Nov 30, 2024

2021-2022 Graduate Catalog

2021-2022 Graduate Catalog This is not the most recent catalog version; be sure you are viewing the appropriate catalog year.

Integrated Marketing Communications [M.S.]

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Integrate. Coordinate. Communicate. Make brands resonate.

The graduate program in Integrated Marketing Communications (IMC) at Eastern Michigan University engages an interactive approach to serve individuals seeking advanced knowledge, training, and experience in integrating and coordinating all marketing communications messages and vehicles to build brand image and maximize brand value for commercial and not-for-profit organizations.

IMC students study a blend of strategic, creative and digital marketing competencies surrounding IMC campaigns, including audience analysis and insights, marketing communications research and analytics, digital and social media marketing, media tactics, creative briefs, public relations and crisis management, search engine marketing, IMC policy and privacy management and campaign evaluation tools essential to building contemporary brands.

Graduating students will understand and have the ability to apply communication strategies and best practices, catapulting themselves into successful corporate, non-profit, or entrepreneurial careers as chief marketing officer, public relations director, marketing director, media/brand manager, art director, consumer affairs director and other marketing communications positions.

The program is delivered conveniently online to provide “anytime, anywhere” access to courses and materials in a unique 7.5-week class scheduling format. All courses are project-based and heavily applied in nature.

Offered through the College of Business, EMU offers the only fully online IMC degree in the world which is accredited by the AASCB - the Association to Advance Collegiate Schools of Business - a global marker of quality. Twelve courses are required, culminating with a capstone experience in which students prepare a comprehensive IMC plan for a real-world client. Students completing the program earn a Master of Science degree.

Online Education for Out-of-State Students

This program is available online. International applicants should check with International Admissions or program advisor before applying.

Program Admission

Graduate School Application

After reviewing the admission requirements below, please select the appropriate application. The University is transitioning application platforms; pay close attention when selecting the application below.

The program you are applying to may not accept applicants every semester.

For additional information regarding the application process, please see Graduate Admissions or International Admissions.

Admission Requirements

Minimum Graduate School Requirements

A four-year baccalaureate degree from a regionally accredited U.S. institution or an equivalent degree from a non-U.S. institution. In addition, a minimum cumulative undergraduate grade point average of 2.7 on a 4.0 scale, or 3.0 in the last half of the undergraduate program, is required for full admission. Applicants who do not meet minimum admission requirements may be considered for conditional admission. See International Admissions for international applicant requirements.

Applicants must also meet the following program requirements:

Prior Marketing or IMC-related coursework (such as Advertising, Promotional Strategy, Public Relations, etc.) at the undergraduate or graduate level; or professional experience in marketing or IMC-related areas is required. Experience gained from an internship, full or part-time work in IMC -related areas will be considered.
At least a 2.75 cumulative undergraduate GPA.
Submit a résumé of relevant work experience.
Submit an IMC application essay (see below).

Please note: GRE or GMAT scores are not required for admission into the IMC program. However, if you have 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 the 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.

The priority application deadline is May 15. Admitted students will begin coursework in the subsequent fall semester.

Department Information

Marketing | Sufian Qrunfleh, Ph.D., Department Head | 204 Hill Hall, 734.487.3323, sqrunfle@emich.edu

Advisor Information

Graduate Programs Office, 102 Hill Hall, 734.487.4444, cob.graduate@emich.edu

Degree Requirements: 36 hours

Required Courses: 18 hours

Restricted Elective Courses: 18 hours

Students will complete 18 credit hours from the following. Please see an advisor for a list of course offerings.

IMC 605 - Creative Message Strategy 3 hrs
IMC 606 - Media Strategy 3 hrs
IMC 608 - Digital and Direct Marketing 3 hrs
IMC 609 - Public Relations and Crisis Management 3 hrs
IMC 612 - IMC Sales Promotion 3 hrs
IMC 614 - IMC Privacy Policy Management 3 hrs
IMC 616 - Search Engine Marketing 3 hrs
IMC 617 - Social Media Marketing Strategy 3 hrs
IMC 618 - IMC Customer Relationship Marketing 3 hrs
IMC 620 - Business-to-Business Marketing 3 hrs