- Corporate Communication Managers
- Marketing Communication Strategists
- Digital Marketing Manager
- Social Media or Digital Media Manager
- (Digital) PR Manager
- Media Brand Manager
- Campaign Manager
- Creative Director
- Market Research Analyst
- Chief Marketing Officer
- Web Content Manager
- Film Marketing Assistant
- Search Engine Optimization (SEO)/ Search Engine Marketing (SEM) Specialist
Integrated Marketing Communication
- Bachelor of Arts
Side Navigation
The Integrated Marketing Communication
The Integrated Marketing Communication (IMC) major offers you the opportunity to learn how to develop strategic and creative communication campaigns that connect organizations with their audiences. You will explore how advertising, public relations, social media, digital marketing, and other communication tools work together to create consistent and effective messages. Through a combination of creative thinking, strategic planning, research, and data analysis, you’ll develop the skills needed to solve communication challenges and create meaningful campaigns.
You will gain hands-on experience by developing advertising and social media campaigns, creating public relations and marketing strategies, analyzing audience and consumer data, and working on real-world communication challenges. These experiences will allow you to apply the creative, analytical, writing, and strategic communication skills you develop throughout the program.
The IMC program will also prepare you for graduate school and careers in a variety of industries, including the private sector, government, and nonprofit organizations. Graduates may pursue careers in areas such as advertising, public relations, marketing, digital and social media, brand management, and corporate communication.
Undergraduate Programs
Program Highlights
Capstone Project
Students will design a comprehensive creative campaign that allows them to apply the creative, analytical, writing, and strategic communication skills they have developed throughout the program.
Knowledgeable Faculty and Mentorship
With professors who specialize in digital art, communication, psychology, business and marketing, students will be mentored and instructed by a comprehensive network of experts who value collaboration and integration of disciplines.
Careers After Saint Vincent
In today's converged media environment, students pursuing careers in public relations, advertising, corporate communication, and digital marketing must develop the ability to create content across multiple media platforms for diverse audiences. Graduates of the IMC major will gain the knowledge and practical skills needed to strengthen brand recognition, credibility, and audience engagement for private companies, nonprofits, governmental agencies, or even individuals who want to manage their personal brands. Students will develop creative and analytical skills through hands-on, experiential learning opportunities that prepare them for their careers.
IMC graduates will go on to successful careers as:
Faculty Spotlight
“IMC is a comprehensive major that combines creativity, analytics, storytelling, and strategic thinking all in one place. You will graduate as an integrated thinker in the world of communication and its related fields.”
Yara Acaf, Ph.D.
Curriculum Requirements
The integrated marketing communication major is part of the School for Arts, Humanities, and Social Sciences and supported by our core curriculum, where students delve into diverse academic subjects at both foundational and advanced levels to explore how different disciplines connect, fostering deeper self-understanding and proficiency in their chosen field of study.
-
Required Courses
Requirements for a Bachelor of Arts Degree in Integrated Marketing Communication (IMC)
(See core curriculum requirements.)
Students can graduate with an IMC major by taking the 10 required courses (30 credits) and 3 elective courses (9 credits) in the major.
Communication and Media Studies Classes (18 credits):
- CA 110 Introduction to Organizational Communication
- CA 203 Introduction to IMC
- CA 230 Writing for Media
- CA 304 Social Media Strategies
- CA 344 From Data to Story: Communication Analytics
- CA 415/515 Creative Campaigns
Digital Art + Media Courses (6 credits):
- DA 120 Digital Layout & Design
- DA 150 Digital Video Production
- Psychology Courses (3 credits):
- PY 100 Intro to Psychological Science
Marketing Courses (3 credits):
- BA 220 Principles of Marketing
Electives (9 credits):
Students can select 3 classes from the following elective courses- CA 201 Research Methods
- CA 210 Advertising and Popular Culture
- CA 218 Intercultural Communication
- CA 240 Public Relations Strategies
- CA 250 Podcasting & Audio Storytelling
- CA 291 Facts, Persuasion, and Argumentation
- CA 311 Race, Gender, Class & Media
- CA 401 Communication Projects
- BA 330: Advertising and Promotion
- BA 106: Data Visualization
- DA 190 Web Design
- DA 350 Advanced Video Editing
- DA 385 Logo Design
- DS 100 Introduction to Data Science/Analytics
- PY 260 Social Psychology
- PY 309 Learning
-
Key Courses
Social Media Strategies
Focused on the use of social media by professional communicators, this course focuses on understanding consumer interactions with social media, which channels are available for communication and marketing initiatives, how to develop an outcomes-focused social media strategy and how to track effectiveness of social media campaigns. You will also work through an online analytic simulation creating social media copy that drives sales, engagement, and targets specific demographic audiences.
Introduction To IMC
This course aims to introduce you to a comprehensive overview of strategic communication, digital and analytic marketing, creative campaigns, and branding. It covers the broader areas of communication, advertising, marketing, and public relations, for an extensive review of IMC. You will learn how to manage the various phases of campaign development including messaging engineering, market and audience data analysis, creative design, and assessment.
Data Visualization
This course teaches the essential and practical skills necessary to communicate information about data clearly and effectively through graphical means. Rendering data clearly and effectively with appropriate visual analytics reduces the time required to achieve understanding and helps in managing the ever-growing amount of available digital data. You will learn to combine visualization theory with modern data visualization software to create a wide range of graphics and dashboards, both static and interactive.
Resources and Facilities
-
The Writing Center
The Saint Vincent College Writing Center helps students become confident, independent writers through personalized support at every stage of the writing process. Students can also become writing tutors, gaining valuable experience while assisting their peers. Rooted in Benedictine Hallmarks, the center fosters a welcoming and constructive environment that celebrates individuality and collaboration.
-
The Digital Art and Media Lab
Located in Prep Hall, the Digital Art and Media Lab features 18 Macs equipped with Adobe Creative Suite (InDesign, Illustrator, Photoshop) necessary for video production and print design and production.
-
Prep 219
Prep 219 is a collaborative, creative, and welcoming space in Prep Hall where students can meet, exchange ideas, and work on academic and creative projects. Designed to encourage both collaboration and individual productivity, the space includes a conference-style table with a large display for presentations and group work, movable whiteboards for brainstorming, and individual seating for focused work. Located adjacent to the Communication and Media Studies (CAMS) faculty offices, the space offers students convenient access to faculty while serving as a hub for creativity and community within the department.
Learning Outcomes
- Apply research methodologies and strategic frameworks to design data-driven integrated marketing communication campaigns.
- Develop and articulate a cohesive brand identity across print, digital, advertising, and public relations platforms using integrated communication strategies.
- Construct persuasive, inclusive, and ethically grounded communication materials tailored to target stakeholders and responsive to cultural and societal contexts.
- Evaluate campaign effectiveness by analyzing key performance indicators across multiple communication platforms and channels.
Our Faculty
Professor | Department Chair
Communication
724-805-2821 | Prep Hall 210
