Master of Science in Integrated Marketing Communications
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.
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
Ageno School of Business Courses: $2,805 per 3-unit course
Tuition varies for other courses. See Tuition & Fees for details.
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:
TOTAL UNITS -- 45
FOUNDATION PROGRAM -- 9 UNITS
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:
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
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.
MARKETING AND PUBLIC RELATIONS DEPARTMENT
- Jan Ahrens, Senior Adjunct Professor
- Thea Bellos, Senior Adjunct Professor
- Nicole Birdsall, Adjunct Professor
- Vincent Canobbio, Adjunct Professor
- Debra Charlesworth, Adjunct Professor
- Kerry Curtis, Professor Emeritus
- Anthony J. DeLeon, Senior Adjunct Professor
- Thomas Tad Duffy, Senior Adjunct Professor
- Tsung "Marc" Y. Hsu, Senior Adjunct Professor
- Mary Jean Koontz, Senior Adjunct Professor
- James (Jim) Lee, Adjunct Professor
- Susan Murdy, Adjunct Professor
- Jeff J. Pallin, Senior Adjunct Professor
- Laura Pogue, Senior Adjunct Professor
- Henry Pruden, Professor
- Jack Saunders, Distinguished Adjunct Professor
- Michael Savod, Distinguished Adjunct Professor
- Randy Shandobil, Adjunct Professor
- Ted L. Simon, Adjunct Professor
- Michal Ann Strahilevitz, Professor
- Blodwen Tarter, Associate Professor; Chair
- Richard Trutz, Senior Adjunct Professor
- Susan Walters, Adjunct Professor
- Bruce M. Wasserman, Senior Adjunct Professor
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