The document proposes an Integrated Marketing Communications minor at a university. It would provide students theoretical and digital skills for careers in public relations and marketing. The 21-credit program includes prerequisites in communication principles, 6 credits of core classes in social media and related topics, 9 credits of electives across communication and business, and a 3-credit internship capstone. Its goals are for students to develop proficiency in digital marketing, distinguish tools and technologies, and critique their uses in industry. The minor aims to prepare students for advertising, marketing, and public relations careers.

1. Integrated Marketing
Communications Minor
GDIT 709 – Instructional Program Development
Douglas Strahler

2. Overview
 What is the IMC?
 IMC Overview
 Assessment
 Learning Outcomes
 Reflection

3. What is the IMC?
The Integrated Marketing Communications minor is designed
to provide students with the theoretical and digital skills
needed in the fields of public relations and marketing.

4. Needs Assessment
 Social media has grown rapidly - today nearly 4 in 5 active
Internet users visit social networks and blogs
 Close to 40 percent of social media users access social media
content from their mobile phone
 Social networking apps are the third-most used among U.S.
smartphone owners
 70 percent of online active adult social networkers shop online,
12 percent more likely than the average adult Internet user
 53 percent of active adult social networkers follow a brand
 Across a snapshot of 10 major global markets, social networks
and blogs reach over three-quarters of active Internet users

5. Current State of Similar Programs
 West Virginia University
 Integrated Marketing Communications
 Digital Marketing Communications Certificate
 Duquesne University
 Integrated Marketing Communication
 Northwestern University
 Integrated Marketing Communication Undergraduate Certificate
 Ithaca College
 Integrated Marketing Communications (B.S.)
 San Diego State University
 Centre for Integrated Marketing Communications

6. IMC Student Demographic
 College of Information, Business and Social Sciences
 School of Business
 Department of Communication
 Department of Computer Science
 Department of Criminology and Criminal Justice
 Military Science Program
 Department of Professional Studies
 Department of Safety Management
 Additional Programs
 Sports Management
 Psychology
 Park & Resource Management

7. Participating University Groups
 College of Information, Business and Social Sciences
Curriculum Committee
 The Dean of the College of Information, Business and Social
Sciences
 School of Business faculty member
 Department of Communication faculty member
 Department of Computer Science faculty member
 SRU Curriculum Committee
 Department Faculty
 Advisory Board

8. Program Goals
 Acquire the necessary skills and knowledge to be
proficient in digital marketing
 Recognize, distinguish and identify the differences
between all of the technologies and tools
 Criticize and critique industry uses of digital marketing
tools, technologies and strategies

9. Requirements for IMC Minor
3 hours of Prerequisite
6 hours of Core Classes
9 hours of Electives
3 hours of Capstone
21 hours total

10. Prerequisite (3 hours)
 COMM 210 - Principles of IMC

11. Core Classes (6 hours)
 COMM 307 - Social Media*
Select one from the following
 COMM 362 - Mass Media & Society
 CPSC 102 - Collaborative Information Technology & Society
 MRKT 330 - Principles of Marketing
 MRKT 430 - Marketing Research
 SPMT 394 - Sport Marketing

12. Electives (9 hours)
 COMM 258 - Interactive
 COMM 480 - The








Multimedia I
COMM 347 - New-Media
Journalism
COMM 390 - Search Engine
Optimization
COMM 431 - Public Relations
and Integrated Communications
COMM 449 - Communication
Projects
COMM 453 - Media Project
Management
COMM 459 - Issues in
Communication Technology



Communication Age
COMM 490 - Selected Topics
CPSC 300 - Challenges of
Computer Technology
MGMT 370 - Sustainable
Entrepreneurship and
Innovation
MRKT 338 - E-Commerce
MRKT 490 - Mobile Marketing

13. Capstone (3 hours)
 COMM 450 - Internship

14. Delivery Systems
 Hybrid
 Traditional
 Asynchronous
Desire2Learn
(D2L)

15. Formative Assessment
 Questions
 In-class
 Discussion Board
 D2L Gradebook
 End-of-semester evaluations
 Likert-scale
 Open-ended

16. Summative Assessment
 State assessments (Middle States Commission on Higher
Education)
 Department Benchmarks set up the College of
Information, Business, and Social Sciences Curriculum
Committee
 End-of-semester grades

17. Learning Outcomes
 A student with an IMC minor develops an understanding of
the basic concepts and functions of unifying different
marketing methods
 The IMC minor is relevant to students wanting to pursue a
career in advertising, marketing, or public relations.
 Students will learn how to use the latest platforms and
software to needed to be successful in these fields.

18. Reflection
 Major need for this type of major
 Learned that it is difficult to develop this level of program
as one individual
 Learned basics with online courses at SRU