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IMC: Higher Education Marketing

There are two ways to pursue the Higher Education Marketing specialization: as an area of emphasis in the full IMC degree program, or as a four-course graduate certificate. Both options prepare you for 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.

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You should pursue Higher Education Marketing if...

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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
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Your dream job title is:

  • VP of Enrollment Marketing
  • Director of Student Recruitment
  • Communications Director
  • Director of Enrollment
  • Director of Marketing
  • Social Media Marketing Manager
  • Marketing Manager
  • Media Relations and Content Specialist
  • Digital Content Manager
  • Publications Director
  • Content Strategist
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You're looking for:

  • A master's degree program – Creative Strategy is an optional area of emphasis in our renowned online IMC master's degree program.

  • A graduate certificate – take the four online Creative Strategy courses to earn a graduate certificate (transfer these into the full M.S. IMC program anytime!).

Compare AOE vs. Certificate

Is Higher Education Marketing right for you? How can you get started?
Complete a brief form and we'll reach out to discuss your options and the application process.

Complete the Request Info Form

Higher ed marketing Courses

IMC 639: Content Marketing

This course explores how the role of content is evolving in the modern marketing landscape and how to apply different types of content generation to new and traditional marketing channels.

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IMC 641: Social Media and Marketing

This course examines the latest strategies for monitoring and engaging consumers in social media from a marketing perspective.

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IMC 647: Higher Education Marketing

Examine the role of marketing in American higher education in an ever-increasing competitive landscape, including the role of market analysis, audience segmentation, value messaging, marketing mix and budget and ROI assessment.

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IMC 622: Multicultural Marketing

Learn about cultural sensitivity and prepare to promote products and services to a diverse marketplace within the U.S. The course focuses on racial/ethnic groups in the U.S. and LGBTQ+ markets.

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or IMC 645: Diversity and Inclusion in IMC

Focus on the practical application of diversity and inclusion and their impact on marketing and communications brand strategy to diverse consumers and audiences.

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The Higher Education Marketing courses prepare you to:

  • Demonstrate how to target specific markets through social media campaigns
  • Define ethical marketing in a multicultural society and create a strong multicultural IMC campaign
  • Define federal guidelines associated with social media channels and networks
  • Research target markets, and gain an understanding of cross cultural marketing communications to develop branding strategies that speak to consumers from around the world
  • Develop a comprehensive social media IMC campaign for higher education, estimate ROI for social media and explain how to track social media metrics
  • Recognize strategies involved with creating strong content for marketing and develop content for higher education IMC campaigns
  • Describe how to utilize technology in content creation
  • Define the difference between owned, earned and paid media and demonstrate how to write for each

Request Information

When you submit a request, we will contact you via your preferred contact method. We’re happy to answer any questions you have as you consider your graduate education options.

Wondering whether you should send us your information? We get it, sometimes filling out forms on the internet results in overwhelming phone calls and email.

What we WILL DO with your information:

  • We'll email you program information, including testimonials from current students and faculty, and details we know you need when considering your graduate education. We'll also send regular program updates at the end of each month so you can keep up with what's currently happening in our programs.
  • We'll mail you a free copy of our program view book, which provides additional details on programs and college.
  • If you have any questions about any of the content we send you, contact our enrollment coach via email at breanne.ford@mail.wvu.edu or phone at (304) 293-6278.

What we WILL NOT DO with your information:

  • We will not bombard you with high-pressure messages. Our goal is to provide you with information you need to determine whether our program is right for you. You can opt-out at any time.
  • We will NEVER sell or share your information with any other college, program or organization.

Let's Chat

Meet your enrollment coaches! Bre specializes in Integrated Marketing and Data Marketing, while Wes specializes in Digital Marketing and DINFOS. Not sure which program is the right fit? No worries, we'll walk you through that and every other step of your enrollment journey.

Schedule a Time to Chat   Contact Bre   Contact Wes   Attend an Info Session