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Integrated Marketing Communications

The four-course Integrated Marketing Communications graduate certificate provides a broad overview of IMC, focusing on the study of emerging media and the market, including audience insight, and brand equity management. This certificate program helps professionals in this rapidly changing field learn new skills and polish old ones.

The Integrated Marketing Communications Graduate Certificate includes four completely online courses at a rate of $2,331 per course. You may transition into the full online IMC master's degree program at any time during your graduate certificate enrollment. Credits you have earned will count toward the 10-course master's program.

IMC Courses

Intro 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.

Audience Insight

Take an in-depth look at consumer behavior and its role in IMC. This course examines consumer behavior in terms of internal influences, external influences, the consumer decision-making process and consumers and culture.

Brand Equity Management

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.

Emerging Media and the Market

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.

The IMC courses prepare you to:

  • Set good, measurable objectives, both campaign objectives, as well as objectives within each of the individual marketing communications function.
  • Better understand conversations around strategy.
  • Create more effective communications strategies based on internal or psychological influences that impact consumer decision-making.
  • Create more effective communications strategies based on external or sociological influences that impact consumer decision-making.
  • Use ethnography as a research method to better understand consumers and the ability to create an ethnography proposal.
  • Create a brand audit and build out recommendations based on your brand research.
  • Be competitive as a brand by understanding competitor’s strengths and weaknesses.
  • Understand the consumer mindset, why do you pick brand A vs. brand B?
  • Understand how the technologies are affecting consumer experience.
  • Use a variety of technologies to mix traditional marketing with new media.
  • Stay with the changing trends as new media emerges.

You should pursue IMC if...

You're interested in:

  • Conducting consumer research to inform marketing
  • Using a variety of media and tools to create a marketing campaign
  • The strategy side of marketing, public relations and advertising
  • Keeping up with the latest trends

Your dream job title is:

  • Marketing Research Analyst
  • Marketing Specialist
  • Public Relations Specialist
  • Marketing Manager
  • Marketing Strategist
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