A cohesive message. A clear identity. A unified and recognized brand. All are goals central to the success of any business, yet few individuals possess the across-the-board knowledge needed to lead their organization in truly comprehensive integrated marketing campaigns.

Through the Master of Science in Integrated Marketing Communications program, you will gain a solid understanding of how IMC utilizes advertising, sales promotion, public relations, the Internet and direct marketing to work together as a unified force.

You will gain a competitive edge when searching for top jobs in your field, when changing careers, or in your ongoing efforts to advance your career with your current employer.

Through our unique five-semester schedule, you are able to earn the M.S. IMC degree in two-years. The program is available entirely online so you can complete the coursework on your own personal schedule.

What you will learn

Our program faculty bring their real-world experience to each course. Successful graduates of the IMC program will be able to:

• identify stakeholders in the IMC process
• effectively utilize each IMC functional area
• evaluate global influences on IMC decisions
• build, measure and manage brand equity
• recognize factors that shape consumer decision-making
• develop IMC message communication strategies
• adapt the same message to difference vehicles
• translate marketing objectives into effective media strategies
• use the Internet and new media to build customer relationships
• use direct marketing to acquire and retain customers
• measure the results of a direct marketing campaigns
• use research for creative development and measure the impact of brand communications programs
• use sales promotion to build traffic, launch new products and build brands
• Identify the ethical and regulatory issues surrounding IMC
• determine success/failure of any given IMC campaign
• develop comprehensive and viable IMC plans

Founded in 1849, Eastern Michigan University has grown to be one of Michigan’s leading educational institutions with more than 500 undergraduate and graduate degrees offered through the University’s Colleges of Arts and Sciences, Business, Education, Health and Human Services and Technology.

EMU serves 24,000 students of all ages and walks of life from around the globe through courses offered on campus, off-campus and online. Located in Ypsilanti, Mich., between Ann Arbor and Metropolitan Detroit, EMU is in the heart of one of the world's major business and education corridors.

Get started today and discover for yourself the educational excellence that’s been the hallmark of EMU for more than 150 years.

Learn more about EMU.