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Marketing Communications Courses

WVU founded the nation's first online master's degree program in Integrated Marketing Communications in 2003. We continuously adapt curriculum and add new courses and programs to reflect the latest industry trends. See a full list of courses below, or view courses by degree program.

View IMC Courses
DMC 660 Course Icon

Introduction to Data Marketing Communications

DMC 660

Workload:   Intensity Level 3 out of 5 (10-15 hours per week)

An introduction to the entire program with a focus on upcoming curriculum and industry trends as well as an overview of campaign management systems available in the market.

View Details: Introduction to Data Marketing Communications

IMC 640 Course Icon

Introduction to Digital Marketing Communications

IMC 640

Workload:  Intensity Level 4 out of 5 (15-20 hours)
A series of assignments highlight key aspects of the digital marketing planning process and content creation, with a 4 out of 5 workload ranking, estimating 15-20 hours per week.

In this course, you will complete the following industry certifications:
Ribbon Icon  Google Analytics for Beginners
Ribbon Icon  Advanced Google Analytics
Ribbon Icon  Google Analytics Individual Certifications

Introduction to Digital Marketing Communications introduces students to the fundamentals of the field. Students learn and apply how organizations can integrate digital communication strategies into traditional media to help meet marketing objectives. An audit of techniques, tools, and processes including practical methods for online research, development of digital strategy, and implementation of marketing communications online.

View Details: Introduction to Digital Marketing Communications

DMC 661 Course Icon

Audience Research and Segmentation

DMC 661

Workload: Intensity Level 4 out of 5(15-20 hours per week)

The course is project base, building a content marketing plan for a client, with a 4 out of 5 workload ranking, estimating 15-20 hours per course per week.

Audience Segmentation (DMC 661) is an analytical exploration of how data can be used to break down mass markets into specific, reachable target markets and how that can impact addressable advertising initiatives. Potential customers demand to be seen as more than simply a face in the crowd, but reaching specific target markets can be an increasingly difficult process. Whether an organization can achieve its’ goals can hinge on how effectively it can target receptive clients in an overcrowded market. Students will closely examine what demographic data and other key indicators are essential to developing successful campaigns. Students will focus on what data best serves as lines of demarcation in the development of unique market segments to support specific marketing communications goals.

View Details: Audience Research and Segmentation

DMC 663 Course Icon

Brand Data Collection and Visualization

DMC 663

Workload: Intensity Level 3 out of 5 (10-15 hours per week)

For students familiar with Excel, the course is a 3 out of 5 workload ranking, 10-15 hours per week. For students with little to no experience with Excel, the course is a 4 out of 5 workload ranking, 15-20 hours per week

An exploration of the benefits of mining your own brand for insights that could influence marketing communications decisions with an emphasis on how that data can be presented visually to key stakeholders for maximum impact. Students will examine the relevant merits of internal versus external data collection and the proper times, sources and processes to engage in either.

View Details: Brand Data Collection and Visualization

DMC 673 Course Icon

Campaign Metrics and Assessment

DMC 673

Workload:    Intensity Level 3 out of 5 (10-15 hours per week)

In this course, you will complete the following industry certifications:
Ribbon Icon  Google Data Studio 

Campaign Metrics and Assessment (DMC 673) explores how data can inform key performance indicators that define a campaign’s success. This course will have a specific focus on how metrics and assessment can rely on data for maximum benefit and will include a survey of available metrics and assessments platform

View Details: Campaign Metrics and Assessment

DMC 672 Course Icon

Campaign Planning and Programmatic Media Buying

DMC 672

Campaign Planning and Programmatic Media Buying (DMC 672) surveys the automated media buying landscape with a focus on the tools used, risks and rewards of automated media buys. Students will examine software platforms available for automated buying and understand the connection between how data input affects media buying output. Students will examine which data is best gathered to better inform mass media advertising decisions.

View Details: Campaign Planning and Programmatic Media Buying

DMC 671 Course Icon

Data Management Platforms

DMC 671

Data Management Platforms (DMC 671) offers an exploration of the myriad database platforms available and how data can be analyzed to develop specialized and highly targeted marketing communications. Students will examine the relative merits of various platforms based on their specific needs.

View Details: Data Management Platforms

IMC 662 Course Icon

Message Customization

DMC 662

Workload: Intensity Level 3 out of 5(10-15 hours per week)

This course requires active discussion and exploration of the concepts through a variety of assignments, with a 3 out of 5 workload ranking, estimating 10-15 hours per week.

Message Customization (DMC 662) offers an exploration of how data can allow marketing communicators to customize messages to target audiences as small as a single consumer. Communicating to a mass audience is a tricky proposition, as consumers demand a more personalized approach. Can you reach a mass audience while still insuring that each potential consumer feels like you’re communicating directly to them? Students will examine how different messaging strategies impact different advertising and marketing goals and which data can most influence potential messaging strategies.

View Details: Message Customization

DMC 674 Course Icon

Messaging for Customer Relationship Management

DMC 674

Workload: Intensity Level 4 out of 5 (10-15 hours per week)

Because this course explores an area with which most students are unfamiliar, the workload intensity is a 4 out of 5, estimating 10-15 hours per course per week. The course is writing intensive, and emphasis is placed on excellence in grammar, spelling and syntax.

An examination of how data is leveraged for communications intended to retain current customers and acquire new ones. This course will focus on how to accurately assess per customer lifetime value and the best data-informed communications strategies to maximize and retain that value

View Details: Messaging for Customer Relationship Management

DMC 664 Course Icon

Social Media Optimization

DMC 664

Workload: Intensity Level 4 out of 5 (15-20 hours per week)

The course is project based, you will be incrementally building a social media strategy for a brand, with a 4 out of 5 workload ranking, estimating 15-20 hours per course per week.

Social Media Optimization (DMC 664) focuses on both gathering data from social media as well as customization of messages for maximum social media reach. Students will focus on how marketing communications initiatives succeed and fail in the social media sphere and which data sets can best inform their social media campaigns. Examines the spectrum of how the emergence of data from the social media sphere can be leveraged and applied to marketing communications strategy, planning and execution to reach audiences efficiently and effectively.

View Details: Social Media Optimization

IMC 610 Course Icon

Introduction to IMC

IMC 610

Workload:   Intensity Level 4 out of 5 (10-15 hours per week)

 

Students 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. This course also provides a comprehensive orientation to the WVU IMC graduate program. Integrated Marketing Communications (IMC) is a strategic, collaborative, and promotional business function through which a targeted audience senses consistent, persuasive, and reinforcing brand messaging.

View Details: Introduction to IMC

IMC 611 Course Icon

Marketing Research and Analysis

IMC 611

Examines the role of marketing research within an IMC campaign. Students learn to identify research problems and select appropriate quantitative and qualitative designs to address them. They will examine sampling, questionnaire design, data processing and how to communicate research needs and results.

View Details: Marketing Research and Analysis

IMC 612 Course Icon

Audience Insight

IMC 612

Workload: Intensity Level 3 out of 5(10-15 hours per week)

Take an in-depth look at consumer behavior and its role in IMC. Examines consumer behavior in terms of internal influences, external influences, the consumer decision-making process and consumers and culture. Students also learn how ethnographic research can be used in the marketing strategy process.

View Details: Audience Insight

IMC 613 Course Icon

Brand Equity Management

IMC 613

Workload:   Intensity Level 4 out of 5 (10-15 hours per week)

Explore strategies and tactics that are used to build, measure and manage brands and brand equity, including the introduction of new products. Students also learn how to make creative decisions in branding. The course is project based where students do research and build a brand audit for a chosen client.

View Details: Brand Equity Management

IMC 615 Course Icon

Creative Strategy and Execution

IMC 615

Workload:   Intensity Level 4 out of 5 (10-15 hours per week)

Take a comprehensive look at creative strategy and its role in IMC. Students master the fundamentals of conceiving and executing an eye-catching, effective and integrated campaign that uses traditional and digital media.

View Details: Creative Strategy and Execution

IMC 616 Course Icon

Direct and Digital Marketing

IMC 616

Workload: Intensity Level 5 out of 5 (15-20 hours per week)

Acquire the tools to give prospects quick and easy ways join a profitable conversation with you, the marketer. You’ll explore direct and digital marketing from an IMC perspective including 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. You’ll learn how to turn suspects into prospects…prospects into customers…and customers into advocates.

View Details: Direct and Digital Marketing

IMC 619 Course Icon

Emerging Media and The Market

IMC 619

Workload:   Intensity Level 4 out of 5 (10-15 hours per week)

Examine how modern industry uses emerging media, such as blogs and virtual worlds, to enhance the IMC process. This course also addresses the creative and ethical issues unique to digital media.

View Details: Emerging Media and The Market

IMC 618 Course Icon

PR Concepts and Strategy

IMC 618

Examine the various functions of public relations in IMC, its impact on key publics and its role in society. This course also covers the field’s evolution, the responsibilities of PR practitioners, law and ethics and emerging trends/strategies.

View Details: PR Concepts and Strategy

IMC 625 Course Icon

Advanced Creative Concepts

IMC 625

Workload:  Intensity Level 4 out of 5  (10-15 hours per week)

This course emphasizes the creative aspects of executing an IMC strategy including visual branding, verbal branding, creative direction and art direction. Learn how to conceive, develop, express and execute a coherent visual identity using a comprehensive IMC strategy.

View Details: Advanced Creative Concepts

IMC 628 Course Icon

Applied Public Relations

IMC 628

Get practical knowledge and hands-on experience in public relations from both the client and agency perspective. Students develop and produce PR tools and tactics including press releases, public service announcements, crisis communication plans, speeches, newsletters and special events for a chosen client.

View Details: Applied Public Relations

IMC 646 Course Icon

Augmented Reality and Virtual Reality in IMC

IMC 646

Examine how brands are using transformational Augmented and Virtual Reality (AR and VR) platforms such as Google Cardboard, Samsung GearVR, Oculus Rift, HTC Vive and Microsoft HoloLens to expand customer interaction and build brand affinity. This course focuses on how brands have effectively combined technologies as part of an integrated marketing communication approach. Students will complete the class by creating an AR or VR proposal for brand of their choice.

View Details: Augmented Reality and Virtual Reality in IMC

IMC 626 Course Icon

B2B Direct Marketing

IMC 626

Build upon the basics of Direct Marketing developed in IMC 616. Students will learn to apply those concepts and techniques in the world of Business-to-Business (B2B) IMC Direct Marketing. Some assignments allow the students to apply the strategies and tactics to their present employment.

View Details: B2B Direct Marketing

IMC 649 Course Icon

Brand Evolution Strategy

IMC 649

Explore strategies and tactics that are used to help brands manage an endless barrage of disruption and disruptive technologies, changing consumer demands, internal and external pressures from startups, talent erosion and changing market dynamics. Also provides a new platform for brands and brand building in this “brave new world.”

View Details: Brand Evolution Strategy

IMC 624 Course Icon

Cause Marketing

IMC 624

Examine the marketing techniques used by businesses to make a difference in the world, focusing on partnerships between businesses and non-profit organizations. Through case studies, the history and uses of cause marketing are examined as well as predictions for the future of the marketing practice.

View Details: Cause Marketing

IMC 617 Course Icon

Consumer Sales Promotion

IMC 617

Understand the role that sales promotion plays in IMC. Examine the functions of sales promotion in the marketing process as well as the legal regulations on sales promotion. The course focuses only on consumer promotion.

View Details: Consumer Sales Promotion

IMC 639 Course Icon

Content Marketing

IMC 639

Workload:   Intensity Level 4 out of 5 (10-15 hours per week)

Explore 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. Additional topics cover the pros and cons of content marketing vs. traditional marketing as well as processes and tactics to create and implement content marketing strategies.

View Details: Content Marketing

IMC 631 Course Icon

Crisis Communication

IMC 631

Apply theory and case study analysis to gain the expertise and confidence required to maneuver through myriad potential crisis situations that today’s organizations and individuals encounter.

View Details: Crisis Communication

IMC 621 Course Icon

Current Topics in IMC

IMC 621

Workload:    Intensity level 3 out of 5 (10-15 hours per week)

This on-site and online course explores topics and trends in IMC including: the changing face of today’s consumer, trust-based marketing, contextual understanding, social/mobile implications and opportunities, lessons from giant-killers and category disruptors, and finding and leveraging a brand’s purpose. 

Offered only during the Summer term, enrolled students will gain insight and learn from both past and present Integrate conference presentations from leading industry experts. Note: Students will be required to attend Integrate (full registration will be covered in the cost of the course) and benefit from exclusive opportunities with presenters, students and faculty. 

View Details: Current Topics in IMC

DMC 665 Course Icon

Customer Engagement Ethics and Strategies

DMC 665

Workload: Intensity Level 4 out of 5(15-20 hours per week)
This course is a project-base course that culminates with a final project that integrates learning across the full course, with a 4 out of 5 workload ranking. Estimating 15-20 hours per week.

Customer Engagement Ethics and Strategies (DMC 665) examines contemporary content strategies for engaging customers through channels and the ethical considerations and responsibilities of professional communications. With omnichannel marketing at the center, students will learn to recognize and facilitate customer journeys that provide seamless user experience and paths to action.

View Details: Customer Engagement Ethics and Strategies

IMC 634 Course Icon

Digital Storytelling

IMC 634

In this course, you will complete the following industry certification:
Ribbon Icon  HubSpot Content Marketing Certification

Digital Storytelling (IMC 634) students will design a brand for a product or service and express that brand as a video for the Web. This course will provide guidelines for how to create a movie that reaches the desired audience and can be shared via social media.

View Details: Digital Storytelling

IMC 643 Course Icon

Digital Video Production

IMC 643

Workload:  Intensity Level 4 out of 5 (15-20 hours per week)
Depending on your knowledge of videography, audio recording, and video editing, the workload ranking is a 4 out of 5, estimating 15-20 hours per week.

In this course, you will complete the following industry certifications: 
Ribbon Icon   Adobe Premiere Pro Certification


Get an introduction to the technical and conceptual skills needed to create and add videos into integrated marketing campaigns. This course covers the basics of selecting the best hardware and software for video projects. Students gain hands-on experience in shooting and producing engaging videos.

View Details: Digital Video Production

IMC 645 Course Icon

Diversity and Inclusion in IMC

IMC 645

Focus on the practical application of diversity and inclusion and their impact on marketing and communications brand strategy to diverse consumers and audiences. The concept of culture will be dissected as it relates to cohort comprehension and acceptance or rejection of companies or brands. The role of ethics and corporate social responsibility in diversity/multicultural marketing and communications will also be explored.

View Details: Diversity and Inclusion in IMC

IMC 633 Course Icon

Entrepreneurship in IMC

IMC 633

Investigate the entrepreneurial process from a range of perspectives. The primary focus is the activities that occur from conception to the launch of a new venture.  The course will acquaint students with the entrepreneurial phenomena descriptively and allows them to understand the issues faced by a new venture.

View Details: Entrepreneurship in IMC

IMC 648 Course Icon

Executive Comm and Leadership

IMC 648

Workload:   Workload intensity 3 out of 5 (10-15 hours per week)

Examine the changing strategic position of communications within modern businesses and organizations, the importance of communications as a component of executive leadership, and the new imperative that communications deliver measurable results tied to business and organizational goals and objectives.

View Details: Executive Comm and Leadership

IMC 623 Course Icon

Global Brand Communication

IMC 623

Examine key issues needed to develop strong global brands by considering past successes and failures in strategy, addressing the importance of knowing local culture in communication and positioning, and discussing emerging issues in brand globalization.

View Details: Global Brand Communication

IMC 627 Course Icon

Healthcare Marketing

IMC 627

Explore various levels of the healthcare campaign and marketing process. Students learn the basic types of health campaigns, theories of health behavior change, issues in designing/evaluating healthcare marketing and the effects on health outcomes.

View Details: Healthcare Marketing

IMC 647 Course Icon

Higher Education Marketing

IMC 647

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.

View Details: Higher Education Marketing

IMC 693 Course Icon

Influencer Marketing

IMC 693

Explore the role of influencer marketing and how best to leverage individual tastemakers to fulfill marketing objectives. Students learn how to identify, qualify, and amplify the efforts of various influencer types available to marketers, as well as how to set accurate key performance indicators. At the end of this course, students will be capable of developing an impactful influencer engagement strategy.

View Details: Influencer Marketing

IMC 637 Course Icon

Internal Brand Communication

IMC 637

Internal Brand Communication (IMC 637) addresses the important roles that internal communications and branding play in a company’s successful operation by examining internal communications strategies and implementation, the use of consistent messaging and company-to-employee crisis communication.

View Details: Internal Brand Communication

IMC 614

Media Analysis

IMC 614

Explore the role of media analysis and planning in IMC. Covers basic media terminology and media math, the distinctions among media objectives, strategies and tactics and the different ways of allocating resources in media.

View Details: Media Analysis

IMC 629 Course Icon

Mobile Marketing

IMC 629

Workload:   Intensity Level 3 out of 5 (10-15 hours per week)

The course teaches real life situations that you can use in your professional career immediately. In every lesson, your goal is to convince your boss to grant you the budget you need to construct a mobile marketing plan for your chosen business. Expect a 3 out of 5 workload rating, estimating 10-15 hours per week.

Mobile Marketing (IMC 629) examines exciting new business developments in mobility, explores fundamental forces that shape the wireless industry, discusses keys to establishing a competitive advantage and examines emerging trends that may indicate where the industry is heading.

View Details: Mobile Marketing

IMC 622 Course Icon

Multicultural Marketing

IMC 622

Multicultural Marketing teaches cultural sensitivity and prepares students 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 it also covers mature and gay/lesbian markets.

View Details: Multicultural Marketing

IMC 632 Course Icon

Political Marketing

IMC 632

Explore political marketing from its roots to its current state and provides the necessary knowledge for strategizing and applying a political marketing plan within the context of today’s elections and political climate.

View Details: Political Marketing

IMC 638 Course Icon

Public Affairs

IMC 638

Explore ways to leverage public policy relationships and strategic partners to enhance an organization’s brand and marketing strategy. Incorporates theory and real-world experience through examination of case studies.

View Details: Public Affairs

IMC 620 Course Icon

Research Methods

IMC 620

Research Methods focuses on data analysis in marketing research. Emphasizes core statistical techniques, the application of statistical software and the interpretation of statistical outputs. Ethical issues in marketing research are also discussed. SPSS software is required.

View Details: Research Methods

IMC 641 Course Icon

Social Media and Marketing

IMC 641

Workload: Intensity Level 4 out of 5(15-20 hours per week)
This course is a project-based course, building a social media marketing proposal and plan for a client along with completing a social media-based certification, with a 4 out of 5 workload ranking. Estimating 15-20 hours per week.

In this course, you will complete the following industry certification:
Ribbon Icon  Facebook Blueprint Certification

Examine the latest strategies for monitoring and engaging consumers in social media from a marketing perspective. Explores popular platforms, such as Twitter and Facebook, that are used to connect with and analyze target audiences.

View Details: Social Media and Marketing

IMC 630 Course Icon

Sports Marketing

IMC 630

Examines the special aspects of sport marketing as a discipline and the manner in which sport is marketed vis-à-vis other products and services. Explores the conceptualization of the marketing planning processes and the field’s major components (5 P’s), the value of market and consumer research, consumers (fans and participants), endorsements, sponsorships, branding, product services, benefits, consumption and usage patterns.

View Details: Sports Marketing

IMC 635 Course Icon

Visual Information Design

IMC 635

Workload:   Intensity level 3 out of 5 (10-15 hours per week)

Visual Information Design (IMC 635) is designed for a general audience – you don’t have to be a designer or an artist in order to benefit from the course content. You will be required to do some analysis of visual communications, however, as well as produce some visuals for assignments. Nothing beyond general computer skills are necessary to complete these assignments.

View Details: Visual Information Design

IMC 642 Course Icon

Web Metrics & SEO

IMC 642

Workload:  Intensity Level 5 out of 5 (15-20 hours per week)
This course is project based, but you will also complete certifications in Google Tag Manager and SEMrush, with a 4 out of 5 workload ranking, estimating 15-20 hours per week.

In this course, you will complete the following industry certifications: 
Ribbon Icon  Google Tag Manager Certification
Ribbon Icon  SEMrush Certification

Web Metrics and SEO (IMC 642) examines how marketers strategically gather online information to measure traffic, engagement and potential impact on ROI. Explores search engine optimization (SEO) and social media optimization (SMO) strategies used to build an online presence for clients.

View Details: Web Metrics & SEO

DMC 680 Course Icon

Data Marketing Communications Campaigns

DMC 680

Workload:    Intensity Level 3 out of 5 (10-15 hours per week)

Data Marketing Communications Campaigns is a rigorous and comprehensive capstone course that requires Data students to develop a thoughtful and professional data-driven marketing communications campaign for a real-world client. Students will demonstrate mastery of the data-driven marketing communications planning process and knowledge and skills learned throughout the graduate program.

View Details: Data Marketing Communications Campaigns

IMC 644 Course Icon

Digital Marketing Communications Campaigns

IMC 644

Workload: Intensity Level 4 out of 5 (15-20 hours per week) 
This is a project based course building a digital marketing communications plan for a client of your choice, with a 4 out of 5 workload ranking, estimating 15-20 hours per week.

In this course, you will complete the following industry certifications:
Ribbon Icon  Earn the Hootsuite Platform
Ribbon Icon  Hootsuite Social Marketing Certifications

Digital Marketing Communications Campaigns applies the knowledge and skills acquired in previous Digital Marketing Communications courses to develop a creative, innovative and complete digital campaign for a selected organization in this capstone course.

View Details: Digital Marketing Communications Campaigns

IMC 636 Course Icon

IMC Campaigns

IMC 636

Campaigns (IMC 636) is a rigorous and comprehensive capstone course that requires students to develop a thoughtful and professional quality IMC campaign for a real-world client. The best final campaign submissions may be featured in the program’s online IMC Student Portfolio.

View Details: IMC Campaigns