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Davis & Elkins + WVU

West Virginia University's Marketing Communications online graduate program and Davis & Elkins College share the same goal – to provide a student-centered environment. Advance in your career with a focus on Integrated, Data or Digital Marketing Communications. Take the online introduction course in IMC (IMC 410), Digital Marketing Communications (IMC 440) or Data Marketing Communications (IMC 460) as an undergraduate student to get ahead on your master's degree.

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1

Class

Fully
Online

8

Weeks

save time and money

3

Options



IMC 410
Introduction to IMC


Learn and apply the IMC planning process and examine the role of integration to ensure consistency of creative strategy and complementary use of traditional and digital media.

Course Topics

  • An Introduction to Integrated Marketing Communications
  • Brand Research
  • Planning and Audience Insight
  • Integrated Creative Strategy
  • Paid Media in IMC
  • Earned and Owned Media in IMC
  • IMC Measurement and Campaign Evaluation


IMC 440
Introduction to Digital Marketing Communications


Learn techniques, tools, and processes including practical methods for online research, development of digital strategy, and implementation of marketing communications online.

Course Topics

  • Digital Marketing Strategy
  • User Experience, Web Development and Design
  • Mobile, SEO and Digital Copywriting and eCommerce
  • Search, Online and Social Media Advertising
  • CRM and Content Marketing
  • Social Media Platforms/Strategy and Direct Marketing
  • Video Marketing, Conversion Optimization, Data Analytics, Law and Ethics


IMC 460
Introduction to Data Marketing Communications


Explore database marketing, loyalty programs, financial and marketing metrics, audience targeting and segmentation, data for digital marketing, data visualization and marketing automation.

Course Topics

  • The Power of Data in Marketing Communications
  • Database Marketing, Customer Experience & Loyalty
  • Essential Marketing Metrics
  • Targeting Your Audience
  • Essential Financial and Customer Metrics
  • Data for Digital Marketing
  • Data Visualization and Marketing Automation

The Benefits of Getting Ahead


Desirae Lindow shares her experience in the M.S. IMC Introductory course and how it helped her get ahead in her master's degree.


Want to learn more?

Benefits

Qualifications

How to Enroll

Contact Brynne Myers at brynne.myers@mail.wvu.edu, 304-293-6278 or schedule an appointment for course approval.

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