BA in Integrated Marketing Communication

Duquesne University

Integrated marketing communication is a strategic communication discipline that draws together advertising, public relations and marketing. As an undergraduate in the IMC program, you will develop competencies in advertising, public relations, event planning, emerging communication technologies, community relations, visual communication and branding. The integrated marketing communication major will prepare you for a career in advertising and at public relations agencies, consulting firms and in positions requiring strategic communication planning and strategy. The curriculum will provide you with a comprehensive understanding of marketing communication strategies, tactics and tools that help organizations effectively communicate with their target audience(s). Along the way, you’ll delve into such topics as advertising, public relations, digital marketing, branding, media planning, sales promotion and event management and study such areas as consumer behavior, market research and data analysis, essential skills for developing effective marketing strategies.

McAnulty College and Graduate School of Liberal Arts