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Concentration: Integrated Marketing Communication

Integrated Marketing Communication (IMC) Concentration

Students completing the Integrated Marketing Communication concentration will have the knowledge and ability to:

  • Integrate multiple theories and channels ethically to increase campaign impact
  • Use consumer research to apply IMC strategies to develop strong campaigns
  • Identify and analyze problems and provide alternatives for solutions

Hone the skills necessary to execute campaigns that meet your audience's needs. Discover the research and analysis techniques that will give you and your organization the edge over the competition. Through this concentration, you'll learn how to leverage theories, channels, problem-solving skills, and consumer research to develop ethical and meaningful campaigns.

Cleveland is a major media market, anchored by television and radio stations, large public relations and marketing firms, and three professional sports teams. Discover your passion in a city with countless opportunities.

Each year, one graduating senior earns the NBC/JCU "Meet the Press" Fellowship, and serves a nine-month contract with NBC News in Washington, D.C. Learn More.

Concentration Requirements

One male and two female students talking on a bench near the quad in the fall

Students in the Integrated Marketing Communication Concentration are required to complete 27 hours within the concentration, 21 of which must be at the 300/400 level. There are four required elements (research/writing, theory, internship, and capstone) and two electives.

  • Required Courses:

COMM 270 Introduction to IMC

COMM 360 Media Writing

COMM 370 How We Live: Consumer Research

COMM 372 Branding

COMM 472 IMC Campaigns

COMM 497 IMC Capstone: Organizational Communication

COMM 498 Internship

  • Electives

COMM 274 Introduction to Health Communication

COMM 241 Introduction to Video Production

COMM 302 Feature Photography

COMM 344 Media Sales and Marketing

COMM 371 Web & Interactive Design

COMM 373 Sports Promotion & Fan Engagement

COMM 374 Health Campaigns

COMM 375 Communication in Health Setting

COMM 376 Crisis Communication

COMM 411 Persuasion

COMM 473 Non-profit Marketing

COMM 470 Managing New Media: Campaigns & Analytics

COMM 471 Consulting, Training, & Development

COMM 474 Event Planning

Students walking across campus on a spring day


Our graduates have gone on to intern or work at companies such as:

  • American Greetings
  • Cleveland Clinic
  • Cleveland Indians
  • Destination Cleveland
  • Fahlgren Mortine
  • NBC News
  • Playhouse Square
  • PR Newswire
  • Quicken Loans
  • Sherwin-Williams
  • WKYC Ch. 3
  • WOIO Ch. 19/43