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Master of Science in Integrated Marketing Communications
1
Master of Science in Integrated Marketing
Communications
The Integrated Marketing Communications (IMC) graduate program (http://imc.wvu.edu) is offered exclusively online with no on-campus classroom
attendance required.
Students earn a practical, customizable graduate education that is designed to equip them with the skills to emerge as leaders in the field. One hallmark
of the WVU IMC program is its "learn-it-today, use-it-tomorrow" focus that is built into the curriculum. Students are able to take the knowledge they gain
in the classroom and immediately apply it to the challenges in their professional lives.
The program is taught by a diverse faculty – from marketing directors to academics to entrepreneurs – who are recognized leaders in their fields.
The IMC program is also renowned for its flexibility. Most IMC students continue to work full-time while earning their degree. All IMC courses are
asynchronous, allowing students to participate at any time, from anywhere in the world. While no on-campus residency is required to complete the
degree, the program hosts the INTEGRATE conference annually in Morgantown, WV, to provide students and faculty an opportunity to network and
explore the latest innovations in the ever-changing IMC world. Information on the conference can be found on the IMC program's INTEGRATE webpage
(http://imc.wvu.edu/integrate).
Graduate Assistantships
Effective Fall 2014, students in the IMC program who secure a graduate assistant position at any academic or non-academic unit on campus will be
eligible to receive a waiver of University tuition for IMC courses, as well as any stipend/compensation offered by the unit hosting the position. For
complete information on graduate assistant options at WVU, please visit the Graduate Education Assistantships webpage (http://grad.wvu.edu/funding/
assistantships).
Program Format
The program’s academic year consists of five accelerated terms: Early Fall (August–October), Late Fall (October–December), Early Spring (January–
March), Late Spring (March–May) and Summer (May–July).
Due to the rigor of IMC program courses, students should register for no more than two courses in any IMC term. Most students who work full-time
indicated that one to two course(s) per term is manageable. Students are encouraged to work with their advisor to select a course schedule that fits their
life. Most students complete the master's degree in around two years.
Those who wish to experience the program without making a full commitment are invited to apply to the five-course IMC certificate program (http://
imc.wvu.edu/curriculum/imc_certificate).
Admissions
Like all premier academic programs, admission to the IMC online graduate program at West Virginia University is highly competitive and the total
number of available seats for each entry term is limited. Admission to the program is based on a holistic, case-by-case analysis of the applicant’s WVU
Graduate Application for Admission, academic record (undergraduate transcript), GRE or GMAT scores*, years of relevant professional experience
(resume), writing ability and intent (personal statement) and references (letters of recommendation).
*The GRE/GMAT admission requirement may be waived for interested applicants who meet certain professional or educational conditions. Please
submit your information to the IMC Review Dropbox to have your credentials evaluated for the GRE/GMAT waiver and to receive more information about
the program.
Students are admitted to the IMC program three times per year, in the Early Fall (August), Early Spring (January), and Summer (August) admission
terms. All applications received by the application priority deadline will be considered, and accepted students will be notified by the corresponding priority
acceptance notification date. However, the IMC program operates on a rolling admissions basis and qualified applicants may be accepted earlier than
the priority acceptance notification date.
Admission Term
Application Priority Deadline
Priority Acceptance Notification
Summer (May)
March 15
April 15
Early Fall (August)
June 15
July 15
Early Spring (January)
October 15
November 15
Visit the IMC website for comprehensive information about the online graduate program, including faculty biographies, curriculum and course
information, details on the application and admissions process, and to register for a free online information session (http://imc.wvu.edu/admissions/
info_sessions).
2
Master of Science in Integrated Marketing Communications
Also, the IMC program hosts its annual INTEGRATE (http://imc.wvu.edu/integrate) conference in Morgantown, WV. The conference is the largest
professional Integrated Marketing Communications (IMC) conference offered by a university program. INTEGRATE provides an opportunity to talk about
the hottest topics in IMC, build your professional network, and learn more about the graduate program.
Degree Requirements
Minimum GPA of 2.75 required.
Minimum grade of C- required in all courses.
Core Courses
*
IMC 610
Introduction to Integrated Marketing Communications
IMC 611
Marketing Research and Analysis
3
IMC 612
Audience Insight
3
IMC 613
Brand Equity Management
3
IMC 619
Emerging Media and the Market
3
Complete a minimum of two of the following
3
**
6
IMC 615
Creative Strategy and Execution
IMC 616
Direct Marketing
IMC 618
Public Relations Concepts and Strategy
IMC Elective Courses
Select at least three IMC courses 600-level and above.
IMC 636
9
Integrated Marketing Communication Campaigns
Total Hours
***
3
33
*
Students complete the IMC 610 course in their first term in the program. Following successful completion of IMC 610, students are able to take
courses in virtually any order, ensuring a fully customized path of study.
**
IMC students are often admitted to the program with substantial work experience and are able to opt out of the core course that is most
reflective of their professional experience. Specifically, PR practitioners are encouraged to opt out of IMC 618, direct marketers are encouraged
to opt out of IMC 616, and creative/graphic designers are encouraged to opt out of IMC 615. All students must complete at least two of these
three courses.
***
IMC students are able to take more than 33 credit hours if their personal and/or professional interests require (including additional elective
courses or opting to complete all the core courses to ensure a comprehensive graduate experience). However, all additional courses taken must
be completed before the student registers for the capstone course (IMC 636).
Upon successful completion of IMC 636 in the student's final term, the student will graduate from the program.
First Semester
IMC 610
Hours
3
3
Second Semester
Hours
IMC 611
3
IMC 612
3
6
Third Semester
Hours
IMC 613
3
Select one of the following:
3
IMC 615
IMC 616
IMC 618
6
Fourth Semester
Hours
IMC 619
3
Select one of the following:
3
IMC 615
IMC 616
IMC 618
6
Master of Science in Integrated Marketing Communications
Fifth Semester
3
Hours
Select two 600-level or higher IMC courses
6
6
Sixth Semester
Hours
IMC 636
3
Select one 600-level or higher IMC course
3
6
Total credit hours: 33
Management Area of Emphasis Requirements
The Area of Emphasis in Management is intended to prepare IMC students to apply their skills in a traditional business administrative setting. Students
will be exposed to course work in leadership, ethic, negotiations and management information systems.
Course Requirements. In order to satisfy the requirements of the Area of Emphasis, a student must complete the required courses below. Note, that a
cumulative GPA of 2.75 is required for graduation from the IMC program. The courses and grades from the Area of Emphasis will be counted towards a
student's cumulative GPA (a C- or better is required in courses, with an overall cumulative GPA of 2.75) in the IMC program.
Minimum grade of C- is required.
BADM 611
Management Information Systems
3
BADM 633
Leadership
3
BADM 644
Legal Environment and Ethics
3
ILR 543
Negotiation Strategy
3
Total Hours
12
Major Learning Goals
INTEGRATED MARKETING COMMUNICATIONS
In the WVU IMC program, communications professionals learn to re-align their marketing activities to ensure a constant flow of information to consumers
from a variety of media. Upon successful completion of the IMC curriculum, students will be able to:
1. Illustrate critical thinking, creativity and innovation in collaboration with colleagues and in the completion of written assignments.
2. Demonstrate a global and multicultural awareness in the development and implementation of marketing communications strategies.
3. Compare and contrast the benefits and limitations of various qualitative and quantitative research methods relevant to marketing communications.
4. Recognize the roles and implications of law and ethics in marketing communications.
5. Design and organize marketing communications materials in a professional manner consistent with contemporary industry-specific standards.
Graduate Certificate in Integrated Marketing Communications (IMC)
The 15-credit IMC graduate certificate provides students with a broad overview of IMC, focusing on several integral aspects of the discipline.
The program’s academic year consists of five eight-week terms:
• Early Fall (Aug. – Oct.)
• Late Fall (Oct. – Dec.)
• Early Spring (Jan. – March)
• Late Spring (March – May)
• Summer (May – July)
Students working toward their IMC certificate take one course per term for one calendar year (five sessions). Certificate-seeking students can begin
coursework in either the Early Fall, Early Spring or summer sessions.
COURSE REQUIREMENTS
Required Prerequisite
IMC 610
3
Introduction to Integrated Marketing Communications
Core Courses
6
Select two from the following:
IMC 611
Marketing Research and Analysis
4
Master of Science in Integrated Marketing Communications
IMC 612
Audience Insight
IMC 613
Brand Equity Management
IMC 615
Creative Strategy and Execution
IMC 616
Direct Marketing
IMC 618
Public Relations Concepts and Strategy
IMC 619
Emerging Media and the Market
Electives
*
6
Select two from the following:
IMC 614
Integrated Marketing Communication Media Analysis
IMC 617
Consumer Sales Promotion
IMC 620
Research Methods
IMC 621
Current Topics in Integrated Marketing Communication
IMC 622
Multicultural Marketing
IMC 623
Global Brand Communication
IMC 624
Cause Marketing
IMC 625
Advanced Creative Concepts
IMC 626
Business-to-Business Direct Marketing
IMC 627
Healthcare Marketing
IMC 628
Applied Public Relations
IMC 629
Mobile Marketing
IMC 630
Sports Marketing
IMC 631
Crisis Communication
IMC 632
Political Marketing
IMC 633
Entrepreneurship in Integrated Marketing Communication
IMC 634
Digital Storytelling
IMC 635
Visual Information Design
IMC 637
Internal Brand Communication
IMC 638
Public Affairs
IMC 641
Social Media and Marketing
IMC 642
Web Metrics and Search Engine Optimization
IMC 643
Digital Video Production
IMC 693W
Special Topics
IMC 693X
Special Topics
Total Hours
*
15
Elective options are based on availability; other electives may be substituted based on current course offerings.
Admission requirements to the IMC certificate track are the same as for the master’s degree track. For certificate students who may be interested in
applying courses to the full master’s degree: University Policy states that a maximum of 6 credits obtained by a non-degree student can be applied
toward any degree. The IMC and DMC graduate certificate programs are 5 classes/15 credits and our master’s degree in IMC is 11 classes/33 credits.
If you complete the IMC or DMC graduate certificate, only 6 of the 15 credits would apply toward our IMC master’s degree. If you start in either of the
certificate programs and complete 6 hours or less before changing over to the full master’s degree, this policy will not affect you. (Note: currently there is
an eight year maximum time frame for graduate work completion.)
Graduate Certificate in Digital Marketing Communications
Digital Marketing Communications (DMC) is a strategy that uses interactive channels to build community around a brand or organization. In WVU's DMC
certificate program, you’ll gain the knowledge and skills to communicate and create dialogue with today’s modern audience.
COURSE REQUIREMENTS
Required Courses
IMC 610
Introduction to Integrated Marketing Communications
3
IMC 619
Emerging Media and the Market
3
Choose three of the following:
IMC 629
9
Mobile Marketing
Master of Science in Integrated Marketing Communications
IMC 634
Digital Storytelling
IMC 641
Social Media and Marketing
IMC 642
Web Metrics and Search Engine Optimization
IMC 643
Digital Video Production
Total Hours
5
15