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West Virginia University - Online
Integrated Marketing Communications Program
Perley Isaac Reed School of Journalism
PO Box 6010
Morgantown, WV 26506


The Online IMC Program at West Virginia University

The Integrated Marketing Communications (IMC) program is the first IMC graduate degree program in the country available exclusively online. The program, offered by the P.I. Reed School of Journalism at West Virginia University, provides students worldwide the opportunity to earn a graduate degree in IMC.

Quick Facts About WVU's IMC Program

  • The MS-IMC program is offered exclusively online. No classroom attendance or residency period is required.
  • All IMC faculty hold master's or doctoral degrees and have significant professional experience in their respective fields.
  • IMC students can earn a master's degree in approximately two years.
  • IMC students are experienced professionals in the marketing communications industry.
  • The IMC program is flexible. Students are able to reduce or take a break from coursework, if needed.
  • The IMC program is offered by the ACEJMC-accredited P.I. Reed School of Journalism at West Virginia University.

So, What Is IMC?

Integrated marketing communications is the process of creating and maintaining profitable relationships with consumers and other important stakeholders by strategically controlling and influencing the communications sent to them, while encouraging meaningful dialogue with them. IMC offers a new way of looking at the entire marketing puzzle, which once was viewed in terms of pieces, such as advertising, sales promotion, direct marketing, public relations, investor relations and employee communications.

Unfortunately, many academic programs continue to treat communications functions separately. For instance, students of public relations may not realize their role as part of a larger promotional effort. Likewise, direct marketing and sales promotion students may neglect to consider brand image, while those in advertising are often focused solely on mass marketing. In today's dynamic business environment, those without a firm understanding of IMC are unable to plan and execute effective marketing programs that create targeted and purposeful communication with key audiences.

Our Students

The IMC program at WVU provides students with the knowledge needed to thrive during this period of dynamic industry change through courses offered exclusively online by industry experts. Students who complete the program are well prepared to make major contributions in the world of integrated marketing communications. The need for sophisticated practitioners of IMC exists throughout consumer and business-to-business firms, financial service companies, publishers, government, non-profits, the arts and the media. Organizations in these fields commonly encourage their employees to enroll in the IMC program and sponsor them once they're admitted. Many also welcome our graduates as new hires.

Approximately ninety percent of current IMC students are employed in full-time positions. They represent virtually every industry and are located in most major markets. In addition to our students, IMC faculty members reside and work in cities and towns across the country. This diversity and ability to attract talent regardless of geography is a unique feature of our program that is extremely valuable to both our students and faculty.

IMC Program Curriculum

The IMC master's degree program includes 39 credit hours earned by completing 13 courses. In addition to 36 hours of required core courses, students select one advanced-level elective in creative strategies, direct marketing, public relations or an IMC seminar option.

The graduate degree program offers courses in the following subject areas:

  • Introduction to IMC (Required Prerequisite Course)
  • Research Methods
  • Audience Behavior
  • Brand Management
  • Media Analysis
  • Creative Strategies
  • Direct Marketing
  • Sales Promotion
  • Public Relations
  • New Media
  • Measurement & Analysis
  • Campaigns (Capstone Course)

Advanced-Level Elective Courses

  • IMC Seminar
  • Advanced Creative Strategies
  • Advanced Direct Marketing
  • Advanced Public Relations