WVU Marketing Communications
Browse all of the courses offered in the Data, Digital and Integrated Marketing Communications online programs. Or, view courses by program.
M.S. Data Courses M.S. Digital Courses M.S. IMC CoursesBrowse all of the courses offered in the Data, Digital and Integrated Marketing Communications online programs. Or, view courses by program.
M.S. Data Courses M.S. Digital Courses M.S. IMC CoursesFocus on the creative aspects of executing an IMC strategy, including visual branding, verbal branding, creative direction, and art direction. Students conceive, develop, express and execute a coherent visual identity using a comprehensive strategy.
Utilize public relations theories and strategies within an IMC framework. Examine topics relevant to public relations management such as business literacy, organizational culture, reputation management and ethics.
Examine how brands are using transformational AR and VR platforms to expand customer interaction and build brand affinity. Explore how brands have effectively combined these technologies as part of a larger marketing communications approach.
Take an in-depth look at consumer behavior and its role in IMC. Examine consumer behavior in terms of internal influences, external influences, the consumer decision-making process and consumers and culture.
Explore demographic data and other key indicators that can inform successful campaigns, and which data best serve the development of unique market segments to support specific marketing communication goals.
Learn to incorporate a business-to-business approach into an IMC framework. Explore the differences between a B2B and a business-to-consumer (B2C) approach and learn what factors are required to be successful in B2B.
Examine the benefits of mining your own brand data for insights that could influence marketing communications decisions with an emphasis on how that data can be presented visually to key stakeholders.
Explore strategic and creative decisions in managing, building and measuring the equity of brands. Students will demonstrate mastery by conducting a comprehensive brand audit.
Explore strategies and tactics that help brands compete within the marketplace including disruption and disruptive technologies, changing consumer demands, internal and external pressures from startups, talent erosion and changing market dynamics.
Explore how data informs key performance indicators that define a campaign’s success. Students examine how metrics can rely on data for maximum benefit and survey available metrics and assessment platforms.
Examine the automated media buying landscape with a focus on the risks, rewards and tools used. Explore software platforms available for automated buying to understand the connection between how data input affects media buying output.
Examine the mutually-beneficial partnership of a for-profit business and a nonprofit organization. Students review case studies to explore the potential of incorporating cause marketing in an integrated marketing communications approach and framework.
Examine how sales promotion can be effectively incorporated into the IMC mix, as well as the legal regulations and ethical implications when utilizing sales promotion techniques.
Explore the role of content in the evolving modern integrated marketing communications landscape and learn how to establish a content marketing plan and the steps necessary to achieve implementation.
This course explores the creative process and how it influences integrated marketing communications strategy. Students employ techniques to refine their own creativity to empower them to actively participate in the design aspects of IMC campaign planning.
Examine how IMC professionals address crises, both proactively and reactively. Explore case studies and current events to prepare to respond to the myriad of potential crisis situations that today's organizations and individuals encounter.
This on-site and online course examines significant current issues and trends in integrated marketing communication. Students participate in this hybrid course during the Integrate conference. Topics explored vary by term.
Examine contemporary content strategies for engaging customers through the channels and at the times they prefer. Facilitate customer journeys that provide seamless user experience and path to purchase utilizing omnichannel marketing strategies.
Explore database platforms and how data can be analyzed to develop specialized and highly targeted marketing communications. Examine the relative merits of various platforms based on their specific needs.
In this Data capstone course, students develop a cohesive marketing communications campaign that demonstrates both a conceptual and practical mastery of data driven marketing communications. (Must be completed in a student's final academic term)
This course is the capstone experience for the digital marketing communications master's degree program.
Explore advanced thinking and strategies for concepting, developing and promoting digital content used in product marketing and anchored in brand storytelling. Create visual content that reaches targeted audiences across various channels.
Explore database marketing, direct and digital message strategies across multiple media, direct and digital marketing metrics, and the role of direct and digital marketing in IMC campaigns.
Learn the technical, conceptual and creative skills needed to create and add videos into IMC campaigns. Gain hands-on experience shooting and producing their own engaging video.
Examine the practical application of DEI and belonging in IMC. Explore the impact of brand strategy focused to the diverse consumer, as well as the ethics and corporate social responsibility of marketing communicators when engaging diverse audiences.
Explore how modern industry uses novel technologies to enhance the integrated marketing communications process. Students examine the creative and ethical issues unique to emerging media.
Explore what it takes to be a successful integrated marketing communications entrepreneur. Students learn how to assess risk, raise capital, position a new entity, organize, and generate and maintain sales.
Explore implications for executive messaging in terms of an organization's media relations, crisis communication strategy and social media.
Examine key strategies needed to develop strong global brands. Students address the importance of understanding local culture in communication and positioning, and explore emerging issues in brand globalization.
Learn the types of health communication initiatives, theories of health behavior change, issues in design and evaluation of healthcare marketing campaigns.
Explore the role of market analysis, audience segmentation, value messaging, marketing mix, budget and ROI assessment on higher education marketing initiatives.
This is the capstone experience for the integrated marketing communications master's degree program. Students produce a comprehensive campaign plan for a real-world client. This course must be completed in a student's final academic term.
Explore the role of media analysis and planning in IMC. Students review basic terminology, media math and how to allocate resources during media planning.
Explore the role of influencer marketing and how to leverage individual tastemakers to fulfill marketing objectives. Identify, qualify and amplify the efforts of various influencer types available to marketers, and set accurate key performance indicators.
Examine internal communication strategies and implementation, the use of consistent messaging, and company-to-employee crisis communication.
In this Data Marketing Communications intro course, students explore database marketing, loyalty programs, financial and marketing metrics, audience targeting and segmentation, data for digital marketing, data visualization and marketing automation.
In this Digital introductory course, students explore the fundamentals of digital media and the latest methods for collecting, creating and disseminating persuasive messages through digital media channels. (Must be completed in student's first semester)
This course is the introductory course experience for the integrated marketing communications master's degree program.
Students learn to identify research problems, craft research objectives, and select appropriate qualitative and quantitative methodologies to develop an effective research strategy and analysis.
Examines how data enables marketing communicators to customize messages to target audiences as small as a single consumer. Students will examine how to motivate consumers by provided brand communications that are relevant, timely and personal.
This course examines how data is leveraged for communications intended to retain current customers and acquire new ones.
Create real-life mobile campaigns in the ever-changing wireless industry, discuss keys to establishing a competitive advantage, and examine emerging trends that impact strategic marketing communications planning.
Explore culture and the diverse marketplace in the United States and globally. Focus on understanding racial and ethnic groups, and how brands must engage different groups in appropriate and authentic ways through IMC.
This course will focus on the essential skills for podcast production and promotion. Students will learn how to record, edit, and publish a professional podcast.
Students strategize and apply a political marketing plan within the context of today's elections and political climate.
Explore ways to leverage public policy relationships and strategic partners to enhance an organization's brand and marketing strategy. Examine case studies and industry trends to understand how government entities utilize PR strategies and tactics.
Learn about leveraging earned media, determination of key publics, the legal and ethical responsibilities of PR practitioners, and emerging trends in the industry.
This course examines data analysis in marketing research. Students learn core statistical techniques, the application of statistical software, and the interpretation of statistical outputs.
Examine the latest strategies for monitoring and engaging consumers in social media from a marketing perspective. Explore popular platforms that brands use to connect with, engage and analyze target audiences. (Includes two Meltwater certifications)
Examine how data from social media can be leveraged to ensure marketing communications messages reach intended target audiences. Students explore gathering data from social media and customizing messages for maximum impact.
Analyze the sports industry's key differentiators, including consumers (fans and participants), endorsements, sponsorships, and consumption and usage patterns.
Explore the power of imagery and how visual perception drives our memory. Analyze images, deconstruct layouts and apply color, design and typography to create effective verbo-visual messages for both print and digital channels.
Examine how marketers strategically gather online information to measure traffic, engagement and potential impact on ROI. Explore search engine optimization (SEO) and social media optimization (SMO) strategies used to build a presence for clients.
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