Curriculum and Courses

Requirements for a Master's in Integrated Marketing Communications

The chart immediately below shows the courses required for a master's degree in integrated marketing communications.  For a look at the various plans of study, please scroll down the page.

To see a description of a particular course, click on its title. For descriptions of all IMC courses, see our Course Descriptions page.

 Requirements    Credits 
 IMC Courses
27
    IMC 500. IMC Principles and Practices
3
    IMC 610. Financial Tools for IMC and the International Economy
3
    IMC 600. Strategic Marketing Management for IMC
3
    IMC 520. Marketing Communications Research
3
    IMC 560. New Media: Digital Communication for IMC
3
    IMC 620. IMC Creative Message Strategy
3
    IMC 740. The Practice of Public Relations
3
    IMC 700. IMC Field Work
3
    IMC 800. IMC Cases and Campaigns
3
    IMC 830. IMC Campaign Project (0 credits)
0
 Summer Electives
6
Choice of two elective courses offered during summer sessions (I, II and III).
The courses will be offered online, as Buffalo/Hilbert-based classes,
or as part of the Oxford program. Courses with an asterisk (*) will be offered,
occasionally, as online courses.
 
     IMC 570. Traditional and Online Research for IMC*
3
     IMC 580. Internet Advertising and Social Media*
3
     IMC 590. The Mobile Web
3
     IMC 630. Media and Communications Planning and Strategy*
3
     IMC 650. Public Relations Seminar*
3
     IMC 660. Advertising, Internet Marketing and Publicity Management*
3
     IMC 670. Broadcast Management for IMC*
3
     IMC 680. Advertising Copywriting and Design Direction*
3
     IMC 690. Professional IMC: A Campaign Approach/China
3
     IMC 720. Advertising Design*
3
     IMC 760. Ethical Issues in Mass Communication and Business*
3
     IMC 780. Legal Environment of Business and Mass Communication*
3
     IMC 820. Organizational Structure and Behavior* 
3
 TOTAL  33

Field-Work Requirement
This is an on-site or off-site analysis of the marketing communications program
of an organization. Students will do field research to determine marketing communications
practices and procedures, analyze the current marketing communications
and organizational situation, and then make recommendations as to how the total
marketing communications program can be improved.

Exit Criteria
In order to be awarded the M.A. integrated marketing communications, a student will be evaluated on the following exit criteria:

  • A cumulative GPA of at least 3.0
  • Submission of an original Integrated Marketing Communications Campaign project (in lieu of a comprehensive exam).  


PLAN OF STUDY

Buffalo Center

Below is one possible 16-month plan of study for IMC students at the St. Bonaventure's Buffalo Center at Hilbert College.

FALL SEMESTER: YEAR ONE
 Courses
Credits
     IMC 500. IMC Principles and Practices (Session I)
3
     IMC 610. Financial Tools for IMC & the International Economy (Session II)
3
     IMC 600. Strategic Marketing Management for IMC (Session III)
3
 Total
9
       
SPRING SEMESTER: YEAR ONE
 Courses
Credits
     IMC 520. Marketing Communications Research (Session I)
3
     IMC 560. New Media: Digital Communications for IMC (Session II)
3
     IMC 620. IMC Creative Message Strategy (Session III)
3
 Total
9
       
SUMMER ELECTIVES: YEAR ONE
 Courses
Credits
     Two courses: please refer to "Summer Electives" in the
     curriculum table above.
6
 Total
6
       
 FALL SEMESTER: YEAR TWO
 Courses
Credits
     IMC 740. The Practice of Public Relations (Session I)
3
     IMC 700. IMC Field Work (Session II)
3
     IMC 800. IMC Cases and Campaigns (Session III)
3
     IMC 830. IMC Campaign Project (ongoing throughout final semester)
0
 Total 9


PLAN OF STUDY

Main Campus in Olean

Below is one possible two-year plan of study for IMC students at St. Bonaventure's Olean campus.

 FALL SEMESTER: YEAR ONE
 Courses
Credits
    IMC 500. IMC Principles and Practices (Session II)
3
 Total
3
       
SPRING SEMESTER: YEAR ONE
 Courses
Credits
     IMC 610. Financial Tools for IMC & the International Economy (Session I)
3
     IMC 600. Strategic Marketing Management for IMC (Session II)
3
 Total
6
       
SUMMER ELECTIVES: YEAR ONE
 Courses
Credits
     Two courses: please refer to "Summer Electives" in the
     curriculum table above.
6
 Total
6
       
 FALL SEMESTER: YEAR TWO
 Courses
Credits
     IMC 520. Marketing Communications Research (15-week course)
3
     IMC 560. New Media: Digital Communications for IMC (Session I)
3
     IMC 620. IMC Creative Message Strategy (Session II)
3
     IMC 740. The Practice of Public Relations (Session III)
3
 Total 12
   
 SPRING SEMESTER: YEAR TWO
 Courses Credits
     IMC 700. Field Work (Session I)
3
     IMC 800. IMC Cases and Campaigns (Session II)
3
     IMC Elective Course (Session III)*
3
     IMC 830. IMC Campaign Project
0
 Total 12
      * If needed