Integrated Marketing Communications | Marian University

Integrated marketing communications concentration

Marketing is an excellent choice for creative, curious, and innovative students. If you’re interested in the world of business and want to build strong digital marketing skills, learn more about Marian University’s integrated marketing communications (IMC) concentration.

IMC is an approach to planning marketing campaigns that utilizes strategic, well-coordinated tactics and promotional methods to reinforce messaging across earned, owned, and paid communication channels.

The American Marketing Association takes the concept further, defining IMC as “a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.”

In short, IMC “fuses” diverse digital and traditional marketing strategies into a cohesive plan for building brand awareness and personalized relationships with key target audiences. IMC also focuses on using the most meaningful, convenient, and preferred channels for each audience.

Why choose a concentration in integrated marketing communications at Marian?

As a Byrum School of Business student, you will experience a highly interdisciplinary IMC curriculum with a strong focus on digital marketing that enables you to gain hand-on experience in:

  • Online advertising, social media management, search engine optimization, and web analytics
  • Video production, photography, and graphic design
  • Fully synchronized platforms, databases, and tools for customer targeting, segmentation, and relationship management
  • Legal, ethical, and privacy issues related to digital advertising and social media marketing

You will complete coursework requiring you to explore consumer behavior and preferences, analyze market demand, influence product development, plan promotional campaigns, and help ensure timely, smooth distribution of products to consumers. You will learn internal, external, horizontal, and vertical IMC concepts and theories.

In addition, you will explore new and emerging communication tools. You’ll study best practices utilizing web, email, social media, broadcast, direct mail, and other platforms to deliver compelling, carefully crafted messaging and visuals.

With Marian University’s strong foundation in the liberal arts, you’ll develop essential communication, collaboration, and problem-solving skills that employers value. You’ll also have opportunities to engage with real Indianapolis business executives and civic leaders, participate in study-abroad courses, and serve local and global communities.

In addition you can get involved in student organizations like the Business Club and Momentum, our American Advertising Federation (AAF) student chapter.

What will you study?

Marian University’s 18-credit IMC concentration will give you broad perspectives and deep insights into the latest marketing tools and trends.

To earn this concentration, you’ll complete courses such as:

  • BUS 209: Quantitative Analysis of Business
  • ART 229: Graphic Design Principles, Methods, and Practices
  • BUS 217: New Media Marketing
  • BUS 341: Promotion
  • BUS 366: Strategic Communication
  • BUS 445: National Student Advertising Competition
  • MIS 317: Web Applications Development

You’ll work closely with your academic advisor to choose courses that are a good fit with your personal and professional goals.

Thanks to our Indianapolis location and growing reputation as a technology hub, Marian University students have good access to internship opportunities.

According to a 2018 U.S. News & World Report article, Indianapolis had one of the nation’s largest increases in technology jobs between 2013 and 2015. Currently, Indy ranks 15th out of 100 metropolitan areas in the U.S. for tech job growth, which is a great opportunity for Marian students.

All Byrum School of Business majors complete at least one internship. With a concentration in integrated marketing communications, you may also choose complete a second internship before graduation.

What are your career paths?

Marketers work in every major business sector—from banking to education, healthcare, manufacturing, and technology to name a few. This means you’ll have a lots of career options from which to choose. You might work for a large global corporation, an advertising agency, or a non-profit organization.

  • According to the U.S. Department of Labor’s Bureau of Labor Statistics (BLS), the job outlook for advertising, promotions and marketing managers is expected to grow by at least 10 percent, which is more quickly than average compared to other professions, through 2026.
  • The median pay in 2017 was nearly $130,000, although this figure varies depending on state and geographic region.

Currently, the “advertising, promotions, and marketing manager” BLS category includes jobs like:

  • Digital marketing manager
  • Digital advertising manager
  • SEO marketing director
  • Digital strategy director

In addition, the BLS includes jobs like social media managers, digital engagement specialists, social media strategists, online community managers in the public relations category. The median pay for a social media specialist in 2017 was $59,300.


For admission information

Office of Undergraduate Admission
(317) 955-6300
(800) 772-7264

For program specifics

Thomas Gjerde
Assistant Dean
(317) 955-6455

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