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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