Master's in Integrated Marketing Communications
On-Campus Course Schedule for Spring 2026

Capstone

During this final course, students will apply the comprehensive skills they have built throughout their study of the concept and practice of integrated marketing communications. After identifying and securing a company or organization of their choosing, students will respond to a marketing communications challenge by creating a well-researched, creative, integrated plan that exemplifies their development as IMC professionals. Students will be able to choose clients based on their personal interests or aimed at continuing the social impact mission of the program. Consumer research is the heart of the IMC planning process and students are required to develop their creative insights from original research. Throughout the semester, multiple forms of assessment—including quick-fire challenges, written projects, an ethical response paper, a final plan, and a strategy pitch—track and evaluate each student's level of competency in all IMC program learning goals.

Note: Students must have completed the core and foundation courses (MPMC 500/5020, 600/5021, 602/5022 and 603/5023) to register for this elective course. Students may only take this course in their final semester of the program. A minimum grade of "B" is required to pass. Program Approval Required.

Capstone

During this final course, students will apply the comprehensive skills they have built throughout their study of the concept and practice of integrated marketing communications. After identifying and securing a company or organization of their choosing, students will respond to a marketing communications challenge by creating a well-researched, creative, integrated plan that exemplifies their development as IMC professionals. Students will be able to choose clients based on their personal interests or aimed at continuing the social impact mission of the program. Consumer research is the heart of the IMC planning process and students are required to develop their creative insights from original research. Throughout the semester, multiple forms of assessment—including quick-fire challenges, written projects, an ethical response paper, a final plan, and a strategy pitch—track and evaluate each student's level of competency in all IMC program learning goals.

Note: Students must have completed the core and foundation courses (MPMC 500/5020, 600/5021, 602/5022 and 603/5023) to register for this elective course. Students may only take this course in their final semester of the program. A minimum grade of "B" is required to pass. Program Approval Required

Consumer Insight

This course is a foundational component of the integrated marketing communications (IMC) program. The course builds student knowledge of research approaches and techniques, equipping them to keep consumer interests and needs at the center of integrated campaigns. Students will learn how to design, interpret, and apply primary and secondary research techniques used in campaign development, execution, and evaluation. Topics include how to locate and mine existing databases and resources; best practices for designing and executing surveys, in-depth interviews, focus groups, and observational studies; and how to incorporate digital tools and emerging technologies as part of an overall research plan. Focus will be placed on how to develop meaningful insights from research to guide audience segmentation and targeting, message strategies, creative development, and channel selection. The course combines textbook learning with real-world examples and applications so that students can experience research in practice.

Note: Foundation course requirement for the IMC program.

Creative & Generative AI

In this course, we face these issues head-on, building an understanding of what is possible with generative AI, and how people can best leverage them in artistic domains. This course provides an overview of generative AI, defining its role and capabilities in creating novel content. The course focuses on the practical applications of generative AI in various creative domains. Students will explore how AI is used to generate visual art, create music, design products, and even write creative literature. The course will showcase a range of case studies and examples where generative AI has been successfully implemented, offering insights into its transformative potential. Students will also engage with the creative process behind generative AI. This involves understanding the human-AI collaboration in creative work, and exploring how artists and designers can guide AI to enhance creativity rather than replace it. Discussions will include the ethical considerations and implications of AI-generated content, particularly regarding originality, copyright, and authorship. We will also examine issues of bias and the future of work as generative AI reshapes the global market for creative content. Students will be introduced to careers in the intersection of AI and creative fields, hearing from guest speakers on different strategies for participating in and benefiting from the generative AI transformation. They will learn the fundamentals of how these models are trained and how they produce creative outputs. Then, they will build on this knowledge to see firsthand where AI shines, where it reaches its current limitations, and how they can use AI to reach their own creative goals. Upon completion of the course, students will have AI-assisted artifacts of their own design, as well as frameworks and processes that they can apply to new technologies still to come.

Digital Marketing

In this fast-paced course, we will examine the fundamentals of digital marketing. The course will provide a solid foundation for students to develop a cohesive digital marketing plan, including the strategies, tools and tactics that digital marketers employ. You will learn how to create a digital marketing strategy and translate that strategy into tactical objectives, goals, tasks, and measurements to build brand awareness, drive leads and awareness, and increase sales. Topics include online/display advertising, search engine marketing (organic and paid), social media marketing, content marketing, email marketing, mobile marketing and website development.

Foundations of IMC: Campaigns

In today's ever-fragmented media world, it's never been harder, or more important, to develop a strong, integrated brand strategy to connect with people. From soft drinks to computers to the presidential election campaigns, managing a brand relationship with your audience is critical. In this class, students will learn how strategies are developed and explore how different communications disciplines can and should work together. You will learn the principles and practice of developing an integrated marketing communications plan using the Georgetown model – a building block for success in MPS IMC and in your career. There will be an emphasis on thinking creatively and strategically about business problems, as well as the importance of humanity and intuition in a data-driven world.

Note: Foundation course requirement for the IMC program. A minimum grade of "B" is required to pass.

Marketing for Entrepreneurs

Increasingly, entrepreneurship is a growth engine for the global economy – marketing is a crucial element that defines the success or failure of a fledgling business. This highly interactive class will explore business structures including how to define, identify and quantify opportunities and target markets. It will also cover key branding and marketing strategies necessary to launch, grow and maintain a small business. Bring your business ideas and be ready to learn how to market those visions into reality.

MPS IMC Internship I

This one-credit course is designed to give credit for students doing an internship with an organization that requires them to receive credit. The internships should be substantive and have the goal of providing relevant industry experience, portfolio items or other professional work for students to use when looking for jobs. This course is also meant as a way to help support students who are doing internships. Students are expected to check in every week with the instructor about their experience so that the instructor can give guidance for the internship and for working within a professional organization.

Note: Students must have completed foundation courses MPMC 600/5021 & MPMC 602/5022 to register for this elective course. Extensive, documented academic activity and experiential learning outside of the classroom is required. Program Approval is required. This course is cross-listed with MPJO-7951-01 and MPPR-7951-01.

MPS IMC Internship II

Note: Students must have completed foundation courses MPMC 600/5021 & MPMC 602/5022 as well as MPMC 773/7951 Internship I to register for this elective course. Extensive, documented academic activity and experiential learning outside of the classroom (min. 6-8 hours per week) is required. Program Approval is required. This course is cross-listed with MPJO-7952-01 and MPPR-7952-01.

MPS IMC Internship III

This one-credit course is designed to give credit for students doing an internship with an organization that requires them to receive credit. The internships should be substantive and have the goal of providing relevant industry experience, portfolio items or other professional work for students to use when looking for jobs. This course is also meant as a way to help support students who are doing internships. Students are expected to check in every week with the instructor about their experience so that the instructor can give guidance for the internship and for working within a professional organization.

Note: Students must have completed foundation courses MPMC 600/5021 & MPMC 602/5022 and 773/7951 Internship I & 774/7952 Internship II to register for this elective course. Extensive, documented academic activity and experiential learning outside of the classroom (min. 6-8 hours per week) is required. Program Approval is required.

Negotiation Strategy & Skills

The purpose of this course is to provide students with an understanding of current negotiation theory and practice. Students will study negotiation theories, research and techniques. As a result of taking this course, students will have an understanding of how to negotiate effectively in transactions, as managers, and to build effective teams. The materials for this course will consist of readings, negotiation scenarios, and real-life examples. Students will engage in actual negotiations, intensive discussion, individual and group presentations and projects, and close reading of assigned texts and other materials. Students will have an opportunity to explore negotiation theory and practice in order to develop their own strategic approaches to negotiations.

Social Media

Social media is the interaction between individuals to create, share, and exchange information. Platforms are ever-changing, always exciting, and forever in need of strategic practitioners to manage the conversation. Through this course, students will develop the skills necessary to communicate and engage with key publics on social media. The course will begin by exploring the differences between legacy and emerging (new and trendy) social media, and how to determine which to use to best achieve client goals and objectives. Students will then apply their new-found platform fluency to practice developing engaging content, write resonating copy, and monitor for impact. In addition, the course will focus on community management practices, social listening techniques, and social media campaign measurement, helping students prepare for real-time strategy and activation. By the end of the experience, students will have hands-on experience developing social media campaigns and be prepared to integrate effectively into communications planning.

Strategic Leadership

This course explores the dynamic journey of leadership, guiding students from personal growth to organizational impact. Through three core themes—Foundations of Leadership, Leading & Building Teams, and Leadership for Growth & Change—students will develop essential skills in self-awareness, emotional intelligence, team leadership, and strategic thinking. Students will learn to differentiate between leadership and management, discover their personal leadership style, and navigate complex challenges with ethical grounding. The course provides tools to strengthen collaboration, manage conflict, lead diverse teams, and drive innovation and change. By the end of the course, students will be equipped to lead with confidence, adaptability, and a strategic mindset—ready to make a lasting impact within their organizations and beyond.

The Brand Concept

What is a brand? What is the definition of a great brand? Why do some brands survive generation after generation while others fail after a short shelf life? This course will explore the core principles of branding. You will learn how brands compete in an environment full of choices for consumers, and the tactics they employ to be best in class. Using a consumer-centric approach, you will learn how to think critically and creatively about measuring, sustaining, building, and defending brands in today’s competitive environment.

Note: Foundation course requirement for the IMC program.