Program Overview

Master of Science in Digital and Integrated Marketing Communications

The Master of Science in Digital and Integrated Marketing Communications program trains graduates to build skills in digital marketing disciplines while also offering an integrated marketing communications curriculum from a managerial perspective. With courses offered in three groupings, Digital Marketing, Social Media Strategy, and Integrated Marketing Communications (IMC), students can advance their careers as working professionals. The master's degree is earned by completing 30 total credit hours. All classes are online using a mix of asynchronous and synchronous formats.

Overview of the Program

The program starts with JMC 820 Marketing Fundamentals. The course is designed to provide a fundamental understanding of marketing theory and process and how these theories relate to Integrated Marketing Communications. Specific focus will be spent on the marketing environment, the marketing mix, market segmentation, planning, execution, and measurement. As part of the class, students will learn the components of a marketing plan and how to develop a plan based on specific quantifiable corporate objectives. From there, students choose electives in two of the three course groupings. If students choose the IMC grouping, they are required to finish with JMC 829 Research and JMC 850 Capstone in Marketing Communications. For students not choosing the IMC grouping, they will be required to take JMC 838 Capstone Project in Digital Marketing.

Admission Criteria

Admission is based primarily on the student’s undergraduate record, references, writing samples, and their personal experience. Applicants who have baccalaureate degrees in journalism, as well as those with no academic or professional background in journalism, are eligible to apply for the online Digital and Integrated Marketing Communications (DIMC) course of study.

Application Deadlines and Materials

• Students may enter the Digital and Integrated Marketing Communications program in the fall or summer semesters.
• Applicants to the Digital and Integrated Marketing Communications program may apply for fall admission by the deadline of June 1.
• The application deadline for the summer, which begins in June, is the preceding February 1.
• Applications can be considered only after these items have been submitted:
  • One official transcript of all college-level courses (from each college attended) with an expected GPA of 3.0 or above.
  • A current resume.
  • Three letters of reference from persons familiar with the student’s academic or professional work or potential for graduate study.
  • Applicants must also submit three writing samples or samples of professional work that reflect their years of experience.
  • A personal statement of objectives.
  • Students whose native language is not English must follow the policy for English Proficiency Requirements for Admission to Graduate Study.
  • International students are required to submit evidence of financial support.

Program Structure

• Required for master's degree: JMC 820 Marketing Fundamentals.
• PROGRAM GROUPINGS: Choose four courses from two of the three program groupings plus capstone.
• Digital Marketing (15 credit hours):
  • JMC 822: Digital Marketing Analytics (3 hours)
  • JMC 830: Web 3.0 and User X (3 hours)
  • JMC 835: Search Engine Optimization/Search Engine Marketing (SEO/SEM) (3 hours)
  • JMC 836: Digital Marketing Compliance/Privacy/Legal (3 hours)
  • JMC 837: Marketing Automation/CRM (3 hours)
  • JMC 838: Capstone Project in Digital Marketing (3 hours)
• Social Media Marketing (15 credit hours):
  • JMC 865: Analyzing Audiences (3 hours)
  • JMC 866: Social Media Strategy (3 hours)
  • JMC 867: Social Media Metrics (3 hours)
  • JMC 868: Information in Context (3 hours)
  • JMC 837: Marketing Automation/CRM (3 hours)
  • JMC 838: Capstone Project in Digital Marketing (3 hours)
• Integrated Marketing Communications (15 credit hours):
  • JMC 810: Crisis Communications (3 hours)
  • JMC 823: Branding in Marketing Communications (3 hours)
  • JMC 825: Relationship Marketing (3 hours)
  • JMC 829: Marketing Communications Research (3 hours)
  • JMC 832: Leadership and Management in Marketing Communications (3 hours)
  • JMC 850: Capstone in Marketing Communications (3 hours)

Learning Outcomes

At the completion of this program, students will be able to:

• Identify key audiences in marketing communications and apply best-practice strategies and customized key messages designed to achieve marketing goals for those audiences.
• Show proficiency and expertise in digital marketing communications channels, including social media, interactive web design, search engine marketing, email marketing, inbound marketing automation tools, etc.
• Understand and recognize responsibility for accepted and ethical practices in marketing communications while understanding the cultural and D,E,I,B impacts.
• Understand and apply best-practice marketing research strategies to optimize strategic planning in all forms of marketing communications.
• Develop a critical orientation toward marketing communications management and leadership best-practice in the context of contemporary business.