Integrated Marketing Communication

Integrated marketing communication is a strategic communication discipline that draws together advertising, public relations and marketing. As an undergraduate in the IMC program, you will develop competencies in advertising, public relations, event planning, emerging communication technologies, community relations, visual communication and branding.

The integrated marketing communication major will prepare you for a career in advertising and at public relations agencies, consulting firms and in positions requiring strategic communication planning and strategy. The curriculum will provide you with a comprehensive understanding of marketing communication strategies, tactics and tools that help organizations effectively communicate with their target audience(s).

Along the way, you’ll delve into such topics as advertising, public relations, digital marketing, branding, media planning, sales promotion and event management and study such areas as consumer behavior, market research and data analysis, essential skills for developing effective marketing strategies.

 

Program Information

Our IMC program offers a comprehensive understanding of marketing communication strategies, tactics, and tools. Learn to effectively communicate with target audiences, empowering organizations.

Program Type

Major

Degree

Bachelor's

School

McAnulty College and Graduate School of Liberal Arts

Academic Department

Communication and Rhetorical Studies

Duration

4-year

Required Credit Hours

30

A personal connection to learning

“There are so many great professors from Duquesne in communication. They pushed me and encouraged me to form a personal connection to the work that I was doing, and it made it not feel like work and definitely increased the quality of my work.”

—Ian Johnston

Program Requirements

View Catalog
  • COMM 301W History of Communication
  • COMM 494W Communication Ethics
  • COMM 206 Communication in the Marketplace

Select one:

  • COMM 201 Human Communication in a Technological Age
  • COMM 407 or 114 Intercultural Communication
  • COMM 204 Professional Comm. in IMC (recommended)
  • COMM 202 Business & Professional (can be substituted if needed)

Select three:

  • COMM 330 IMC Functions I: PR
  • COMM 333 IMC Functions II: Ad
  • COMM 430 IMC Strategies I: PR
  • COMM 433 IMC Strategies II: Ad
  • COMM 436 IMC: Coordinating Ad & PR
You will select one additional communication elective in consultation with your advisors.

Enhanced Major

You may take up to 15 additional credits for an enhanced major. An enhanced major allows you to supplement the 30-credit major with additional coursework and internships. This option requires consultation with the undergraduate directors.