Hone the skills necessary to execute campaigns that meet your audience's needs. Discover the research and analysis techniques that will give you and your organization the edge over the competition. Through this concentration, you'll learn how to leverage theories, channels, problem-solving skills, and consumer research to develop ethical and meaningful campaigns.
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/ Concentration: Integrated Marketing Communication
Concentration: Integrated Marketing Communication
Integrated Marketing Communication (IMC) Concentration
Students completing the Integrated Marketing Communication concentration will have the knowledge and ability to:
- Integrate multiple theories and channels ethically to increase campaign impact
- Use consumer research to apply IMC strategies to develop strong campaigns
- Identify and analyze problems and provide alternatives for solutions
Cleveland is a major media market, anchored by television and radio stations, large public relations and marketing firms, and three professional sports teams. Discover your passion in a city with countless opportunities.
Each year, one graduating senior earns the NBC/ÐÓ°ÉÂÛ̳ "Meet the Press" Fellowship, and serves a nine-month contract with NBC News in Washington, D.C. Learn More.
Concentration Requirements
Students in the Integrated Marketing Communication Concentration are required to complete 27 hours within the concentration, 21 of which must be at the 300/400 level. There are four required elements (research/writing, theory, internship, and capstone) and two electives.
- Required Courses:
COMM 270 Introduction to IMC
COMM 360 Media Writing
COMM 370 How We Live: Consumer Research
COMM 372 Branding
COMM 472 IMC Campaigns
COMM 497 IMC Capstone: Organizational Communication
COMM 498 Internship
- Electives
COMM 274 Introduction to Health Communication
COMM 241 Introduction to Video Production
COMM 302 Feature Photography
COMM 344 Media Sales and Marketing
COMM 371 Web & Interactive Design
COMM 373 Sports Promotion & Fan Engagement
COMM 374 Health Campaigns
COMM 375 Communication in Health Setting
COMM 376 Crisis Communication
COMM 411 Persuasion
COMM 473 Non-profit Marketing
COMM 470 Managing New Media: Campaigns & Analytics
COMM 471 Consulting, Training, & Development
COMM 474 Event Planning
- 2017-19 Bulletin
Outcomes
Our graduates have gone on to intern or work at companies such as:
- American Greetings
- Cleveland Clinic
- Cleveland Indians
- Destination Cleveland
- Fahlgren Mortine
- NBC News
- Playhouse Square
- PR Newswire
- Quicken Loans
- Sherwin-Williams
- WKYC Ch. 3
- WOIO Ch. 19/43