St. Bonaventure University

M.A. Integrated Marketing Communications

Address:

West State Street

Rout 471

Saint Bonaventure, NY 14778

United States

Program Information

Degrees Offered:

M.A. Integrated Marketing Communications

Format: Online

Program Description:

Master the strategic skills you need to successfully engage in a crowded media landscape.

Technology has flipped communication on its head. Brands no longer control how they engage with consumers; rather, consumers control how they engage with brands. If you aspire to be an extraordinary communicator in a crowded media landscape, the Master of Arts in Integrated Marketing Communications program at St. Bonaventure University Online can teach you how in as few as 12 months — just two, seven-week courses at a time.

Rather than teaching advertising, public relations, direct marketing and digital media as separate entities, the Integrated Marketing Communications program at St. Bonaventure University Online shows you how to strategically align these efforts to build positive and lasting relationships with consumers in the participation age. It also helps you build your personal brand and professional network with thought leaders around the world.
 

Program Goals

Master skills in critical thinking and analysis, business writing, marketing and communications. Show what you know with an integrated marketing campaign project. Graduate with proven skills to respond to challenges on the local, regional, national and international levels.
 

About the Integrated Marketing Communications Campaign Project

As part of your degree, you complete a comprehensive integrated marketing communication plan for an organization of your choice and present it to a mixed panel of professionals. This plan shows what you know to potential employers and includes an executive summary, market research, SWOT analysis, IMC strategy, IMC objectives, marketing strategy, audiences, creative brief, public relations, advertising, marketing and new media campaigns, campaign timeline and budget, ROI and campaign evaluation.
 

Program Details

This integrated marketing communications degree is offered in seven-week terms, with two terms in each semester. You may complete this online program in two years part-time, or in one year full-time if you choose to take two courses during each seven-week term.
 

Admissions Requirements

  •     A completed application
  •     A baccalaureate degree from an accredited college or university
  •     Transcripts from all colleges attended
  •     An essay describing what attracted you to the Integrated Marketing Communications field and why you want to pursue a degree at  St. Bonaventure University (500-750 words)
  •     No GRE/GMAT required


Program Curriculum

  •     IMC 500 IMC Principles and Practices
  •     IMC 520 Marketing Communications Research
  •     IMC 560 New Media: Digital Communications for IMC
  •     IMC 600 Strategic Marketing Management for IMC
  •     IMC 610 Financial Tools for IMC and the International Economy
  •     IMC 620 IMC Creative Message Strategy
  •     IMC 700 Fieldwork
  •     IMC 740 The Practice of Public Relations
  •     IMC 800 IMC Cases and Campaigns
  •     IMC 830 IMC Campaign Project


Electives (Choose two of the following):

Integrated marketing communications degree students may also take up to two courses offered through the Master of Business Administration (MBA) program as Integrated Marketing electives. The specific MBA courses that qualify as integrated marketing communications degree electives are determined and approved by the Integrated Marketing Communications program Director and the Director of the MBA program.

  •     IMC 570 Traditional and Online Research for IMC
  •     IMC 580 Internet Advertising and Social Media
  •     IMC 590 The Mobile Web
  •     IMC 650 Public Relations Seminar
  •     IMC 660 Advertising, Internet Marketing and Publicity Management
  •     IMC 680 Advertising Copywriting and Design Direction
  •     IMC 720 Advertising Design
  •     IMC 760 Ethical Issues in Mass Communication and Business
  •     IMC 820 Organizational Structure and Behavior



 

Accreditation:

Middle States Commission on Higher Education

Facts & Figures

Classification: Master's College or University I

Locale: Remote Town

Size & Settings: 1,000-2,999

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