Integrated Marketing Communications Bachelor of Business Administration (B.B.A.) Degree

Program Overview

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 way 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 13 additional credits including at least one internship for credit.

Integrated Marketing Communication Coursework

Undergraduate degrees at The University of Akron require a student to complete 128 credits. Please note that some number of electives might be needed in addition to required courses to equal 128 credits. The following are the credits required for Integrated Marketing Communications majors:

Marketing Foundation courses (12 credits)
6600:275 Professional Selling 3
6600:335 Marketing Research 3
6600:355 Buyer Behavior 3
6600:375 Marketing & Sales Analytics 3
Required IMC Core Competency Courses (12 credits)
6600:432 Integrated Marketing Communications 3
6600:434 Digital IMC (Spring semester only) 3
6600:438 Media Strategy (Fall semester only) 3
6600:445 Creative Laboratory (Spring semester only) 3
Professional Experience (7 credits)
6600:488 Internship in IMC 3
6600:491 Professional Workshops in Marketing 3
6600:499 Marketing Capstone Project 3
6600:495 Professional insights in IMC 1

Professional Experience

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.

Course Availability

University general education requirements and CBA Core classes are offered each semester, including over the summer. Please note that the number of sections available is often less during the summer semester.

Courses for your major are offered both fall and spring, although every course is not offered every semester. The one fall-only class is Media strategy and the one spring-only class is Digital IMC.

Marketing Department

The Information Systems major is part of the Management Department. Learn about CBA information systems management students, careers, organizations that have recently hired CBA graduates, and much more on the Marketing Department page.

Graduation Requirements

In addition to completing all required courses for their major a student must also maintain certain cumulative GPAs to graduate:

  • 2.3 overall GPA in all courses
  • 2.0 GPA in major courses
  • 2.0 GPA in business and economics courses

Graduation Deadlines

  • Spring Graduation – Apply by December 1
  • Summer Graduation – Apply by April 1
  • Fall Graduation – Apply by July 1

Academic Resources

Resources are available to help you learn more about the school and major, determine class schedules, requirements, and progress toward you degree.

Before you apply to The University of Akron, contact our Undergraduate Recruiter to answer your questions. Current UA students who want to be admitted to a major should be sure to visit an undergraduate Academic Adviser.

Graduation Planning Summary (GPS). The GPS is a document that lists course titles and additional, supplemental information for you as an Integrated Marketing Communication student. When you are admitted to the CBA, you will review the GPS with your adviser, and use it in conjunction with the Degree Progress Report (DPR) (see below). Download your Integrated Marketing Communication GPS.

Once you are admitted to The University of Akron, you’ll use the Degree Progress Report (DPR), which is an online tool you can use to view data regarding course requirements. DPR outlines your degree requirements, marks completed courses, and shows your remaining coursework. 


Once you are a student, The University of Akron and the College of Business offer tutoring services for additional help in many subjects.

  • The University of Akron offers free online tutorials for students to learn to use a variety of software programs, like Microsoft Excel, Word, PowerPoint, Project, Google Docs, and Springboard through Atomic Learning.
  • The CBA offers tutoring on business topics.
  • The main campus library has writing and math Tutoring Services. 

Student Organizations

The College of Business Administration is associated with many student organizations through which you can expand your classroom learning and enhance your leadership, organizational and interpersonal skills. Within these organizations you will meet students from diverse backgrounds and will have opportunities to interact with business professionals, participate in competitions and organize community service projects. Students are encouraged to actively participate in the organization(s) of their choice.