Eastern Michigan University (EMU) offers an online Master of Science in Integrated Marketing Communications (IMC) program through its College of Business. The program can be completed entirely online without any required visits to campus. EMU uses Canvas, an online learning management system designed to deliver online courses. Students use Canvas to access course materials, submit assignments, participate in class discussion boards, watch lectures, and communicate with professors, instructors, and fellow classmates.
The MS in IMC program requires 36 credit hours and the 12-class curriculum can be completed in approximately two years of study. The program is designed for business professionals with a curriculum emphasizing branding, marketing research and analysis, and communication, providing graduates with the skills to implement strategic marketing initiatives across various professional verticals.
The curriculum is divided between 18 credit hours of required coursework (6 classes) and 18 credit hours of electives (6 classes). It focuses on applied skill development, with a heavy emphasis on project work for students to learn practical skills that can be applied in their current and/or future places of employment. Required coursework covers the fundamentals of integrated marketing, branding, ethics, and communication research. Students study brand development, develop insights into consumer behavior, become familiar with integrated marketing ethics and regulations, and explore contemporary marketing principles, strategies, and tactics.
After they complete their core coursework, students select from a variety of elective courses to support and augment their skill development based on their professional needs. Elective topics are wide-ranging, examining topics in areas such as public relations, direct marketing, search engine marketing, social media, digital marketing, and business-to-business marketing. This coursework exposes students to the fundamentals of integrated marketing, including creative messaging, multichannel media, and customer relationship management.
Combining the marketing fundamentals of required coursework along with electives, students gain experience creating and implementing messages and marketing strategies across media channels to reach consumers, promote brands, or sell products. The master’s degree culminates with a capstone project that requires students to synthesize what they have learned during their classwork and develop an integrated marketing campaign to maximize an organization’s brand equity and image.
Eastern Michigan University is accredited by the Higher Learning Commission and the College of Business is accredited by the Association to Advance Collegiate Schools of Business (AACSB).
Online Master of Science in Integrated Marketing Communications
Department: College of Business
Websites: Department and Program
Structure: Online program with no required campus visits
Instruction Methods: Program uses a cohort model with mainly uses asynchronous instruction
Campus Visits Required: No
Program Length: Program can be completed in 2 to 2.5 years
Curriculum and Graduation Requirements
Thesis Required: No
Capstone Options: Capstone course: IMC Campaigns
Credits Required: 36 credits (12 courses)
Example Courses: Principles, Strategies and Tactics; Audience Behavior; Marketing Communications Research; Creative Message Strategy; Brand Development; Public Relations, IMC Campaigns
Degree Required: Bachelor's degree
GPA Requirements: Minimum GPA 2.75
Testing Requirements: GRE not required
Work Experience: Prior coursework in marketing or IMC, or work experience in marketing or IMC required
Start Dates: Fall and Winter admission
Estimated Tuition: ~$27,432 + fees
Cost per Credit Hour: $762 per credit hour
State Authorizations: Program accepts students from all 50 states