Online Master of Arts
Integrated Marketing Communications

Online Master of Arts [br]Integrated Marketing Communications

  • Fall 2020 Classes Start: August 31, 2020
  • Spring 2021 Classes Start: January 18, 2021

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.

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

Core Courses (28 credits)

Core courses build skill in integrating marketing communication tactics across all mediums to create positive and lasting relationships with consumers, stakeholders, and audiences. 

  • IMC 500 | Finding Your Voice: Introduction to IMC 
  • IMC 520 | Finding the Path: Marketing Communications Research 
  • IMC 555 | Finding Depth: Fieldwork 
  • IMC 560 | Finding Connections: Digital Communications 
  • IMC 580 | Finding Significance: Social Media & Consumer Insights 
  • IMC 600 | Embracing Strategic Thinking: Marketing Strategy & Planning
  • IMC 610 | Embracing Analysis: Tools of Analysis and Communication
  • IMC 620 | Embracing Your Talent: Creative, Strategy & Design
  • IMC 700 | Integrating Your Client’s Needs: Plan Development
  • IMC 800 | Mastering the Field: Cases and Campaigns
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)

Capstone Course (1 credit)

IMC 830 | Mastering the Project: Final Defense

This course is designed as the final step in the IMC program where the student presents and defends their required IMC plan before a panel of faculty and industry professionals in lieu of a master’s thesis, to obtain a Master of Arts degree at graduation. The goal is for the student exhibit their command of IMC through the presentation of a fully developed original IMC plan created with a real client. It is expected that the student shows evolution of their plan and their IMC skills at the defense. The IMC panel will assess the student’s preparedness for graduation based on their command of IMC, the effectiveness of their communication pieces, and their ability to handle questions and discussion on behalf of the client.

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)

Electives (6 credits, choose 2)

Electives cultivate skills in distinct areas – such as data, mobile marketing, PR and communication ethics – to help you stand out in the marketplace.

  • IMC 570 | Analytics, Data Visualizations & Interpretation (3 credits)
  • IMC 590 | Finding Them Where They Are: Mobile Marketing Communications
  • IMC 650 | Embracing Your PR Skills: Developing a Voice for Your Client
  • IMC 720 | Integrating Visuals: Communication Design
  • IMC 740 | Integrating PR: Public Relations Best Practices
  • IMC 760 | Integrating the Hard Questions: Communications Ethics
Accreditation & Recognition
  • st.-bonaventure-university-online
    Accredited by the
    ACEJMC - 2019
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