Integrated Marketing Communication Minor

Program Overview

The Integrated Marketing Communication (IMC) minor at Western New England University equips students with the knowledge and skills to effectively communicate with audiences in a marketing context. The program includes courses in marketing principles, buyer behavior, promotional strategy, public relations, and integrated marketing communications. Graduates are prepared for careers in marketing, public relations, advertising, and other related fields.

Program Outline

Outline:

The IMC minor offered at Western New England University requires the completion of 18 credits.

The program aims to equip students with the knowledge and skills needed to effectively communicate with various audiences in a marketing context. The following courses are included in the program:

• MKT 201: Principles of Marketing: This course provides a foundational understanding of marketing concepts and theories.
• MKT 303: Buyer Behavior: Students explore consumer psychology and purchase decision-making processes.
• MKT 310: Promotional Strategy: This course focuses on developing effective promotional strategies across different channels.
• MKT 311: Public Relations: Students learn how to build relationships with key stakeholders and manage public perception.
• MKT 320 Integrated Marketing Communications: This course examines how to integrate various marketing communication tools to achieve specific objectives.

Individual Modules

• Module 1: Foundations of Marketing: Introduces students to basic marketing concepts, customer behavior, marketing mix, and strategic marketing planning.
• Module 2: Buyer Behavior: Analyzes consumer decision-making processes, segmentation, targeting, and positioning strategies.
• Module 3: Promotional Strategy: Explores how to develop effective advertising, public relations, sales promotion, and personal selling campaigns.
• Module 4: Public Relations: Focuses on building relationships with key audiences, managing public perception, crisis communication, and corporate social responsibility.
• Module 5: Integrated Marketing Communications: Integrates various communication tools to achieve specific marketing objectives, branding, and social media marketing strategies.

Careers:

The IMC minor prepares graduates for a wide range of careers in the marketing industry, including:

• Marketing manager
• Public relations specialist
• Advertising account executive
• Market research analyst
• Social media manager
• Brand manager
• Content marketer
• Digital marketer
• Sales manager