473 Gary Owen Building
300 W. Michigan Avenue
Ypsilanti, MI 48197
Online Master of Science in Integrated Marketing Communications at Eastern Michigan University
A cohesive message. A clear identity. A unified and recognized brand. All are goals central to the success of any organization. Now you can acquire the knowledge and experience needed to lead your firm in planning and directing truly comprehensive integrated marketing campaigns.
Through EMU's Master of Science in Integrated Marketing Communications (IMC) online program, you will gain a solid understanding of how IMC utilizes advertising, sales promotion, public relations, the Internet and direct marketing together as a unified force. You will gain a competitive edge when searching for top jobs in your field, when changing careers or in your ongoing efforts to advance your career with your current employer.
The IMC program at Eastern Michigan University is tailored to the needs of working professionals by offering the anywhere, anytime convenience of an online education. You can continue your present job while progressing through the MS in IMC program at Eastern Michigan University because it is entirely online.
Through our unique five-semester schedule, you are able to earn the MS in IMC degree in 2 years. Twelve courses (36 credits) are required for program completion, culminating with a capstone experience in which you will prepare a cohesive IMC plan for a real-world client.
New cohorts start each Fall and Winter. Applications for the Fall cohorts can be submitted through mid-August.
Successful graduates of the IMC program are able to accomplish the following:
- Identify stakeholders in the IMC process
- Evaluate global influences on IMC decisions
- Build, measure and manage brand equity
- Recognize factors that shape consumer decision-making
- Develop IMC message communication strategies
- Adapt the same message to different vehicles
- Translate marketing objectives into effective media strategies
- Use the Internet and new media to build customer relationships
- Use direct marketing to build customer loyalty as well as acquire new customers
- Use research for creative development and measure the impact of brand communications programs
- Use sales promotion to build traffic, launch new products and build brands
- Develop and assess comprehensive and viable IMC plans
IMC Program Curriculum
Students complete 36 credit hours to earn the MS in IMC degree at EMU. There are five, 8-week sessions each year. The program can be completed within 2 years by taking one course per session for 8 sessions, and 2 courses simultaneously on 2 occasions.
IMC courses include:
- IMC Principles, Strategies and Tactics
- IMC Brand Development
- IMC Audience Behavior
- IMC Marketing Communications Research
- IMC Creative Message Strategy
- IMC Multi-Channel Media Ι
- IMC Multi-Channel Media ΙΙ
- IMC Direct Marketing
- IMC Public Relations
- IMC Sales Promotion
- IMC Ethics, Regulations and Society
- IMC Campaigns
