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Integrated Marketing Communications, B.S.

College of Creative Arts and Media

Integrated Marketing Communications BS students work together on their laptopsa

Marketing Communications professionals are needed in every industry and every corner of the world. If you enjoy being creative, analyzing people's behaviors, and storytelling, the B.S. in Integrated Marketing Communications from WVU's College of Creative Arts and Media is the perfect degree for you. This undergraduate program equips you with the skills and knowledge to excel in this exciting and continuously evolving field, preparing you for a successful career.

Cost:

$468 / Cost per credit hour *

Courses and Credits:

40 Courses / 120 Credits

Duration:

Custom schedule

Dates:

Next Start: May 19, 2025 Admission Terms: Fall, Spring, Summer

Learning Format:

Online asynchronous

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Program Overview

The Integrated Marketing Communications (IMC) Bachelor's degree offers a comprehensive and flexible education designed to meet the needs of aspiring marketing professionals. This in-demand degree equips you with transferable skills that are sought after in every industry worldwide. With a completely online format, you can tailor your coursework to fit your schedule, and our dedicated advisors will help you customize your course plan to suit your life. Learn from engaged, award-winning faculty who bring real-world experience into the virtual classroom, ensuring you receive a top-notch education and valuable industry connections.

  • In-Demand Degree: Marketing Communications professionals are hired in every industry all over the world. The knowledge and skills you gain in the IMC program are transferable – there are endless opportunities for people who know how to communicate, market and raise awareness for a brand or organization.
  • Completely Online: How, where and when you complete coursework is completely up to you. There are zero in-person commitments – which means no relocation or travel – and course delivery is asynchronous, meaning no virtual class meetings.
  • Customize your Course Schedule: Do you have previously earned college credits? Work with your advisor to transfer credits and map out a course schedule that complements other important parts of your life. Whether your goal is to earn your degree as quickly as possible, or spread courses out to manage busy work and family.
  • Engaged, Award-Winning Faculty: You’ll take courses taught by both full-time professors with years of teaching experience and practitioner faculty who are currently working in the industry. These CEOs, CMOs and agency owners bring their real-world experience into the virtual classroom. They’re more than instructors – they’re mentors.

Curriculum

With the B.S. IMC degree program, you get a healthy mix of courses in marketing, public relations, social media strategy, audience behavior, media planning and advertising. You’ll exercise the creative, writing and analytical parts of your brain, experiment with new media tools, and work on real projects for real clients that will beef up your portfolio.

As a graduate of this program, you will be able to:

  • Apply critical thinking, creativity, and secondary research skills in collaboration with colleagues.
  • Illustrate an understanding of consumer and business segments and the importance of reaching, serving, and engaging diverse audiences.
  • Demonstrate an understanding of the strategic marketing communications planning process and the importance of a demonstrated return on investment.
  • Show an understanding of the history of media, advertising, marketing, and public relations, their complementary roles, and the influence of technology on these professions.
  • Know when and how to apply traditional and social media planning and placement buys in support of an organization's goals.
  • Evaluate and assess ethical, legal, and socially responsible marketing communications decisions.
  • Describe the major types of consumer behavior and the stages in the buyer decision process.

General Education Foundations
  • F1: Composition & Rhetoric, 3-6 credit hours
    • ENGL 101 & ENGL 102 Introduction to Composition and Rhetoric and Composition, Rhetoric, and Research or ENGL 103 Accelerated Academic Writing
  • F2A/F2B: Science & Technology, 4-6 credit hours
  • F3: Math & Quantitative Reasoning, 3-4 credit hours
  • F4: Society & Connections, 3 credit hours
  • F5: Human Inquiry & the Past, 3 credit hours
  • F6: The Arts & Creativity, 3 credit hours
  • F7: Global Studies & Diversity, 3 credit hours
  • F8: Focus (may be satisfied by completion of a minor, double major, or dual degree), 9 credit hours
Total Hours: 31-37

Please note that not all of the GEF courses are offered at all campuses. Students should consult with their advisor or academic department regarding the GEF course offerings available at their campus.

University Requirements
  • General Education Foundations (GEF): 1, 2, 3, 4, 5, 6, 7, and 8, 31-37 credit hours
  • Outstanding GEF Requirements: 1, 2, 3, 5, 6, and 7, 24 credit hours
  • IMC 191: First-Year Seminar, 2 credit hours
  • General Electives, 40 credit hours
Total Hours: 66

Degree Requirements
  • University Requirements, 66 credit hours
  • Integrated Marketing Communications Major Requirements, 54 credit hours
Total Hours: 120

Admissions Process and How to Apply

Request official transcripts from all institutions attended (other than WVU), or high school transcripts if fewer than 24 college credits be sent to:

Tuition, Fees and Financial Aid

The University provides a comprehensive approach to helping you finance your education. Learn more on the WVU Financial Aid Website.

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. Visit the Estimate Costs and Aid webpage to estimate and plan for other potential expenses.

Students are encouraged to:
  • File the application for Federal Student Aid (FAFSA) by the June deadline to determine eligibility for funding and scholarships.
  • Inquire with your employer about potential financial support for continuing your education.
Tuition per credit hour is listed on the page of your program of interest. Please note, tuition and fees are reviewed and subject to change at the start of each academic year.

Connect with an Admissions Coach

Cindy Hart Assistant Dean of Online Programs

(304) 293-3286 lkhart@mail.wvu.edu

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Careers and Employment

The field of Integrated Marketing Communications (IMC) is dynamic and constantly evolving, driven by new technologies and platforms. This creates a growing demand for professionals skilled in developing and executing integrated marketing campaigns that blend traditional with digital strategies.

Graduating with a Bachelor's in IMC from WVU unlocks diverse career opportunities across various industries. Organizations of all types rely on marketing and communications professionals to effectively promote their products, services, and brand messages. Additionally, the IMC field is a great place for founders and entrepreneurs, providing the essential skills to launch and grow your own ventures. With your IMC degree, you'll be equipped with the versatile skills needed to excel in this dynamic and evolving field.

Career Paths

  • Marketing Communications Specialist
  • Social Media Specialist
  • Public Relations Specialist
  • Content Strategist
  • Content Producer
  • SEO Content Writer
  • Public Affairs Specialist
  • Digital Marketing Specialist
  • Marketing Consultant
  • Marketing Coordinator
  • Marketing Manager
  • Communications Manager
  • Marketing Analyst
  • Digital Media Analyst
  • Brand Manager
  • Advertising Account Executive
  • Media Planner
  • Copywriter
  • Creative Director

Get in Touch

The WVU Online team is here for you during your online learning journey. We can help you navigate the curriculum of your program of interest, understand the application process, and keep you posted on upcoming events and deadlines.

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Connect with Admissions Coach