Online Master of Arts
in Integrated Marketing

Online Master of Arts [br]in Integrated Marketing [/br]Communications


St. Bonaventure University’s online Master of Arts in Integrated Marketing Communications (IMC) will prepare you to lead and innovate at the intersection of marketing and communications. Through engaging coursework, you’ll develop, refine, and make the connection between the left brain and right brain skills that drive modern marketing.

Employ a Different Way of Thinking — Blend your creative and analytical skills to develop clear marketing communication strategies for your organization, brand, or team.

Develop the Strategy that Drives Communication — Utilize research and analysis to develop campaigns that resonate with your target audience.

Become a More Complete Professional — Gain a holistic perspective of marketing while developing the practical skills that employers demand, including those in market research, strategy development, campaign planning, creative development, social media, digital marketing, and more.

Advance your Technical Skills — Grow your verbal, written, and visual communication skills while building proficiency in industry tools such as Google Analytics, Google Ad Words, Adobe Creative Cloud, Facebook Ads Manager, and more.

As a graduate, you’ll be able to think strategically, analyze information, develop meaningful content, and solve the challenges facing modern advertising, marketing, public relations, and digital and social media professionals around the world.

IMC 500 IMC Principles and Practices

This is the foundational IMC course. It reviews the functional marketing communications areas such as advertising, PR, sales promotion, business communications and writing, and direct response in terms of their strengths and weaknesses in an integrated program. This course focuses on strategy and planning, with students concentrating on integrating targets, timing, and message strategies. 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 Marketing Communications Research

This is an introductory course in the field of marketing research designed to provide the student with an overview of the purposes, procedures, and applications of marketing research. Students will learn not only to use market research but to do market research, through a step-by-step marketing research process. Students will learn how to obtain and use secondary data and syndicated information services, and to design and conduct both qualitative and quantitative primary marketing research. Finally, basic statistics, data analysis, and reporting, as well as how to use statistical software, will be studied.

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 New Media: Digital Communications for IMC

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 fashion. This course will look specifically at digital  communication as it influences the IMC practitioner, ensuring students learn how to design and manage corporate websites in order to best meet an organization’s goals as well as the needs of various Web audiences. Students will be encouraged to incorporate animation and video into their final website project and to fully demonstrate their ability to utilize the latest technology in website design.

IMC 650 Embracing Your PR Skills: Developing a Public 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 Strategic Marketing Management for IMC

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. Also, this class examines segmentation procedures, competitive analyses, portfolio lectures, case analysis, and a computer-based simulation of strategic marketing management.

IMC 610 Financial Tools for IMC and the International Economy

This course provides expert training on the financial tools with which the IMC executive must work while processing the translation of cold numbers into skilled communication. By offering a background in economics, time value of money, capital budgeting, financial markets and quantitative analysis, this course will prepare the IMC executive to oversee and make informed financial and budgetary decisions regarding an organization’s IMC plan on the national and/or international scale.

IMC 620 IMC Creative Message Strategy

This class focuses on strategic thinking and critical skills in the development of a variety of marketing communications messages. Students will learn to develop strategy, to evaluate creative work, and to maintain strategic continuity across media. Students will also position products in terms of the competitive situation, the circumstances of use, and the cultural environment.

IMC 700 Integrated Communication Practices and Procedures

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.