Program Overview

Review details of our Integrated Marketing Communications Graduate Certificate online

The graduate program in Integrated Marketing Communications (IMC) at Eastern Michigan University engages an interactive approach to serving individuals seeking advanced knowledge, training, and experience in integrating and coordinating all marketing communications messages and vehicles to build brand image and maximize brand value for commercial and not-for-profit organizations.

The program is delivered conveniently online to provide “anytime, anywhere” access to courses and materials in a unique 7.5-week class scheduling format. All courses are project-based and heavily applied in nature.

Students of the program study:

• A blend of strategic, creative, and digital marketing competencies surrounding IMC campaigns, including 
• Audience Analysis and Insights
• Marketing communications research and analytics
• Digital and social media marketing
• Media tactics
• Creative briefs 
• Public relations and crisis management
• Search engine marketing
• IMC policy and privacy management
• Campaign evaluation tools essential to building contemporary brands.

Career Opportunities/Career Paths:

Also available:

Eastern Michigan University offers a variety of graduate programs and a post-master’s certificate online. Check out our other online programs.

Calendar

View the online dates and deadlines for EMU

The College of Business offers the program Hyflex in a synchronous format using current technology. Thus, online students can access the same course media, materials, discussions, etc., as if in the classroom. In addition, the faculty records class meetings enabling students to revisit lectures as often as necessary while enrolled in each course.

Courses

View the degree plan for our online Integrated Marketing Communications Graduate Certificate program

• Core Courses Expand dropdown
  • IMC 601: Principles, Strategies and Tactics Expand dropdown
    Duration: 7.5 weeks

    Credit Hours: 3

    This course introduces the key principles of integrated marketing communications and its role in building brands. Students will learn the synergistic effect across communication channels and the perspectives of all relevant stakeholders in such a way that brand value is maximized.
  • IMC 602: Brand Development Expand dropdown
    Duration: 7.5 weeks

    Credit Hours: 3

    This course provides a comprehensive foundation on the subject of brands, brand development, brand equity and strategic brand management. It covers the design and implementation of IMC programs to build, measure and manage brand equity.
  • IMC 603: Consumer Behavior and Insights Expand dropdown
    Duration: 7.5 weeks

    Credit Hours: 3

    This course introduces students to the concepts of consumer behavior applicable to integrated marketing communications (IMC). It studies the fundamental factors and research concerning consumer cognitive, affective and behavioral responses in the marketplace. It applies concepts, theories, and principles from various social sciences to explore and explain consumer behavior with a focus on implementing IMC strategies.
  • IMC 604 Marketing Communications Research and Analytics  Expand dropdown
    Duration: 7.5 weeks

    Credit Hours: 3

    This course examines the applications of both secondary and primary research within an IMC plan. Qualitative and quantitative methods will be studied and applied including processes for structuring, conducting and analyzing data sets, surveys, sampling, measurements and analytical procedures.
• Elective Courses  Expand dropdown

  Choose a minimum of six credit hours from the following. Course prerequisites must be satisfied prior to enrollment in elective courses.

  • IMC 605: Creative Message Strategy Expand dropdown
    Duration: 7.5 weeks

    Credit Hours: 3

    This course offers a comprehensive study of creative messaging strategy and its role in the marketing communications process for all types of organizations – for-profit and non-profit. Students will prepare and apply creative strategies in the design and writing of communication messages across traditional and digital media platforms.  Students choose brands of their choice to complete a culminating final project. This course is designed to be taken concurrently with IMC 606 Media Strategy.
  • IMC 606: Media Strategy Expand dropdown
    Duration: 7.5 weeks

    Credit Hours: 3

    This course focuses on strategic media decisions, issues, and applications in marketing communications. Media Strategy provides a foundation in traditional, digital, and programmatic media buying; and metrics and analyses emphasizing an applied approach. This course is designed to be taken concurrently with IMC 605 Creative Message Strategy.  
  • IMC 608: Digital and Direct Marketing Expand dropdown
    Duration: 7.5 weeks

    Credit Hours: 3

    This course covers direct marketing from an integrated marketing communications perspective. The course examines the concepts, strategies, and applications involved in direct marketing and how they are integrated in a cohesive manner with other communications vehicles to acquire customers, enhance loyalty and build brands. Students in this course typically compete in an international student marketing competition.
  • IMC 609: Public Relations and Crisis Management Expand dropdown
    Duration: 7.5 weeks

    Credit Hours: 3

    This course explores the role of public relations as a component of an integrated marketing communications plan. Websites, press kits, event management, brochures, newsletters, crisis management tools, and other vehicles will be examined as platforms for building brand equity within a marketing communications context.
  • IMC 612: IMC Sales Promotion Expand dropdown
    Duration: 7.5 weeks

    Credit Hours: 3

    This course studies the effect of sales promotion on both consumer and business-to-business campaigns. Sales Promotion will be evaluated as a tool to not only generate traffic, but to build brands. Students will learn the role of sales promotion as an IMC vehicle.
  • IMC 614: IMC Privacy Policy Management Expand dropdown
    Duration: 7.5 weeks

    Credit Hours: 3

    This course discusses contemporary privacy topics in integrated marketing communications (IMC) environments from a marketing management and corporate public relations perspective. Development of privacy policies which are compliant with prevailing global regulatory standards is emphasized. For IMC Program and Certificate students, this course is designed to be taken concurrently with IMC 615 IMC Ethics, Regulations and Society.  
  • IMC 615: IMC Ethics, Regulations and Society  Expand dropdown
    Duration: 7.5 weeks

    Credit Hours: 3

    This course studies current ethical issues in IMC and reviews key legal principles and compliance so that brand reputation is enhanced, and the social and economic role of IMC in the global environment. For IMC Program and Certificate students, this course is designed to be taken concurrently with IMC IMC 614 IMC Privacy Policy Management.
  • IMC 616: Search Engine Marketing Expand dropdown
    Duration: 7.5 weeks

    Credit Hours: 3

    This course focuses on the effective deployment of search engine marketing through hands-on experience developing and managing accounts with significant advertising spends. In addition, students learn to optimize the process for converting web visitors to customers.
  • IMC 617: Social Media Marketing Strategy Expand dropdown
    Duration: 7.5 weeks

    Credit Hours: 3

    This course examines strategic planning and implementation of social media within an integrated marketing communications environment. Distinctions in social media planning models including paid, owned and earned frameworks are studied from a strategic brand marketing management perspective. Theories are combined with practitioner approaches and metrics in applicable media and marketing contexts.
  • IMC 618: IMC Customer Relationship Marketing Expand dropdown
    Duration: 7.5 weeks

    Credit Hours: 3

    This course discusses contemporary customer relationships and integrated marketing communications with emphasis on business to consumer (B2C) as well as business to business (B2B relationships). The development of CRM strategies which maximize customer lifetime value are emphasized.
  • IMC 620: Business-to-Business Marketing Expand dropdown
    Duration: 7.5 weeks

    Credit Hours: 3

    This course introduces students to the concepts, practices, and techniques of business-to-business marketing in conjunction with integrated marketing communications. It is designed to be comprehensive in scope, contemporary in outlook, and managerial in orientation. It applies various methods of marketing communications including advertising, sales promotion, events marketing, public relations, direct and interactive marketing, word-of-mouth marketing, and personal selling in business-to-business settings.