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  • Integrated Marketing Communications
WVU Morgantown

Integrated Marketing Communication, B.S.

  • Overview
  • Admissions Requirements
  • Major
  • Accelerated Program
  • Learning Outcomes

Degree Offered

  • Bachelor of Science

Nature of the Program

The Integrated Marketing Communications program is a wholly online major offered by the School of Media and Communications.

This major combines the complementary business and communications fields of advertising, marketing and public relations. As such, students develop an understanding of using traditional, digital/social media and other promotional and marketing techniques to reach and engage consumers and stakeholders. Students will learn about ethical, legal and socially responsible considerations in such efforts and will demonstrate an understanding of research, data, diverse audiences and inclusive practices.

Admissions for 2026-2027

The Integrated Marketing and Communication Program uses the same undergraduate admission standards for first-time freshmen as West Virginia University (WVU).

Visit the WVU undergraduate admissions page for details on general WVU admission.

Students who have completed at least one full-time semester of college work (either at WVU or elsewhere) with a cumulative GPA of 2.0 or higher may also qualify for direct admission into the School of Media and Communications irrespective of standardized test scores.

Students who do not meet either of these criteria will automatically be enrolled in a pre-media major and advised by WVU's Center for Learning, Advising and Student Success (CLASS). Students advised in CLASS may declare a major in the School of Media and Communications once they have earned an overall GPA of 2.0 at WVU. 

For questions contact Aaron Hawley at 304.293.3133 at aaron.hawley@mail.wvu.edu

Major code: 3721

General Education Foundations

Please use this link to view a list of courses that meet each GEF requirement.

NOTE: Some major requirements will fulfill specific GEF requirements. Please see the curriculum requirements listed below for details on which GEFs you will need to select.

Course List
Code Title Hours
General Education Foundations
F1 - Composition & Rhetoric3-6
ENGL 101
& ENGL 102
Introduction to Composition and Rhetoric
and Composition, Rhetoric, and Research
or ENGL 103
Accelerated Academic Writing
F2A/F2B - Science & Technology4-6
F3 - Math & Quantitative Reasoning3-4
F4 - Society & Connections3
F5 - Human Inquiry & the Past3
F6 - The Arts & Creativity3
F7 - Global Studies & Diversity3
F8 - Focus (may be satisfied by completion of a minor, double major, or dual degree)9
Total Hours31-37

Please note that not all of the GEF courses are offered at all campuses. Students should consult with their advisor or academic department regarding the GEF course offerings available at their campus.

Degree Requirements

Course List
Code Title Hours
University Requirements69
Integrated Marketing Communications Major Requirements51
Total Hours120

University Requirements

Course List
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, and 724
General Electives43
IMC 191First-Year Seminar2
Total Hours69

Integrated Marketing Communications Major Requirements

Course List
Code Title Hours
A minimum grade of C- is required in Integrated Marketing Communication Major Requirements.
IMC 215Principles of Integrated Marketing Communications (IMC)3
MDIA 101Media and Society3
MDIA 215SMedia Writing3
STCM 315Strategic Advertising and Public Relations Writing3
or PR 324S Public Relations Writing and Applications
Select one of the following (GEF 4):3
PSYC 101
Introduction to Psychology
SOC 101
Introduction to Sociology
ADPR 421SAdvertising & PR Audience Insights & Analysis3
ADPR 439Strategic Social Media3
ADPR 450Audience Psychology and Behavior3
ADV 403Media Planning/Strategy3
MDIA 328Media Ethics and Law3
MDIA 438Branded Content and Narrative3
PR 410Integrated Marketing Communications for Public Relations3
MDIA 401Making Media in the Digital Age3
IMC 459IMC Capstone3
Complete one IMC Track of student's choice *9
Total Hours51
*

I.M.C. track must be selected from the following: Entertainment Media, Event Planning, Health Promotion, Sport Communication or Strategic Social Media. Students must complete nine unique credit hours to complete their selected track.

I.M.C Tracks

Course List
Code Title Hours
Entertainment Media Track9
PR 431
Promotion for Entertainment Media
PR 432
Entertainment Media Branding
PR 433
Entertainment Media Campaigns
Event Planning Track9
PR 436
Event Planning
PR 437
Event Promotion
PR 438
Event Execution
Health Promotion Track9
JRL 450
Writing for Health Promotion
JRL 452
Applied Health Promotion
JRL 454
Health Promotion Campaigns
Sport Communication Track9
JRL 412
Sport Journalism
MDIA 361
Media Relations In Sport
PR 412
IMC for Sport
Strategic Social Media Track9
JRL 432
Social Media Strategy
JRL 433
Social Media Applications
JRL 434
Social Media Campaigns

Suggested Plan of Study

First Year
FallHoursSpringHours
ENGL 101 (GEF 1)3MDIA 215S3
IMC 2153GEF 23
IMC 1912Elective3
MDIA 101 (GEF 4)3Elective3
Elective3Select one of the following (GEF 4):3
Elective1
PSYC 101
 
 
SOC 101
 
 15 15
Second Year
FallHoursSpringHours
ENGL 102 (GEF 1)3ADPR 4393
STCM 315 or PR 324S3GEF 33
Elective3PR 4103
GEF 23IMC Track Course #13
GEF 53Elective3
 15 15
Third Year
FallHoursSpringHours
ADPR 421S3ADV 4033
IMC Track Course #23GEF 63
MDIA 4013ADPR 4503
Elective3Elective3
Elective3Elective3
 15 15
Fourth Year
FallHoursSpringHours
MDIA 4383MDIA 3283
IMC Track Course #33IMC 4593
Elective3GEF 73
Elective3Elective3
Elective3Elective3
 15 15
Total credit hours: 120

Accelerated Program

  • B.S. Integrated Marketing Communications and M.S. Integrated Marketing Communications

Accelerated Bachelor's/Master's Degree Requirements

Students must fulfill all degree requirements for the B.S. in Integrated Marketing Communications, including earning a minimum grade of C- in Integrated Marketing Communications major requirements. In addition to all the requirements of the M.S. in Integrated Marketing Communications. Students must also meet all the requirements of the ABM. 

ABM Requirements

Course List
Code Title Hours
B.S. Integrated Marketing Communications Major Requirements108
Shared Bachelor's/Master's Coursework12
M.S. Integrated Marketing Communiations Requirements18
Total Hours138


Shared Coursework Curriculum Requirements

Course List
Code Title Hours
IMC 410Introduction to Integrated Marketing Communications3
IMC 511Marketing Research and Analysis3
IMC 512Audience Insight3
IMC 513Brand Equity Management3
Total Hours12


Suggested Plan of Study

First Year
FallHoursSpringHours
IMC 1912ACCT 2013
ENGL 101 (GEF 1)3MDIA 215S3
MDIA 101 (GEF 4)3GEF 23
IMC 2153Minor Course 13
Elective3Elective3
Elective1 
 15 15
Second Year
FallHoursSpringHours
ENGL 102 (GEF 1)3ECON 225 (GEF 3)3
BCOR 3503ADPR 4393
STCM 315 or PR 324S3BCOR 3803
GEF 23MKTG 3303
GEF 43Minor Course 23
 15 15
Third Year
FallHoursSpringHours
ADPR 421S or MKTG 3253ADV 4033
MKTG 3503MKTG 315 or ADPR 4503
Minor Course 33Minor Course 43
GEF 53GEF 63
400-level MKTG Elective3Elective3
 15 15
Fourth Year
FallHoursSpringHours
ADV 491, PR 491, or MKTG 4913IMC 4593
MDIA 4383BCOR 3203
Minor Course 53GEF 73
IMC 4103IMC 5113
IMC 5133IMC 5123
 15 15
Fifth Year
FallHoursSpringHours
IMC Electives (1 and 2 of 3)6IMC Specialty Course (2 of 2)3
IMC Specialty Course (1 of 2)3IMC Elective Course (3 of 3)3
 IMC 5363
 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.

Major Learning Outcomes

Integrated Marketing Communications

Graduates of the undergraduate IMC program will:

  1. Apply critical thinking, creativity and secondary research skills in collaboration with student colleagues and in the completion of written assignments.
  2. Illustrate an understanding of consumer and business segments and the importance of reaching, serving and engaging diverse publics.
  3. Demonstrate an understanding of the strategic marketing communications planning process and the importance of a demonstrated return on investment.
  4. Demonstrate an understanding of the history of media, advertising, marketing and public relations, their complementary roles, and the influence of technology on these professions.
  5. Know when and how to apply traditional and social media planning and placement buys in support of an organization's goals. 
  6. Be able to evaluate and assess ethical, legal and socially responsible marketing communications decisions.
  7. Describe the major types of consumer behavior and the stages in the buyer decision process.
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Morgantown, WV 26506
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