC 470 | Seminar in Communication Ethics | 3.0 |
| MGMT 205 | Principles of Management: Introduction to Organizations | 3.0 |
| MGMT 281 | Principles of Financial Accounting | 3.0 |
| MGMT 301 | Organizational Theory and Behavior | 3.0 |
| MGMT 306 | Principles of Marketing | 3.0 |
| MGMT 406 | Consumer Behavior and Analysis | 3.0 |
| MGMT 424 | Marketing Communications Strategy | 3.0 |
Recommended to complete Quantitative Literacy section of core:
One of the following:
Recommended electives:
| CMA 207 | Principles of Speech Communication | 3.0 |
| CMA 246 | Graphic Design I | 3.0 |
| ECON 205 | Principles of Macroeconomics | 3.0 |