Integrated Marketing Communications, M.S.
College of Creative Arts and Media
In 2003, West Virginia University made history by launching the first online Integrated Marketing Communications (IMC) master’s degree. This pioneering program has innovative roots and a rich curriculum designed to anticipate the future of marketing. With six areas of emphasis, you can tailor your education to your career goals and interests. Join a program that continues to lead the way and prepare for the dynamic world of integrated marketing.
Cost:
$777 / Cost per credit hour *
Courses and Credits:
10 Courses / 30 Credits
Duration:
18-months-two years
Dates:
Next Start: May 19, 2025 Admission Terms: Fall, Spring, Summer
Learning Format:
Online asynchronous
Program Overview
Lead the Future of Marketing
Whether you’re a recent graduate or an experienced professional, this online master’s degree offers a customizable experience tailored to your goals. With over 30 electives and six areas of specialization, you can shape your education to align with your career aspirations.
Learn from expert faculty who bring real industry insights into the classroom, equipping you with both the strategies driving today’s industry and the vision needed to lead tomorrow.
Completely Online. Completely Flexible.
Earn your M.S. in IMC with 10 courses (30 credits) in as little as one year if you pursue the accelerated schedule. How, where and when you do it is completely up to you though. With zero in-person commitments, you can 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 family addition? No problem! It's your degree, on your time. Many of our students complete the program in 18 months to two years.
Customizable Curriculum
We continuously update our electives to ensure the curriculum aligns with the latest industry standards. Choose topics to create your perfect educational experience or focus your degree with specializations in creative strategy, data marketing communications, digital and social media, health care communications, higher education marketing, and public relations leadership.
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 bring their professional experiences into your virtual classroom, serving as both instructors and mentors, and connecting you with valuable resources and networks.
Unbeatable Value
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 that suits your budget and schedule. In a recent survey, more than half of our graduates reported a salary increase of 25% or more since earning their marcom degree.
"The Integrated Marketing Communications program gave me the confidence, skills, and knowledge that I now apply to my current PR and Communications position."
Alyssa Hansrote
Integrated Marketing Communications M.S.
Curriculum
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 five required courses, which provide all students with a solid marketing communications foundation. The degree is enhanced by selecting two "specialty" course options and three 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 410: Introduction to Integrated Marketing Communications, 3 credit hours*
- IMC 511: Marketing Research and Analysis, 3 credit hours
- IMC 512: Audience Insight, 3 credit hours
- IMC 512: Brand Equity Management, 3 credit hours
- IMC 515: Creative Strategy and Execution, 3 credit hours
- IMC 516: Direct & Digital Marketing, 3 credit hours
- IMC 518: Public Relations Concepts and Strategy, 3 credit hours
- IMC 519: Emerging Media and the Market, 3 credit hours
- IMC 536: Integrated Marketing Communication Campaigns, 3 credit hours***
* 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 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.
Video: The IMC Student Experience
Admissions Events
Admissions Requirements and Eligibility
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).
Admissions Process and How to Apply
- Designate your Admission Type and Intended Program as "Masters" and "Integrated Marketing Communications (3746)." 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 Data program, making sure to describe why attending the program will support your career objectives (300-500 words).
- Résumé
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Official Academic Transcripts: Send via postal mail or electronic
delivery directly to: WVU Hub, P.O. Box 6004, Morgantown, WV 26506.
- Email: GraduateAdmissions@mail.wvu.edu
- 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)
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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 Data program occurs two times per year—in the Early Fall (August) and Early Spring (January). The Data 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
Tuition, Fees and Financial Aid
- 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.
Connect with an Admissions Coach
Brynne Myers Admissions Consultant
(304) 293-6278 Brynne.Myers@mail.wvu.edu
Explore Profile Schedule Chat
Careers and Employment
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 events and conferences to provide students and faculty an opportunity to network in-person and explore the latest innovations in the ever-changing IMC landscape.
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.
Career Paths
- Chief Marketing Officer
- Marketing Communications Manager
- Brand Manager
- Content Marketing Manager
- Public Relations Specialist
- Marketing Strategist
- Account Executive
- Product Marketing Manager
- Event Marketing Director