Integrated Mktg. Communication (MS)
Description
The Master of Integrated Marketing Communication (IMC) is a professional graduate degree in which students learn to create, manage, and evaluate coordinated communications that build meaningful connections between organizations and the audiences they serve. The program blends theory, insight, and practical application, emphasizing the strategic integration of multiple media and communication disciplines, including advertising, public relations, brand strategy, digital media, direct marketing, content marketing, and applied research.
Rooted in an audience-centered philosophy, the curriculum equips students to design and deliver consistent, effective, and measurable messages that influence audience attitudes and behaviors. Students develop skills in advanced analytics, creative strategy, media planning, message design, and integrated campaign development.
In line with ongoing curriculum enhancements across the School of Journalism and New Media, the IMC graduate program incorporates three new core courses designed to strengthen theoretical foundations and methodological rigor:
SJNM 5560 – Research Methods (3 credits)
SJNM 5735 – Mass Comm, Technology, and Society (3 credits)
SJNM 6001 – Advanced Visual Intelligence (3 credits)
These additions ensure that graduates are equipped with the analytical, visual, and research competencies required for today’s rapidly evolving media and marketing landscape.
Graduates of the IMC master’s program are prepared for leadership roles in advertising and public relations agencies, corporations, media organizations, nonprofit entities, health care, political communication, sports communication, and government.
Minimum Total Credit Hours: 36
IMC Residential Program
Description
The program, for full- and part-time students, begins in the fall semester. Full-time students earn the degree in two years by taking three courses per semester over four semesters. Part-time students can earn the degree at their own pace.
Course Requirements
Required courses cover principles of IMC, design and visual thinking, consumer/target behavior, applied research methods, and brand and relationship strategy, to culminate in a capstone course that emphasizes campaign strategy. Elective courses cover topics such as social media analytics, interactive design, account planning, content marketing, multimedia storytelling, and multi-cultural issues in IMC.
IMC Online Only Program
Description
The program allows working professionals to earn the degree on a part-time basis. By taking two courses in each of the fall and spring semesters, along with two courses in the summer, students can earn the degree in two academic years. Students may also choose to take fewer courses at a time, which would extend the time needed to complete the degree. Students are not required to visit the Oxford campus.
The online Master of Integrated Marketing Communication program follows the same admission, degree, and core course requirements as the on-campus program; however, elective offerings may vary by term.
| Code | Title | Hours |
|---|---|---|
| Required Courses | ||
| SJNM 5560 | Research in Mass Communications | 3 |
| SJNM 5735 | Mass Comm, Technology, and Society | 3 |
| SJNM 6001 | Advanced Visual Intelligence | 3 |
| SJNM 6010 | Principles of Integrated Marketing Comm | 3 |
| SJNM 6510 | Brand and Relationship Strategies | 3 |
| SJNM 6410 | Consumer Behavior/Target Behavior | 3 |
| Electives | 18 | |
| Design and Visual Thinking | ||
| Strategic Communication Planning | ||
| Content Marketing | ||
| Reputation Management | ||
| Internet and Mobile Media | ||
| Direct and Database Marketing | ||
| Topics in IMC II | ||
| Foundations of Sports | ||
| Sports Promotion | ||
| Nonprofit Marketing Communications | ||
| Theory of Event Planning & Management | ||
| Advanced Event Planning and Management | ||
| Consumer Research and Insights | ||
| Graduate Directed Study | ||
| Total Hours | 36 | |