While the SCS campus remains closed, on-campus classes will continue to be held remotely. These courses usually run during their regularly scheduled time and are held in synchronous sessions conducted via Zoom. Students should work with their academic advisors to develop course schedules that meet their academic and personal needs.
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, 600, 602 and 603) to register for this course. Students may only take this course in their final semester of the program. A minimum grade of "B" is required to pass.
Collaborating with other marketers is hard enough – but when you add a real-life client into the mix, figuring out the best path forward can feel like a leap into the great unknown. This course explores how to improve day-to-day collaborations and how to work with clients (internal or external) effectively. You will learn how to navigate strategic disagreements, as well as how to partner with your client to deliver strategic and insightful integrated marketing ideas. In this hands-on, innovative marketing lab, students will work in teams to tackle problems, pitch to real clients, and hone their skills as marketers and leaders while still being able to test, push the boundaries, and experiment as a group.
Note: Students must have completed foundation courses MPMC 600 & MPMC 602 to register for this elective course. This course is cross-listed with MPDC-640-40.
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.
This course teaches foundational and practical applications of visual communication in the digital environment. Students learn to apply basic typography, color strategies, digital imaging, and design principles to critiquing as well as creating visual content. Students should have basic working knowledge of Adobe InDesign, Photoshop and Illustrator to take this course. Please note that MPMC-720 Visual Communications and MPMC-878 Design for Communicators cover the same content. Students should not take both of these classes at any point. Visual Communications is only offered online and Design for Communicators is only offered on campus.
Note: Students must have completed foundation courses MPMC 600 & MPMC 602 to register for this elective course. This course is cross listed with MPJO-774-40. Students should have working knowledge of the Adobe Creative Suite prior to taking this course.
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 needed to pass.
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 & MPMC 602 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-860-40 and MPPR-863-40.
Note: Students must have completed foundation courses MPMC 600 & MPMC 602 as well as MPMC 773 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-861-40 and MPPR-873-40.
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.
Note: Students must have completed foundation courses MPMC 600 & MPMC 602 to register for this elective course. This course is cross-listed with MPPR-714-40 and MPMDC-714-40. Please note: This course requires a subscription to a scenario platform to complete coursework. Students can anticipate an overall associated expense of approximately $100. Access instructions will be provided in the syllabus.
This course introduces students to business fundamentals of brands with “purpose” and the critical role they play in the future of business and society. Students will develop a conceptual understanding of purpose-driven branding and its role in corporate social responsibility, nonprofit brand strategy, and social and environmental impact communications. They will learn how to develop a purpose brand, manage it within the communications, public relations, employee engagement, advertising and marketing realm, and integrate it across an organization. In addition, they will learn how to establish processes to communicate and report on the social and environmental impact of a brand from a client and management perspective.
Note: Students must have completed foundation courses MPMC 600 & MPMC 602 to register for this elective course. This course will run as a hybrid - it will alternate meeting synchronously and asynchronously every other week.
Why are some organizations innovative and forward-thinking while others continually struggle to find a competitive advantage? In one word, the answer is leadership. Leaders determine if an organization is able to be flexible, responsive and innovative in the face of change.
Yet, the majority of leaders unknowingly reward behaviors that curtail strategic thinking rather than nurture it. They confuse innovation with the creation of new products and technologies. And they miss the opportunity to create a competitive advantage in areas from fundraising and programming to marketing and communications.
In this course, we will learn which leadership practices create a culture that overcomes obstacles and promotes creative problem solving. Through hands on, interactive exercises, students will develop the creativity and critical thinking skills to develop high-performing teams, construct industry-leading ideas and, ultimately, generate an enduring competitive advantage.
Note: Students must have completed foundation courses MPMC 600 & MPMC 602 to register for this elective course.
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Master's in Integrated Marketing Communications program.
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Guidance Related to COVID-19
Updated Tuesday, July 20th, 2021 at 12:35 PM EDT
SCS continues to monitor the COVID-19 situation and respond in support of the University community. Currently, all summer term courses will continue through distance instruction.
In terms of the Fall 2021 semester, the School of Continuing Studies will resume regular operations effective August 16 at the 640 Massachusetts Avenue building, unless otherwise noted for specific programs.