Integrated Marketing Communications Graduate Certificate

PR: Admission to the program. Introduces students to the fundamentals of Integrated Marketing Communications (IMC). Students learn and apply the IMC planning process and examine the role of integration to ensure consistency of creative strategy and complementary use of traditional and digital media. This course also provides a comprehensive orientation to the WVU IMC graduate program.

PR: IMC 610. Examines the role of marketing research within an IMC campaign. Students learn to identify research problems and select appropriate quantitative and qualitative designs to address them. They will examine sampling, questionnaire design, data processing and how to communicate research needs and results.

PR: IMC 610. Provides an in-depth look at consumer behavior and its role in IMC. Examines consumer behavior in terms of internal influences, external influences, the consumer decision-making process, and consumers and culture. Students also learn ethnographic research.

PR: IMC 610. Explores strategic and creative decisions to manage, build, and measure brands. Brand management issues investigated include consumer perceptions, competitive analysis, new product development, crafting communication messages, crisis management, and development of marketing programs.

PR: IMC 610. Takes a comprehensive look at creative strategy and its role in IMC. Students master the fundamentals of conceiving and executing an eye-catching, effective and integrated campaign that uses traditional and digital media.

PR: IMC 610. Covers direct and interactive marketing from an IMC perspective. Includes database marketing, direct marketing message strategies across multiple media, direct and interactive marketing metrics, and the role of direct and interactive marketing in IMC campaigns.

PR: IMC 610. Examines the various functions of public relations in IMC, its impact on key publics, and its role in society. Covers the field’s evolution, the responsibilities of PR practitioners, law and ethics, and emerging trends.

PR: IMC 610. Examines how modern industry uses emerging media, such as blogs and virtual worlds to enhance the IMC process. Addresses the creative and ethical issues unique to digital media.

PR: IMC 610. Addresses the role of media analysis and planning in IMC. Covers basic media terminology and media math, the distinctions between media objectives, strategies and tactics, and the different ways of allocating resources in media.

PR: IMC 610. Overview of the role that sales promotion plays in IMC. Examines the functions of sales promotion in the marketing process as well as the legal regulations on sales promotion. The course focuses only on consumer promotion.

PR: IMC 610. Focuses on data analysis in marketing research. Emphasizes core statistical techniques, the application of statistical software, and the interpretation of statistical outputs. Ethical issues in marketing research are also discussed. SPSS software is required.

PR: IMC 610. A seminar that highlights significant issues and trends in Integrated Marketing Communication. Topics vary by term.

PR: IMC 610. Teaches cultural sensitivity and prepares students to promote products and services to a diverse marketplace within the U.S. The course focuses on racial/ethnic groups in the U.S., and it also covers mature and gay/lesbian markets.

PR: IMC 610. This course examines key issues needed to develop strong global brands by considering past successes and failures in strategy, addressing the importance of knowing local culture in communication and positioning, and discussing emerging issues in brand globalization.

PR: IMC 610. Examines the marketing techniques used by businesses to make a difference in the world, focusing on partnerships between businesses and non-profit organizations. Through case studies, the history and uses of cause marketing are examined as well as predictions for the future of the marketing practice.

PR: IMC 610. Emphasizes the creative aspects of executing an IMC strategy including visual branding, verbal branding, creative direction, and art direction. Focuses on conceiving, developing, expressing, and executing a coherent visual identity using a comprehensive IMC strategy.

PR: IMC 610. Course builds upon the basics of Direct Marketing developed in IMC 616. Students will learn to apply those concepts and techniques in the world of Business-to-Business IMC Direct Marketing. Some assignments allow the students to apply the strategies and tactics to their present employment.

PR: IMC 610. Explores various levels of the healthcare campaign and marketing process. Students learn the basic types of health campaigns, theories of health behavior change, issues in design and evaluating healthcare marketing, and the effects health outcomes.

PR: IMC 610. Provides practical knowledge and hands-on experience in public relations from both the client and agency perspective. Students develop and produce PR tools and tactics including press releases, public service announcements, crisis communication plans, speeches, newsletters, and special events for a chosen client.

PR: IMC 610. Examines exciting new business developments in mobility, explores fundamental forces that shape the wireless industry, discusses keys to establishing a competitive advantage, and examines emerging trends that may include where the industry is heading.

PR: Must be a student in the IMC program. Explores the history and present-day state of the sports marketing industry. Analyzes the field’s major components, use of theory and research, consumers (aka fans), endorsements, sponsorships, branding, products, and particularly, its sport stars.

PR: IMC 610. Applying theory and case study analysis, students gain the expertise required to maneuver through myriad potential crisis situations that today’s organizations and individuals encounter.

PR: IMC 610. Covers political marketing from its roots to its current state and provides the necessary knowledge for strategizing and applying a political marketing plan within the context of today’s elections and political climate.

PR: IMC 610. Identifies what it takes to be a successful IMC entrepreneur by showing students how to assess risk, raise capital, position a new entity, organize, and keep and maintain sales.

PR: IMC 610. Students will design a brand for a product or service and express that brand as a video for the Web. This course will provide guidelines for how to create a movie that reaches the desired audience and can be shared via social media.

PR: IMC 610. Students explore the power of imagery and how visual perception drives our memory. Students examine how to look at images, deconstruct layouts and apply color, design and typography to create effective verbo-visual messages for print and online and will gain valuable creative insight and skills that will serve them now and into the future.

PR: IMC 610. Addresses the important roles that internal communications and branding play in a company’s successful operation by examining internal communication strategies and implementation, the use of consistent messaging, and company #NAME?.

PR: IMC 610. Explores ways to leverage public policy relationships and strategic partners to enhance an organization’s brand and marketing strategy. Incorporates theory and real-world experience through examination of case studies.

PR: IMC 610. An exploration of how the role of content is evolving in the modern marketing landscape and how to apply different types of content generation to new and traditional marketing channels. Additional topics cover the pros and cons of content marketing vs. traditional marketing as well as processes and tactics to create and implement content marketing strategies.

PR: IMC 610 or IMC 640. Examines the latest strategies for monitoring and engaging consumers in social media from a marketing perspective. Explores popular platforms, such as Twitter and Facebook that are used to connect with and analyze target audiences.

PR: IMC 610 or IMC 640. Examines how marketers strategically gather online information to measure traffic, engagement, and potential impact on ROI. Explores search engine optimization (SEO) and social media optimization (SMO) strategies used to build a presence for clients.

PR: IMC 610 or IMC 640. Introduces the technical and conceptual skills needed to create and add videos into integrated marketing campaigns. Covers the basics of selecting the best hardware and software for video projects. Students gain hands-on experience in shooting and producing engaging videos.

Examines how brands are using transformational Augmented and Virtual Reality (AR and VR) platforms such as Google Cardboard, Samsung GearVR, Oculus Rift, HTC Vive and Microsoft HoloLens to expand customer interaction and build brand affinity. This course focuses on how brands have effectively combined technologies as part of an integrated marketing communication approach. Students will complete the class by creating an AR or VR proposal for brand of their choice.