Integrated Marketing Communication

An important and challenging communication task happens when we shepherd messages in and out of organized communities and associations of large numbers of people. Public relations, marketing, advertising – these complex components of organizational life require integration and integrity to ethically serve people's needs.

The Integrated Marketing Concentration builds on basic core communication courses offered at Houghton to develop a defined competence in the communication components of marketing. These components include advertising, public relations, marketing events such as trade shows, direct mail or other forms of one-to-one communication, and web-based or electronic initiatives.

Where can it take me?

The focus of integrated marketing communication is to enable students to enter profit or not-for-profit businesses or organizations and assume a role in a marketing or promotions department with the ability to understand, manage and implement an expected set of professional tasks.

COMM 101 Presentational Speaking (also satisfies the Integrative Studies Community: Communication requirement) 2
Total 2
Required CoursesCredits
COMM 205 Introduction to Communication Theory 4
COMM 214 Introduction to Mass Media 4
COMM 215 Interpersonal Communication 4
COMM 216 Organizational Communication 3
COMM 417 Seminar in Public Communication 4
Total 19
Concentration CoursesCredits
COMM 218 Marketing Principles (also listed as BADM 218) 4
BADM 319 Marketing Research 2
COMM 324 Advertising and Public Relations Principles (also listed as BADM 324) 4
COMM 335 Integrated Marketing Communication Seminar (also listed as BADM 335) 2
One elective course with COMM prefix 2-4
Concentration Total  14-16

Communication Major with Integrated Marketing Concentration BA, 40 hours

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