Strategic Communication and Media, Bachelor of Science (BS) - Concentration in Integrated Marketing Communication
Slippery Rock University’s Integrated Marketing Communication degree gives students the opportunity to learn what it takes to be at the forefront of modern marketing. Earning a Bachelor’s in Integrated Marketing shows that graduates understand the complex and ever-changing world of marketing in the 21st century. SRU’s Communication Department offers campus organizations that specialize in marketing, as well as media production spaces, a cutting-edge curriculum, and modern computer labs.
WHY MAJOR IN COMMUNICATION: INTEGRATED MARKETING?
The Communication major with a concentration in Integrated Marketing prepares you to perform consumer research, strategic planning, message creation, and product branding through a variety of media platforms and across settings. Developed through market research, this new program received the strong endorsement of our professional advisory board to meet a growing demand for technically savvy graduates with an integrated skill capability to implement multimedia and social media marketing programs.
With the opportunity to participate in a variety of relevant student organizations and up to four internships for credit, IMC majors graduate with a portfolio of work that demonstrates a wide range of proficiencies to potential employers. These student organizations include WSRU-TV, Lambda Pi Eta, and PRSSA Rock PRoductions, our student-run integrated marketing communication firm.
WHAT WILL YOU LEARN?
Working with professors with years of experience in their fields, the IMC degree provides applied coursework in public relations and marketing, and allows you to select a concentration area in advertising and publication design or new and social media.
When you choose to major in Integrated Marketing Communication, you benefit from a cutting-edge and modern interdisciplinary program that pulls together project-based coursework in Marketing, Public Relations, Advertising, Social Media, and Graphic Design. You can choose up to four internship opportunities in areas of your interest to further your professional development. In addition, the Senior Capstone Seminar eases your transition from student to professional, offering career preparation and job search skills.
CAREERS IN INTEGRATED MARKETING
One of the many benefits of studying Integrated Marketing is the abundance of opportunities after graduating. Not only are marketing opportunities always growing, but integrated marketing positions are becoming more and more prevalent as marketing platforms continue to grow. This program’s internship opportunities—as well as our vast alumni network—make SRU a perfect choice for students thinking about their future careers after graduation.
As a graduate of the IMC program at SRU, students are marketable for employment in public relations, marketing, and advertising positions with agencies and corporations. Our Integrated Marketing graduates have gone on to work locally in Pennsylvania and across the country with high-profile businesses, sports teams, agencies, media organizations, and more.
PROGRAM LEARNING OUTCOMES
Strategic COMMUNICATION and Media - INTEGRATED MARKETING COMMUNICATION, BS
- Targeted Materials: Produce appropriately targeted media materials in a variety of formats. (SLO 1, 2, 5, 8, 9, 10)
- Understand the Roles of Marketing Tools: Understand the role of public relations, advertising, and other promotional marketing tools in the integrated marketing communication mix. (SLO 1, 2, 5, 8, 9, 10)
- Strategic Campaigns: Demonstrate the ability to develop a research-based strategic integrated marketing communication plan tailored to a designated consumer profile. (SLO 1, 2, 5, 8, 9, 10)
STRATEGIC COMMUNICATION AND MEDIA DEPARTMENT, OVERALL
- Writing competency: Students will demonstrate the ability to write and present messages clearly and effectively. (SLO 1, 2, 5, 8)
- Ethics and legal issues: Students will understand ethical and legal issues facing communicators in the 21st century. (SLO 1, 5, 8, 10)
- Research and analysis: Students will demonstrate the ability to design and implement research studies and critically analyze research data. (SLO 1, 2, 4, 5)
RELATED LINKS
Strategic Communication and Media - Integrated Marketing Communication, BS Program Page
CURRICULUM GUIDE
GPA REQUIREMENT
Major GPA: 2.0 or higher
Overall GPA: 2.0 or higher
SUMMARY*
| Code | Title | Hours |
|---|---|---|
| Rock Studies 2 Requirements | 42 | |
| Other Basic Requirements | 0-3 | |
| Major/Concentration Requirements | 57 | |
| Electives | 21 | |
* All undergraduate degree programs require a minimum of 120 credits. Some courses meet multiple requirements, but are only counted once toward the 120 credit total required to graduate.
ROCK STUDIES 2 REQUIREMENTS
| Code | Title | Hours |
|---|---|---|
| The Rock | ||
| SUBJ 139 | Foundations of Academic Discovery 1 | 3 |
| ENGL 102 | Critical Writing | 3 |
| ENGL 104 | Critical Reading | 3 |
| MATH 117 | Quantitative Reasoning | 3 |
| Select one of the following: | 3 | |
| Civil Discourse: Theory & Practice | ||
| Ethics and Civil Discourse | ||
| Civil Discourse and Democracy | ||
| Subtotal | 15 | |
| Integrated Inquiry | ||
| Creative and Aesthetic Inquiry | ||
| Select 3 Credits | 3 | |
| Humanities Inquiry | ||
| Select 3 Credits | 3 | |
| Social Science Inquiry | ||
| Select 3 Credits | 3 | |
| Natural Sciences Inquiry | ||
| SCI 101 | Science of Life | 3 |
| Physical Sciences Inquiry | ||
| SCI 102 | Understanding the Physical World | 3 |
| Subtotal | 15 | |
| Thematic Thread | ||
| Select 12 Credits 2 | 12 | |
| Total Hours | 42 | |
- 1
Course offered in multiple subjects; cannot take course in first major subject.
- 2
One course from each category; six credits must be 300-level or above; no more than 4 credits from one subject area; specific courses required in first major, regardless of prefix of course, cannot be used to satisfy thread requirements; any course with same prefix as first major cannot be used to satisfy thread requirements, even if it is not a course in the first major.
Basic Math Requirement
Check with your adviser or a current degree audit report to see if you have been exempted from this course. The credit earned in this course will not be counted toward the 120 credit hour minimum needed to earn a degree.
| Code | Title | Hours |
|---|---|---|
| Complete one of the following: | 0-3 | |
Meet required minimum SAT or ACT math score OR | ||
| Beginning Algebra | ||
| Total Hours | 0-3 | |
DIVERSITY, EQUITY, AND INCLUSION REQUIREMENT
Students must take and pass a course with the Diversity, Equity, and Inclusion (DEI) designation prior to graduation. Students can meet this requirement by taking any DEI - designated course in any program at any time during their undergraduate career.
MAJOR/CONCENTRATION REQUIREMENTS
- 29 major credits must be taken at SRU or PASSHE
- 29 major credits must be taken at the 300 level or above
| Code | Title | Hours |
|---|---|---|
| Core Requirements | ||
| COMM 110 | Communication Concepts 1,2 | 3 |
| COMM 242 | Media Writing | 3 |
| COMM 310 | Communication Research Methods 1,2 | 3 |
| COMM 410 | Communication Law 1,2 | 3 |
| COMM 497 | Senior Capstone Seminar 1 | 3 |
| Subtotal | 15 | |
| IMC Requirements | ||
| COMM 231 | Principles of Integrated Marketing Communication & Public Relations 1 | 3 |
| COMM 307 | Social Media | 3 |
| COMM 332 | Case Studies in Public Relations and Integrated Communication 1 | 3 |
| COMM 333 | Writing for Public Relations and Integrated Marketing Communication 1 | 3 |
| COMM 364 | Strategic Brand Communication 1 | 3 |
| COMM 407 | Social Media Network Analytics 1 | 3 |
| COMM 431 | PR and IMC Campaigns Capstone 1 | 3 |
| MRKT 230 | Principles of Marketing 1 | 3 |
| MRKT 333 | Consumer Behavior 1 | 3 |
| MRKT 334 | Advertising Management 1 | 3 |
| Subtotal | 30 | |
| Electives | ||
| Select nine credits from the following block (at least one class must be at the 300-level or higher): | 9 | |
| Mass Media and Society 1 | ||
| Principles of Creative Advertising 1 | ||
| Introduction to Digital Design 1 | ||
| Interactive Multimedia 1 1 | ||
| Video Production 1 | ||
| Message Preparation | ||
| Publication Production 1 | ||
| Media Relations and Crisis Communication 1 | ||
| New-Media Journalism 1 | ||
| Global Media 1 | ||
| Advertising Production 1 | ||
| Issues in Communication Technologies 1 | ||
| Professional Selling 1 | ||
| E-Commerce 1 | ||
| Marketing Research 1 | ||
| Subtotal | 9 | |
| Internship | ||
| COMM 450 | Internship 1 | 3 |
| or MRKT 450 | Internship | |
| Total Hours | 57 | |
- 1
Course counts for 50% of Major requirements and Major GPA
- 2
A grade of 'C' or higher must be earned in these courses
- *
Some courses may require pre-requisites. Please see course descriptions to determine if there are any pre-requisites for that specific course.
Important Curriculum Guide Notes
This Curriculum Guide is provided to help SRU students and prospective students better understand their intended major curriculum. Enrolled SRU students should note that the My Rock Audit may place already-earned and/or in progress courses in different, yet valid, curriculum categories. Enrolled SRU students should use the My Rock Audit Report and materials and information provided by their faculty advisers to ensure accurate progress towards degree completion. The information on this guide is current as of the date listed. Students are responsible for curriculum requirements at the time of enrollment at the University.
PASSHE - Pennsylvania State System of Higher Education Institutions
STRATEGIC COMMUNICATION & MEDIA- BS (2119)
Concentration in Integrated Marketing (IMRK)
This program is effective as of sUMMER 2024
Revised 05.16.2024
UCC 04.16.2024
RECOMMENDED FOUR-YEAR PLAN
| First Year | ||
|---|---|---|
| Fall | Hours | |
| COMM 110 | Communication Concepts | 3 |
| COMM 263 | Mass Media and Society | 3 |
| ENGL 102 | Critical Writing | 3 |
| ESAP 101 | FYRST Seminar * | 1 |
| SUBJ 139 | Foundations of Academic Discovery 1 | 3 |
| Creative & Aesthetic Inquiry | 3 | |
| Hours | 16 | |
| Spring | ||
| COMM 200 | Civil Discourse: Theory & Practice | 3 |
| ENGL 104 | Critical Reading | 3 |
| COMM 231 | Principles of Integrated Marketing Communication & Public Relations | 3 |
| MATH 117 | Quantitative Reasoning | 3 |
| Humanities Inquiry | 3 | |
| Hours | 15 | |
| Second Year | ||
| Fall | ||
| COMM 256 | Message Preparation | 3 |
| SCI 101 or SCI 102 |
Science of Life or Understanding the Physical World |
3 |
| IMC Elective | 3 | |
| Social Science Inquiry | 3 | |
| Elective | 3 | |
| Declare a Thematic Thread 2 | ||
| Hours | 15 | |
| Spring | ||
| MRKT 230 | Principles of Marketing | 3 |
| SCI 101 or SCI 102 |
Science of Life or Understanding the Physical World |
3 |
| IMC Elective | 3 | |
| Thematic Thread Requirement | 3 | |
| Elective | 3 | |
| Hours | 15 | |
| Third Year | ||
| Fall | ||
| COMM 307 | Social Media | 3 |
| COMM 310 | Communication Research Methods | 3 |
| COMM 332 | Case Studies in Public Relations and Integrated Communication | 3 |
| Thematic Thread Requirement | 3 | |
| Elective | 3 | |
| Hours | 15 | |
| Spring | ||
| COMM 333 | Writing for Public Relations and Integrated Marketing Communication | 3 |
| MRKT 333 | Consumer Behavior | 3 |
| Thematic Thread Requirement | 3 | |
| Electives | 6 | |
| Hours | 15 | |
| Fourth Year | ||
| Fall | ||
| COMM 364 | Strategic Brand Communication | 3 |
| COMM 410 | Communication Law | 3 |
| MRKT 334 | Advertising Management | 3 |
| Thematic Thread Requirement | 3 | |
| Elective | 3 | |
| Hours | 15 | |
| Spring | ||
| COMM 407 | Social Media Network Analytics | 3 |
| COMM 431 | PR and IMC Campaigns Capstone | 3 |
| COMM 450 | Internship | 3 |
| COMM 497 | Senior Capstone Seminar | 3 |
| Elective | 3 | |
| Hours | 15 | |
| Total Hours** | 121 | |
- 1
Course offered in multiple subjects; cannot take course in first major subject.
- 2
Work with your Academic Adviser to declare a Thematic Thread by the end of your fall semester in your second year.
- *
Students are encouraged to take ESAP 101 as a Free Elective.
** This document is meant to serve as a guide. Some planners may show more than 120 credits because faculty have created flexibility in choosing courses. However, only 120 credits are required to obtain a degree. Please consult with your academic adviser and refer to your curriculum guide prior to registering for courses. This plan should be reviewed, and verified, by you and your academic adviser at least once each academic year.
Major Code: 2119
Concentration Code: IMRK
Revised: 08.01.2023