MSC-IMKC - Integrated Marketing Communication
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Formal Title
Integrated Marketing Communication
Degree Type
Master of Science
Overview
The Master of Science in Communication with a concentration in Integrated Marketing Communication develops the specific areas of public relations, promotions, and interpersonal communications into a coordinated program of total communications. Students learn how to help organizations build their brand by analyzing and developing target audiences, advertising, sales promotions, publicity, direct marketing, event sponsorship, and effective use of the Internet.
Learn about our other Communications Concentrations:
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Goal 1: Communication: Interdisciplinary Approaches
Objective
Upon completion of the major program of study in Communication, students will be able to: demonstrate an understanding of the interdisciplinary nature of the communication field; gain knowledge of new technologies and their impact on the field; critically decipher and reflect on media messages; describe the communication challenges in professional practice; describe the ethical/professional dilemmas that arise in the field
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Goal 2: Leadership Communication Skills
Objective
Upon completion of the major program of study in Communication, students will be able to: describe and define leadership; identify their own leadership styles; apply theory to practice in their decision making process
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Goal 3: Intercultural and Global Knowledge
Objective
Upon completion of the major program of study in Communication, students will be able to: demonstrate an understanding and appreciation for similarities and differences between cultures; describe and define the impact this has on the communication and media environments
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Goal 4: Research
Objective
Upon completion of the major program of study in Communication, students will be able to: conduct original research in the communication field; apply communication theories to their research; write an original research paper; write in the different communication styles relevant to their area of concentration