Program Overview

Integrated Marketing Communications

The Integrated Marketing Communications course, MGMT X 460.52, focuses on the latest marketing communication practices, featuring an overview of major media channels, including broadcast, print, outdoor, point of purchase, direct mail, Internet, telemarketing, public relations, and promotion. The emphasis is on analyzing and creating an integrated marketing communications (IMC) program by using the latest value-based IMC concepts and measuring "return on communications investment."

Course Details

• Duration: As few as 11 weeks
• Units: 4.0
• Current Formats: In Person, Online, Hybrid
• Cost: Starting at $905.00

What You Can Learn

• Overview all major marketing media channels, including TV, print, and digital
• Analyze integrated marketing communications plans to understand concepts, tactics, and strategies
• Practice skills by creating an integrated marketing plan
• Learn to develop metrics and measure return on investment

Course Schedule

The course is available in different formats and schedules:

• Spring 2026: April 2 - June 11, Thursday 6:30PM - 9:30PM PT, In Person
• Spring 2026: March 30 - June 14, Online
• Summer 2026: June 22 - August 31, Monday 2:00PM - 5:00PM PT, Hybrid
• Summer 2026: June 22 - September 6, Online

Course Requirements

• Internet access required
• No textbook required for some sections
• Specific textbooks required for other sections, including "IMC The Next Generation, Five Steps for Delivering Value and Measuring Returns Using Marketing Communications" by Don Shultz & Heidi Schultz

Programs This Course Applies To

This course applies toward the following programs:

• General Business Studies with Concentration in Marketing: Build a strong business foundation and gain marketing skills to stand out, drive growth, and succeed in any industry.
• Marketing: Learn the fundamentals of marketing and develop the brand-building, analytical, and communication skills necessary to succeed in this dynamic, competitive field.
• Marketing with Concentration in Digital Marketing: Learn foundational principles of marketing with a focus on digitalsocial media, search engine optimization, email, and more.
• Strategic Branding and Public Relations: Get cutting-edge skills in public relations and brand management, and improve your written, verbal, and digital communication.