Master of Science in Integrated Marketing Communications

Edward S. Ageno School of Business

The master of science in integrated marketing communications (IMC) meets the need for a focused graduate education that prepares students for versatile careers in marketing communications. Leading marketing organizations today are creating and managing their communications in an integrated fashion, with coordination in terms of messages, positioning, and timing, all developed in support of overall organizational objectives. This is in contrast with the outdated approach of separate and often uncoordinated efforts in advertising, public relations, promotions, direct marketing communications, sponsorships, etc. There is strong growth among agencies that deliver integrated solutions and among their client firms using those approaches. Our program will help the student prepare for a key role in such organizations.

We place a strong emphasis on practical content in our courses. To that end, we make extensive use of real-world cases and utilize class discussion to a great degree. Your classes will be highly participative and will help you develop skills for working in a team-based, problem solving setting. Because our classes are small, you'll get to know your classmates well, and they will enhance your network of colleagues.

Upon completion of the MS in Integrated Marketing Communications (general concentration), successful students will be able to:

1. Obtain and apply insights into consumer behavior
2. Develop a professional quality integrated marketing communications plan
3. Write a comprehensive public relations plan
4. Create a direct marketing plan using traditional and new direct marketing techniques
5. Compile cost-effective marketing communications budgets
6. Work effectively in teams

And be knowledgeable about:

1. Marketing communications strategy and its implementation
2. Identifying specific target markets for marketing communications
3. Creating meaningful and credible messages for selected targets
4. Effective use of sales promotions and sponsorships
5. The role of personal selling and sales management
6. Identifying and selecting cost-effective media and methods to reach selected targets including advertising, public relations, direct marketing, sales promotion, event marketing, cause sponsorship, personal selling, and new media.

Graduate Writing Proficiency Requirement

Our graduate integrated marketing communications and public relations curriculum are especially language intensive and require you to have a good facility in spoken and written English. This is important both for mastering the techniques of business communications and for participating in the graduate seminars. Students can demonstrate their competency by successfully passing the GGU Graduate Writing Proficiency Exam or by completing ENGL 201 (formerly ENGL 301) Graduate Writing with a grade of B or better.

The PLUS Program at the San Francisco campus also offers communication improvement classes for those students needing to polish their English language skills.

Math Proficiency

In addition to the courses listed below, students admitted to this program are expected to possess a level of mathematical skill at least equivalent to Intermediate Algebra (MATH 20).

The master of science degree in integrated marketing communications requires completion of 45 semester units in the foundation and advanced programs. Nine of those units are in the foundation program and can be satisfied at Golden Gate University, or through transfer credit from undergraduate or graduate courses completed at other accredited institutions. Students may be admitted to advanced program courses before completion of the entire foundation program, but must complete the foundation program by the time that twelve (12) units have been earned in the advanced program. With the approval of the program director, students with sufficient backgrounds in the subjects covered by required courses may substitute other courses.

FOUNDATION REQUIREMENTS - 9 units
· ACCTG 201 Accounting for Managers
· ECON 1 Principles of Microeconomics
· MATH 40 Statistics

ADVANCED PROGRAM - 18 units
· MKT 300 Marketing Management
· MKT 305 Integrated Marketing Communications
· MKT 308 Professional Practice Project in Integrated Marketing Communications
· MKT 338 Consumer Behavior
· MKT 339 Advertising Strategy
· PR 320 Contemporary Public Relations

Students choose one of the following areas of concentration:

GENERAL INTEGRATED MARKETING COMMUNICATIONS CONCENTRATION - 15 units

· MKT 307 Sales Promotion and Sponsorships
· MKT 321 Direct and Database Marketing
· MKT 332 Sales Management

Two of the following:
· MKT 325 Brand and Product Management
· MKT 331 Business-to-Business Marketing
· MKT 336 Marketing Research
· MKT 352 Advanced Marketing Issues in e-Business
· MKT 396A-ZZ Selected Topics in Marketing
· MKT 398 Internship: Marketing
· PR 330A Writing for Public Relations and Marketing Communications
· PR 332 Media Relations and the Corporate Spokesperson
· PR 334 Managing Public Issues: Consumer Affairs and Government Relations
· PR 396A-ZZ Selected Topics in Public Relations
· PR 398 Internship: Public Relations


PUBLIC RELATIONS CONCENTRATION - 15 units

· PR 330A Writing for Public Relations and Marketing Communications
· PR 332 Media Relations and the Corporate Spokesperson
· PR 334 Managing Public Issues: Consumer Affairs and Government Relations

Two of the following:
· MKT 307 Sales Promotion and Sponsorship
· MKT 321 Direct and Database Marketing
· MKT 325 Brand and Product Management
· MKT 331 Business-to-Business Marketing
· MKT 332 Sales Management
· MKT 336 Marketing Research
· MKT 352 Advanced Marketing Issues in e-Business
· MKT 396A-ZZ Selected Topics in Marketing
· MKT 398 Internship: Marketing
· PR 396A-ZZ Selected Topics in Public Relations
· PR 398 Internship: Public Relations


GENERAL ELECTIVE - 3 units
· Choose any 300- or 400-level course for three (3) units.