- Bachelor of Science
Nature of the Program
The Integrated Marketing and Communications program is a wholly online, interdisciplinary major through two nationally accredited WVU programs: marketing in the Chambers College of Business and Economics and advertising and public relations in the Reed College of Media.
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.
The Integrated Marketing Communications major uses the same undergraduate admission standards for first-time freshmen as West Virginia University (WVU).
Due to Covid-19 – Admission requirements may differ from what is listed on this page. Please review the most up-to-date program admission requirements for the Bachelor of Science in Integrated Marketing Communications major.
General Education Foundations
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.
|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|
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.
|IMC 191 (Minimum grade of C-)||2|
|General Education Requirements|
|GEF 1, 2, 5, 6, and 7||21|
|MDIA 101||Media and Society||3|
|IMC 215||Principles of Integrated Marketing Communications (IMC) (Minimum grade of C-)||3|
|MDIA 215||Media Writing||3|
|ACCT 200||Survey of Accounting||3|
|STCM 315||Strategic Advertising and Public Relations Writing||3|
|or PR 324||Public Relations Writing and Applications|
|PSYC 101||Introduction to Psychology||3|
|or SOCA 101||Introduction to Sociology|
|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 421||Advertising & PR Audience Insights & Analysis||3|
|or MKTG 325||Marketing Research|
|MKTG 350||Product and Price Policies||3|
|ADV 450||Audience Psychology and Behavior||3|
|or MKTG 315||Buyer Behavior|
|ADV 403||Media Planning/Strategy||3|
|ADV 491||Professional Field Experience||3|
|or PR 491||Professional Field Experience|
|or MKTG 491||Professional Field Experience|
|ADPR 438||Branded Content and Narrative||3|
|MKTG 400-Level Elective||3|
|IMC 459||IMC Capstone (Minimum grade of C-)||3|
|BCOR 320||Legal Environment of Business||3|
|Required Minor *||15|
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, Human Services, Infant and Toddler, Music Industry, Political Science, Professional Writing and Editing, Religious Studies, Sport Communication, Sport and Exercise Psychology, Strategic Social Media.
|IMC 191||2||ACCT 200||3|
|ENGL 101 (GEF 1)||3||MDIA 215||3|
|MDIA 101 (GEF 4)||3||GEF 2||3|
|IMC 215||3||Minor Course 1||3|
|ENGL 102 (GEF 1)||3||ECON 225 (GEF 3)||3|
|BCOR 350||3||ADPR 439||3|
|PSYC 101 or SOCA 101||3||BCOR 380||3|
|STCM 315 or PR 324||3||MKTG 330||3|
|GEF 2||3||Minor Course 2||3|
|ADPR 421 or MKTG 325||3||ADV 403||3|
|MKTG 350||3||MKTG 315 or ADV 450||3|
|Minor Course 3||3||Minor Course 4||3|
|GEF 5||3||GEF 6||3|
|ADV 491, PR 491, or MKTG 491||3||IMC 459||3|
|ADPR 438||3||BCOR 320||3|
|Minor Course 5||3||GEF 7||3|
|400-level MKTG Elective||3||Elective||3|
|Total credit hours: 120|
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.
IMC 191. First-Year Seminar. 1-3 Hours.
Engages students in active learning strategies that enable effective transition to college life at WVU. Students will explore school, college and university programs, policies and services relevant to academic success. Provides active learning activities that enable effective transition to the academic environment. Students examine school, college and university programs, policies and services.
IMC 215. Principles of Integrated Marketing Communications (IMC). 3 Hours.
PR: Undergraduate IMC majors only. An introduction to the foundations of integrated marketing communications (IMC) with an emphasis on the promotional components (advertising and public relations) as well as the marketing functions of the IMC planning process.
IMC 410. Introduction to Integrated Marketing Communications. 3 Hours.
Introduces students to the fundamentals of Integrated Marketing Communications (IMC). Students learn and apply the IMC planning process and examine the role of integration to ensure consistency of creative strategy and complementary use of traditional and digital media. Students who go on to the WVU IMC graduate program will not earn graduate credit for both IMC 410 and IMC 610.
IMC 459. IMC Capstone. 3 Hours.
PR: (ADPR 421 or STCM 421 or MKTG 325) with a minimum grade of C-. Students apply knowledge and skills from previous IMC courses to create an Integrated Marketing Communications campaign for a real-world client.
IMC 493. Special Topics. 1-6 Hours.
PR: Consent. Investigation of topics not covered in regularly scheduled courses.