Master's in Integrated Marketing Communications
On-Campus Course Schedule for Spring 2024

05 Mar 6-7pm ET
Integrated Marketing Communications Sample Class  
12 Mar 12-1pm ET
Lunch & Learn: Stories from the Field - UX and Product Design  
13 Mar 4:30-5:30pm ET
How Aspirations Drive Actions: SPIRE Segmentation by Hattaway Communications  
04 Apr 12-1pm ET
Master's in Integrated Marketing Communications Webinar  
Show
MPMC-6025-01

Mastering Money for Marketers

Marketing consistently attracts the brightest and most creative individuals around the world. What holds many marketing professionals back, however, is the ability to manage, navigate, and speak the language of finance. This weakness, lack of knowledge, or lack of experience holds back some of the best marketers. Worse, these talented marketing professionals can be shamed (intentionally or unintentionally) or sidelined by the finance department, investors, or board members. For entrepreneurs who are running marketing companies, this lack of ability can translate into less working capital as banks and investors feel the person doesn’t know finance. This course will teach marketing professionals both the skills and language to navigate and flourish in regard to finances. The course builds into every creative person a full knowledge of basic and advanced financial concepts. With practical tools given as a part of the course, you will be able to construct and manage a financial plan including three-year forecasts, P&L;, Income, Balance Sheets, and budgets. Also taught will be company valuation, net present value of future debt, stock valuations, and shareholder strategies, among other financial terms and knowledge.

  • Course #: MPMC-6025-01
  • CRN: 45911
  • Instructor: Lindsay, J.
  • Dates: Jan 10 – May 11, 2024
  • Class Meetings:
    • Tue 5:20 PM - 7:50 PM

MPMC-7990-01

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.

  • Course #: MPMC-7990-01
  • CRN: 31963
  • Instructor: Zajack, W.
  • Dates: Jan 10 – May 11, 2024
  • Class Meetings:
    • Tue 5:20 PM - 7:50 PM

MPMC-7990-02

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.

  • Course #: MPMC-7990-02
  • CRN: 40759
  • Instructor: Koslow, A.
  • Dates: Jan 10 – May 11, 2024
  • Class Meetings:
    • Tue 5:20 PM - 7:50 PM

MPMC-7220-01

Collaboration Lab

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 600/5021 & MPMC 602/5022 to register for this elective course.

  • Course #: MPMC-7220-01
  • CRN: 45918
  • Instructor: Richardson, R.
  • Dates: Jan 10 – May 11, 2024
  • Class Meetings:
    • Wed 5:20 PM - 7:50 PM

MPMC-5021-02

Consumer Research & Insights

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.

  • Course #: MPMC-5021-02
  • CRN: 30310
  • Instructor: Sikes, A.
  • Dates: Jan 10 – May 11, 2024
  • Class Meetings:
    • Wed 5:20 PM - 7:50 PM

MPMC-5020-01

Conversations About Ethics

The process of educating the whole person starts with the study of ethics. The concept of IMC requires practitioners to look across multiple communications disciplines and consider each one’s unique challenges. At the same time, the practitioner holds the consumer’s wants and needs as the guiding force for planning. Looking at ethics through a professional lens, students are asked to explore their own values and are challenged to codify and commit to their own code of ethics in relation to a broad range of professional codes of conduct and best practices. Students will gain a solid foundation in ethics and relate what they learn to their own professional situation through class discussions, case studies, and guest lectures conducted by industry experts. This course is required for all MPS students and must be completed within the student's first few semesters in the program. Foundational concepts in ethics are woven throughout the program’s other courses and revisited throughout a student’s tenure.

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

  • Course #: MPMC-5020-01
  • CRN: 30306
  • Instructor: Boone, X.
  • Dates: Jan 10 – May 11, 2024
  • Class Meetings:
    • Mon 5:20 PM - 7:50 PM

MPMC-7256-01

Creativity in MarCom by Medium

Marketing communications practitioners and professionals are increasingly faced with an exploding choice of outlets to express a Brand’s features, benefits, and expected consumer experience. This applies to both traditional channels like Television, Radio, Newspaper, Out-of-Home (OOH), and Magazines and digital channels like Streaming TV/video, Programmatic, Podcasts, and Social Media including Facebook, Instagram, and Twitter. This class will equip students with the ability to devise strategies and ultimately creative solutions to communicate clearly and concisely why a consumer should consider a particular Brand. No matter whether that Brand is a product or service, the techniques learned will apply across the current spectrum of media channels.

  • Course #: MPMC-7256-01
  • CRN: 45914
  • Instructor: Bomstein, H.
  • Dates: Jan 10 – May 11, 2024
  • Class Meetings:
    • Mon 5:20 PM - 7:50 PM

MPMC-7100-01

Dig. Analytics & Measurement

This course will provide students with a solid foundation and working knowledge of digital analytics strategies and tactics. Students will learn how to use leading digital analytics tools, how to gather data, how to turn data into insights, and how to present and communicate data-driven information to clients and executives. We will review digital analytics for websites, apps, social media, paid marketing, and other digital marketing channels. Students will also learn about Excel, competitive analysis frameworks and tools, A/B testing, attribution models and data visualization. Finally, this course will enhance the quantitative skills of students, by using and computing e.g. ROI, profit margins and paid campaign costs. Data analysis, in many cases, is a bit like a police investigation: you are a detective and need to find the clues to explain the story that is hiding in the data. Luckily, we are not chasing criminals in this course, but we need to gather evidence, “interview” the data, put it in context by linking it to our knowledge of the world (e.g. industry baselines or historical data), check if there are any errors or biases in it and come up with the most plausible explanations. From this, we develop data-driven insights and actionable recommendations. This course requires surprisingly little math and statistics knowledge (a middle school level is enough: basic operations, computing percentages and reading basic graphs). However, critical thinking is key here: is the data right? What do we see? What do these numbers mean? How does it fit in the greater context and compared with our benchmarks?

Note: Students must have completed foundation courses MPMC 600/5021 & MPMC 602/5022 to register for this elective course. This course is cross listed with MPPR-7100-01 and MPJO-7100-01.

  • Course #: MPMC-7100-01
  • CRN: 42873
  • Instructor: Miscavige, J.
  • Dates: Jan 10 – May 11, 2024
  • Class Meetings:
    • Thu 5:20 PM - 7:50 PM

MPMC-6040-01

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.

  • Course #: MPMC-6040-01
  • CRN: 34613
  • Instructor: Tim Ito
  • Dates: Jan 10 – May 11, 2024
  • Class Meetings:
    • Mon 8:00 PM - 10:30 PM

MPMC-6040-02

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.

  • Course #: MPMC-6040-02
  • CRN: 44408
  • Instructor: Jennings, J.
  • Dates: Jan 10 – May 11, 2024
  • Class Meetings:
    • Thu 5:20 PM - 7:50 PM

MPMC-7146-01

Digital Media Buying

The average person spends nearly 7 hours online each day – and 95% of that time is spent on websites, in apps or on social media platforms. This creates a massive opportunity for brands to reach, engage, inform and convert users through the use of display, video, social & search (d/v/s/s) ads. In this course, students will dive deep into both the overall digital media ecosystem, as well as how each ad type functions, strategies for researching + identifying your target audience(s) on each platform, methods to standardize your audiences, how to implement effective, tiered remarketing campaigns on each platform and how to quantify the success of each campaign relative to your organization’s goals and objectives.

Note: Students must have completed foundation courses MPMC 600/5021 & MPMC 602/5022 to register for this elective course.

  • Course #: MPMC-7146-01
  • CRN: 45916
  • Instructor: Tomlinson, S.
  • Dates: Jan 10 – May 11, 2024
  • Class Meetings:
    • Tue 5:20 PM - 7:50 PM

MPMC-5022-01

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.

  • Course #: MPMC-5022-01
  • CRN: 45907
  • Instructor: Matson, A.
  • Dates: Jan 10 – May 11, 2024
  • Class Meetings:
    • Tue 5:20 PM - 7:50 PM

MPMC-5022-02

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.

  • Course #: MPMC-5022-02
  • CRN: 30313
  • Instructor: Bhargava, S.
  • Dates: Jan 10 – May 11, 2024
  • Class Meetings:
    • Wed 5:20 PM - 7:50 PM

MPMC-7951-01

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.

  • Course #: MPMC-7951-01
  • CRN: 33788
  • Instructor: Pulitzer, J.
  • Dates: Jan 10 – May 11, 2024
  • Class Meetings:

MPMC-7952-01

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.

  • Course #: MPMC-7952-01
  • CRN: 33789
  • Instructor: Garcia, G.
  • Dates: Jan 10 – May 11, 2024
  • Class Meetings:

MPMC-7953-01

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.

  • Course #: MPMC-7953-01
  • CRN: 47113
  • Instructor: Garcia, G.
  • Dates: Jan 10 – May 11, 2024
  • Class Meetings:

MPMC-7105-01

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.

  • Course #: MPMC-7105-01
  • CRN: 45912
  • Instructor: Borke, S.
  • Dates: Jan 10 – May 11, 2024
  • Class Meetings:
    • Wed 5:20 PM - 7:50 PM

MPMC-7052-01

Personal Branding

Thought leadership and personal branding are two essential, yet often ambiguous ingredients in a career strategy. This course will arm students with the resources to evaluate, improve, and employ personal branding strategies for themselves and for key members of their organizational team. The course will discuss personal branding strategies in both digital and event contexts – including social media platforms, presentations, and networking opportunities.

Note: Students must have completed foundation courses MPMC 600/5021 & MPMC 602/5022 to register for this elective course. This course is cross-listed with MPPR-7052-01.

  • Course #: MPMC-7052-01
  • CRN: 30326
  • Instructor: Blymire, C.
  • Dates: Jan 10 – May 11, 2024
  • Class Meetings:
    • Wed 5:20 PM - 7:50 PM

MPMC-5023-01

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.

  • Course #: MPMC-5023-01
  • CRN: 45910
  • Instructor: Rorer, A.
  • Dates: Jan 10 – May 11, 2024
  • Class Meetings:
    • Wed 5:20 PM - 7:50 PM

MPMC-5023-02

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.

  • Course #: MPMC-5023-02
  • CRN: 45909
  • Instructor: Lackritz, S.
  • Dates: Jan 10 – May 11, 2024
  • Class Meetings:
    • Thu 5:20 PM - 7:50 PM