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

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.

MPS IMC Internship III

Students may take this 1-credit course alongside an independently-acquired internship to reflect on how their experience relates to program knowledge and skills. Deliverables include regular writing assignments in which students discuss how program curriculum and methodologies inform their approach to internship responsibilities. Students are expected to complete a minimum of 50 hours of work (total) for the internship organization. NOTE: Enrollment requires program permission. Students may take this class only after taking Internship I 7951 and Internship II 7952. This 1-credit course does not satisfy an elective requirement alone; however, students may complete (3) internships along with all (3) internship classes (Internship I 7951, Internship II 7952, and Internship III 7953) to cumulatively fulfill an elective requirement.

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.

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.

Note: Students must have completed foundation courses MPMC 5021/600 Consumer Research Insights and MPMC 5022/602 Foundations in IMC: Campaigns to register for this elective course.

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.

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-7130-140.

Visual Communications

In today’s digital world, it has become necessary for communicators to use visual tools to communicate ideas effectively. In this course, students learn how to research, apply and critique typography, color strategies, digital imaging, design principles, and visual trends. Students should have working knowledge of Adobe Creative Suite and other relevant computer programs prior to taking 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.

Visual Persuasion

Visuals can be a persuasive and powerful tool in communications. This course discusses effective strategies, tactics, and tools that are used to create persuasive and compelling visual content, messages, and products.

Note: This course is cross-listed with MPDC-7364-140.