Bachelor of Arts in Integrated Marketing Communications Program Pages

Bachelor of Arts
in Integrated Marketing
Communications

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Home » Programs » Bachelor of Arts in Integrated Marketing Communications

Program Overview

Develop an understanding of traditional marketing elements, including advertising, sales promotion, public relations, direct marketing, and more with the Bachelor of Arts in Integrated Marketing Communication. You’ll discover the magic of integrating these different elements to deliver a powerful and unified message in support of an organization or its products. By using the latest communication technologies and applying integrated marketing fundamentals, you’ll be equipped to develop effective marketing programs that deliver meaningful and measurable results.

The Bachelor of Arts in Marketing program prepares you for a variety of careers in marketing, sales, advertising, fundraising, public relations, and other persuasive fields. It combines a business degree with advanced communication skills for traditional and Web 2.0 platforms, teaching you to develop multi-platform, multi-public message dissemination plans.

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Course Details

Course Listing

Prerequisites for the Major

  • 2 courses; 9.0 quarter units

Course Name

An introductory course on the written academic discourse patterns required for college-level writing. Emphasizing essay-length compositions, the course covers critical reading, thesis formation, essay organization, and basic revision techniques.

This course is the introduction to contemporary marketing theory and practice in both the local and global marketplace. Basic concepts of marketing are examined with an emphasis on marketing positioning, segmentation and targeting as well as product development and distribution.

Core Requirements

  • 16 courses; 72 quarter units

Course Name

PrerequisiteENG 102

Looks at communication across cultures and considers how culture influences communication. Focuses on the dynamics of cross-cultural face-to-face interaction, conflict styles across cultures, societal influences on ethnocentrism and racism, cultural value orientations, non-verbal dimensions of communication, language interaction, stereotypes, relationship development, and cultural adaptation.

PrerequisiteENG 102

Examines communication technologies and their effects on society. Looks at the history of such systems: how they emerged, diffused, and evolved. Covers current systems, with an emphasis on how the Internet and other new platforms are changing media, education, business, and politics around the world.

PrerequisiteENG 102; COM 402 and MKT 302A, or COM 315

IMC allows organizations to plan and implement unified communication campaigns using traditional and new media. They can use these multiple media platforms to reach multiple audiences and publics, leveraging their assets to develop more efficient and effective efforts. Through case analysis, students learn how leading organizations use the principles of IMC. Hands-on projects give learners the experience and confidence they need in the workplace.

PrerequisiteENG 102

Examines critical thinking and ethics, and their application to academic, personal, and professional situations. Covers systems of logical reasoning, critical analysis, and evaluation of message content, including supporting evidence, and logical fallacies. Discusses the morality and ramifications of decision-making in media industries.

PrerequisiteENG 102

Introduces learners to the principles, functions, and practices of social influence. Examines how to influence others’ attitudes, beliefs, opinions, values, and behaviors through communication. Explores scientifically established principles of persuasion that are used in contemporary media.

PrerequisiteENG 102

Explores professional speaking and presentations. Identifies and provides practice of theory and skills used in advanced speaking. Teaches creation and integration of text, graphics, audio, and video into presentations. Offers hands-on experience applying theory and methods to create professional presentations.

PrerequisiteMKT 302A

An introduction to the cultural environment of global markets, including such topics as cultural dynamics, management styles, and political and legal environments. Students learn how to assess global marketing opportunities as well as develop and implement strategies to capitalize on those opportunities.

PrerequisiteMKT 302A

A course that gives the student an overview and practical application of contemporary methods for gathering, analyzing, and preparing market research for use in marketing decision making. It focuses on defining organizational information needs and designing appropriate research methods to obtain it. Specific topic areas include qualitative and quantitative research methods, secondary research, internal market intelligence systems, and data analysis.

Every step of online transactions should be considered with security in mind. Accessing the organizations’ data requires operators to apply the proper security and privacy while the data is stored, transmitted, accessed and when it is worked on. Work with confidential data involves strong ethical practices to be aware of security breaches and how to mitigate threats.

Performance Management (PM) and Supply Chain Management (SCM) require metrics and indicators to measure value, weaknesses and opportunities through business intelligence. Using data to set objectives and measure the internal and external performances through analytics has been a proven method to business success. Business analytics provide a proactive approach to identify and solve problems before it takes place. Data improvement, data quality assessment, data cleansing and normalization, methods and process improvements will be discussed.

New technologies have opened new arenas in prediction and marketing. Subjects of predictive analytics topics and its role in enterprise marketing will be discussed. The course applies predictive analytic tools to derive the organization’s strategic direction. Market and product analysis will be used to illustrate the development process. Results will be drawn from actual predictive analytics applications and interpreted in the context of business impact.

PrerequisiteMKT 302A

This course examines services marketing as distinct and separate from product marketing. Discussions focus on the theory and practice of designing and developing service marketing strategies for segmented populations. Emphasis is placed on positioning various types of services through added value and immediate response using technology to communicate effectively in a global market.

PrerequisiteCOM 334

Synthesizes principles and strategies used to develop PR and integrated advertising messages used in the planning and implementation of communication campaigns. Focuses on analyzing markets, clients, products, and audiences and on creative copywriting and art direction. Provides training in how to develop campaign plans in traditional and digital media.

PrerequisiteCOM 441

Create and integrate campaign materials and media assets for a complete public relations or advertising campaign to be delivered across multiple media platforms. Materials produced include print, graphic, video, and other digital assets. Provides hands-on experience presenting a creative plan to a potential client.

PrerequisiteCOM 442

Apply and integrate new tools and techniques to design, create, and implement interactive communication programs and campaigns. Focuses on delivery through Social Media, location-based messaging, and personal mobile devices. Offers hands-on experience producing multimedia and mobile content.

PrerequisiteCompletion of 31.5 quarter units of upper-division core requirements; MKT 302A

This course aims to synthesize the marketing knowledge gained through various core courses required in the program. This will include integration of the program learning outcomes through research project.

Degree and Course Requirements

To receive a Bachelor of Arts in Integrated Marketing Communication, students must complete at least 180 quarter units as articulated below, 45 of which must be completed in residence at National University, 76.5 of which must be completed at the upper-division level, and a minimum of 69 units of the University General Education requirements. In the absence of transfer credit, additional general electives may be necessary to satisfy total units for the degree. The following courses are specific degree requirements. All students receiving an undergraduate degree in Nevada are required by State Law to complete a course in Nevada Constitution.

Program Learning Outcomes

  • Demonstrate effective communication skills consistent with a professional marketing environment.
  • Develop a strategic communication program, gathering and utilizing data from the conduct of appropriate market research.
  • Evaluate global marketing strategies for products and services, utilizing contemporary buyer behavior.
  • Apply persuasion theory to the development of media messages.
  • Develop multi-platform, multi-public message dissemination plans.
  • Integrate program content to develop a basic marketing plan that contains all essential elements, including ethical considerations.

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Program Disclosure

Successful completion and attainment of National University degrees do not lead to automatic or immediate licensure, employment, or certification in any state/country. The University cannot guarantee that any professional organization or business will accept a graduate’s application to sit for any certification, licensure, or related exam for the purpose of professional certification.

Program availability varies by state. Many disciplines, professions, and jobs require disclosure of an individual’s criminal history, and a variety of states require background checks to apply to, or be eligible for, certain certificates, registrations, and licenses. Existence of a criminal history may also subject an individual to denial of an initial application for a certificate, registration, or license and/or result in the revocation or suspension of an existing certificate, registration, or license. Requirements can vary by state, occupation, and/or licensing authority.

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