A graduate program designed to prepare students for versatile careers in marketing
communications, providing in-depth exposure to a variety of communications media.
PROGRAM HIGHLIGHTS
Golden Gate University's Master of Science in Integrated Marketing Communications
program provides students with the skills needed to excel in business-to-business
and business-to-consumer marketing. The program recognizes the many ways people consume
media and emphasizes how marketers must take a holistic approach to combine traditional
media (such as print, outdoor and television) with digital media (including online
display ads, social media and search engine marketing). The degree provides students
with the knowledge to create and execute marketing strategies that incorporate a variety
of tactics to promote products, services, and ideas across industries and target markets.
The program offers a public relations concentration (available in-person) to provide
a more focused curriculum for students interested in communicating ideas to the public.
There is also a general concentration that can be completed online or in-person.
To prepare students for professional success, courses are taught by instructors with
industry experience. Classes are highly participative, employing a collaborative,
problem solving environment. Communications courses are kept small to enhance student
networking opportunities and the ability to ask for clarification on introduced subjects.
Team-based cooperative learning is emphasized equally in online and in person courses.
LEARNING OUTCOMES
Upon completion of the Master of Science in Integrated Marketing Communications (general
concentration), students will be able to:
- Obtain and apply insights into consumer behavior
- Develop a professional quality integrated marketing communications plan
- Write a comprehensive public relations plan
- Create a direct marketing plan using traditional and new direct marketing techniques
- Compile cost-effective marketing communications budgets
- Work effectively in teams
...and be knowledgeable about:
- Marketing communications strategy and its implementation
- Identifying specific target markets for marketing communications
- Creating meaningful and credible messages for selected targets
- Effective use of sales promotions and sponsorships
- The role of personal selling and sales management
- 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
TUITION
Ageno School of Business Courses: $3,150 per 3-unit course.
Tuition varies for other courses. See Tuition & Fees for details.
LOCATIONS
This program is offered at the following locations:
ADMISSION REQUIREMENTS
The Master of Science in Integrated Marketing Communications program 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 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.
Graduate Writing Proficiency Requirement
Students admitted to the master of science in integrated marketing communications
degree program must meet the graduate writing proficiency requirement within the first
nine units of the program by successfully passing the Graduate Writing Proficiency
Exam or by completing ENGL 201, Graduate Writing, with a grade of B or better.
Math Proficiency Requirement
Students admitted to this program are expected to possess a level of mathematical
skill at least equivalent to:
- MATH 20
- Intermediate Algebra
TOTAL UNITS -- 45
FOUNDATION PROGRAM -- 9 UNITS
- ACCTG 201
- Accounting for Managers
- ECON 1
- Principles of Microeconomics
- MATH 40
- Statistics
ADVANCED PROGRAM -- 36 UNITS
CORE COURSES -- 21 UNITS
- MKT 300
- Marketing Management (to be taken as part of the first six units of the advanced program)
- MGT 300
- Managerial Analysis and Team Dynamics
- MKT 305
- Integrated Marketing Communications
- MKT 308
- Integrated Marketing Communications Strategy & Implementation (to be taken as part of the final nine units of the degree)
- MKT 338
- Consumer Behavior
- MKT 339
- Advertising Strategy
- PR 320
- Contemporary Public Relations
Concentration -- 15 units
One of the following:
GENERAL INTEGRATED MARKETING COMMUNICATIONS CONCENTRATION -- 15 UNITS
A graduate degree concentration designed to give marketing students a wide exposure
to the business of communication in marketing.
The field of integrated marketing communications is based largely on people-based
marketing skills, including public relations. Our concentration teaches students the
skills they need to pursue careers as account reps in Marketing/PR agencies; program/project
managers in MarCom department; a publicist; a spokesperson; a social media strategist.
REQUIRED COURSES -- 15 UNITS
- MKT 307
- Sales Promotion and Sponsorships
- MKT 321
- Direct and Database Marketing
- MKT 332
- Sales Management
Plus any two 300-level courses with MKT or PR prefix.
PUBLIC RELATIONS CONCENTRATION -- 15 UNITS
A dynamic graduate degree concentration designed to prime Marketing students for a
career in public relations.
The public relations field is grounded in the ability to produce attention-grabbing
collateral, according to a client's specifications, in a speedy manner. Our public
relations concentration teaches students the skills they need to either produce or
oversee the production of PR materials that are as impressive to businesses as they
are to consumers. The concentration equips students with tools in a variety of marketing
and PR strategies to plan, design, and execute their ideas for business success.
REQUIRED COURSES -- 15 UNITS
- PR 330A
- Writing for Public Relations and Marketing Communications
- PR 332
- Media Relations and the Professional Spokesperson
- PR 334
- Managing Public Issues Consumer Affairs and Government Relations
Plus any two 300-level courses with MKT or PR prefix.
APPLY ONLINE
* Important Note: Undergraduate and Open Enrollment admission is limited to domestic students only. Students that plan to study on an F or J Visa may apply to graduate programs only.
DOWNLOAD A PRINTABLE APPLICATION
SCHOOL OF LAW
Note: Golden Gate University is not authorized to offer online courses to students residing
in Alabama, Arkansas, D.C., Delaware, Georgia, Maryland, Minnesota, New Mexico, or
Wisconsin.
Note to Undergraduate Applicants: To be considered for admission to undergraduate programs, you should have attained
a community college, college, or university cumulative grade point average of 2.0
or better with 12 or more semester units of prior transferable credit. To learn about
exceptions to these requirements, please phone us 415-442-7800 and ask to speak to
an enrollment counselor.
Priority Admission Deadline: New applicants are expected to complete their application and submit all required
supplemental documents before the priority deadline to receive an evaluation and an
admission decision within 5 business days. The priority deadline for applicants is
15 business days before the start date of each term. Applicants who are not able to
complete the application by the priority deadline may have their registration delayed
which can result in being placed on the waitlist for some classes.
Note to Veterans: GGU may not certify any veteran's enrollment unless they have been admitted to a
degree or certificate program. Open enrollment status is not considered formally admitted
to Golden Gate University.
