Bachelor of Arts in Integrated Marketing Communications
Take the first step in your National University Journey
Program Overview
Degree:
Bachelor of Arts in Integrated Marketing Communications Degree
Application:
$0 application fee. No essays/exams.
Develop an understanding of traditional marketing elements, including advertising, sales promotion, public relations, direct marketing, and more with the Bachelor of Arts in Integrated Marketing Communication. You’ll discover the magic of integrating these different elements to deliver a powerful and unified message in support of an organization or its products. By using the latest communication technologies and applying integrated marketing fundamentals, you’ll be equipped to develop effective marketing programs that deliver meaningful and measurable results.
The Bachelor of Arts in Marketing program prepares you for a variety of careers in marketing, sales, advertising, fundraising, public relations, and other persuasive fields. It combines a business degree with advanced communication skills for traditional and Web 2.0 platforms, teaching you to develop multi-platform, multi-public message dissemination plans.
Pay by the term, not by the course
Maximize the value of your education with NU’s groundbreaking MyTerms Adjustable Tuition Plan
One flat rate per term,
regardless of how many
courses you take
All tuition, books, and
course materials included
with no surprise fees
A convenient way to
achieve more in less time
and graduate faster
Degree Requirements
To receive a Bachelor of Arts in Integrated Marketing Communication, students must complete at least 180 quarter units as articulated below, 45 of which must be completed in residence at National University, 76.5 of which must be completed at the upper-division level, and a minimum of 69 units of the University General Education requirements. In the absence of transfer credit, additional general electives may be necessary to satisfy total units for the degree. The following courses are specific degree requirements. All students receiving an undergraduate degree in Nevada are required by State Law to complete a course in Nevada Constitution.
National University awards credit in quarter units, with each academic year divided into four 12-week quarters.
Each quarter is made up of three 4-week classes, with one class per month. Under the current policy, 4.5 units of credit are awarded for courses.
Prerequisites for the Major
2 Courses
Effective College English
4.5 Quarter Units
An introductory course on the written academic discourse patterns required for college-level writing. Emphasizing essay-length compositions, the course covers critical reading, thesis formation, essay organization, and basic revision techniques.
Marketing Fundamentals
4.5 Quarter Units
This course identifies the goals of behavioral analysis as a science, explains the philosophical assumptions underlying the science of behavior analysis, describes and explains behavior from the perspective of radical behaviorism and the dimensions of ABA, and distinguishes among the four branches of ABA.
Core Requirements
16 Course
Intercultural Communication
4.5 Quarter Units
Prerequisite: ENG 102
Looks at communication across cultures and considers how culture influences communication. Focuses on the dynamics of cross-cultural face-to-face interaction, conflict styles across cultures, societal influences on ethnocentrism and racism, cultural value orientations, non-verbal dimensions of communication, language interaction, stereotypes, relationship development, and cultural adaptation.
Communication Technologies
4.5 Quarter Units
Prerequisite: ENG 102
Examines communication technologies and their effects on society. Looks at the history of such systems: how they emerged, diffused, and evolved. Covers current systems, with an emphasis on how the Internet and other new platforms are changing media, education, business, and politics around the world.
Integrated Marketing Comm
4.5 Quarter Units
Prerequisite: ENG 102; COM 402 and MKT 302A, or COM 315
IMC allows organizations to plan and implement unified communication campaigns using traditional and new media. They can use these multiple media platforms to reach multiple audiences and publics, leveraging their assets to develop more efficient and effective efforts. Through case analysis, students learn how leading organizations use the principles of IMC. Hands-on projects give learners the experience and confidence they need in the workplace.
Critical Thinking and Ethics
4.5 Quarter Units
Prerequisite: ENG 102
Examines critical thinking and ethics, and their application to academic, personal, and professional situations. Covers systems of logical reasoning, critical analysis, and evaluation of message content, including supporting evidence, and logical fallacies. Discusses the morality and ramifications of decision-making in media industries.
Persuasion
4.5 Quarter Units
Prerequisite: ENG 102
Introduces learners to the principles, functions, and practices of social influence. Examines how to influence others’ attitudes, beliefs, opinions, values, and behaviors through communication. Explores scientifically established principles of persuasion that are used in contemporary media.
Professional Presentations
4.5 Quarter Units
Prerequisite: ENG 102
Explores professional speaking and presentations. Identifies and provides practice of theory and skills used in advanced speaking. Teaches creation and integration of text, graphics, audio, and video into presentations. Offers hands-on experience applying theory and methods to create professional presentations.
Intro to Global Marketing
4.5 Quarter Units
Prerequisite: MKT 302A
An introduction to the cultural environment of global markets, including such topics as cultural dynamics, management styles, and political and legal environments. Students learn how to assess global marketing opportunities as well as develop and implement strategies to capitalize on those opportunities.
Marketing Research & Analytics
4.5 Quarter Units
Prerequisite: MKT 302A
A course that gives the student an overview and practical application of contemporary methods for gathering, analyzing, and preparing market research for use in marketing decision making. It focuses on defining organizational information needs and designing appropriate research methods to obtain it. Specific topic areas include qualitative and quantitative research methods, secondary research, internal market intelligence systems, and data analysis.
Business Model Innovation
4.5 Quarter Units
Prerequisite: MKT 302A
This course gives the student an overview and practical application of emerging business models in contrast to the traditional business models within the strategic marketing plan. It focuses on defining customer lifetime value in the emerging platform business world. Specific topic areas include sharing economy, subscription services, fractional ownership, value exchange, data monetization, business to individual, and inventory-free retail.
Consumer Behavior
4.5 Quarter Units
Prerequisite: MKT 302A
This course is designed to provide a contemporary view of consumer behavior. The course will delve into the psychology of marketing and the impact cognitive biases have on consumer decision-making. A focus on consumer motivations, brand loyalty, influence marketing, and adoption models in emerging markets. Specific areas covered are self, personality, lifestyle, and the consumer decision-making process.
Brand Management
4.5 Quarter Units
Prerequisite: MKT 302A
This course gives the student an overview and practical application of brand management. It focuses on exploring the developing, sustaining, and leveraging brands in the marketplace. The course introduces brand research, brand development, and brand management and the importance for the modern marketer. Specific topic areas include brand management history, brand awareness, brand equity, and contemporary brand-sustaining strategies in the digital age.
Advertising Management
4.5 Quarter Units
Prerequisite: MKT 302A
This course gives the student an overview and practical application of traditional and online methods for advertising management. It focuses on defining traditional advertising management in contrast to digital omnichannel marketing management strategy. Specific topic areas include variances in advertising management in B2B, B2C, C2C, and emerging business to individual B2I models in the marketing digital transformation.
Services Marketing
4.5 Quarter Units
Prerequisite: MKT 302A
This course is designed to assist students pursuing a marketing career in the service industry, but is also a pivotal course for all marketers to understand, given the rise in the service sector. The course provides a comprehensive overview of the various methods deployed in the service sector for use in marketing decision-making. It focuses on defining the seven Ps of service marketing and the gap model of service quality and the role of technology in services marketing. Specific topic areas include the customer experience of service quality and service as a competitive advantage.
Communication Strategies
4.5 Quarter Units
Prerequisite: COM 334
Synthesizes principles and strategies used to develop PR and integrated advertising messages used in the planning and implementation of communication campaigns. Focuses on analyzing markets, clients, products, and audiences and on creative copywriting and art direction. Provides training in how to develop campaign plans in traditional and digital media.
Communication Campaigns
4.5 Quarter Units
Prerequisite: COM 441
Create and integrate campaign materials and media assets for a complete public relations or advertising campaign to be delivered across multiple media platforms. Materials produced include print, graphic, video, and other digital assets. Provides hands-on experience presenting a creative plan to a potential client.
Interactive & Mobile Campaigns
4.5 Quarter Units
Prerequisite: COM 442
Apply and integrate new tools and techniques to design, create, and implement interactive communication programs and campaigns. Focuses on delivery through Social Media, location-based messaging, and personal mobile devices. Offers hands-on experience producing multimedia and mobile content.
Career Outlook
Data Source: The career outcomes data presented is sourced from Lightcast, which provides insights based on real-time job postings, public datasets, and analytics. Lightcast derives its data from sources such as the Bureau of Labor Statistics (BLS), the Quarterly Census of Employment and Wages (QCEW), and the Occupational Employment Statistics (OES). While accurate and reliable, this data reflects general labor market trends and may not represent individual outcomes or specific local conditions. For more details on Lightcast’s methodology, visit their Data Overview.
The Bachelor of Arts in Integrated Marketing Communications degree will prepare you for careers such as:
- Top Jobs in this field
- Median Salary (USA)
- JOB Openings (USA)
- Advertising and Promotions Managers
- $120,175 avg. salary (USA)
- 2,678 job openings (past yr.) past year
Most desired skills
- Marketing
- Project Management
- Digital Advertising
- Key Performance Indicators (KPIs)
- Advertisement
- Digital Marketing
- Advertising Campaigns
Top companies hiring for this role
- Unclassified
- Amazon
- Monster Beverage
- Bowlero Corporation
- Walmart
- County Of San Mateo
- Tiktok
- Marketing Managers
- $150,929 avg. salary (USA)
- 42,175 job openings (past yr.) past year
Most desired skills
- Marketing
- Product Management
- Project Management
- New Product Development
- Marketing Strategies
- Key Performance Indicators (KPIs)
- Go-to-Market Strategy
Top companies hiring for this role
- Unclassified
- Amazon
- Ford
- Johnson & Johnson
- Lumen Technologies
- Marriott International
- Meta
- Sales Managers
- $134,000 avg. salary (USA)
- 55,729 job openings (past yr.) past year
Most desired skills
- Marketing
- Sales Management
- Selling Techniques
- Business Development
- Sales Prospecting
- Customer Relationship Management
- Sales Strategy
Top companies hiring for this role
- Unclassified
- Marriott International
- AutoZone
- Hilton
- Carter's
- Wolters Kluwer
- US Foods Holding
- Public Relations Managers
- $134,435 avg. salary (USA)
- 7,059 job openings (past yr.) past year
Most desired skills
- Marketing
- Public Relations
- Project Management
- Social Media
- Journalism
- Newsletters
- Press Releases
Top companies hiring for this role
- Unclassified
- Merck & Co.
- The Nature Conservancy
- Amazon
- Lumen Technologies
- American Heart Association
- Johnson & Johnson
- Radio and Television Announcers
- $45,381 avg. salary (USA)
- 3,331 job openings (past yr.) past year
Most desired skills
- Broadcasting
- Social Media
- Journalism
- Podcasting
- Adobe Audition
- Content Creation
- Marketing
Top companies hiring for this role
- Unclassified
- Top Shelf Productions Ltd
- Audacy Corporation
- Cumulus Media
- Alpha Media
- Sirius XM Canada
- Pandora Jewelry
- Reporters and Journalists
- $53,594 avg. salary (USA)
- 6,909 job openings (past yr.) past year
Most desired skills
- Journalism
- Social Media
- News Stories
- Storytelling
- AP Stylebook
- Content Creation
- News Anchoring
Top companies hiring for this role
- Unclassified
- Gannett
- Nexstar Media Group
- Gray Television
- Sinclair Broadcast Group
- E.W. Scripps
- Lee Enterprises
- Public Relations Specialists
- $66,918 avg. salary (USA)
- 31,051 job openings (past yr.) past year
Most desired skills
- Marketing
- Public Relations
- Project Management
- Social Media
- Newsletters
- Journalism
- Press Releases
Top companies hiring for this role
- Unclassified
- Capital One
- Publicis Groupe
- The Nature Conservancy
- Lululemon
- Nordstrom
- Flagstar Bank
- Editors
- $69,688 avg. salary (USA)
- 13,608 job openings (past yr.) past year
Most desired skills
- Journalism
- Proofreading
- Marketing
- Content Editing
- Copy Editing
- Project Management
- Social Media
Top companies hiring for this role
- Unclassified
- Outlier Ai
- Wolters Kluwer
- Outlier
- Pearson Education
- Launch Potato
- NBC
- Technical Writers
- $80,271 avg. salary (USA)
- 5,361 job openings (past yr.) past year
Most desired skills
- Technical Writing
- Technical Documentation
- Project Management
- Templates
- Proofreading
- Artificial Intelligence
- Marketing
Top companies hiring for this role
- Unclassified
- Outlier
- Outlier Ai
- Johnson & Johnson
- Chegg
- Public Consulting Group
- Elevance Health
- Writers and Authors
- $52,114 avg. salary (USA)
- 19,431 job openings (past yr.) past year
Most desired skills
- Marketing
- Copywriting
- Social Media
- Content Creation
- Artificial Intelligence
- Journalism
- Search Engine Optimization
Top companies hiring for this role
- Unclassified
- Outlier
- Circle – Data Annotation
- Outlier Ai
- Chegg
- Pearson Education
- Innovaxis Marketing Consulting
Program Learning Outcomes
Learn the key skills to help you excel in your field of study.
- Apply appropriate theoretical precepts and practical skills in communication traditionally and within the digital economy.
- Demonstrate effective communication and change leadership skills consistent with an everchanging professional marketing environment.
- Layout a strategic communication program, gathering and utilizing data from the conduct of appropriate market research, including primary, secondary, and extending to the emergent AI driven market research.
- Evaluate global marketing strategies for products and services, utilizing contemporary buyer behavior.
- Apply persuasion theory to media messages and algorithms in the personalized marketing era.
- Analyze global, omnichannel, multi-platform, multi-public message dissemination plans.
- Integrate program content and collaborate with peers on a dynamic basic marketing plan that contains all essential elements, including ethical considerations.
Admissions
Transfer Students Welcome
Enrolling in a university is a big decision. That’s why our dedicated admissions team is here to guide you through the admissions process and help you find the right program for you and your career goals.
To that end, we’ve simplified and streamlined our application process, so you can get enrolled in your program right away. Because we accept and review applications year round, you can begin class as soon as next month, depending on your program and location of choice.
Learn more about undergraduate, graduate, military, and international student admissions, plus admissions information for transfer students. You can also learn more about our tuition rates and financial aid opportunities.
To speak with our admissions team, call (855) 355-6288 or request information and an advisor will contact you shortly. If you’re ready to apply, simply start your application today.
Scholarships and Financial Aid
National University is dedicated to making higher education affordable, as well as accessible. Through NU scholarship offerings, eligible students are able to reduce the financial burden of college, start classes sooner, and finish their programs faster while focusing on achieving their goals.
Accreditations
The Western Association of Schools and Colleges (WASC) accredits public and private schools, colleges, and universities in the U.S.
Why National University?
We’re proud to be a Veteran-founded, San Diego-based nonprofit. Since 1971, our mission has been to provide accessible, achievable higher education to adult learners.
Today, we educate students from across the U.S. and around the globe, with over 240,000 alumni worldwide.
“National University has impacted my career. You can immediately apply what you learn in class to your business.”
Francisco R.,
Class of 2016
What makes a degree
with National University unique?
Free Tutoring Sessions
Access personalized tutoring sessions at no cost — empowering your learning.
Online and In-Person
Flexibility meets quality education with our online and in-person learning options.
24/7 Support
Get assistance anytime, anywhere with our round-the-clock support services.
Military Friendly
Committed to serving those who serve — diverse resources and support for veterans and family. Military and Veteran Admissions.
Mentoring Network
Individual student and alumni career guidance, professional development opportunities, and customized career support.
Transfer Students Welcome
NU makes it easy to get your degree, even if you started it with another university. Learn more about transferring to NU.
Accelerate Your Career With NU
At National University, you’re part of a family. As a student, you’ll have the support of staff, faculty members, students, and alumni who will be there with you every step of the way, cheering you on as you pursue your goals.
Our network of 240,000 alumni is a large global community that provides our graduates with the professional connections to get a leg up in your new career.
Additional Resources
Program Disclosure
Successful completion and attainment of National University degrees do not lead to automatic or immediate licensure, employment, or certification in any state/country. The University cannot guarantee that any professional organization or business will accept a graduate’s application to sit for any certification, licensure, or related exam for the purpose of professional certification.
Program availability varies by state. Many disciplines, professions, and jobs require disclosure of an individual’s criminal history, and a variety of states require background checks to apply to, or be eligible for, certain certificates, registrations, and licenses. Existence of a criminal history may also subject an individual to denial of an initial application for a certificate, registration, or license and/or result in the revocation or suspension of an existing certificate, registration, or license. Requirements can vary by state, occupation, and/or licensing authority.
NU graduates will be subject to additional requirements on a program, certification/licensure, employment, and state-by-state basis that can include one or more of the following items: internships, practicum experience, additional coursework, exams, tests, drug testing, earning an additional degree, and/or other training/education requirements.
All prospective students are advised to review employment, certification, and/or licensure requirements in their state, and to contact the certification/licensing body of the state and/or country where they intend to obtain certification/licensure to verify that these courses/programs qualify in that state/country, prior to enrolling. Prospective students are also advised to regularly review the state’s/country’s policies and procedures relating to certification/licensure, as those policies are subject to change.
National University degrees do not guarantee employment or salary of any kind. Prospective students are strongly encouraged to review desired job positions to review degrees, education, and/or training required to apply for desired positions. Prospective students should monitor these positions as requirements, salary, and other relevant factors can change over time.
Back to top