Marist College offers an online Master of Arts in Integrated Marketing Communication (IMC) through its School of Communication and the Arts. The master’s program can be completed 100% online and does not require any in-person campus visits. Marist College uses iLearn, a collaborative learning environment, for their online programs. Students can access the platform at any time to view course materials, submit assignments, participate in class projects and discussions, and communicate with instructors and peers.
The Master of Arts in Integrated Marketing Communication requires 30 credits to complete. Full-time students can finish the program in as little as three semesters (1.5 years), while part-time students traditionally take approximately three years to complete course requirements. Fall and spring semesters are organized around eight-week class tracks, while the summer session has two six-week tracks. Full-time students who begin studies in the fall semester can complete the master’s degree in as little as one year of study. The program’s curriculum emphasizes contemporary practices in digital interactive marketing and strategic communication, teaching students how to develop effective messages to drive a brand’s value and recognition across multiple media channels.
The curriculum for the MA in IMC is divided between ten courses and a culminating capstone experience. Through the ten-class program, students learn about marketing and creative campaign strategies in both traditional and non-traditional media and marketing channels. Coursework blends the study of interdisciplinary fields, including public relations, advertising and branding, social media, and promotion, giving students a comprehensive set of tools and skills to step into advanced IMC roles at diverse organizations, ranging from corporations to small businesses and non-profits. Students study the principles behind and theory of consumer behavior, audience segmentation, as well as market research and analysis. Example classes include Public Relations Management, Brand Management, Principles of Integrated Marketing Communication, IMC Mobile Marketing, Analytical Tools for Decision-Making, Social Media Strategies and Tactics, and Global Consumer Insights.
Through the aforementioned courses, students develop skills working with multiple social platforms, gain familiarity with monitoring and measuring social marketing strategies, and gain familiarity with managing a social media presence for organizations in any industry. A course in mobile marketing helps students develop an understanding of mobile technology (e.g. text messaging, responsive web design) and learn how to bring mobile strategies into their marketing communication toolkits. The course on global consumer insights provides students with practical analytical skills to identify and leverage consumer and costumer insights to drive their marketing strategies.
For the culminating capstone experience, students apply all that they have learned in the program to an integrated brand and marketing project for a client. Through this project, students demonstrate their IMC skills and knowledge, prepare themselves for more advanced roles in this field, and also receive valuable feedback from faculty and their chosen client.
Marist College is accredited by the Middle States Commission on Higher Education.
Online Master of Arts in Integrated Marketing Communication
Department: School of Communication and the Arts
Websites: Department and Program
Structure: Online program with no required campus visits
Instruction Methods: Program uses asynchronous instruction and the iLearn learning management system - students complete readings and assignments by set due dates
Campus Visits Required: No
Program Length: Full-time: program can be completed in 12 to 16 months (3-4 semesters); Part-time: program can be completed in 2 to 3 years (6 semesters)
Curriculum and Graduation Requirements
Thesis Required: No
Capstone Options: Capstone course (integrated brand experience)
Credits Required: 30 credits (10 courses)
Example Courses: Principles of Integrated Marketing Communication; Public Relations Management; Marketing Foundations; Brand Management; Global Consumer Insights; Advertising Management; Social Media Strategies & Tactic
Degree Required: Bachelor's degree
GPA Requirements: Minimum GPA 3.0 (although applications will be reviewed holistically)
Testing Requirements: GRE may be required for admission - GRE scores not required unless program director requests them after reviewing application
Start Dates: Fall and Spring admission
Estimated Tuition*: ~$24,000 + fees
Cost per Credit Hour: $800 per credit hour
State Authorizations: Program accepts students from all 50 states