Integrated marketing communications degree programs cover fundamental marketing strategies, market research, and public relations. Field placements with real companies could be possible in both bachelor's and master's programs. In addition, both programs may offer coursework on-campus and online.
For bachelor's programs, a high school diploma is typically required for acceptance, though some schools recommend strong preparation in English and mathematics. Depending on the school, applicants to a master's program generally need to have 2-3 years of professional experience in marketing or a related field. Students might also be required to complete prerequisite courses in statistics, marketing management, and accounting.
Bachelor's Degree in Integrated Marketing Communications
A bachelor's degree program in IMC can sufficiently prepare students for a career in database marketing and administration. These programs contain interdisciplinary topics that incorporate elements of communication and psychology. Some schools include internship opportunities in these degree programs, allowing students to apply learned concepts to IMC campaigns for real clients. An IMC bachelor's program includes courses in business and marketing fundamentals, business computer applications, consumer behavior, advertising, and Internet marketing. Topics covered typically include:
- Strategic communication
- Group dynamics
- Case studies in IMC
- Research and trending
- Product promotion
- Customer relations management
Master's Degree in Integrated Marketing Communications
A master's degree program in IMC is ideal for students looking to specialize in multimedia marketing-related occupations. This program combines both marketing and business fundamentals and provides real-world focus on database marketing to prepare students for postgraduate employment. Courses in an integrated marketing communications master's degree program involve elements of data interpretation for application development, marketing, finance, statistics, market research, and programming. Courses typically offer the study of real-world marketing campaigns, though some schools allow graduate students to provide services to actual business clients. Common courses include:
- Management of data
- Creative strategy
- Concepts of public relations
- Sales promotion
- Multicultural marketing
Popular Career Options
Earning a bachelor's degree in IMC prepares students for careers in several areas of marketing communications. Students could qualify for the following occupations:
- Art director
- Media specialist
- Promotions coordinator
- Media relations director
Upon completion of an IMC bachelor's degree program, students should be able to apply learned theories to IMC campaigns, consult with clients, understand new IMC-related technology, as well as design and implement viable IMC plans. Students could decide to go on to earn a master's degree to build upon concepts learned in an undergraduate program and receive advanced, targeted education in database marketing.
Employment Outlook and Salary Info
According to September 2019 Salary.com information, the median annual salary of a database marketing analyst was $58,785 per year. The U.S. Bureau of Labor Statistics (BLS) reported the overall employment of marketing, advertising, and promotions managers was expected to increase 8% from 2018-2028 (www.bls.gov). The BLS stated that employers tend to prefer job candidates who have the skills to incorporate new media into their marketing campaigns.
By combining business studies with technological training, both bachelor's and master's degree programs in IMC prepare students for careers related to database marketing.