Integrated Marketing Communications

Overview

IMC includes traditional and digital channels of communication. Digital channels include websites, digital advertising campaigns, search engine optimization (SEO), social media, webinars, podcasts, email and blogging. Traditional channels include TV, print, radio and billboard advertising, mail order, telemarketing and public relations.

In addition to the CBA core, the curriculum emphasizes:

• understanding of consumer behavior

• knowledge of marketing research and analytics

Our business approach to the strategy of communication focuses on the development of strategic goals and the execution of communication tactics to achieve those goals. Creative execution and placement in broadcast, narrowcast or direct media are all designed to achieve strategic goals.

Degrees and Preparation

Learning experiences in the Integrated Marketing Communications program of The University of Akron are enhanced by the state-of-the-art classrooms and laboratories in the Taylor Institute for Direct Marketing and the Suarez Applied Marketing Research Laboratories. Through a variety of hands-on experiences, students learn not only "what to do" but, also, "how to do it."

A degree in Integrated Marketing Communications paves the way to many careers in advertising, interactive media, public relations and marketing, including:

• Agency account executive

• Direct interactive marketing

• Media planning and coordination

• Communication strategy planning and coordination

• Online advertising and social media

• Customer relationship management

Career Outlook

Opportunities are growing in the field of integrated marketing communications. Individuals with a high level of creativity and strong communications skills, particularly those that are able to coordinate the use of traditional and digital media have strong market value.  It is also critically important to be comfortable with data and to execute communication programs in the context of well-conceived strategy.