Florida International University

Program Information

Degree Offered

Master of Science in Mass Communication The Integrated Communications: Advertising and Public Relations

Format: Campus

Program Description:

Consumers and/or publics now access information on demand. They seek out the products, services and information that interest them. This approach revolutionized how companies marketed to their customers. For most companies to win, they replaced outdated mass-marketing tactics with a targeted, customer-focused approach. That approach is called integrated marketing communications (IMC), and it is a customer-focused, data-driven method of communicating with consumers and publics. IMC -- the management of all organizational communications to build positive relationships with customers and other stakeholders -- stresses communication to the individual by understanding needs, motivations, attitudes, and behaviors. It is an interdisciplinary program that emphasizes strategic planning and the integration of marketing communications and all communications tools. IMC continues to be an evolving concept.

Tuition & Financial Aid

Financial Aid Offered: No

Classification: Doctoral/Research Universities - Extensive

Institution Sector: Public

Locale: Large Suburb

Size & Settings: 20,000 and above