Master's in Integrated Marketing Communications
On-Campus Course Schedule for Fall 2025

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.

Building your Creative Muscle

Ever wonder how ideas are generated? Ever been intimidated by a blank page? These insights and more may be gleaned from, “Building Your Creative Muscle." Creativity is an essential but often overlooked or misunderstood resource. Every person has his or her own creative tendencies and capacity, but many marketing and communications professionals lack the necessary confidence, experience, techniques, and habits to effectively harness their innate creativity. This course will instill an appreciation of and framework for applying creativity in your daily work by examining the topic at length and in myriad formats. We’ll identify the core concepts of creativity, examine and compare different techniques to generate it, and develop the discipline to turn down some ideas in favor of new and better ones. We will also explore how creativity is harnessed in different settings and careers.

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 or 5020, 600 or 5021, 602 or 5022, and 603 or 5023) 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. Department Approval is required to register.

Cause Consulting

Cause Consulting is a signature course in the PRCC program. It offers a cohort of students an applied learning experience by working collaboratively in small consulting teams to refine and implement communications plans for social impact clients, such as nonprofits or socially responsible businesses. It's also an opportunity to explore students’ leadership potential to create positive social impact throughout their careers, as they go through a semester-long journey to become consultants. Students who complete the course are recognized with the designation of Cause Consultants, which allows them to participate in exclusive opportunities through the Center for Social Impact Communication (CSIC).

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.

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 or 5021 & MPMC 602 or 5022 to register for this elective course. This course is cross listed with MPPR-7100-01 and MPJO-7100-01.

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.

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 Ethics

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

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 or 5021 & MPMC 602 or 5022 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-7951-01 and MPPR-7951-01.

MPS IMC Internship II

Note: Students must have completed foundation courses MPMC 600 or 5021 & MPMC 602 or 5022 as well as MPMC 773 or 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.

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 or 5021 & MPMC 602 or 5022 to register for this elective course. This course is cross listed with MPPR-7052-01.

Podcasting& Audio Storytelling

In this course, students will learn the principles of how to report and produce non-fiction audio stories that may be featured in a Georgetown SCS podcast about Washington, D.C. The course includes fundamentals of how to record and conduct effective interviews, record scenes on location, how to edit audio, write for the ear, and use a digital audio editor to assemble audio stories for the podcast series.

Purpose Brands

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

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.

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.<br>