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Develop an understanding of traditional marketing elements, including advertising, sales promotion, public relations, direct marketing, and more with the Bachelor of Arts in Integrated Marketing Communication. You’ll discover the magic of integrating these different elements to deliver a powerful and unified message in support of an organization or its products. By using the latest communication technologies and applying integrated marketing fundamentals, you’ll be equipped to develop effective marketing programs that deliver meaningful and measurable results.
The Bachelor of Arts in Marketing program prepares you for a variety of careers in marketing, sales, advertising, fundraising, public relations, and other persuasive fields. It combines a business degree with advanced communication skills for traditional and Web 2.0 platforms, teaching you to develop multi-platform, multi-public message dissemination plans.
The Western Association of Schools and Colleges (WASC) accredits public and private schools, colleges, and universities in the U.S.
Prerequisites for the Major
An introductory course on the written academic discourse patterns required for college-level writing. Emphasizing essay-length compositions, the course covers critical reading, thesis formation, essay organization, and basic revision techniques.
This course is the introduction to contemporary marketing theory and practice in both the local and global marketplace. Basic concepts of marketing are examined with an emphasis on marketing positioning, segmentation and targeting as well as product development and distribution.
Core Requirements
Prerequisite: ENG 102
Looks at communication across cultures and considers how culture influences communication. Focuses on the dynamics of cross-cultural face-to-face interaction, conflict styles across cultures, societal influences on ethnocentrism and racism, cultural value orientations, non-verbal dimensions of communication, language interaction, stereotypes, relationship development, and cultural adaptation.
Prerequisite: ENG 102
Examines communication technologies and their effects on society. Looks at the history of such systems: how they emerged, diffused, and evolved. Covers current systems, with an emphasis on how the Internet and other new platforms are changing media, education, business, and politics around the world.
Prerequisite: ENG 102; COM 402 and MKT 302A, or COM 315
IMC allows organizations to plan and implement unified communication campaigns using traditional and new media. They can use these multiple media platforms to reach multiple audiences and publics, leveraging their assets to develop more efficient and effective efforts. Through case analysis, students learn how leading organizations use the principles of IMC. Hands-on projects give learners the experience and confidence they need in the workplace.
Prerequisite: ENG 102
Examines critical thinking and ethics, and their application to academic, personal, and professional situations. Covers systems of logical reasoning, critical analysis, and evaluation of message content, including supporting evidence, and logical fallacies. Discusses the morality and ramifications of decision-making in media industries.
Prerequisite: ENG 102
Introduces learners to the principles, functions, and practices of social influence. Examines how to influence others’ attitudes, beliefs, opinions, values, and behaviors through communication. Explores scientifically established principles of persuasion that are used in contemporary media.
Prerequisite: ENG 102
Explores professional speaking and presentations. Identifies and provides practice of theory and skills used in advanced speaking. Teaches creation and integration of text, graphics, audio, and video into presentations. Offers hands-on experience applying theory and methods to create professional presentations.
Prerequisite: MKT 302A
An introduction to the cultural environment of global markets, including such topics as cultural dynamics, management styles, and political and legal environments. Students learn how to assess global marketing opportunities as well as develop and implement strategies to capitalize on those opportunities.
Prerequisite: MKT 302A
A course that gives the student an overview and practical application of contemporary methods for gathering, analyzing, and preparing market research for use in marketing decision making. It focuses on defining organizational information needs and designing appropriate research methods to obtain it. Specific topic areas include qualitative and quantitative research methods, secondary research, internal market intelligence systems, and data analysis.
Every step of online transactions should be considered with security in mind. Accessing the organizations’ data requires operators to apply the proper security and privacy while the data is stored, transmitted, accessed and when it is worked on. Work with confidential data involves strong ethical practices to be aware of security breaches and how to mitigate threats.
Performance Management (PM) and Supply Chain Management (SCM) require metrics and indicators to measure value, weaknesses and opportunities through business intelligence. Using data to set objectives and measure the internal and external performances through analytics has been a proven method to business success. Business analytics provide a proactive approach to identify and solve problems before it takes place. Data improvement, data quality assessment, data cleansing and normalization, methods and process improvements will be discussed.
New technologies have opened new arenas in prediction and marketing. Subjects of predictive analytics topics and its role in enterprise marketing will be discussed. The course applies predictive analytic tools to derive the organization’s strategic direction. Market and product analysis will be used to illustrate the development process. Results will be drawn from actual predictive analytics applications and interpreted in the context of business impact.
Prerequisite: MKT 302A
This course examines services marketing as distinct and separate from product marketing. Discussions focus on the theory and practice of designing and developing service marketing strategies for segmented populations. Emphasis is placed on positioning various types of services through added value and immediate response using technology to communicate effectively in a global market.
Prerequisite: COM 334
Synthesizes principles and strategies used to develop PR and integrated advertising messages used in the planning and implementation of communication campaigns. Focuses on analyzing markets, clients, products, and audiences and on creative copywriting and art direction. Provides training in how to develop campaign plans in traditional and digital media.
Prerequisite: COM 441
Create and integrate campaign materials and media assets for a complete public relations or advertising campaign to be delivered across multiple media platforms. Materials produced include print, graphic, video, and other digital assets. Provides hands-on experience presenting a creative plan to a potential client.
Prerequisite: COM 442
Apply and integrate new tools and techniques to design, create, and implement interactive communication programs and campaigns. Focuses on delivery through Social Media, location-based messaging, and personal mobile devices. Offers hands-on experience producing multimedia and mobile content.
Prerequisite: Completion of 31.5 quarter units of upper-division core requirements; MKT 302A
This course aims to synthesize the marketing knowledge gained through various core courses required in the program. This will include integration of the program learning outcomes through research project.
To receive a Bachelor of Arts in Integrated Marketing Communication, students must complete at least 180 quarter units as articulated below, 45 of which must be completed in residence at National University, 76.5 of which must be completed at the upper-division level, and a minimum of 69 units of the University General Education requirements. In the absence of transfer credit, additional general electives may be necessary to satisfy total units for the degree. The following courses are specific degree requirements. All students receiving an undergraduate degree in Nevada are required by State Law to complete a course in Nevada Constitution.
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Successful completion and attainment of National University degrees do not lead to automatic or immediate licensure, employment, or certification in any state/country. The University cannot guarantee that any professional organization or business will accept a graduate’s application to sit for any certification, licensure, or related exam for the purpose of professional certification.
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NU graduates will be subject to additional requirements on a program, certification/licensure, employment, and state-by-state basis that can include one or more of the following items: internships, practicum experience, additional coursework, exams, tests, drug testing, earning an additional degree, and/or other training/education requirements.
All prospective students are advised to review employment, certification, and/or licensure requirements in their state, and to contact the certification/licensing body of the state and/or country where they intend to obtain certification/licensure to verify that these courses/programs qualify in that state/country, prior to enrolling. Prospective students are also advised to regularly review the state’s/country’s policies and procedures relating to certification/licensure, as those policies are subject to change.
National University degrees do not guarantee employment or salary of any kind. Prospective students are strongly encouraged to review desired job positions to review degrees, education, and/or training required to apply for desired positions. Prospective students should monitor these positions as requirements, salary, and other relevant factors can change over time.
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By checking this box as my electronic signature and submitting this form by clicking the Request Info button above, I provide my express written consent to representatives of National University and National University System affiliates (City University of Seattle, Northcentral University and National University Virtual High School) to contact me about educational opportunities, and to send phone calls, and/or SMS/Text Messages – using automated technology, including automatic dialing system and pre-recorded and artificial voice messages – to the phone numbers (including cellular) and e-mail address(es) I have provided. I confirm that the information provided on this form is accurate and complete. I also understand that certain degree programs may not be available in all states. Message and data rates may apply.
I understand that consent is not a condition to purchase any goods, services or property, and that I may withdraw my consent at any time by sending an email to [email protected].
I understand that if I am submitting my personal data from outside of the United States, I am consenting to the transfer of my personal data to, and its storage in, the United States, and I understand that my personal data will be subject to processing in accordance with U.S. laws, unless stated otherwise in our privacy policy. Please review our privacy policy for more details or contact us at [email protected].
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By checking this box as my electronic signature and submitting this form by clicking the Request Info button above, I provide my express written consent to representatives of National University and National University System affiliates (City University of Seattle, Northcentral University and National University Virtual High School) to contact me about educational opportunities, and to send phone calls, and/or SMS/Text Messages – using automated technology, including automatic dialing system and pre-recorded and artificial voice messages – to the phone numbers (including cellular) and e-mail address(es) I have provided. I confirm that the information provided on this form is accurate and complete. I also understand that certain degree programs may not be available in all states. Message and data rates may apply.
I understand that consent is not a condition to purchase any goods, services or property, and that I may withdraw my consent at any time by sending an email to [email protected].
I understand that if I am submitting my personal data from outside of the United States, I am consenting to the transfer of my personal data to, and its storage in, the United States, and I understand that my personal data will be subject to processing in accordance with U.S. laws, unless stated otherwise in our privacy policy. Please review our privacy policy for more details or contact us at [email protected].