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Online B.S. in Integrated Marketing Communications
Earn your bachelor's degree online from a renowned and accredited program that combines
the complementary business and communications fields of advertising, marketing
and public relations to give you the skills to succeed in an exciting and
WVU developed the nation's first online IMC master’s program in 2003. Since then,
we've been honing and adding to our programs to respond not only to student needs,
but to the needs of the market. The bachelor's degree in Integrated Marketing Communications
is a multidisciplinary program that combines courses in marketing and business
administration with advertising and public relations to give you a well-rounded
education that prepares you for jobs in this exciting and rapidly growing field.
Completely online. Completely flexible. How, where and when you complete coursework is completely up to you. There are
zero in-person commitments. This is a great option for students who have to balance
school with work and family from locations all over the country.
Benefit from the resources and expertise offered by two of West Virginia University's
nationally accredited programs - marketing in the Chambers College of Business
and Economics and advertising and public relations in the Reed College of Media.
Both Colleges offer robust student advising and career development opportunities,
so that you get the experience of an on-campus student from wherever you may
Engaged, Award-Winning Faculty.
Our top priority is the student experience and we've perfected that in online
learning. Our faculty are award-winning experts in their fields and industry
pros, and they're bringing all of that into the virtual classroom. They’re
more than instructors – they’re mentors, and well-connected members of your
At WVU, you get a lot of bang for your buck — a world-class program taught by
leading experts — and the flexible programming allows you to complete
coursework around other important obligations. As with any investment, the
question is - what’s the return? According to the U.S. Bureau of Labor Statistics,
overall employment of advertising, promotions and marketing managers is projected
to grow 8% in the next ten years, faster than the average for all other occupations.
And, the average salary for marketing specialists is $62,560 with senior level
marketing managers earning an average of $131,180 annually.
What is IMC?
Integrated Marketing Communications (IMC) is a strategic, collaborative, and promotional
business function through which a targeted audience senses consistent, persuasive,
and reinforcing brand messaging.
As a discipline, IMC attempts to unify all pieces of marketing communications, including
advertising, public relations, direct marketing, social media, and sales promotion.
Integrated Marketing Communications adopts a human-centered approach where messaging
caters to an audience and is consistent across all channels.
What makes IMC different from general communications?
General Communications: In the broadest sense, to study communications
means to study the craft of delivering a message in an effective way. It’s the
“marriage of theory and application;” it’s a “wide ranging generalist path that
can be tailored to work in a variety of specific industries.” Similarly, advanced
communications-related degrees — like a Master of Arts in Communication Studies,
Mass Communications, Journalism, or Public Relations degrees — tend to be more
broad and general in subject matter.
IMC: When you study integrated marketing communications, you learn how
to align marketing activities to ensure a constant flow of information to consumers
from a variety of media. As technology continues to advance and as digital media
becomes increasingly important, companies must be able to leverage those mediums
to create effective and consistent marketing and messaging that connects the consumer
to their brand. As a graduate of an IMC program, you not only would excel at marketing
communications, but would also be able to analyze data and manage strategic project
Students in the IMC bachelor's degree program take courses through both the WVU Chambers
College of Business and Economics and the Reed College of Media, in addition to
general foundation courses, entirely online. Students take 15 credit hours (5 courses)
per semester for four years, totaling 120 credit hours.
IMC 191: Orientation
ENG 101: Introduction to Composition and Rhetoric
JRL 101: Media and Society
IMC 215: Introduction to IMC
JRL 215: Media Writing
PSYC 101: Introduction to Psychology
ACCT 201: Principles of Accounting
ENG 102: Composition, Rhetoric and Research
PR 324: Writing and Applications
SOCA 101: Introduction to Sociology
General Education Foundation (GEF)
Minor Course 1
BCOR 350: Principles of Marketing
ADPR 439: Strategic Social Media
MKTG 330: Distribution Channels
BCOR 380: Business Ethics
Minor Course 2
ECON 225: Business Statistics
OR STAT 111: Understanding Statistics
ADPR 421: Audience Insight and Analysis
OR MKTG 325: Marketing Research
MKTG 350: New Products Strategy
Minor Course 3
MKTG 315: Consumer Behavior
OR ADPR 493: Audience Psychology and Behavior
Minor Course 4
ADV 403: Media Planning
ADV 491/PR 491/BCOR 289: Professional Field Experience
ADPR 438: Content Branding
Minor Course 5
IMC 459: Capstone
BCOR 320: Legal Environment of Business
The Bachelor of Science in Integrated Marketing Communications requires 120 credit
hours to complete. Cost per credit hour is $369 for residents and $399 for non-residents.
Total Degree Cost
$44,280 – Residents
$47,880 – Non-Residents
Cost Breakdown by Credit Hours
Estimated Tuition Based on Credit Hours
Financial aid is available. Students are encouraged to file the Free Application
Federal Student Aid (FAFSA) form to determine their eligibility for federal
and state funds as well as scholarships. WVU’s FAFSA Code is 003827.