Students collaborating on an Ad Lab project.
Public relations, marketing, advertising, sales promotion, and electronic marketing are no longer seen as isolated functions -- or isolated disciplines. Successful marketers know that applying a strategic combination of these communications techniques is the best way to grab consumer attention in today's media-saturated world. Our integrated marketing communications program examines the natural connections between these promotional methods and provides the 360-degree perspective you'll need to weave them into comprehensive, convincing marketing initiatives.
Our degree in integrated marketing communications -- one of the few undergraduate programs of its kind in the country -- blends coursework from the School of Business and the Roy H. Park School of Communications. In your first semester you'll take foundation courses that teach you how to write and speak clearly, concisely, and persuasively to target audiences. Later you'll learn how to gather and analyze market research and how to translate these findings into strategies that will increase customer loyalty and brand awareness.
Capstone courses, such as Ad Lab and Public Relations Lab, give you the chance to put these skills to the test by researching and developing promotional campaigns for real businesses. Ad Lab students recently developed national communications campaigns for Yahoo!, Coke, and AOL, which were presented to a panel of top advertising and brand executives at the American Advertising Federation's annual National Student Advertising Competition.
If you seek further real-world experience, you may also take advantage of the excellent internship opportunities offered through both schools. The Park School regularly places interns at a number of national brands, media outlets, and top advertising agencies, including Ogilvy and Mather (advertising), Ruder Finn (public relations), Billboard magazine, NBC, Sony, Disney, and Atlantic Records.
This unique combination of real-world campaign development and forward-thinking curriculum will prepare you for a career on either the client or agency side of marketing communications. Whether you aspire to be an advertising or public relations executive, creative copywriter or art director, media director, or promotions coordinator, our program gives you a competitive edge.