Nov 25, 2024

2022-2023 Graduate Catalog

2022-2023 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 serving 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 Eligibility

The U.S. Federal Government limits the number of online courses international students may enroll in while living in the United States. For this reason, we cannot admit students on F1 visas to fully online programs. Please check with International Admissions to confirm eligibility before applying.
All applicants, please review Online Education for Out-of-State Students to confirm you are eligible to enroll in an online program based in Michigan.

Program Admission

Admit Terms and Deadlines

Students will start the program in the Fall.

The priority application deadline is May 15.

Minimum Graduate School Requirements

For full admission, applicants must have 1) Earned a four-year baccalaureate degree from a regionally accredited U.S. institution or an equivalent degree from a non-U.S. institution, 2) 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. Conditional admission may be available to applicants who do not meet minimum admission requirements.

Program Requirements

Applicants must also meet the following program requirements. Requirements may be more stringent than the minimum graduate school 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 (300-500 words). 1) Please indicate your view of the role of integrated marketing communications at either your current employer or at any organization of your choice. 2) State how you think the knowledge gained from the program at Eastern Michigan University will facilitate the accomplishment of the organization’s objectives.

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.

Application

Your application will be submitted using BusinessCAS, a Centralized Application Service (CAS) hosted by Liaison. After reviewing the admission requirements, please review the application instructions and select the appropriate application below.

Domestic Applicants Domestic applicants are required to submit only the transcript from the institution granting their bachelor’s degree if either of the following criteria is met: 1) Lists 30 or more credit hours with an overall GPA of 3.0 or over OR 2) Lists 60 or more credit hours with an overall GPA between 2.7 and 2.99. Within the application, follow the instructions to submit an official transcript. The University may ask applicants to submit additional transcripts after applying.

International Applicants Before applying, applicants must review the international application/process deadlines at emich.edu/international as they may differ from general program requirements.

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

Department Information

Marketing 204 Hill Hall, 734.487.3323

Sufian Qrunfleh, PhD, Department Head

Advisor Information

Graduate Programs Office, 102 Hill Hall, 734.487.4444

Degree Requirements: 36 hours

Required Courses: 18 hours

IMC 601 Principles, Strategies and Tactics 3 hrs
IMC 602 Brand Development 3 hrs
IMC 603 Consumer Behavior and Insights 3 hrs
IMC 604 Marketing Communications Research and Analytics 3 hrs
IMC 615 IMC Ethics, Regulations and Society 3 hrs
IMC 631 IMC Campaigns 3 hrs

Restricted Elective Courses: 18 hours

Students will complete 18 credit hours from the following. Please see an advisor for a list showing when the courses are offered.

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

Critical Graduation Information

Each graduate student is responsible for fulfilling the requirements or equivalents of the Eastern Michigan University catalog in force at the time of their initial registration or a subsequent catalog, including the one in effect at the time of their graduation.

Master’s degree requirements must be completed within six (6) years of first enrollment in the master’s degree program.

In the event a student does not complete the master’s degree requirements within six years of the date of their original registration, the student may be required to have their credits re-evaluated by the academic department(s) of their degree in keeping with catalog requirements in force during the year of their graduation.

The following are minimum requirements for all master’s degrees awarded by Eastern Michigan University. Some programs require more than the minimum in one or more areas below.

A master’s degree must require a minimum of 30 credit hours.
No more than six credits of independent study courses and no more than 12 credit hours of special topics and independent study courses combined may be applied to a graduate degree.
Residency Requirement:
- For students admitted to master’s degree programs of 36 or fewer required hours, at least 24 new graduate hours beginning the semester of acceptance and enrollment into the degree program must be earned at EMU. The remaining program requirement hours may be met through transfer or prior degree credit (EMU or elsewhere).
- For students admitted to master’s degree programs of 37 or more required hours, at least 30 new graduate hours beginning the semester of acceptance and enrollment into the degree program must be earned at EMU. Minimum degree hours must still be met for graduation. The remaining program requirement hours may be met through transfer or prior degree credit (EMU or elsewhere).
- Residency and enrollment in multiple programs: Students enrolled in multiple master’s/specialist degree programs must have 24 unique credit hours in each degree program.
Only credits from one completed graduate certificate may be applied to a master’s or specialist degree in a relevant field of study, as determined by the Graduate School and with the approval of the degree-granting academic department, and be included in the residency hours above.
Students must maintain a 3.0 cumulative GPA in all graduate-level courses taken at EMU and in their program of study to remain in good academic standing and be eligible for graduation. Students do not need to be registered for classes during the semester of graduation.
The Graduate School does not permit the use of undergraduate courses (499 and below) to meet degree requirements on graduate programs of study.
Some master’s programs require a thesis; others require a special project or internship; others require students to pass a final exam. See the Graduate School website for Thesis and Dissertation Manuals, all forms, and information about research and human subject approval. Every completed thesis or dissertation must be submitted to Digital Commons. Any form of graduate student work submitted to Digital Commons must first be approved by a faculty advisor and the Graduate School.