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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 expanding field.

Students at laptop

As an IMC professional, you can be a:

An Online Degree from a Renowned Program

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.

  1. 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.
  2. Multidisciplinary Learning.

    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 be.

  3. 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 new network.

  4. Unbeatable value.

    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 planning.

IMC Curriculum

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.

Fall 1

  • IMC 191: Orientation
  • ENG 101: Introduction to Composition and Rhetoric
  • JRL 101: Media and Society
  • IMC 215: Introduction to IMC
  • Elective

Spring 1

  • JRL 215: Media Writing
  • PSYC 101: Introduction to Psychology
  • ACCT 201: Principles of Accounting
  • ENG 102: Composition, Rhetoric and Research
  • Elective

Fall 2

  • PR 324: Writing and Applications
  • SOCA 101: Introduction to Sociology
  • General Education Foundation (GEF)
  • Minor Course 1
  • BCOR 350: Principles of Marketing

Spring 2

  • 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

Fall 3

  • ADPR 421: Audience Insight and Analysis  
    OR MKTG 325: Marketing Research
  • MKTG 350: New Products Strategy
  • Elective
  • GEF
  • Minor Course 3

Spring 3

  • MKTG 315: Consumer Behavior  
    OR ADPR 493: Audience Psychology and Behavior
  • Elective
  • Minor Course 4
  • GEF
  • ADV 403: Media Planning

Fall 4

  • ADV 491/PR 491/BCOR 289: Professional Field Experience
  • ADPR 438: Content Branding
  • Minor Course 5
  • Elective
  • Elective

Spring 4

  • Elective
  • IMC 459: Capstone
  • GEF
  • BCOR 320: Legal Environment of Business
  • Elective


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

Credits Resident Tuition Non-Resident Tuition
1 $369 $399
3 $1,107 $1,197
6 $2,214 $2,394
9 $3,321 $3,591

Financial Aid

Financial aid is available. Students are encouraged to file the Free Application for  Federal Student Aid (FAFSA) form to determine their eligibility for federal and state funds as well as scholarships. WVU’s FAFSA Code is 003827.