Integrated Marketing Communications Major — B.S.

Scott Hamula, Associate Professor, Program Director and Department Chair

The integrated marketing communications program is built on the merging of specific coursework from the Roy H. Park School of Communications strategic communication department and the School of Business. This degree teaches students about the newly converged fields of advertising, public relations, brand activation, and marketing. Students learn how these specialized areas are combined into seamless communications programs that promote and build brands, business, not-for-profit organizations, and governmental agencies. 

Academic Policies

In addition to meeting general College guidelines for academic standing and Park School academic policies, majors in integrated marketing communications are required to maintain an overall cumulative GPA of 2.50.

Students wishing to pursue a major in integrated marketing communications should plan carefully and limit themselves to the business courses required within the major in order to adhere to the policy that undergraduate students who are neither accounting nor business administration majors may not register for more than 29 credit hours of business coursework (i.e., ACCT, INTB, MGMT, FINA, MKTG, HRM, PROD, GBUS, BINT, BGRD). Students with junior or senior ranking who are accepted into the integrated marketing communications degree program may not be able to meet all degree requirements without studying for an extra semester or two.

Advising Note

Students with a double major in integrated marketing communications and business who are interested in applying to the master of business administration program should contact the dean’s office in the School of Business for information on a curriculum bridge of five business courses that can be taken during the summer following graduation, before entrance into the M.B.A. program in the fall.

All majors must complete a minimum of 60 credits outside communications, which includes the distribution requirements, and a minimum of 50 percent of their credits (normally 60 credits) in courses designated as liberal arts.

Communications course requirements

GCOM 13000S'Park!: Igniting your Future in Communications

1

STCM 10300Introduction to Strategic Communication

3

STCM 11100Presentation Media and Visual Design

3

TVR 12100Introduction to Mass Media

3

STCM 23200Public Relations

3

STCM 24100Advertising

3

STCM 30900Media Planning

3

TVR 31200Government and Media

3

STCM 33000Advertising Copywriting and Art Direction

3

STCM 33200Writing for Public Relations

3

STCM 10300, STCM 10300, STCM 23200, STCM 24100, and TVR 31200: liberal arts courses

Choose one of the following:

STCM 20500Audience Research

3

PSYC 20700Statistics in Psychology

4

Choose one of the following:

STCM 10800Communication in Organizations

3

CMST 11500Business & Professional Comm

3

Choose one of the following:

STCM 42000Integrated Marketing Communications Lab

3

STCM 44000Public Relations Lab

3

STCM 44100Ad Lab

3

STCM 43000Brand Design and Communication

3

STCM 43400Management of Strategic Communication

3

Total Credit Hours:37-38

STCM 42000: liberal arts course

Business course requirements

GBUS 20300Legal Environment of Business I

3

ACCT 22400Reporting and Decision Making in Integrated Marketing Communication

3

MKTG 31200Principles of Marketing

3

MKTG 32300Consumer Behavior

3

MKTG 32500Sales and Sales Promotion

3

MKTG 38000International Marketing

3

MKTG 49100Marketing on the Internet

3

Choose one of the following:

MKTG 41100Marketing Analytics

3

MKTG 48600Senior Seminar in Marketing

3

MKTG 49700Selected Topics: Marketing

1 to 3

Total Credit Hours:24

MKTG 49700: must take for 3 credits

Other course requirements

WRTG 10600Academic Writing I

3

or

WRTG 11100Academic Writing II

3

ECON 12200Principles of Microeconomics

3

Total Credit Hours:6

WRTG 10600, WRTG 11100, and WRTG 11100: liberal arts courses

Summary

Communications course requirements

37-38

Business course requirements

24

Other course requirements

6

Electives

52-53

Total, B.S. in integrated marketing communications

120

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