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Integrated Marketing Communications M.S.

May 13, 2024

Next Start Date


Courses Required


Cost Per Credit Hour


Total Credit Hours

Online Asynchronous

Learning Format

The Reed College of Media and College of Creative Arts will merge to form the new WVU College of Creative Arts and Media as of July 1, 2024. Get details.

An Online Marketing Degree from an Established Leader

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.

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.

Unbeatable value.
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.

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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.


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Cindy Hart, Your Personal Online Admissions Coach

Embarking on a graduate degree program is a big (and exciting!) step. Meet with Cindy 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.

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Integrated Marketing Communications M.S. Admission Requirements

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).


  • Designate your Admission Type and Intended Program as "Masters" and "Integrated Marketing Communications (4932)." The primary delivery location/method is online. You may declare an Area of Emphasis (optional for IMC) if you would like to specialize.
  • $60.00 nonrefundable application fee.
  • Personal Statement: Please detail your interest in the IMC program, making sure to describe why attending the IMC program will support your career objectives (300-500 words).
  • Résumé
  • Official Academic Transcripts: Send via postal mail or electronic delivery directly to:
    Office of Graduate Admissions
    One Waterfront Place
    PO Box 6510 Morgantown,
    WV 26506-6510
    Phone: (304) 293-2121
  • TOEFL or IELTS Scores (international students only): West Virginia University requires international students to submit their TOEFL or IELTS scores directly to the central WVU Office of Admissions. Use destination code 5904 to have TOEFL scores sent. Generally, applicants whose first language is not English must submit adequate TOEFL or IELTS results before an application can be considered for admission. (TOEFL Internet-Based = 79; TOEFL Computer-Based = 213; TOEFL Paper-Based = 550; IELTS = 6.5)
  • Letters of Recommendation (optional): Letters of recommendation are preferred to be submitted as a part of the Online WVU Graduate Application for Admission. Input the name and contact information of each recommendation provider in the “Recommendations – Recommendation Providers list” section.
  • GRE or GMAT scores are NOT required. If you would like to submit those scores, the destination code for the GRE is 5904 and the code for the GMAT is C2S-FB-24. Students who have not taken the GRE should let their enrollment specialist know that they wish to waive the requirement.

Application Deadlines

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: June 15; Admission Deadline: August 1
Early Spring (January): Early/Priority Admission: November 1; Admission Deadline: December 15
Summer (May): Early/Priority Admission: March 15; Admission Deadline: May 1

Questions? Contact our Enrollment Specialist at or (304) 293-6278.

Apply Now

Chris Caserta profile image.

Christopher Caserta

Integrated Marketing Communications
"I was thankful that there were no classroom obligations – to me, those would have been more ‘meetings’ on my already full schedule."

Chris Caserta earned an undergraduate degree in biological sciences and then worked in various sales and marketing positions. He had been in the workforce for about five years when he realized that what he really wanted to do was lead a marketing communications department and that he would need to get a master’s degree.

He began attending foundational graduate school business classes in the evenings.

"Even though I was highly driven, these were difficult times," he says. "I would work a full day, quickly grab a drive-thru dinner, and then attend a three-hour of class lecture. I would often combine caffeine with self-will to stay focused and then I would drive home and go to bed. I knew there had to be a better way."

When Chris discovered online learning, he gladly made the switch. WVU Online’s format meant convenience on his terms. It was no longer necessary to attend a specific lecture, at a specific time, at a specific location, every week.

He chose WVU Online’s Integrated Marketing Communications MS program because it was from a well-known school, had an asynchronous format, was strictly online, and delivered content in a "learn it today, use it tomorrow" format.

"For what I wanted to accomplish, choosing the IMC program at WVU was one of the best decisions I could have made." he says.

Alyssa Hansrote profile image.

Alyssa Hansrote

Integrated Marketing Communications
"I know that if I ever need advice I can reach out to one of my WVU Online professors and they will be there to mentor me."

Alyssa Hansrote chose WVU Online because it gave her the opportunity to get hands-on experience in her workplace while also being able to learn and network in the virtual classroom with her peers.

"The Integrated Marketing Communications program gave me the confidence, skills, and knowledge that I now apply to my current PR and Communications position," she said."
"I know that if I ever need advice that I can reach out to one of my WVU Online professors and they will be there to mentor me."

She says her online courses coordinated very well with her personal life.

"I was able to fit my personal life around my school schedule very well."

The most useful skills she learned were definitely communication skills and being able to write and articulate her thoughts effectively.

"WVU Online gives you so many new learning opportunities, as well as being able to network with peers and professors from all over the United States."

Bonnie Harris profile image.

Bonnie Harris

Integrated Marketing Communications
"WVU Online provides a personal, authentic touch in terms of support for its students."

Bonnie Harris chose to study for a master’s degree in Integrated Marketing Communications at WVU Online because, at the time, it was one of only two online programs of its kind in the United States.

She says that, as an owner of a marketing communications firm, she uses what she learned in the program "every single day."
"Time management is the biggest skill needed for online learning. Particularly when it is mainly asynchronous classes, where students can access class materials during different hours and from different locations."

She says the best part of her online experience was the colleagues and friends she met in the program.

"My professional network has expanded enormously!"

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Jess McMullin

Integrated Marketing Communications
"The flexibility and convenience of the WVU learning environment was pivotal for me. But it's not easy!"

Jess McMullin has worked in marketing communications for more than 25 years and wanted to get a master’s degree to open doors into executive management and teaching opportunities.

"WVU checked all the boxes I was looking for in an online master's program," she says, "But the deciding factors were the curriculum and the reputation of the IMC program."

She says she could never have done a master’s program in person because her job and family schedules were not negotiable.

"The flexibility and convenience of the WVU learning environment was pivotal for me. But it’s not easy."

She was pleasantly surprised with the quality of the lessons, the level of professional discussions, and the projects she tackled in every class.

Her advice to other students is to view every assignment as a real-world presentation.

"The extra effort is not for the grade or the professor, it is for your own personal growth. If you are balancing an online program with a full-time career and family responsibilities, be sure to schedule your school time just like you would for a job—block it on your calendar."
"Finally, get a pair of blue light glasses. You’ll spend a lot of time in front of the screen!"

Chris Morlock profile image.

Chris Morlock

Integrated Marketing Communications
"Earning a degree while working full-time is achievable."
"The added flexibility allowed me to work full-time jobs that require the standard work business hours. In my previous job, it was not a typical 9-5 position. In this role, I traveled for work and had to complete my assignments on my own schedule. Professors in both of my programs were understanding if I had something come up in my day-to-day life."

Both of Chris’s programs utilized the discussion board feature, which really helped him connect with his peers in his courses.

"I felt that it was an actual conversation and not solely an assignment. I’ve connected with my peers on LinkedIn, Facebook, and Twitter too."

He recommends that online students use a planner or Microsoft Outlook to keep organized.

"I always made a calendar and schedule to make sure that my assignments were completed on time. Online programs require a level of independence and self-motivation to keep on track in the courses. Starting off the semester with a system for organization will help you significantly."

Ryan Wagner profile image.

Ryan Wagner

Integrated Marketing Communications
"Something I really enjoyed about the online learning environment is that I was truly in control of what I was learning."

Ryan Wagner chose WVU Online because of the partnership that the Reed College of Media established with the Defense Information School (DINFOS, Military Training).

"My experience very much reminded me of basic training in the military," he says. "We owned our individual growth, but we grew together—as a team. The online setting was not a challenge for our connection.

He says it’s that connection he had with his fellow students that was the best part of his WVU Online experience.

"Going through the challenges with the same class, week-in and week-out, really did bring us together as a group. My fellow students challenged me to be better, and I took that responsibility seriously and owned every step of it. It was on me to own my growth and go beyond the expectations."
"The whole journey from the day I inquired to the day I graduated was seamless," he says. "A great ‘customer’ experience from start to finish is really hard to find. We learn a lot about that in this program...this was great at every step and exceeded expectations. On top of that, when I was part way through this program, I landed an amazing professional opportunity that I was searching for. Then, I was offered the opportunity to teach, right here at WVU. This program opened doors I never dreamed I would even have the ability to knock on so soon. It changed my life in a way I knew was possible, but that I was struggling to get to."

Tuition, Fees, and Financial Aid

WVU provides a comprehensive approach to helping you finance your education. Learn more by visiting the Student Financial Services website.

Students are encouraged to:

  • File the Free Application for Federal Student Aid (FAFSA) form by the June 30, 2024 deadline to determine their eligibility for federal and state funds as well as scholarships. WVU’s FAFSA Code is 003827; and
  • Check with your employer to see if they provide financial support for earning your graduate degree.

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.

The future in Integrated Marketing Communications

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.

The Benefits of choosing our the WVU Integrated Marketing Communications M.S. degree program

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.

Career Outlook for Integrated Marketing Communications M.S. graduates

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.

Minimum GPA of 2.75 required.

Minimum grade of C- required in all courses.

Core Courses

Course Title Credit Hours
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 **

Course Title Credit Hours
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.

Course Title Credit Hours
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.

Frequently Asked Questions

What are some careers that require a good understanding of Integrated Marketing Communications?

  • Marketing communication manager
  • Chief marketing officer
  • Brand Manager
  • Public relations manager/director
  • Marketing strategist
  • Account Executive
  • Sales and Marketing Manager
  • Fundraising manager/director

Is a degree in Integrated Marketing Communications right for me?

Download our viewbook to explore all of our online degree options.

How competitive is the Integrated Marketing Communications field?

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.

What is Integrated Marketing Communications?

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.

WVU Online

Be a decision maker. First, your degree. World-class academics at an exceptional value.

Occasionally a student will encounter an issue with an online course that he or she doesn’t know how to resolve. Should this occur, please visit the link below.

Internal Student Complaint Process

Contact Us

WVU Online
West Virginia University
PO Box 6800
Morgantown, WV 26506-6800

Phone: (800) 253-2762

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