Master of Science in Integrated Marketing Communications

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

Leading organizations today are creating and managing their marketing communications in an integrated fashion, with coordination in terms of messages, positioning, and timing, all developed in support of overall organizational objectives. 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.

A strong emphasis is placed on practical content in our courses. We make extensive use of real-world cases and utilize class discussion. Classes are highly participative and will help students develop their skills for working in a team-based, problem solving setting. Because classes are small, students get to know their classmates well, which enhances students' networks of colleagues. The team-based cooperative learning is emphasized equally in online courses as it is in on-campus classes.  The public relations concentration can be completed only in person, in San Francisco.  The general concentration can be completed in person and online.

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: $2,700 per 3-unit course

Tuition varies for other courses. See Tuition & Fees for details.

LOCATIONS

This program is offered at the following locations: San Francisco, Online.