Online Master's
in Integrated Marketing
Communications

Online Master's [br]in Integrated Marketing [/br]Communications

BECOME A VERSATILE MARKETER

It's no longer acceptable to be just the creative or just the analyst—you have to be both. Integrated marketing communication professionals today are change-makers who boldly craft a vision, research the marketplace, write the strategy, design innovative and exciting creative and demonstrate its ROI. 

St. Bonaventure University’s online Master of Arts in Integrated Marketing Communications will have your left brain analyzing the data via tools like Google Ads and Qualtrics survey software, while your right brain playfully executes your creativity with tools like Adobe Creative Cloud, social media platforms and Canva. 

Propel yourself into the future of marketing with an in-depth understanding of:

  • Marketing strategy and planning
  • Digital and social media marketing advertising
  • Public relations
  • Marketing research and analytics
  • Creative strategy and design
  • Content marketing

The IMC program is 100% online and designed to fit your busy schedule and career.

Get Your Program Guide

IMC 500 Finding Your Voice: Introduction to IMC

This course will serve as the foundational course in Integrated Marketing Communications (IMC) as well as an introduction to the role of creativity in effective marketing communications.  Through a series of lectures, videos, and assignments students will learn concepts such as design, empathy, story, and symphony, in the creation of right-brain dominated marketing communication, that are also rooted in research, strategy and analysis.  Integration of the tools of marketing communication, such as but not limited to advertising, all digital media, PR, writing and promotion, will be emphasized. It provides an overview of both U.S. and global marketing communication practices.

IMC 570 Finding Meaning in Data: Analytics, Data Visualization & Interpretation

Big data, media analytics, and geographic information systems (GIS) have changed the face of marketing communications research by allowing us to dig more deeply into data and research to find specific answers to general questions. This course examines big data and analytics and delves into GIS, allowing students to visualize and interpret data in a number of ways. This class also focuses on evaluating messages and determining their delivery. Students will analyze primary and secondary data to solve marketing communications problems and address the distinct problems created by large databases. Emphasis is on analytical technology and multivariate methods. The course stresses the strategic use of analysis through application and project examples. (3 credits) Prerequisite: IMC 520

IMC 520 Finding the Path: Marketing Communications Research

This is an introductory course in the field of marketing communication research designed to provide the student with an overview of the purposes, procedures, and applications of marketing communication research. Students will learn how to obtain and use secondary data, and to design and conduct both qualitative and quantitative primary research to answer questions an IMC practitioner will face. Finally, basic statistics, data analysis, and reporting, as well as how to use statistical software will be studied. This course serves to guide students as they complete their final IMC campaigns by directing students in their own research design.

IMC 590 Finding Them Where They Are: Mobile Marketing Communications

Mobile devices have revolutionized the way in which consumers communicate, shop, and interact with brands. Research shows that global mobile data traffic is projected to increase nearly sevenfold in the next several years. IMC practitioners are now required to have an in-depth knowledge of mobile marketing practices to accommodate current consumer expectations, as well as the expertise to create, lead, and execute a mobile-first marketing strategy. In this course, students will gain a comprehensive understanding of mobile marketing, will research, strategize, and implement applicable actions that will maximize brand discoverability, credibility, and new audience potential, and will learn how to construct strategies that exceed mobile user experience expectations. (3 credits)

IMC 560 Finding Connections: Digital Communications

The Web has become an increasingly important communications tool. Not only must IMC professionals present their information in a credible fashion, they must also present it in an easy-to-use, well-organized manner. This course will look specifically at digital communication as it influences the IMC practitioner, ensuring students learn how to design and manage digital communication in order to best meet an organization's goals as well as the needs of various Web audiences. Students will incorporate responsive design into their final project and to demonstrate their ability to design a digital strategy plan that effectively promotes a business or service.

IMC 650 Embracing Your PR Skills: Developing a Voice for Your Client

This course provides a comprehensive analysis of public relations practices for the IMC practitioner in a global society. Topics include how to research, define, develop, and deliver an effective public relations campaign, how to use social media platforms for brands, work with for-profit and not-for-profit organizations, and how to manage and mitigate crisis communications situations on a local, regional, national, and/or international level. Course pedagogies include case studies, guest speakers, simulations, and live-client consulting. Finally, the course examines the use of computer technology and dialogue through social media and how they apply to the public relations executive and IMC practitioner. (3 credits)

IMC 600 Embracing Strategic Thinking: Marketing Strategy & Planning

This course is designed to develop decision-making skills by examining selected topics including marketing strategy; analysis of strategic marketing opportunities; dominant themes in strategic marketing planning; and the design, implementation and control of strategic marketing plans. This class also examines targeting; segmenting and positioning procedures; and competitive, consumer, and market analyses. Case study analysis will be utilized throughout the course to promote experiential, real-world understanding of the material.

IMC 610 Embracing Analysis: Tools of Analysis and Communication

This course provides students with training in the thinking processes and tools used by the IMC Practitioner in analysis and decision making.  Emphasis is place on the translation of cold numbers or data into skilled communication decisions and strategies. Students are also exposed to basic principles of finance, economics, budgeting, R.O.I., financial statements and quantitative analysis in this course to prepare students to formulate well-developed and informed financial and strategic decisions regarding an organization's IMC plan.

IMC 620 Embracing Your Talent: Creative, Strategy, and Design

This class focuses on symphonic thinking in the development of a variety of marketing communications messages based on insights gleaned from primary and secondary research. Students will learn to develop strategy, to evaluate creative work, and to maintain strategic continuity across media. Students will learn to distill a creative strategy from a focused brief, to concept an advertising campaign, to create and evaluate concepts and executions against the strategy and brief, and to maintain continuity of message across disparate media. Students will also position the product, service or brand in terms of the competitive situation, the circumstances of use, and the cultural environment.  In short, in this class you must make the leap from the reasoned logic of developing a strategy to the inexplicable process of creativity. Bring both your right brain and your left brain to class.

IMC 700 Integrating Your Client's Needs: Planning Success

A directed learning class in which students work with a professor to develop a full marketing communications plan. Students will integrate research, strategy, marketing and communication tools into their plans. Plans will be prepared in electronic formats.