Specialize and Gain a Competitive Advantage
These paths offer industry demanded academic focuses to broaden your knowledge base and be more competitive in the job market. WVU Areas of Emphasis give you the ability to develop specific areas of expertise. Add expertise to fill a knowledge gap in your company or to move into an area of marketing in which you’re interested. Each AOE consists of four 3-credit courses, three of which can be applied as electives. The final 3 credits are additional to your degree requirements. So an IMC Degree with a specialization requires 11 courses, 33 credits, and adds $2,460 to the total cost of the degree.
The Creative Strategy specialization prepares students for careers that focus on the creative aspects of integrated marketing communications planning and execution. Whether you love content creation, visual art or both, the Creative Strategy specialization helps you develop the skills needed to deliver great content to a variety of consumers.
You should select Creative Strategy if you’re interested in:
- Creating visual marketing strategies
- Developing compelling marketing content
- Outlining visual and verbal branding guidelines
- Storytelling in a digital format
- Designing strategically from a UX perspective
Creative Strategy Courses:
Data Marketing Communications
The Data Marketing Communications specialization is perfect for students who want to use available data as part of a greater integrated marketing communications strategy. You will use a data-driven approach to bridge the gap between communicators and data scientists and you'll be equipped to implement and refine strategic marketing communications activities.
You should select Data Marketing Communications if you’re interested in:
- Marketing from a data-driven perspective
- Learning the basic principles of media and digital analytics
- Understanding customer analysis, profiling and targeting
- Segmenting audience strategies
- Evaluating media consumption trends
The Healthcare Communication specialization prepares IMC students for data-minded careers within the healthcare industry. An ever-changing and competitive industry, the healthcare field needs effective communicators to develop healthcare communication campaigns using integrated marketing strategies.
You should select Healthcare Communication if you’re interested in:
- Understanding the legal and ethical issues in healthcare communications
- Exploring the role of content in the modern healthcare industry
- Developing a cause marketing campaign strategy
- Website and social media marketing for the healthcare industry
- Emerging technologies in healthcare such as virtual reality
Healthcare Communication Courses:
Higher Education Marketing
The Higher Education Marketing specialization prepares IMC students to pursue careers utilizing integrated marketing communications strategies for student recruitment and institutional branding initiatives. This specialization equips students with the skills and knowledge needed to develop strong integrated marketing communications campaigns that are rooted in data and analysis.
You should select Higher Education Marketing if you’re interested in:
- Marketing content and strategies for higher education
- Enrollment management and marketing
- Student recruitment and engagement tactics
- Branding and social media for higher education
- Ethical marketing in a multicultural society
- Cross-cultural marketing communications strategies
The Management Area of Emphasis offered within the IMC graduate program exists as an alternative to the traditional MBA by focusing on leadership and business administration within the marketing communications industry. Students learn how to motivate and manage their team to produce effective integrated and data-driven marketing strategies. By sharpening both management and communication skills, professionals who specialize in Management graduate from the IMC program ready to transform the communication processes of any organization for the better.
You should select Management if you’re interested in:
- Developing leadership and management skills
- Ethics and legal issues relevant to marketing managers
- Negotiation and position bargaining
- Information and technology management
- BADM 622: Financial Statement Analysis
- BADM 623: Strategy
- BADM 644: Legal Environment and Ethics
- ILR 543: Negotiation Strategy
Public Relations Leadership
The Public Relations Leadership specialization teaches the skills that IMC graduate students need in order to lead a company's public relations department or to run their own PR firm. Students are exposed to coursework that provides practical knowledge, data-minded analysis and hands-on experience in both client- and agency-related public relations.
You should select Public Relations Leadership if you’re interested in:
- Brand awareness and management
- Digital and social messaging for PR
- Leadership skills for the PR field
- Managing conflict resolution
- Market research and data analysis