Jul 19, 2019  
2013-2014 Graduate Catalog 

Master of Science in Integrated Marketing Communications (IMC)

Director: Michelle Henry
404 Owen
Phone: 734.487.4444

The M.S. IMC program will be conducted exclusively online. Twelve rigorous three-credit courses will be required, culminating with a capstone experience in which students prepare a cohesive IMC plan for a real-world client.

Goal and Objectives

  1. Develop a foundation amongst students for identifying stakeholders; learning the strengths, weaknesses and applications of each communications vehicle; and for competency in preparing cohesive IMC plans.

  2. Achieve an understanding of the primary role of IMC as the key to building brand image and brand equity.

  3. Prepare graduates of the IMC program to be able to:

    1. Identify all stakeholders as an early step in the IMC process;

    2. Identify the situations when each functional area of IMC can be effectively utilized;

    3. Discuss various factors in the global environment and how they influence IMC decisions;

    4. Explain how brand equity is built, measured and managed;

    5. Identify the factors that shape consumer decision making;

    6. Plan IMC message communications strategies;

    7. Explain the meaning of developing the same message across different vehicles;

    8. Demonstrate how marketing objectives are translated into effective media strategies;

    9. Explain how the Internet and other new media vehicles can be used to build customer relationships;

    10. Discuss the roles of direct marketing in acquiring and retaining customers and building loyalty;

    11. Explain how to measure the results of a direct marketing campaign;

    12. Discuss how to use research for creative development and measuring the impact of the brand communications programs;

    13. Explain the applications of sales promotion to build traffic, launch new products and build brands;

    14. Identify the ethical and regulatory issues surrounding IMC;

    15. Develop evaluative standards to determine success/failure of any given IMC campaign;

    16. Develop a comprehensive and viable IMC plan for a real-world profit or nonprofit organization.

  4. Be research-oriented and gain respect for developing knowledge in this discipline.

  5. Reinforce the theme of developing innovative, applied and global programs.



Admission to the IMC program is selective and highly competitive.

Applicants are expected to have a minimum of two years of relevant professional work experience, (not including internships), and at least a 2.75 cumulative undergraduate GPA. In addition, applicants’ writing ability will be assessed via the response to the IMC essay question.

How to Apply


  1. Complete the Graduate School application.
  2. Hold a U.S. equivalent bachelor’s degree from an accredited university.
  3. A minimum of two years of full-time, professional work experience in the marketing/communications field. Seasonal positions, internships, and student worker jobs are not considered professional experience for IMC program admission.
  4. at least a 2.75 cumulative undergraduate GPA.
  5. Submit official transcripts from every undergraduate institution attended.
  6. Submit a résumé of relevant work experience.
  7. Submit an IMC application essay (see below).
  8. Submit two professional letters of recommendation.
  9. Applicants whose native language is not English must demonstrate English language proficiency by submitting an official score report from either the Test of English as a Foreign Language (TOEFL), International English Language Test System (IELTS), or the Michigan English Language Assessment Battery (MELAB). Scores must be sent by the testing service directly to the University.

Please note: GRE or GMAT scores are not required for admission into the IMC program. However, if you’ve taken one of the exams you may choose to submit scores as they may enhance an applicant’s review.

IMC Application Essay

Please indicate your view of the role of integrated marketing communications at either your current employer or at any organization of your choice.

State how you think knowledge gained from the program at Eastern Michigan University will facilitate the accomplishment of the organization’s objectives. The essay should be 300–500 words.


You can apply online or by submitting your printed application, résumé, transcripts, essay and application fee to:

Office of Admissions

Eastern Michigan University

P.O. Box 970 Ypsilanti, MI 48197-7621

Please note: If you apply online you may submit your essay and résumé either by mail to the address above or via e-mail to documents_admissions@emich.edu. All undergraduate transcripts should be mailed to the address above.