Specialization in Integrated Marketing Communication
Dr. Sara Kelly
This specialization prepares students to take leadership roles in the management and control of marketing messages within and beyond their organizations. Building on the foundation developed in the core classes, courses in this sequence provide learners with essential skills in the marketing communication process. Students gain mastery in conceiving, planning and distributing integrated marketing content for traditional and new media channels, including blogs, social networks and mobile media. They also learn essential quantitative research skills that enable them to evaluate the effectiveness of communication campaigns.Through coursework and a capstone project, graduates are prepared to fulfill management responsibilities for commercial and not-for-profit marketing efforts, including advertising, public relations, fundraising, and other campaigns.