MASTER OF
Integrated Marketing Communication
The Master of Integrated Marketing Communication is a professional degree that enables the graduate student to specialize in the strategic integration of all marketing communication elements – research and analytics, consumer behavior, brand management, digital marketing, strategic communication and brand activation, concept development, and risk and crisis communication – to create and enhance meaningful and mutually benefitting relationships with customers and to achieve business success.
Program Outcomes
By the end of the program, graduates will be able to:
- Conduct market research, analysis, and decision-making
Conduct market research and analysis to identify strategic marketing communication decisions for the brand, agency, or client
- Analyze consumer behavior
Clearly analyze the target consumer’s demographics, psychographics, and behavior for the brand, agency, or client
- Create a strategic Integrated marketing communication plan
Create a strategic Integrated marketing communication plan that covers the traditional and digital marketing with brand activation and communication efforts
- Demonstrate creative communication and management skills
Come up with effective publicity and information materials, advertisements, speeches, and/or public relations tactics
Key Competencies Developed
By the end of the program, graduates will be able to develop the following key competencies:
- Market and consumer research and analytics
- Creative thinking and concept development
- Brand activation and communication
- Digital marketing and engagement
- Risk and crisis management
- Strategic integrated marketing communication planning and proposal
Total Program Units: 34 units
The following Sustainable Development Goals (SDGs) are addressed by this program:
Career Opportunities
Students of this program have at least two years of work experience belonging to any of the following careers:
- Marketing Managers
- Events Managers
- Public relations experts/practitioners
- Brand Communications specialist
- Advertising Accounts Executives
- Integrated Marketing Communications Experts
- Creative Directors
CURRICULUM SUMMARY
Courses | Units |
Core Courses | 12 |
1.     MIMC 6001 Strategic Integrated Marketing Communication 2.     MIMC 6002 Brand Strategy and Management 3.     MIMC 6003 Market Behavior and Analytics 4.     MIMC 7701 Consumer Intelligence and Market Insights | |
Professional Courses | 18 |
1.     MIMC 7001 Creative Strategy and Concept Development 2.     MIMC 7002 Brand Activation and Communication 3.     MIMC 7003 Digital Strategy and Market Engagement 4.     MIMC 7004 Risk and Crisis Communication Management 5.     MIMC 7005 Corporate Ethics and Social Responsibility 6.     MIMC 7006 Influencer Marketing | |
Comprehensive Exam | 0 |
·        MIMC 7900 Comprehensive Exam | |
Capstone Course | 3 |
·        MIMC 7999 Strategic Integrated Marketing Communication Plan | |
MC Required Course | 1 |
·        MSAA 6000 Miriam Spirituality and Advocacy | |
Total Number of Units | 34 |
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