Degree Offered
- Master of Science
Nature of the Program
The Master of Science in Integrated Marketing Communications (IMC) offered by the Reed School of Media and Communications is designed for individuals seeking to advance their expertise in the dynamic field of marketing communications. Rooted in the tradition of academic excellence, this program has gained national recognition for its hands-on, industry-relevant education.
Named the "Outstanding Online Program" by the Online Learning Consortium in 2015 and recognized as a finalist for the PRWeek US Awards 2016 "Education Program of the Year," our IMC program is acclaimed for its innovative approach to online learning. The WVU Board of Governors bestowed upon it the esteemed title of "Program of Excellence" in 2020. Additionally, the program was named to the PRNews Education A-List in 2022 and 2023.
Delivered entirely online, the IMC program offers a highly customizable graduate experience. With a curriculum constantly evolving to reflect industry trends, students are equipped with a solid marketing communications foundation through introductory and core courses. They then have the flexibility to tailor their studies by selecting from a variety of specialty and elective courses, focusing on areas such as Creative Strategy, Data Marketing Communications, Digital and Social Media, Healthcare, Higher Education Marketing, Management, and Public Relations Leadership.
Renowned for their expertise, the instructors in the Integrated Marketing Communications program are esteemed leaders in their respective fields. These scholar-practitioners deliver a finely calibrated blend of academic theory and practical skills, equipping students with immediately applicable knowledge essential for contemporary marketers. Recognizing the professional commitments of its participants, the program is designed to accommodate full-time employment alongside academic pursuits.
All courses are asynchronous, affording students the flexibility to engage at their convenience, irrespective of geographic location. While the program does not mandate on-campus residency, it hosts an optional semi-annual Integrate conference, facilitating in-person networking opportunities for students and faculty alike, while exploring the latest innovations in the dynamic marketing communications landscape.
The MS IMC program culminates with a capstone course where students apply their knowledge to create an IMC campaign for a real-world client, further enhancing their practical skills and industry readiness.
Program Format
The program’s academic year consists of five accelerated terms: Early Fall (August–October), Late Fall (October–December), Early Spring (January–March), Late Spring (March–May) and Summer (May–July). IMC students have the flexibility to tailor their course load to suit their professional and personal obligations. The program can be completed in as little as one year, although most students complete all course requirements in between one and a half to two years.
For those interested in specialized coursework without pursuing a full master's degree, WVU offers online certificate programs in integrated marketing communications, creative strategy, data marketing communications, digital & social media, healthcare marketing, higher education marketing, or public relations leadership.
Admissions for 2025-2026
Admission to the Integrated Marketing Communications online graduate program at West Virginia University is competitive and the total number of available seats for each entry term is limited. Admission to the program is based on a holistic review of each applicant’s academic history, years of relevant professional experience, writing ability and intent (personal statement).
Students may be admitted to the IMC program three times per year, in Early Fall (August), Early Spring (January) and Summer (May). Please contact the program for more information on upcoming admission terms. The IMC program utilizes a rolling admissions process and qualified applicants will be reviewed and admitted as their applications are received.
The Integrated Marketing Communications program utilizes university GPA admission requirements.
Visit the IMC website for comprehensive information about the online graduate program, including faculty bios, curriculum and course information, details on the application and admissions process, and to register for a free online information session.
Major Code: 3746
Degree Requirements
| Code | Title | Hours |
|---|---|---|
| Minimum GPA of 2.75 required. | ||
| Minimum grade of C- required in all courses. | ||
| Core Courses | ||
| IMC 410 | Introduction to Integrated Marketing Communications | 3 |
| IMC 511 | Marketing Research and Analysis | 3 |
| IMC 512 | Audience Insight | 3 |
| IMC 513 | Brand Equity Management | 3 |
| Complete a minimum of two of the following ** | 6 | |
| Creative Strategy and Execution | ||
| Direct & Digital Marketing | ||
| Public Relations Concepts and Strategy | ||
| Emerging Media and the Market | ||
| IMC Elective Courses | ||
| Select at least three IMC courses 500-level and above. | 9 | |
| IMC 536 | Integrated Marketing Communication Campaigns | 3 |
| Total Hours | 30 | |
- *
Students complete the IMC 410 course in their first term in the program. Following successful completion of IMC 410, students are able to take courses in virtually any order, ensuring a fully customized path of study.
- **
IMC students are often admitted to the program with substantial work experience and are able to opt out of the core course that is most reflective of their professional experience. Specifically, PR practitioners are encouraged to opt out of IMC 518, direct marketers are encouraged to opt out of IMC 516, and creative/graphic designers are encouraged to opt out of IMC 515. All students must complete at least two of these courses.
- ***
IMC students are able to take more than 30 credit hours if their personal and/or professional interests require (including additional elective courses or opting to complete all the core courses to ensure a comprehensive graduate experience). However, all additional courses taken must be completed before the student registers for the capstone course (IMC 536).
Upon successful completion of IMC 536 in the student's final term, the student will graduate from the program.
| First Semester | Hours | ||
|---|---|---|---|
| IMC 410 | 3 | ||
| 3 | |||
| Second Semester | Hours | ||
| IMC 511 | 3 | ||
| IMC 512 | 3 | ||
| 6 | |||
| Third Semester | Hours | ||
| IMC 513 | 3 | ||
| Select one of the following: | 3 | ||
| 6 | |||
| Fourth Semester | Hours | ||
| Select one of the following: | 3 | ||
| 3 | |||
| Fifth Semester | Hours | ||
| Select two 500-level or higher IMC courses | 6 | ||
| 6 | |||
| Sixth Semester | Hours | ||
| IMC 536 | 3 | ||
| Select one 500-level or higher IMC course | 3 | ||
| 6 | |||
| Total credit hours: 30 | |||
Areas of Emphasis Offered:
West Virginia University's Integrated Marketing Communications graduate program allows students to specialize with an Area of Emphasis (AOE). These seven specializations broaden a student's knowledge base, making them more competitive in the job market. Included on their academic transcript, an AOE demonstrates expertise in that specific area of specialization.
The IMC program currently offers the following AOEs:
- Creative Strategy
- Data Marketing Communications
- Digital and Social Media
- Healthcare
- Higher Education Marketing
- Management
- Public Relations Leadership
Creative Strategy Area of Emphasis Requirements
The Creative Strategy Area of Emphasis in is intended to prepare Reed College of Media IMC graduate students for careers focusing on the creative aspects of integrated marketing communications planning and execution. Students will engage in course work focused on advanced creative concepts, digital storytelling, visual information design and content creation.
Course Requirements. To satisfy the requirements of the Creativity Area of Emphasis, a student must complete the four required courses below. Three of the courses required for an AOE may also be applied to an IMC student’s elective requirement, with the fourth taken in addition to the general IMC master’s degree requirements. Note that a cumulative GPA of 2.75 is required for graduation from the IMC program. Courses and grades from the Area of Emphasis will be counted towards a student's cumulative GPA (a C- or better is required in courses, with an overall cumulative GPA of 2.75) in the IMC program.
| Code | Title | Hours |
|---|---|---|
| IMC 525 | Advanced Creative Concepts | 3 |
| IMC 534 | Digital Storytelling | 3 |
| IMC 535 | Visual Information Design | 3 |
| IMC 539 | Content Marketing | 3 |
| Total Hours | 12 | |
Data Marketing Communications Area of Emphasis Requirements
The Data Marketing Communications AOE is intended to provide access to data-driven coursework for IMC students whose career aspirations include utilizing available data as part of a greater integrated marketing communications strategy. Students will be exposed to course work focused in overarching data marketing communications strategy, audience segmentation, campaign planning and programmatic media buying, and campaign metrics and assessment.
Course Requirements. To satisfy the requirements of the Data Marketing Communications Area of Emphasis, a student must complete the four required courses below. Three of the courses required for an AOE may also be applied to an IMC student’s elective requirement, with the fourth taken in addition to the general IMC master’s degree requirements. Note, that a cumulative GPA of 2.75 is required for graduation from the IMC program. Courses and grades from the Area of Emphasis will be counted towards a student's cumulative GPA (a C- or better is required in courses, with an overall cumulative GPA of 2.75) in the IMC program.
| Code | Title | Hours |
|---|---|---|
| DMC 460 | Introduction to Data Marketing Communications | 3 |
| DMC 561 | Audience Segmentation | 3 |
| DMC 572 | Campaign Planning & Programmatic Media Buying | 3 |
| DMC 573 | Campaign Metrics and Assessment | 3 |
| Total Hours | 12 | |
* DMC 460 includes a quantitative assessment and is a prerequisite of all remaining DMC coursework.
Digital and Social Media Area of Emphasis Requirements
The Digital and Social Media AOE is intended to prepare IMC students for careers utilizing digital and social media as part of a greater integrated marketing communications strategy. Students will be exposed to course work focused in social media, web metrics and search engine optimization, digital storytelling and video production.
Course Requirements. To satisfy the requirements of the Digital and Social Media Area of Emphasis, a student must complete the four required courses below. Three of the courses required for an AOE may also be applied to an IMC student’s elective requirement, with the fourth taken in addition to the general IMC master’s degree requirements. Note, that a cumulative GPA of 2.75 is required for graduation from the IMC program. Courses and grades from the Area of Emphasis will be counted towards a student's cumulative GPA (a C- or better is required in courses, with an overall cumulative GPA of 2.75) in the IMC program.
| Code | Title | Hours |
|---|---|---|
| IMC 534 | Digital Storytelling | 3 |
| IMC 541 | Social Media and Marketing | 3 |
| IMC 542 | Web Metrics and Search Engine Optimization | 3 |
| IMC 543 | Digital Video Production | 3 |
| Total Hours | 12 | |
Healthcare Area of Emphasis Requirements
The Healthcare AOE is intended to prepare IMC students for careers utilizing digital and social media as part of a greater integrated marketing communications strategy. Students will be exposed to course work focused in social media, web metrics and search engine optimization, digital storytelling and video production.
Course Requirements. To satisfy the requirements of the Healthcare Area of Emphasis, a student must complete the four required courses below. Three of the courses required for an AOE may also be applied to an IMC student’s elective requirement, with the fourth taken in addition to the general IMC master’s degree requirements. Note, that a cumulative GPA of 2.75 is required for graduation from the IMC program. Courses and grades from the Area of Emphasis will be counted towards a student's cumulative GPA (a C- or better is required in courses, with an overall cumulative GPA of 2.75) in the IMC program.
| Code | Title | Hours |
|---|---|---|
| IMC 524 | Cause Marketing | 3 |
| IMC 527 | Healthcare Marketing | 3 |
| IMC 539 | Content Marketing | 3 |
| IMC 546 | Augmented Reality & Virtual Reality in IMC | 3 |
| Total Hours | 12 | |
Higher Education Marketing Area of Emphasis Requirements
The Higher Education Marketing AOE is intended to prepare IMC students for careers utilizing integrated marketing communications strategies for student recruitment and institutional branding initiatives. Students will be exposed to course work focused in higher education marketing, multicultural marketing or diversity and inclusion, content marketing and social media.
Course Requirements. To satisfy the requirements of the Higher Education Area of Emphasis, a student must complete the four required courses below. Three of the courses required for an AOE may also be applied to an IMC student’s elective requirement, with the fourth taken in addition to the general IMC master’s degree requirements. Note, that a cumulative GPA of 2.75 is required for graduation from the IMC program. Courses and grades from the Area of Emphasis will be counted towards a student's cumulative GPA (a C- or better is required in courses, with an overall cumulative GPA of 2.75) in the IMC program.
| Code | Title | Hours |
|---|---|---|
| IMC 539 | Content Marketing | 3 |
| IMC 541 | Social Media and Marketing | 3 |
| IMC 547 | Higher Education Marketing | 3 |
| Select one of the following: | 3 | |
| Multicultural Marketing | ||
| Diversity & Inclusion in IMC | ||
| Total Hours | 12 | |
Management Area of Emphasis Requirements
The Area of Emphasis in Management is intended to prepare IMC students to apply their skills in a traditional business administrative setting. Students will be exposed to course work in leadership, ethic, negotiations and management information systems.
Course Requirements. In order to satisfy the requirements of the Area of Emphasis, a student must complete the required courses below. Note, that a cumulative GPA of 2.75 is required for graduation from the IMC program. The courses and grades from the Area of Emphasis will be counted towards a student's cumulative GPA (a C- or better is required in courses, with an overall cumulative GPA of 2.75) in the IMC program.
| Code | Title | Hours |
|---|---|---|
| Minimum grade of C- is required. | ||
| BADM 622 | Financial Statements Analysis | 3 |
| BADM 623 | Strategy | 3 |
| BADM 644 | Legal Environment and Ethics | 3 |
| Advisor approved business elective | 3 | |
| Total Hours | 12 | |
Public Relations Leadership Area of Emphasis Requirements
The Public Relations Leadership Area of Emphasis in is intended to prepare Reed College of Media IMC graduate students for careers leading the public relations department for a company or running their own PR firm. Students will be exposed to course work focused in applied public relations, crisis communication, internal communications and C-suite leadership.
Course Requirements. To satisfy the requirements of the Public Relations Leadership Area of Emphasis, a student must complete the four required courses below. Three of the courses required for an AOE may also be applied to an IMC student’s elective requirement, with the fourth taken in addition to the general IMC master’s degree requirements. Note, that a cumulative GPA of 2.75 is required for graduation from the IMC program. Courses and grades from the Area of Emphasis will be counted towards a student's cumulative GPA (a C- or better is required in courses, with an overall cumulative GPA of 2.75) in the IMC program.
| Code | Title | Hours |
|---|---|---|
| IMC 528 | Applied Public Relations | 3 |
| IMC 531 | Crisis Communication | 3 |
| IMC 537 | Internal Brand Communication | 3 |
| IMC 648 | Executive Communication & Leadership | 3 |
| Total Hours | 12 | |
Accelerated Bachelor's/Master's Programs
- B.S.J. in Advertising and Public Relations/M.S. in Integrated Marketing Communications
- B.S. in Integrated Marketing Communications/M.S. in Integrated Marketing Communications
- B.S.J. in Journalism/M.S. in Integrated Marketing Communications
- BA in Multidisciplinary Media Studies/M.S. in Integrated Marketing Communications
B.S.J. in Advertising and Public Relations/M.S. in Integrated Marketing Communications
Degree Requirements
| Code | Title | Hours |
|---|---|---|
| University Requirements | 33 | |
| Non-Journalism/Media Requirements | 27 | |
| School of Media and Communications Core Requirements | 12 | |
| Advertising and Public Relations Major Requirements | 48 | |
| M.S. Integrated Marketing Communications Major Requirements | 18 | |
| Total Hours | 138 | |
University Requirements
| Code | Title | Hours |
|---|---|---|
| General Education Foundations (GEF) 1, 2, 3, 4, 5, 6, 7, and 8 (31-37 Credits) | ||
| Outstanding GEF Requirements 1, 2, 6, and 7 | 16 | |
| MDIA 191 | First-Year Seminar | 2 |
| General Electives ** | 15 | |
| Total Hours | 33 | |
Non-Journalism/Media Requirements
| Code | Title | Hours |
|---|---|---|
| POLS 102 | Introduction to American Government | 3 |
| STAT 111 | Understanding Statistics | 3 |
| HIST 153 | Making of Modern America: 1865 to the Present | 3 |
| ECON 200 | Survey of Economics | 3 |
| BCOR 350 | Principles of Marketing | 3 |
| English literature or Creative Writing course | 3 | |
| Two semesters of any foreign language/computer coding course or one language/coding course +study abroad | 6 | |
| Select one of the following: | 3 | |
| Introduction to Psychology | ||
| Introduction to Sociology | ||
| Introduction to Anthropology | ||
| Total Hours | 27 | |
School of Media and Communications Core Requirements
| Code | Title | Hours |
|---|---|---|
| A minimum grade of C- is required in School of Media and Communications Core Requirements. | ||
| MDIA 101 | Media and Society (may fulfill GEF 4) | 3 |
| MDIA 215S | Media Writing (fulfills Writing and Communication Skills Requirement) | 3 |
| MDIA 225S | Media Tools & Applications | 3 |
| MDIA 328 | Media Ethics and Law | 3 |
| Total Hours | 12 | |
Advertising and Public Relations Major Requirements
| Code | Title | Hours |
|---|---|---|
| A minimum grade of C- is required in Advertising and Public Relations Major Requirements. | ||
| ADPR 215 | Introduction to Advertising and Public Relations | 3 |
| ADPR 421S | Advertising & PR Audience Insights & Analysis | 3 |
| Select one of the following capstone courses: | 3 | |
| Martin Hall Agency Experience | ||
| Strategic Communication Campaigns for Public Relations and Advertising | ||
| Required Area of Emphasis (12 credits) | 12 | |
| Select one of the following Areas of Emphasis (details below): | ||
Advertising (ADV) | ||
Public Relations (PR) | ||
| Required Minor * | 15 | |
| IMC 410 | Introduction to Integrated Marketing Communications | 3 |
| IMC 511 | Marketing Research and Analysis | 3 |
| IMC 512 | Audience Insight | 3 |
| IMC 513 | Brand Equity Management | 3 |
| Total Hours | 48 | |
| Code | Title | Hours |
|---|---|---|
| English Literature or Creative Writing Courses | ||
| English Literature | ||
| ENGL 131 | Poetry and Drama | 3 |
| ENGL 132 | Short Story and Novel | 3 |
| ENGL 139 | Contemporary African Literature | 3 |
| ENGL 154 | African American Literature | 3 |
| ENGL 156 | Literature of Native America | 3 |
| ENGL 226 | World Literature | 3 |
| ENGL 232 | Poetry | 3 |
| ENGL 233 | The Short Story | 3 |
| ENGL 234 | Drama | 3 |
| ENGL 235 | Novel | 3 |
| ENGL 236 | The Bible as Literature | 3 |
| ENGL 241 | American Literature 1 | 3 |
| ENGL 242 | American Literature 2 | 3 |
| ENGL 251 | American Folklore and Culture | 3 |
| ENGL 252 | Appalachian Fiction | 3 |
| ENGL 254 | African American Literature | 3 |
| ENGL 257 | Science Fiction and Fantasy | 3 |
| ENGL 258 | Popular American Culture | 3 |
| ENGL 261 | British Literature before 1800 | 3 |
| ENGL 262 | British Literature 2 | 3 |
| ENGL 263 | Shakespeare 1 | 3 |
| ENGL 272 | Modern Literature | 3 |
| ENGL 273 | Contemporary Literature | 3 |
| ENGL 285 | Images of Women in Literature | 3 |
| Creative Writing | ||
| ENGL 111 | Introduction to Creative Writing | 3 |
| ENGL 212 | Creative Writing: Fiction | 3 |
| ENGL 213 | Creative Writing: Poetry | 3 |
| ENGL 214 | Creative Writing: Non-Fiction | 3 |
- *
Minors must have 9 hours of unique coursework. Note that some minors require online coursework for which additional fees apply. Students must complete an officially sanctioned minor outside the School of Media and Communications. However, students may pursue the Sport Communication minor, which is offered jointly by the by the College of Creative Arts and Media and the College of Applied Human Sciences. Students completing a dual-degree are exempt from the requirement to complete a minor. Students should consult their advisor before starting a minor. Some minors require 18 hours of coursework instead of 15 hours.
- **
General Education and Elective Credits can vary - students must have a minimum of 120 credit hours total to complete the degree.
- ***
School of Media and Communications students must take a minimum of 72 credit hours outside of the School of Media and Communications in non journalism/mass communications courses.
M.S. Integrated Marketing Communications Major Requirements
| Code | Title | Hours |
|---|---|---|
| Complete a minimum of two of the following: | 6 | |
| Creative Strategy and Execution | ||
| Direct & Digital Marketing | ||
| Public Relations Concepts and Strategy | ||
| Emerging Media and the Market | ||
| IMC Elective Courses | ||
| Select at least three IMC courses 500-level and above | 9 | |
| IMC 536 | Integrated Marketing Communication Campaigns | 3 |
| Total Hours | 18 | |
Suggested Plan of Study
| First Year | |||
|---|---|---|---|
| Fall | Hours | Spring | Hours |
| ENGL 101 (GEF 1) | 3 | MDIA 215S | 3 |
| MDIA 101 (GEF 4) | 3 | MDIA 225S | 3 |
| MDIA 191 | 2 | Language Course | 3 |
| ADPR 215 | 3 | GEF 2B | 4 |
| Language Course | 3 | Select one of the following: | 3 |
| 14 | 16 | ||
| Second Year | |||
| Fall | Hours | Spring | Hours |
| Select one of the following according to AOE: | 3 | JRL 328 | 3 |
| ENGL 102 | 3 | ||
| STAT 111 (GEF 3) | 3 | ||
| ECON 200 | 3 | Minor Course | 3 |
| Elective | 3 | Elective | 3 |
| Minor Course | 3 | ||
| Elective | 3 | ||
| 15 | 15 | ||
| Third Year | |||
| Fall | Hours | Spring | Hours |
| HIST 153 (GEF 5) | 3 | ENGL Literature or Creative Writing Course | 3 |
| ADPR 421S | 3 | GEF 5 | 3 |
| Select one of the following according to AOE: | 3 | Minor Course | 3 |
ADV Elective | BCOR 350 | 3 | |
| AOE Elective | 3 | ||
| Minor Course | 3 | ||
| AOE Elective | 3 | ||
| 15 | 15 | ||
| Fourth Year | |||
| Fall | Hours | Spring | Hours |
| POLS 102 | 3 | Choose one of the following capstones: | 3 |
| Minor Course | 3 | ||
| GEF 6 | 3 | ||
| IMC 410 | 3 | IMC 511 | 3 |
| IMC 513 | 3 | IMC 512 | 3 |
| GEF 7 | 3 | ||
| Elective | 3 | ||
| 15 | 15 | ||
| Fifth Year | |||
| Fall | Hours | Spring | Hours |
| IMC Electives (1 and 2 of 3) | 6 | IMC Specialty Course (2 of 2) | 3 |
| IMC Specialty Course (1 of 2) | 3 | IMC Elective Course (3 of 3) | 3 |
| IMC 536 | 3 | ||
| 9 | 9 | ||
| Total credit hours: 138 | |||
Students in the ADPR BSJ + IMC MS ABM program can share a total of 12 credits, in IMC 410, IMC 511, IMC 512 and IMC 513 across both their graduate and undergraduate degrees.
B.S. in Integrated Marketing Communications/M.S. in Integrated Marketing Communications
Degree Requirements
| Code | Title | Hours |
|---|---|---|
| University Requirements | 36 | |
| B.S. Integrated Marketing Communications Major Requirements | 84 | |
| M.S. Integrated Marketing Communiations Requirements | 18 | |
| Total Hours | 138 | |
University Requirements
| Code | Title | Hours |
|---|---|---|
| General Education Foundations (GEF) 1, 2, 3, 4, 5, 6, 7, and 8 (31-37 Credits) | ||
| Outstanding GEF Requirements 1, 2, 4, 5, 6, and 7 | 24 | |
| IMC 191 | First-Year Seminar | 2 |
| General Electives | 10 | |
| Total Hours | 36 | |
B.S. Integrated Marketing Communications Major Requirements
| Code | Title | Hours |
|---|---|---|
| A minimum grade of C- is required in Integrated Marketing Communication Major Requirements. | ||
| MDIA 101 | Media and Society | 3 |
| IMC 215 | Principles of Integrated Marketing Communications (IMC) | 3 |
| MDIA 215S | Media Writing | 3 |
| ACCT 201 | Principles of Accounting 1 | 3 |
| STCM 315 | Strategic Advertising and Public Relations Writing | 3 |
| or PR 324S | Public Relations Writing and Applications | |
| BCOR 350 | Principles of Marketing | 3 |
| ADPR 439 | Strategic Social Media | 3 |
| MKTG 330 | Distribution Channels | 3 |
| BCOR 380 | Business Ethics | 3 |
| ECON 225 | Elementary Business and Economics Statistics (GEF 3) | 3 |
| ADPR 421S | Advertising & PR Audience Insights & Analysis | 3 |
| or MKTG 325 | Marketing Research | |
| MKTG 350 | Product and Brand Management | 3 |
| ADPR 450 | Audience Psychology and Behavior | 3 |
| ADV 403 | Media Planning/Strategy | 3 |
| ADV 491 | Professional Field Experience | 3 |
| or PR 491 | Professional Field Experience | |
| or MKTG 491 | Professional Field Experience | |
| MDIA 438 | Branded Content and Narrative | 3 |
| MKTG 400-Level Elective | 3 | |
| IMC 459 | IMC Capstone | 3 |
| BCOR 320 | Legal Environment of Business | 3 |
| IMC 410 | Introduction to Integrated Marketing Communications | 3 |
| IMC 511 | Marketing Research and Analysis | 3 |
| IMC 512 | Audience Insight | 3 |
| IMC 513 | Brand Equity Management | 3 |
| Required Minor * | 15 | |
| Total Hours | 84 | |
- *
Wholly online minors (which must have 9 distinct hours that aren’t applied toward a major requirement) include Agribusiness Management, Child Development, Communication Studies, Criminology, Entertainment Media, Event Planning, Family and Youth, Forensic and Investigative Science, General Business, Health Promotion, History, Hospitality and Tourism Management, Human Services, Infant and Toddler, Music Industry, Political Science, Professional Writing and Editing, Religious Studies, Sport Communication, Sport and Exercise Psychology, Strategic Social Media.
M.S. Integrated Marketing Communications Major Requirements
| Code | Title | Hours |
|---|---|---|
| Complete a minimum of two of the following: | 6 | |
| Creative Strategy and Execution | ||
| Direct & Digital Marketing | ||
| Public Relations Concepts and Strategy | ||
| Emerging Media and the Market | ||
| IMC Elective Courses | ||
| Select at least three IMC courses 500-level and above | 9 | |
| IMC 536 | Integrated Marketing Communication Campaigns | 3 |
| Total Hours | 18 | |
Suggested Plan of Study
| First Year | |||
|---|---|---|---|
| Fall | Hours | Spring | Hours |
| IMC 191 | 2 | ACCT 201 | 3 |
| ENGL 101 (GEF 1) | 3 | MDIA 215S | 3 |
| MDIA 101 (GEF 4) | 3 | GEF 2 | 3 |
| IMC 215 | 3 | Minor Course 1 | 3 |
| Elective | 3 | Elective | 3 |
| Elective | 1 | ||
| 15 | 15 | ||
| Second Year | |||
| Fall | Hours | Spring | Hours |
| ENGL 102 (GEF 1) | 3 | ECON 225 (GEF 3) | 3 |
| BCOR 350 | 3 | ADPR 439 | 3 |
| STCM 315 or PR 324S | 3 | BCOR 380 | 3 |
| GEF 2 | 3 | MKTG 330 | 3 |
| GEF 4 | 3 | Minor Course 2 | 3 |
| 15 | 15 | ||
| Third Year | |||
| Fall | Hours | Spring | Hours |
| ADPR 421S or MKTG 325 | 3 | ADV 403 | 3 |
| MKTG 350 | 3 | MKTG 315 or ADPR 450 | 3 |
| Minor Course 3 | 3 | Minor Course 4 | 3 |
| GEF 5 | 3 | GEF 6 | 3 |
| 400-level MKTG Elective | 3 | Elective | 3 |
| 15 | 15 | ||
| Fourth Year | |||
| Fall | Hours | Spring | Hours |
| ADV 491, PR 491, or MKTG 491 | 3 | IMC 459 | 3 |
| MDIA 438 | 3 | BCOR 320 | 3 |
| Minor Course 5 | 3 | GEF 7 | 3 |
| IMC 410 | 3 | IMC 511 | 3 |
| IMC 513 | 3 | IMC 512 | 3 |
| 15 | 15 | ||
| Fifth Year | |||
| Fall | Hours | Spring | Hours |
| IMC Electives (1 and 2 of 3) | 6 | IMC Specialty Course (2 of 2) | 3 |
| IMC Specialty Course (1 of 2) | 3 | IMC Elective Course (3 of 3) | 3 |
| IMC 536 | 3 | ||
| 9 | 9 | ||
| Total credit hours: 138 | |||
Students in the IMC BS+MS ABM program can share a total of 12 credits, in IMC 410, IMC 511, IMC 512 and IMC 513 across both their graduate and undergraduate degrees.
B.S.J. in Journalism/M.S. in Integrated Marketing Communications
Degree Requirements
| Code | Title | Hours |
|---|---|---|
| University Requirements | 30 | |
| Non-Journalism/Media Requirements | 27 | |
| School of Media and Communications Core Requirements | 12 | |
| Journalism Major Requirements | 51 | |
| M.S. Integrated Marketing Communications Major Requirements | 18 | |
| Total Hours | 138 | |
University Requirements
| Code | Title | Hours |
|---|---|---|
| General Education Foundations (GEF) 1, 2, 3, 4, 5, 6, 7, and 8 (31-37 Credits) | ||
| Outstanding GEF Requirements 1, 2, 6, and 7 | 16 | |
| MDIA 191 | First-Year Seminar | 2 |
| General Electives ** | 12 | |
| Total Hours | 30 | |
Non-Journalism/Media Requirements
| Code | Title | Hours |
|---|---|---|
| POLS 102 | Introduction to American Government | 3 |
| STAT 111 | Understanding Statistics (GEF 3) | 3 |
| HIST 153 | Making of Modern America: 1865 to the Present (GEF 5) | 3 |
| ECON 200 | Survey of Economics | 3 |
| BCOR 350 | Principles of Marketing | 3 |
| English literature or Creative Writing course | 3 | |
| Two semesters of any foreign language/computer coding course or one language/coding course +study abroad | 6 | |
| Select one of the following: | 3 | |
| Introduction to Psychology | ||
| Introduction to Sociology | ||
| Introduction to Anthropology | ||
| Total Hours | 27 | |
School of Media and Communications Core Requirements
| Code | Title | Hours |
|---|---|---|
| A minimum grade of C- is required in School of Media and Communications Core Requirements. | ||
| MDIA 101 | Media and Society (may fulfill GEF 4) | 3 |
| MDIA 215S | Media Writing (fulfills Writing and Communication Skills Requirement) | 3 |
| MDIA 225S | Media Tools & Applications | 3 |
| MDIA 328 | Media Ethics and Law | 3 |
| Total Hours | 12 | |
Journalism Major Requirements
| Code | Title | Hours |
|---|---|---|
| A minimum grade of C- is required in Journalism Major Requirements. | ||
| Select three one-credit-hour JRL skills courses, which include, but are not limited to, the following options: | 3 | |
| Video Editing | ||
| Podcast Producing | ||
| Advanced Video Editing | ||
| Voice Performance for Broadcasting | ||
| Immersive Storytelling: AR/VR | ||
| Take each of the following: | ||
| JRL 318S | Beat Reporting | 3 |
| JRL 319S | Editing and Curation | 3 |
| JRL 341S | Data and Design | 3 |
| JRL 458 | Interactive Media and Audience Building | 3 |
| Select one of the following capstones: | 3 | |
| Experimental Journalism | ||
| Multimedia Storytelling | ||
| Multimedia News Publication | ||
| Advanced Video Reporting and Producing | ||
| Select two advisor-approved "track" electives from the following or from other advisor-approved upper-level JRL electives: | 6 | |
| Advanced Photojournalism | ||
| Advanced Video Storytelling | ||
| Video and Audio News Writing | ||
| Investigative Reporting | ||
| Social Media and Journalism | ||
| Documentary Storytelling | ||
| NOTE: JRL 235S must be taken concurrently with JRL 335 and counts as a required one-credit JRL skills course | ||
| Beginning Video Reporting | ||
| Digital Publication: Social Video | ||
| Special Topics | ||
Upper-Division Journalism (JRL) Courses | ||
| IMC 410 | Introduction to Integrated Marketing Communications | 3 |
| IMC 511 | Marketing Research and Analysis | 3 |
| IMC 512 | Audience Insight | 3 |
| IMC 513 | Brand Equity Management | 3 |
| Required Minor * | 15 | |
| Total Hours | 51 | |
| Code | Title | Hours |
|---|---|---|
| English Literature or Creative Writing Courses | ||
| English Literature | ||
| ENGL 131 | Poetry and Drama | 3 |
| ENGL 132 | Short Story and Novel | 3 |
| ENGL 139 | Contemporary African Literature | 3 |
| ENGL 154 | African American Literature | 3 |
| ENGL 156 | Literature of Native America | 3 |
| ENGL 226 | World Literature | 3 |
| ENGL 232 | Poetry | 3 |
| ENGL 233 | The Short Story | 3 |
| ENGL 234 | Drama | 3 |
| ENGL 235 | Novel | 3 |
| ENGL 236 | The Bible as Literature | 3 |
| ENGL 241 | American Literature 1 | 3 |
| ENGL 242 | American Literature 2 | 3 |
| ENGL 251 | American Folklore and Culture | 3 |
| ENGL 252 | Appalachian Fiction | 3 |
| ENGL 254 | African American Literature | 3 |
| ENGL 257 | Science Fiction and Fantasy | 3 |
| ENGL 258 | Popular American Culture | 3 |
| ENGL 261 | British Literature before 1800 | 3 |
| ENGL 262 | British Literature 2 | 3 |
| ENGL 263 | Shakespeare 1 | 3 |
| ENGL 272 | Modern Literature | 3 |
| ENGL 273 | Contemporary Literature | 3 |
| ENGL 285 | Images of Women in Literature | 3 |
| Creative Writing | ||
| ENGL 111 | Introduction to Creative Writing | 3 |
| ENGL 212 | Creative Writing: Fiction | 3 |
| ENGL 213 | Creative Writing: Poetry | 3 |
| ENGL 214 | Creative Writing: Non-Fiction | 3 |
- *
Students must complete an officially sanctioned minor outside the College of Media. However, students may pursue the Sport Communication minor, which is offered jointly by the College of Creative Arts and Media and the College of Applied Human Sciences. Students completing a dual-degree are exempt from the requirement to complete a minor. Students should consult their advisor before starting a minor. Some minors require 18 hours of coursework instead of 15 hours, and some minor courses are offered online primarily during summer terms.
- **
General Education and Elective Credits can vary - students must have a minimum of 120 credit hours total to complete the degree.
College of Media students must take a minimum of 72 credit hours outside of the College of Media in non journalism/mass communications courses.
M.S. Integrated Marketing Communications Major Requirements
| Code | Title | Hours |
|---|---|---|
| Complete a minimum of two of the following: | 6 | |
| Creative Strategy and Execution | ||
| Direct & Digital Marketing | ||
| Public Relations Concepts and Strategy | ||
| Emerging Media and the Market | ||
| IMC Elective Courses | ||
| Select at least three IMC courses 500-level and above: | 9 | |
| IMC 536 | Integrated Marketing Communication Campaigns | 3 |
| Total Hours | 18 | |
Suggested Plan of Study
| First Year | |||
|---|---|---|---|
| Fall | Hours | Spring | Hours |
| ENGL 101 (GEF 1) | 3 | ENGL Literature or Creative Writing Course | 3 |
| MDIA 101 (GEF 4) | 3 | Language Course | 3 |
| MDIA 215S | 3 | MDIA 225S | 3 |
| MDIA 191 | 2 | Elective | 3 |
| Language Course | 3 | GEF 2B | 4 |
| 14 | 16 | ||
| Second Year | |||
| Fall | Hours | Spring | Hours |
| ENGL 102 (GEF 1) | 3 | JRL 318S | 3 |
| ECON 200 | 3 | HIST 153 (GEF 5) | 3 |
| JRL 319S | 3 | Minor Course | 3 |
| Minor Course | 3 | Elective | 3 |
| Select a one-credit-hour JRL Skills Course | 1 | GEF 6 | 3 |
| Select one of the following: | 3 | Select a one-credit-hour JRL Skills Course | 1 |
| 16 | 16 | ||
| Third Year | |||
| Fall | Hours | Spring | Hours |
| POLS 102 | 3 | BCOR 350 | 3 |
| JRL 328 | 3 | STAT 111 (GEF 3) | 3 |
| Minor Course | 3 | JRL 458 | 3 |
| JRL 341S | 3 | 300- or 400-level JRL "track" Elective | 3 |
| GEF 7 | 3 | Elective | 3 |
| Select a one-credit-hour JRL Skills Course | 1 | ||
| 16 | 15 | ||
| Fourth Year | |||
| Fall | Hours | Spring | Hours |
| 300- or 400-level JRL "track" Elective | 3 | JRL Capstone Course | 3 |
| Minor Course | 3 | Minor Course | 3 |
| IMC 410 | 3 | IMC 511 | 3 |
| IMC 513 | 3 | IMC 512 | 3 |
| Elective | 3 | ||
| 15 | 12 | ||
| Fifth Year | |||
| Fall | Hours | Spring | Hours |
| IMC Electives (1 and 2 of 3) | 6 | IMC Specialty Course (2 of 2) | 3 |
| IMC Specialty Course (1 of 2) | 3 | IMC Elective Course (3 of 3) | 3 |
| IMC 536 | 3 | ||
| 9 | 9 | ||
| Total credit hours: 138 | |||
Students in the IMC BS+MS ABM program can share a total of 12 credits, in IMC 410, IMC 511, IMC 512 and IMC 513 across both their graduate and undergraduate degrees.
BA in Multidisciplinary Media Studies/M.S. in Integrated Marketing Communications
Degree Requirements
| Code | Title | Hours |
|---|---|---|
| University Requirements | 57 | |
| Multidisciplinary Media Studies Major Requirements | 63 | |
| M.S. Integrated Marketing Communications Major Requirements | 18 | |
| Total Hours | 138 | |
University Requirements
| Code | Title | Hours |
|---|---|---|
| General Education Foundations (GEF) 1, 2, 3, 4, 5, 6, 7, and 8 (31-37 Credits) | ||
| Outstanding GEF Requirements 1, 2, 3, 5, 6, 7, and 8 | 31 | |
| First-Year Seminar | 1 | |
| General Electives | 25 | |
| Total Hours | 57 | |
Multidisciplinary Media Studies Major Requirements
| Code | Title | Hours |
|---|---|---|
| Cumulative GPA of 2.0 or higher required. | ||
| MDIA 119 | Reed School Multidisciplinary Orientation | 3 |
| MDIA 485S | Reed School Multidisciplinary Capstone | 3 |
| A grade of C- or higher must be earned in all minor courses. | ||
| Reed School of Media and Communications Minor ** | 15 | |
| Reed School of Media and Communications Minor ** | 15 | |
| Third Minor | 15 | |
| IMC 410 | Introduction to Integrated Marketing Communications | 3 |
| IMC 511 | Marketing Research and Analysis | 3 |
| IMC 512 | Audience Insight | 3 |
| IMC 513 | Brand Equity Management | 3 |
| Total Hours | 63 | |
- *
General Education and Elective Credits can vary - students must have a minimum of 120 earned credit hours total to complete the degree.
- **
Reed School of Media and Communications minors must be selected from the following: Advertising, Entertainment Media, Event Planning, Health Promotion, Interactive Design for Media, Journalism, Public Relations, Sport Communication, Strategic Social Media. Students must complete unique credit hours for each of their minors. Because courses can only be counted toward one minor, students may replace duplicate course requirements within their School of Media and Communications minors with School of Media and Communications core courses (i.e.,MDIA 215S, MDIA 225S, JRL 328).
M.S. Integrated Marketing Communications Major Requirements
| Code | Title | Hours |
|---|---|---|
| Complete a minimum of two of the following: | 6 | |
| Creative Strategy and Execution | ||
| Direct & Digital Marketing | ||
| Public Relations Concepts and Strategy | ||
| Emerging Media and the Market | ||
| IMC Elective Courses | ||
| Select at least three IMC electives at the 500-level or above | 9 | |
| IMC 536 | Integrated Marketing Communication Campaigns | 3 |
| Total Hours | 18 | |
Suggested Plan of Study
| First Year | |||
|---|---|---|---|
| Fall | Hours | Spring | Hours |
| GEF 2A | 4 | ENGL 101 (GEF 1) | 3 |
| GEF 3 | 3 | GEF 6 | 3 |
| GEF 5 | 3 | GEF 7 | 3 |
| First-Year Seminar | 1 | Elective | 3 |
| Electives | 4 | Elective | 3 |
| 15 | 15 | ||
| Second Year | |||
| Fall | Hours | Spring | Hours |
| ENGL 102 (GEF 1) | 3 | GEF2/Elective | 3 |
| MDIA 101 (Media and Society (fulfills GEF 4 and counts toward College of Media Minor I-1)) | 3 | GEF 8 | 3 |
| MDIA 119 | 3 | Minor I-2 | 3 |
| GEF 8 | 3 | Minor II-1 | 3 |
| Elective | 3 | Minor III-1 | 3 |
| 15 | 15 | ||
| Third Year | |||
| Fall | Hours | Spring | Hours |
| GEF 8 | 3 | Minor I-4 | 3 |
| Minor I-3 | 3 | Minor II-3 | 3 |
| Minor II-2 | 3 | Minor III-3 | 3 |
| Minor III-2 | 3 | Electives | 6 |
| Elective | 3 | ||
| 15 | 15 | ||
| Fourth Year | |||
| Fall | Hours | Spring | Hours |
| MDIA 485S | 3 | Minor II-5 | 3 |
| Minor II-4 | 3 | Minor I- 5 | 3 |
| Minor III-4 | 3 | Minor III-5 | 3 |
| IMC 410 | 3 | IMC 511 | 3 |
| IMC 513 | 3 | IMC 512 | 3 |
| 15 | 15 | ||
| Fifth Year | |||
| Fall | Hours | Spring | Hours |
| IMC Electives (1 and 2 of 3) | 6 | IMC Specialty Course (2 of 2) | 3 |
| IMC Specialty Course (1 of 2) | 3 | IMC Elective Course (3 of 3) | 3 |
| IMC 536 | 3 | ||
| 9 | 9 | ||
| Total credit hours: 138 | |||
Note: Some minors may require online course enrollment during Summer terms to complete. Students should check with their advisor about individual minor requirements and expected course availabilities. Additional online course fees apply.
This suggested plan of study assumes three minors requiring 15 unique hours each. Minors that require more than 15 hours can be completed by substituting the extra minor hours in place of elective hours.
Minor courses may not be used to fulfill both a minor requirement and a General Education Foundation requirement, except JRL 101. Minors used as part of the MDS requirements may not be used to complete GEF 8.
Minor courses may not be used to fulfill the requirements for more than one minor. All Reed School of Media and Communications minors and shared college minors must be completed with their own unique hours.
In the event of course overlap between minors, the Writing and Communications Skills Requirement for the Reed School of Media and Communications, JRL 215, may be substituted in place of the overlapped course within one of the minors. When used to fulfill both requirements, the number of credit hours associated with the course will calculate into total earned credit hours only once.
In the event of additional course overlap among minors, JRL 225 (Media Tools & Applications) and/or JRL 328 (Media Law and Ethics) may be used as replacement courses. Other minor course overlaps may be replaced with coursework from the Reed School of Media and Communications at the 200-level or higher, at the approval and discretion of the College.
If completed prior to admission into the program, ADV 215, PR 215, and/or ADPR 215 may be substituted as equivalent 215 coursework within Reed School of Media and Communications minors or shared college minors, at the discretion of the School.
Of total earned credit hours, a minimum of 30 credit hours must be at the 200-level or higher, and an additional minimum of 30 credit hours must be at the 300-level or higher.
A grade of C- or higher must be earned in all major- and minor-required courses.
Students have the option to use elective hours to pursue a fourth minor to complement their studies.
Students in the MDS BA + MS ABM program can share a total of 12 credits, in IMC 410, IMC 511, IMC 512, and IMC 513 across both their graduate and undergraduate degrees.
Major Learning Outcomes
Integrated Marketing Communications
In the WVU IMC program, communications professionals learn to re-align their marketing activities to ensure a constant flow of information to consumers from a variety of media. Upon successful completion of the IMC curriculum, students will be able to:
- Illustrate critical thinking, creativity and innovation in collaboration with colleagues and in the completion of written assignments.
- Demonstrate a global and multicultural awareness in the development and implementation of marketing communications strategies.
- Compare and contrast the benefits and limitations of various qualitative and quantitative research methods relevant to marketing communications.
- Recognize the roles and implications of law and ethics in marketing communications.
- Design and organize marketing communications materials in a professional manner consistent with contemporary industry-specific standards.