Integrated Marketing Communications

IMC Fundamentals

Marketers have a myriad of ways to communicate with customers and potential customers. IMC refers to the process of coordinating firms communication programs to create a consistent position and image in the marketplace. IMC includes traditional and digital channels of communication. Digital channels include websites, digital advertising campaigns, search engine optimization (SEO), social media, webinars, podcasts, email and blogging. Traditional channels include TV, print, radio and billboard advertising, mail order, telemarketing and public relations.

In addition to the CBA core, the curriculum emphasizes:

  • understanding of consumer behavior
  • knowledge of marketing research and analytics

Our business approach to the strategy of communication focuses on the development of strategic goals and the execution of communication tactics to achieve those goals. Creative execution and placement in broadcast, narrowcast or direct media are all designed to achieve strategic goals.

Degrees and Preparation

Learning experiences in this program are enhanced by the state-of-the-art classrooms and laboratories in the Taylor Institute for Direct Marketing and the Suarez Applied Marketing Research Laboratories. Through a variety of hands-on experiences, students learn not only "what to do" but, also, "how to do it."

A degree in Integrated Marketing Communications paves the to many careers in advertising, interactive media, public relations and marketing including

  • Agency account executive
  • Direct interactive marketing
  • Media planning and coordination
  • Communication strategy planning and coordination
  • Online advertising and social media
  • Customer relationship management

IMC majors are encouraged to double major in Marketing Management which requires only three additional courses.


Akron Advantage

All College of Business Administration programs are accredited at the highest possible level by AACSB International (the Association to Advance Collegiate Schools of Business). In addition, the CBA is one of only 171 schools that have earned separate accounting accreditation. The College has been consistently rated as one of the best business schools in the nation by the Princeton Review and ranked in the top 6 percent of all undergraduate programs by BusinessWeek magazine.

Our close ties to regional businesses provide many benefits for our students. Business executives share their expertise as mentors and guest lecturers in classes, and provide valuable advice on program and course content, helping to keep our curricula fresh, relevant and rigorous. Students gain valuable hands-on experience through group projects that assign them to solve problems for local businesses and by participating in co-op and internship programs at regional companies.

We are able to provide our students with training in cutting-edge technology as a result of our academic alliances with technology vendors such as SAP, Microsoft, Oracle and Xerox XMPie.

Our active student organizations enable our students to enrich their college experience by providing opportunities for them to apply knowledge and skills gained in the classroom, and by opening doors to new friendships, networking, professional growth, and even jobs.  Many of our student organizations have excelled in regional and national competitions, often against highly regarded colleges and universities across the country.

Hands-on Research

You'll work in teams on real-world business situations, applying your classroom knowledge to help solve problems facing local businesses.  You will have the opportunity to conduct focus group and survey research with consumers, develop and execute strategies for these groups and report your findings to the leaders of business and not-for-profit organizations.

Real-World Experience 

The new professional experience component of our program offers you the choice of an IMC internship or participation in three 1-credit workshops taught by local region business executives. The marketing capstone provides you the experience of completing an in-depth consulting project with a regional company. These experiences act as your bridge from academics to industry.

Recent Placements Include:

  • InfoCision Management Corporation
  • Hitchcock Fleming Advertising
  • Malone Advertising
  • WRL Advertising
  • Suarez Corporation
  • British Petroleum
  • Aetna
  • Quantcast

IMC-related Student Organizations:

Interact with other marketing and advertising students and professionals in the field through organizations such as:

  • American Marketing Association – preeminent marketing professional association
  • Public Relations Student Society of America — Targeted to students interested in PR and communications
  • Beta Gamma Sigma — an honorary fraternity for premier business students
  • Delta Sigma Pi — a professional fraternity to foster the study of business
  • Kappa Beta Delta — recognize scholarship and accomplishment in business and management
  • Pi Sigma Epsilon – collegians and professionals in sales, marketing and management
  • Enactus— develops outreach projects to improve quality of life
  • Student Toastmasters— focus on building leadership and public speaking skills

Curriculum Guide


Page maintained by the Department of University Communications and Marketing. Request a change to this page.

For More Information:

Department of Marketing

Contact: Dr. Susan Hanlon

Career Opportunities

Internships

Research shows that employers are using internships to find qualified full time employees.  Hence, they are becoming a near mandatory means for students to make the transition from academics to business.  The strong ties between the regional business community and the University of Akron give our students a wide array of internship choices.  Our in-house internship placement program simplifies the process and improves outcomes.  IMC majors rate their internships among their best experiences in the program.

Career Outlook

Opportunities are growing in the field of integrated marketing communications. Individuals with a high level of creativity and strong communications skills, particularly those that are able to coordinate the use of traditional and digital media have strong market value.  It is also critically important to be comfortable with data and to execute communication programs in the context of well-conceived strategy.  The  Career Center creates links among students, alumni and area professionals to optimize placement of University of Akron graduates.

The University of Akron

Akron, OH 44325
Phone: 330-972-7111
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