The Reed College of Media and College of Creative Arts will merge to form the new WVU College of Creative Arts and Media as of July 1, 2024. Get details.
As an IMC graduate student, you'll take five required courses.
This is the required intro course for the IMC program. 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.
Read More: Introduction to IMCTake 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.
Read More: Audience InsightExplore strategic and creative decisions in managing, building and measuring the equity of brands. Students will demonstrate mastery by conducting a comprehensive brand audit.
Read More: Brand Equity ManagementStudents learn to identify research problems, craft research objectives, and select appropriate qualitative and quantitative methodologies to develop an effective research strategy and analysis.
Read More: Marketing Research and AnalysisThis 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.
Read More: IMC CampaignsChoose two of the following Specialty Courses.
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.
Read More: Creative Strategy and ExecutionExplore 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.
Read More: Direct and Digital MarketingExplore how modern industry uses novel technologies to enhance the integrated marketing communications process and examine the creative and ethical issues unique to emerging media.
Read More: Emerging Media and the MarketLearn about leveraging earned media, determination of key publics, the legal and ethical responsibilities of PR practitioners, and emerging trends in the industry.
Read More: Public Relations Concepts and StrategyChoose three from more than 25 elective course choices. Elective course scheduling and offerings are subject to change.
Focus 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.
Read More: Advanced Creative ConceptsUtilize 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.
Read More: Applied Public RelationsExamine 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.
Read More: Augmented Reality and Virtual Reality in IMCLearn 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.
Read More: B2B Direct MarketingExplore 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.
Read More: Brand Evolution StrategyExamine 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.
Read More: Cause MarketingExamine 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.
Read More: Consumer Sales PromotionExplore 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.
Read More: Content MarketingExamine 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.
Read More: Crisis CommunicationThis 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.
Read More: Current Topics in IMCExplore 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.
Read More: Digital StorytellingLearn 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.
Read More: Digital Video ProductionExamine 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.
Read More: Diversity and Inclusion in IMCExplore 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.
Read More: Entrepreneurship in IMCExplore implications for executive messaging in terms of an organization's media relations, crisis communication strategy and social media.
Read More: Executive Communications and LeadershipExamine 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.
Read More: Global Brand CommunicationLearn the types of health communication initiatives, theories of health behavior change, issues in design and evaluation of healthcare marketing campaigns.
Read More: Healthcare MarketingExplore the role of market analysis, audience segmentation, value messaging, marketing mix, budget and ROI assessment on higher education marketing initiatives.
Read More: Higher Ed MarketingExplore the role of media analysis and planning in IMC. Students review basic terminology, media math and how to allocate resources during media planning.
Read More: IMC Media AnalysisExplore 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.
Read More: Influencer MarketingExamine internal communication strategies and implementation, the use of consistent messaging, and company-to-employee crisis communication.
Read More: Internal Brand CommunicationCreate 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.
Read More: Mobile MarketingExplore 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.
Read More: Multicultural MarketingThis course will focus on the essential skills for podcast production and promotion. Students will learn how to record, edit, and publish a professional podcast.
Read More: Podcast Production & PromotionStudents strategize and apply a political marketing plan within the context of today's elections and political climate.
Read More: Political MarketingExplore 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.
Read More: Public AffairsThis course examines data analysis in marketing research. Students learn core statistical techniques, the application of statistical software, and the interpretation of statistical outputs.
Read More: Research MethodsExamine 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)
Read More: Social Media and MarketingAnalyze the sports industry's key differentiators, including consumers (fans and participants), endorsements, sponsorships, and consumption and usage patterns.
Read More: Sports MarketingExplore 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.
Read More: Visual Information DesignExamine 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.
Read More: Web Metrics and SEO