Looking for a major in ADVERTISING or PUBLIC RELATIONS, along with a solid foundation in MARKETING?
You've found it!
Integrated Marketing Communications (IMC) majors focus on building brands by designing and delivering unified promotional messages and experiences.
This degree program is built on the merging of coursework from the Roy H. Park School of Communications and the School of Business. This major teaches students about the newly converging fields of advertising, public relations, sales promotion, and social/interactive/experiential marketing. Students learn how these specialized areas are combined into seamless communication programs for companies and their brands.
Coursework highlights: Freshman year, IMC majors work in teams to create basic advertising and public relations executions for the Internet, magazines, TV, and social media to produce a strategic communication plan to promote a real-life company and its brands; Sophomores research different target audiences and generate a public relations media kit and an advertising plansbook for a national client; Juniors learn persuasive theory and techniques, and apply them in designing and creating web sites, pitch letters, news releases, promotional events, and advertisements for both traditional and nontraditional media plans; Seniors explore social media, search engine optimization, sales promotions, experiential, and international marketing, and then choose the capstone course that focuses on their primary area of interest: advertising, graphic design, public relations, or local IMC campaigns.
"At my internship this past summer, I felt like I knew so much more than the other interns. An executive asked us if we understood SEO, and I was the only one who did. My supervisor even commented to me about how well prepared I was for this experience." - Junior, IMC major
"I’ve been helping guest teach PR undergrad classes in the DC/MD area and am continuously realizing how lucky I was to go to Ithaca, where hands-on, real-world client challenges were a part of the daily curriculum from freshman year on. That really is a differentiator, I believe." - PR agency Project Manager, IMC alumna
To complement their IMC major, many students choose to add a minor from a program about which they have a special interest. Popular minors among IMC majors include graphic design, psychology, legal studies, and sports studies.