Jan. 8, 2024
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Developed in 2003, West Virginia University had the first online Integrated Marketing Communications master’s degree. It’s a respected program with innovative roots and a future-focused, real-world curriculum. Whether you’re fresh out of an undergraduate program or a seasoned professional, the IMC online master’s degree can be customized so that you get exactly the education you’re looking for. Choose from more than 25 electives or specialize in one of our seven areas of emphasis. And take comfort in the fact that you’re learning what’s happening in our industry now and what’s coming next from faculty who are literally practicing what they preach every day.
Completely online. Completely flexible.
You need 10 courses (that’s 30 credits) to earn your Master of Science in IMC. But, how, where and when you do it is completely up to you. There are zero in-person commitments. Schedule multiple courses at a time to finish quickly, or spread them out to balance school with work and family. Need to take a semester off for a big work project or a new baby? No problem! It's your degree, on your time.
We continuously add to the more than 25 electives to make sure the curriculum aligns with the latest and greatest IMC industry strategies. You can pick and choose topics to create your perfect educational experience. Or focus your degree and be an expert in digital and social media, creativity or healthcare with our specializations. Practitioner faculty.
Our faculty are the best in the industry. They are professionals from the nation’s capital, the Big Apple and Silicon Valley. They take their daily professional life and bring the real IMC world into your virtual classroom. They’re more than instructors – they’re mentors, and well-connected members of your new network.
At WVU, you get a lot of bang for your buck — a world-class program taught by leading experts. Tuition is the same regardless of where you live, and the flexible programming allows you to take courses at a pace your budget and calendar can handle. As with any investment, the question is - what’s the return? In a recent survey of our graduates, more than half reported receiving a salary increase of 25% or more since earning their marcom degree. Now that’s ROI.
Fill a marketing void at your company, hone skills to prepare for a promotion, or pursue a topic that you are passionate about with the fully online M.S. in Integrated Marketing Communications.
Attend a Virtual Information Session
Thank you for your interest in the Integrated Marketing Communications M.S. program at West Virginia University! Attend a Virtual Information Session and learn more about the Integrated Marketing Communications M.S. program.
Embarking on a graduate degree program is a big (and exciting!) step. Meet with Shawn to get all your questions answered and to discover which program is the best option for reaching your career goals and balancing life's other responsibilities.
Admission to the Integrated Marketing Communications program is based on a holistic, case-by-case analysis of the applicant’s WVU Graduate Application for Admission, academic record (undergraduate transcript), years of relevant professional experience (resume), and writing ability and intent (personal statement).
Admission to the IMC program occurs three times per year—in the Early Fall (August), Early Spring (January), and Summer (May). The IMC program admits new students on a rolling schedule. Applicants are encouraged to apply before the program’s priority/early application deadline in order to receive full consideration.
Early Fall (August): Early/Priority Admission: May 15; Admission
Deadline: August 1
Early Spring (January): Early/Priority Admission: October 1; Admission Deadline: December 15
Summer (May): Early/Priority Admission: March 1; Admission Deadline: May 1
Questions? Contact our Enrollment Specialist at email@example.com or (304) 293-6278.
Learn more about student experiences in the Integrated Marketing Communications M.S. program.
"I was thankful that there were no classroom obligations – to me, those would have been more ‘meetings’ on my already full schedule."
WVU provides a comprehensive approach to helping you finance your education. Learn more by visiting the Student Financial Services website.
Students are encouraged to:
Integrated Marketing Communications M.S. total degree cost: $22,500 – Residents and Non-Residents
Tuition and fees are usually not the only educational expenses you may have while pursuing a degree. You may have other costs such as books, supplies and living expenses. Please see the Estimate Costs and Aid webpage for how to estimate and plan for other potential expenses.
Minimum GPA of 2.75 required.
Minimum grade of C- required in all courses.
|IMC 410||Introduction to Integrated Marketing Communications *||3|
|IMC 511||Marketing Research and Analysis||3|
|IMC 512||Audience Insight||3|
|IMC 513||Brand Equity Management||3|
Complete a minimum of two of the following **
|IMC 515||Creative Strategy and Execution||3|
|IMC 516||Direct & Digital Marketing||3|
|IMC 518||Public Relations Concepts and Strategy||3|
|IMC 519||Emerging Media and the Market||3|
IMC Elective Courses
Select at least three IMC courses 600-level and above.
|IMC 536||Integrated Marketing Communication Campaigns ***||3|
Total Hours: 30
* Students complete the IMC 410 course in their first term in the program. Following successful completion of IMC 410, students are able to take courses in virtually any order, ensuring a fully customized path of study.
** IMC students are often admitted to the program with substantial work experience and are able to opt out of the speciality courses that is most reflective of their professional experience. Specifically, PR practitioners are encouraged to opt out of IMC 618, direct marketers are encouraged to opt out of IMC 616, and creative/graphic designers are encouraged to opt out of IMC 615. All students must complete at least two of these courses.
*** IMC students are able to take more than 30 credit hours if their personal and/or professional interests require (including additional elective courses or opting to complete all the core courses to ensure a comprehensive graduate experience). However, all additional courses taken must be completed before the student registers for the capstone course (IMC 636).
Upon successful completion of IMC 636 in the student's final term, the student will graduate from the program.
The IMC program is offered exclusively online with no on-campus classroom attendance required. The program is constantly evolving to reflect our changing industry and ensure a relevant, highly customizable graduate experience for students. At the center of the curriculum are an introductory course and three core courses, which provide all students with a solid marketing communications foundation. The degree is enhanced by selecting two of four "specialty" course options and three of nearly 30 elective course options. Through the extensive specialty and elective courses, students are able to focus their graduate studies on their individual areas of interest or to position them for a specific career path. The capstone course is taken in the student's final term. In this final course, students apply their knowledge to create an IMC campaign for a real-world client. They can choose to work on a client of their preference or on a national client provided by the instructor.
IMC instructors are recognized leaders in their fields. These scholar-practitioners provide a carefully balanced blend of academic theory and practical skills. They teach our “learn-it-today, use-it-tomorrow” curriculum, which provides valuable, practical knowledge that can be immediately applied to a student's current career. All IMC courses are asynchronous, allowing students to participate at any time, from anywhere in the world. While no on-campus residency is required to complete the degree, the program hosts an annual Integrate conference to provide students and faculty an opportunity to network in-person and explore the latest innovations in the ever-changing IMC landscape. Learn more about the program's Integrate Conference.
Talented individuals who possess the ability to conceptualize, implement, and monitor multi-channel marketing campaigns are in high demand by companies. These companies require effective communicators who can enhance their brand's visibility through various social media and other media platforms. These individuals must also possess an understanding of their audience and have the skills to target them with campaigns that generate a significant return on investment.
Download our viewbook to explore all of our online degree options.
The field of integrated marketing communication is highly sought-after and financially rewarding. According to the Bureau of Labor Statistics, from 2021 to 2031, the employment rate for advertising, promotions, and marketing managers is expected to grow at a faster pace than the average for all professions, with a projected increase of 10 percent.
Integrated Marketing Communications (IMC) involves understanding a target audience and creating persuasive messaging that speaks directly to what you know about them. That same brand messaging is then carried across all channels — advertising, public relations, direct marketing, social media, sales promotion and any new media the future brings. It involves research. It involves strategy. It involves creativity. It’s a perfect mixture of all the talents that make for the best marketing communicators.