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 2025-2026
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 a cumulative 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.
| Code | Title | Hours |
|---|---|---|
| General Education Foundations | ||
| F1 - Composition & Rhetoric | 3-6 | |
| Introduction to Composition and Rhetoric and Composition, Rhetoric, and Research | ||
or ENGL 103 | Accelerated Academic Writing | |
| F2A/F2B - Science & Technology | 4-6 | |
| F3 - Math & Quantitative Reasoning | 3-4 | |
| F4 - Society & Connections | 3 | |
| F5 - Human Inquiry & the Past | 3 | |
| F6 - The Arts & Creativity | 3 | |
| F7 - Global Studies & Diversity | 3 | |
| F8 - Focus (may be satisfied by completion of a minor, double major, or dual degree) | 9 | |
| Total Hours | 31-37 | |
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
| Code | Title | Hours |
|---|---|---|
| University Requirements | 69 | |
| Integrated Marketing Communications Major Requirements | 51 | |
| Total Hours | 120 | |
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, and 7 | 24 | |
| General Electives | 43 | |
| IMC 191 | First-Year Seminar | 2 |
| Total Hours | 69 | |
Integrated Marketing Communications Major Requirements
| Code | Title | Hours |
|---|---|---|
| A minimum grade of C- is required in Integrated Marketing Communication Major Requirements. | ||
| IMC 215 | Principles of Integrated Marketing Communications (IMC) | 3 |
| MDIA 101 | Media and Society | 3 |
| MDIA 215S | Media Writing | 3 |
| STCM 315 | Strategic Advertising and Public Relations Writing | 3 |
| or PR 324S | Public Relations Writing and Applications | |
| Select one of the following (GEF 4): | 3 | |
| Introduction to Psychology | ||
| Introduction to Sociology | ||
| ADPR 421S | Advertising & PR Audience Insights & Analysis | 3 |
| ADPR 439 | Strategic Social Media | 3 |
| ADPR 450 | Audience Psychology and Behavior | 3 |
| ADV 403 | Media Planning/Strategy | 3 |
| BCOR 350 | Principles of Marketing | 3 |
| MDIA 328 | Media Ethics and Law | 3 |
| MDIA 438 | Branded Content and Narrative | 3 |
| BCOR 380 | Business Ethics | 3 |
| IMC 459 | IMC Capstone | 3 |
| Complete one IMC Track of student's choice * | 9 | |
| Total Hours | 51 | |
- *
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
| Code | Title | Hours |
|---|---|---|
| Entertainment Media Track | 9 | |
| Promotion for Entertainment Media | ||
| Entertainment Media Branding | ||
| Entertainment Media Campaigns | ||
| Event Planning Track | 9 | |
| Event Planning | ||
| Event Promotion | ||
| Event Execution | ||
| Health Promotion Track | 9 | |
| Writing for Health Promotion | ||
| Applied Health Promotion | ||
| Health Promotion Campaigns | ||
| Sport Communication Track | 9 | |
| Sport Journalism | ||
| Media Relations In Sport | ||
| IMC for Sport | ||
| Strategic Social Media Track | 9 | |
| Social Media Strategy | ||
| Social Media Applications | ||
| Social Media Campaigns | ||
Suggested Plan of Study
| First Year | |||
|---|---|---|---|
| Fall | Hours | Spring | Hours |
| ENGL 101 (GEF 1) | 3 | MDIA 215S | 3 |
| IMC 215 | 3 | GEF 2 | 3 |
| IMC 191 | 2 | Elective | 3 |
| MDIA 101 (GEF 4) | 3 | Elective | 3 |
| Elective | 3 | Select one of the following (GEF 4): | 3 |
| Elective | 1 | ||
| 15 | 15 | ||
| Second Year | |||
| Fall | Hours | Spring | Hours |
| ENGL 102 (GEF 1) | 3 | ADPR 439 | 3 |
| BCOR 350 | 3 | BCOR 380 | 3 |
| STCM 315 or PR 324S | 3 | GEF 3 | 3 |
| Elective | 3 | IMC Track Course #1 | 3 |
| GEF 2 | 3 | Elective | 3 |
| 15 | 15 | ||
| Third Year | |||
| Fall | Hours | Spring | Hours |
| ADPR 421S | 3 | ADV 403 | 3 |
| GEF 5 | 3 | GEF 6 | 3 |
| IMC Track Course #2 | 3 | ADPR 450 | 3 |
| Elective | 3 | Elective | 3 |
| Elective | 3 | Elective | 3 |
| 15 | 15 | ||
| Fourth Year | |||
| Fall | Hours | Spring | Hours |
| MDIA 438 | 3 | MDIA 328 | 3 |
| IMC Track Course #3 | 3 | IMC 459 | 3 |
| Elective | 3 | GEF 7 | 3 |
| Elective | 3 | Elective | 3 |
| Elective | 3 | Elective | 3 |
| 15 | 15 | ||
| Total credit hours: 120 | |||
Accelerated Bachelor's/Master's Program
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.
Major Learning Outcomes
Integrated Marketing Communications
Graduates of the undergraduate IMC program will:
- Apply critical thinking, creativity and secondary research skills in collaboration with student colleagues and in the completion of written assignments.
- Illustrate an understanding of consumer and business segments and the importance of reaching, serving and engaging diverse publics.
- Demonstrate an understanding of the strategic marketing communications planning process and the importance of a demonstrated return on investment.
- Demonstrate an understanding of the history of media, advertising, marketing and public relations, their complementary roles, and the influence of technology on these professions.
- Know when and how to apply traditional and social media planning and placement buys in support of an organization's goals.
- Be able to evaluate and assess ethical, legal and socially responsible marketing communications decisions.
- Describe the major types of consumer behavior and the stages in the buyer decision process.