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Integrated Marketing Communication

Marketing has changed—so we’ve changed the way we educate marketers.

Today’s marketing and communications professionals face a different set of challenges than previous generations. There are new technologies, shifting audience behaviors, and changing expectations for how brands should interact with the public. The way students prepare for communication-related careers should look different, too. A modern, forward-thinking integrated marketing communications program can help to give you your best start in the field. 

As an Integrated Marketing Communication major at York College, you’ll gain practical experience in a variety of areas: advertising, public relations, social media, brand management, and market research. More importantly, you’ll learn how these skills complement each other and impact an organization’s mission. 

Whether you’re interested in pitching ad campaigns, developing social media strategy, analyzing platform metrics, or anything in between, the IMC major will ensure that you’re prepared for a dynamic career—today, and in the years to come. 

A student sits at a group desk, pointing at her laptop and writing in a notebook.

Majoring in Integrated Marketing Communication

  • Key Courses

    Integrated Marketing Communication Courses

    The Integrated Marketing Communication major offers a wide variety of learning opportunities, merging curriculum from advertising, public relations, marketing, and finance degree courses. IMC students will take a minimum of 123 credits, which may include the following classes:

    • MKT 100: Principles of Marketing
    • SPM 230: Concepts of Social Media Platforms
    • MKT 330: Advertising
    • MKT 355: Digital Marketing
    • MKT 365: Branding
    • PR 421: Public Relations Campaigns
    • PR 423: Crisis Communication Management
    • MKT 490: Marketing Internship

    4+1 Graduate Degree Opportunities

    Students who wish to continue their education also benefit from a 4+1 pathway to York College’s graduate program, where they can earn a both a bachelor’s degree and Master of Arts in Integrated Marketing Communication in as few as five years.

  • Career Opportunities & Benefits

    Careers in Integrated Marketing Communications

    No matter your interests, York College’s experienced faculty will guide you toward real-world opportunities that allow you to build a strong professional network.

    These are just a few of the many career opportunities available to graduates of the Integrated Marketing Communication program:

    • Brand Manager
    • Marketing Director
    • Media Planner
    • Social Media Manager
    • Email Marketing Specialist
    • Public Relations Specialist
    • Communication Strategist
    • Customer Relationship Manager
    • Event Planner

    Integrated Marketing Communications Salary Information

    A degree in Integrated Marketing Communications can land you rewarding work at all stages of your career. Glassdoor reports that the salary for an entry-level marketing specialist can range anywhere from a low of $32,000 to more than $54,000 annually. 

    Salaries across the communications and marketing industry show strong earning potential for IMC program graduates. Here are just a few median salaries for common careers in integrated marketing communications. (Source: U.S. Bureau of Labor Statistics)

    • Marketing specialist - $73,970
    • Public Relations Specialist - $62,810
    • Web Content Manager - $83,598
    • Content Marketing and Social Media Manager - $53,706
    • Marketing Strategist - $86,174
    • Advertising and Marketing Managers - $141,490

    Benefits of an IMC Degree Program

    Integrated marketing communications degrees are a popular degree program among students pursuing marketing or related fields of study. This area of business offers a positive career outlook, high-earning salary potential, and abundant leadership opportunities for continued growth. 

    Other benefits of pursuing a degree in Integrated Marketing Communications include: 

    • Overseeing marketing campaigns as they come to life
    • Opportunities to work for a wide range of employers in a variety of different industries 
    • A growing field of study that will position you ahead of your competition as a new marketing professional
    • High-earning wages and salary potential after graduation
    • Opportunity to work with big brands to improve customer relationships and marketing strategies 
    • Ability to travel and work remotely in this field

  • Internships & Work Experience

    Internships & Work Experience

    As part of their senior capstone course, all Integrated Marketing Communication majors will work directly with local professionals on the creation of a promotional plan for a business or organization. In taking on a real-world project, students develop valuable skills in client management and learn how to put their knowledge into practice.

    A variety of internships are also available through the Integrated Marketing Communication program, providing students with hands-on experience as they build a strong resumé.

  • Mentorship & Community

    Mentorship & Community

    Relationship-building is a hallmark of our programs in the Graham School of Business at York College. In addition to working closely with faculty members who care about helping you to achieve your goals, you’ll learn how to form good networking relationships with professionals in your industry.

    Students in the Integrated Marketing Communication major also have the opportunity to participate in the Public Relations Student Society of America (PRSSA). Membership in PRSSA allows students to network with peers and professionals, while continuing to develop skills that will prepare them for future careers.

  • High-Demand Skills

    IMC Skills and Degree Requirements

    Integrated Marketing Communication majors will need to develop expertise in both collaborative “soft” skills and digital technologies. As you prepare for your degree in this field, it will be helpful to focus on the following areas. 

    • Critical thinking and problem-solving
    • Analytical skills
    • Good communication
    • Strong interpersonal skills
    • Project management
    • Creative thinking
    • Technological fluency

    You may also choose to explore knowledge or certifications in areas like healthcare marketing, social media platforms, social listening tools, advertising platforms (Google Ads, Facebook Business Suite), analytics platforms (Google Analytics, Adobe Analytics), or CRM software like Hubspot or SalesForce. 

    Best Minors for an IMC Major

    Students who pursue a Bachelor of Arts in Integrated Marketing Communication may also decide to complement their degree with another area of study for a well-rounded education. Some complementary minor programs for an IMC major include:

    • Business Analytics 
    • Entrepreneurship
    • Foreign Language 
    • Psychology 
    • Visual Communication
    • Professional Writing

Program Requirements

Required Courses and Degree Requirements for Graduation
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2021-2022 Undergraduate Catalog

Contact Us
Graham School of Business
Dr. Jefrey Woodall
Willman Business Center, 226
Phone: 717.815.1248
jwoodall@ycp.edu