Online Master's in Integrated Marketing Communications
Online Course Schedule for Spring 2026

Business Communications

Successful communication skills have become a critical management tool to thrive and survive in today's increasingly complex and fast-moving business climate. This hands-on, practical course teaches students to analyze, develop, and effectively communicate via all forms of business writing, presenting, visual storytelling, leadership, client management, and negotiating. This course covers the challenges of communicating across global organizations as well as the role that listening and emotional intelligence play in creating effective communication strategies.

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 MPDC-7350-101 and MPPR-7350-101.

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.

Content Strategy

In response to changing consumer expectations, marketing has become less about paid advertising and more about providing value-added content to attract and retain customers. It is no longer acceptable to speak at customers; rather, they expect to be engaged in conversation around topics that they are interested in. Moreover, the addition of new web-based and social channels has created demand for large amounts of new content. Students in this course will work with clients to develop content tailored to a specific target audience. They will learn how to create a cross-channel content plan and build a portfolio of content samples for web stories, social media, email newsletters, and other channels. Students must have completed foundation courses MPMC 600 or 5021 & MPMC 602 or 5022 to register for this elective course.

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-7100-101 and MPDC-7100-101.

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.

In Search of the Big Idea

Note: This course is cross-listed with MPDC-703-101.

Inclusive Marketing

In this course, students will gain a comprehensive understanding of the principles and practices of inclusive marketing as we explore how inclusive marketing aligns with diversity, equity, and inclusion (DEI) culture—recognizing that marketing is a powerful tool for shaping perceptions, challenging bias/stereotypes, and driving business growth. Students will also study and engage in the practical application of marketing strategies and integrated campaigns that are inclusive and culturally sensitive, leveraging various platforms and tools to reach a larger and more diverse customer base.

Note: Students must have completed the foundation course (MPMC 603/5023) to register for this elective course.

Marketing Ethics

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

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.

The Creative Brief

The creative brief is the road map to a powerful IMC campaign. What does it take to marry business concerns with creative considerations? In this course, students will learn how to navigate this delicate balance and bring both sides of their brains to this important task. There are a number of different formats for creative briefs that make the job easier. Students will learn about the core components of a creative brief and gain exposure to different approaches, particularly those adopted by creative agencies. At the end of the course, students will appreciate that a strong creative brief is only as good as the consumer insights that drive it.

Note: This course is cross-listed with MPDC-7130-101.