The IMC master’s degree provides a foundation in social science models that will help you understand how people think and feel and what motivates them to act. Just as models of the natural world help us to understand the universe, models of consumer behavior and effective communication help us to connect with a target audience.
As you progress, you gain a strategic mindset for brand building and learn how to integrate touchpoints to forge strong connections between people and organizations. This multi-discipline approach to communications and media combines creative skills and research knowledge that is necessary to be effective in strategic communications leadership. Because of the program’s holistic approach and theoretical foundation, you learn to anticipate trends and take advantage of new developments for years to come.
When you join the program, you will learn elements of IMC. They include consumer behavior, visual design, applied research methods, and brand strategy to culminate in a capstone course that emphasizes campaign strategy.
Elective courses explore many topics, including social media analytics, interactive design, account planning, content marketing, multimedia storytelling, and multicultural issues in IMC.
View the IMC Graduate Program Curriculum here
Core Courses
Principles of IMC
3 Credit Hours
You will learn about IMC principles and understand the campaign process. This overview course serves as a gateway to other courses in the program.
Course Number: IMC 501
Design and Visual Thinking
3 Credit Hours
You will take a hands-on approach to learning the language and practice of visual design in integrated marketing communication.
Course Number: IMC 521
Consumer Research and Insights
3 Credit Hours
You will understand essential concepts in IMC research and how to apply them to campaigns. This course serves as a springboard for other courses in applied research methods.
Course Number: IMC 531
Consumer/Target Behavior
3 Credit Hours
You will understand the science of influence and how it applies to strategies and tactics in integrated marketing communication.
Course Number: IMC 541
Brand and Relationship Strategies
3 Credit Hours
You will learn to think critically about the role that a brand plays in effective strategies.
Course Number: IMC 551
Advanced Integrated Marketing Communication Campaigns
3 Credit Hours – Final Course
In this capstone course, you will apply theory, strategy, and skills in integrated marketing communication to develop a campaign.
Course Number: IMC 559
Elective Courses
Special Problems in IMC
Topics in this course vary, but past topics include hands-on approaches to survey methods and copy testing.
Course Number: IMC 509
Content Marketing
You will examine how to create and distribute media content that a specific market target values. You will also understand the role of content marketing can play as part of a larger IMC strategy.
Course Number: IMC 512
Designing Interactivity
In this introduction to experience design, you will learn HTML5 structure and the Document Object Model, basic JQuery, basic Web architecture, and the theories that underlie effective experience design.
Course Number: IMC 524
International and Multicultural IMC
You will understand variations in values and lifestyles of consumers in the United States and internationally and think critically about how they apply to IMC decisions.
Course Number: IMC 546
Advanced Media Strategy & Analysis
In this detailed survey of media planning and buying, you will learn ways to set up and evaluate an effective advertising plan.
Course Number: IMC 552
Strategic Communication Planning
In this introduction to experience design, you will learn HTML5 structure and the Document Object Model, basic JQuery, basic Web architecture, and the theories that underlie effective experience design.
Course Number: IMC 533
IMC 561: Creative Development and Direction
You will learn the creative process and apply it to meeting IMC objectives.
Course Number: IMC 561
IMC 562: Crisis Communication
You will learn how to prepare for a crisis before it happens and examine communication approaches to dealing with crises.
Couse Number: IMC 562
IMC 563: Reputation Management
This course covers public relations as a key component of integrated marketing communications, interacting with other disciplines to manage a client’s reputation among all publics and stakeholders.
Course Number: IMC 563
Internet and Mobile Media
You will think critically about the function of the social media in IMC. You will also gain advanced hands-on experience in media analytics.
Course number: IMC 571
Direct and Database Marketing
In this hands-on course, you will understand how to target a market segment, develop effective content, and assess a campaign’s effectiveness.
Course Number: IMC 572
Topics in IMC II
Intensive exploration of special topics that enhance and complement integrated marketing communications studies, including trends, multicultural issues, technology, emerging media, data analysis, crisis communication, case studies, leadership topics, strategic planning, diversity, etc. May also include developing and/or implementing IMC programs for businesses and other organizations.
Course Number: IMC 580
Collegiate Sports Promotion
Collegiate sports promotion opens students’ minds to why the college sports industry has become a multibillion-dollar business with a unique look at the NCAA, conferences, bowl games, NCAA Tournament, IMG College, IMG Collegiate Licensing, Ole Miss Athletics, sports media, and corporate involvement. Due to the status and importance in people’s lives, college sports is considered a profitable and sustainable marketing source now utilized by virtually every industry.
Course Number: IMC 584
Health Communication
You will think critically about best practices in health promotion, behavior change campaigns, and health journalism.
Course Number: IMC 585
Foundations of Sports
This course provides you an overview of the sports industry, with in-depth looks at collegiate and professional sports, sports media, athlete representation, and corporate involvement.
Course Number: IMC 586
Sports Promotion
You will focus on effective strategies and tactics in integrated marketing communication for the sports industry.
Course Number: IMC 587
IMC Explorations I
This course focuses on covering emerging issues or specialized content related to the broad fields of integrated marketing communication.
Course Number: IMC 591
IMC Explorations II
This course focuses on covering emerging issues or specialized content related to the broad fields of integrated marketing communication.
Course Number: IMC 592
Graduate Directed Study
This is a directed independent study for the integrated marketing communications graduate program.
Course Number: IMC 599
Media Leadership
You will explore challenges for effective leadership in the media industry, including changes related to technology, business models, and regulation.
Course Number: IMC 573
Multimedia Storytelling I
You will gain knowledge and practice in integrating graphics, multimedia, and interactive elements to tell a compelling story.
Course Number: Jour 590
Multimedia Storytelling II
In this project-based course, you will gain in-depth experience in working with digital media.
Course Number: Jour 610
Communications Law
You will understand and apply law and regulations in areas such as copyright, trademark, and patents as they relate to decision making in integrated marketing communication.
Course Number: JOUR 571
Public Opinion and the Mass Media
You will learn the theory and practice of measuring and influencing public opinion through reading, discussion, and practice.
Course Number: Jour 574
Problems in Public Opinion
Through a directed project, you will refine your capabilities in measuring and analyzing public opinion.
Course Number: Jour 653
Narrative Journalism
This in-depth, non-fiction narrative writing course for print, radio and online media consists of features, profiles, personal essays, travel writing and sports analysis. You will consider the practice of narrative journalism in the context of American journalism-literary history and in the context of daily news, giving you an expansive platform to explore topics of interest.
Course Number: Jour 668
Mass Media Ethics and Social Issues
You will formulate and discuss professional ethics for media practitioners. You will also analyze forces that affect the way media function in society.
Course Number: Jour 575
Research in Mass Communications
You will learn methods for gathering and evaluating information in the field of mass communication.
Course Number: Jour 651
Seminar in Mass Communication Theory
You will gain an understanding of the prominent theories that guide the field of mass communication.
Course Number: Jour 652
Please refer to the Graduate Catalog for official course descriptions.