IMC Paths
Executive-Level Communications
The executive-level communications path prepares students to create and implement strategic communications that inform, persuade, and promote goodwill both inside and outside an organization. With a focus on organizational theory and human resources, students explore communication practices that achieve organizational goals, inspire employees and clients, create transparency, and support overall strategy.
In addition to meeting the common core requirements for the degree, students pursuing a BSBA degree with an IMC major focused in Executive-Level Communications are required to take the following courses:
36 Credits
COM254 – Principles of Integrated Marketing Communications
COM264 – Graphic and Creative Design
COM344 – Organizational Communication
COM347 – Corporate Communication
ENG230 – Media Writing
MGT300 – Public Relations
MGT312 – Human Resource Management
MGT412 – Organizational Theory and Behavior
MKT365 – Digital Media Management
MKT460 – Marketing Research
MKT480 – Marketing Strategies
MKT495 – Marketing Internship
Plus 15 hours of tailored electives.
In today’s digital age, marketing products to consumers involves a multitude of selling channels and communication methods. Students in the strategic marketing path learn how to optimize analytics and metrics to sell a product to the right person, at the right time, and at the right price. Through study in advertising and consumer behavior, you will understand your customer’s needs and develop marketing strategies to meet those needs at a profit.
In addition to meeting the common core requirements for the degree, students pursuing a BSBA degree with an IMC major focused in Strategic Marketing are required to take the following courses:
33 Credits
COM254 – Principles of Integrated Marketing Communications
COM264 – Graphic and Creative Design
COM374 – Corporate Communication
ENG230 – Media Writing
MKT340 – Consumer Behavior
MKT365 – Digital Media Management
MKT370 – Advertising Strategies and Sales Promotion
MKT420 – International Marketing
MKT460 – Marketing Research
MKT480 – Marketing Strategies
MKT495 – Marketing Internship
Plus 15 hours of tailored electives.
Social media and other new media have revolutionized how marketing and communication flow in the marketplace. Students in this path will learn how emerging media has impacted the success of large and small organizations alike and can be used to listen to and engage with audiences. Companies, entrepreneurs, athletes, musicians, and others build valuable brand names by personally connecting and communicating on media platforms.
In addition to meeting the common core requirements for the degree, students pursuing a BSBA degree with an IMC major focused in Emerging Media & Social Media are required to take the following courses:
33 Credits
COM254 – Principles of Integrated Marketing Communications
COM264 – Graphic and Creative Design
COM374 – Corporate Communication
ENG230 – Media Writing
MKT345 – E-Commerce
MKT365 – Digital Media Management
MKT375 – Social and Mobile Media Branding
MKT460 – Marketing Research
MKT465 – Marketing Analytics
MKT480 – Marketing Strategies
MKT495 – Marketing Internship
Plus 15 hours of tailored electives.
Especially in the digital age, creative talents are needed more and more in all fields. Students in the creative communications path learn the best storytelling techniques across many different media platforms. And it all starts with mastering the basic objectives of communication, like writing engaging copy, understanding design principles, and using the best communications channel for the right audience at the right time.
In addition to meeting the common core requirements for the degree, students pursuing a BSBA degree with an IMC major focused in Creative Communications are required to take the following courses:
33 Credits
CIS340 – Web Design for E-Commerce
COM254 – Principles of Integrated Marketing Communications
COM264 – Graphic and Creative Design
COM374 – Corporate Communication
COM384 – Digital Content Writing
ENG230 – Media Writing
ENG420 – Publication Design and Editing
MKT365 – Digital Media Management
MKT460 – Marketing Research
MKT480 – Marketing Strategies
MKT495 – Marketing Internship
Plus 15 hours of tailored electives.
