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Integrated Marketing Communication

Integrated Marketing Communication (IMC) unites advertising and public relations with the overall marketing communication field for ethical strategic communication.

Students learn about the communication processes that establish and identify a “brand” for internal and external publics and how to manage the functions and strategies involved in areas such as

  • communication planning
  • integrated campaign development
  • strategic communication
  • persuasive message development
  • public dialogue
  • crisis communication

Career Fields

Advertising Agencies

  • Account executive
  • Copywriter
  • Media director
  • Art director
  • Computer graphics
  • Media planner or buyer

Strategies: Intern in the creative services and/or client services departments of several diverse agencies; develop a strong portfolio of writing, graphics and ideas; become active in student professional organizations such as Advertising Club and PRSSA; volunteer to develop materials for community and non-profit organizations; work with college magazines, radio and TV; learn to sell your ideas and take feedback and criticism; take a technical writing course; consider a Certificate in Business; learn to manage multiple priorities and deadlines.

Corporate and Industry

  • Brand manager
  • Advertising manager
  • Web site marketing director
  • Social media marketing specialist
  • Promotion coordinator
  • Publications manager
  • Special events coordinator
  • Customer relations representative

Strategies: Intern in marketing/sales departments in business; get experience marketing events on campus and as a volunteer; intern with a promotions or event planning firm; develop excellent communication and negotiation skills; build confidence and assertiveness; cultivate high energy and motivation; join and take leadership roles in student organizations; consider a Certificate in Business.

Public and Media Relations

  • Various roles in a public relations firm
  • Risk and crisis communication for a company or organization
  • Media director for legislative representative or political campaign
  • Event planning and promotions
  • Labor relations in corporation
  • Consumer affairs departments of government agencies

Strategies: Intern in PR in an agency; write copy for press releases for student organizations; develop excellent communication and diplomatic skills; be willing to work under  pressure and at unscheduled times; perfect your public speaking and writing skills; be prepared to speak to “unfriendly” audiences and the press with poise and confidence; cultivate high energy and motivation; join and take leadership roles in student organizations; consider a Certificate in Business.

Government and Non-Profit

  • Government agencies (federal, state, local)
  • Tourism councils and chambers of commerce
  • Community affairs for local governments
  • World affairs, political and non-governmental organizations
  • Researcher for legislators or community action committees
  • Fundraising for non-profits and educational institutions
  • Development director for non-profit

Strategies: Intern with government agencies and/or legislative body; intern in development for non-profit; participate in community action groups; volunteer in publicity and media relations for a political campaign or staffer;  consider a minor or take coursework in Political Science or International Relations; work for election campaigns or legislators; develop strong research and writing skills; build excellent writing and communication skills.