Integrated Marketing Communication

Major Description:

Alderson Broaddus University’s Bachelor of Arts degree in integrated marketing communication (IMC) prepares students to effectively market to and communicate with business customers in a variety of contemporary platforms—advertising, public relations, event planning, emerging communication technologies, community relations, visual communication, branding, and more. IMC is a strategic communication discipline, which exercises a human-centered approach, that melds advertising, public relations, and marketing.

Required Courses

	Course #		Credit Hours	Course Name
____	BUSI	120	3	Introduction to Marketing
____	BUSI	345	3	Marketing Research
____	BUSI	350	3	Consumer Behavior
____	BUSI	435	3	Marketing Management
____	COMM	155	3	Introduction to Mass Communication
____	COMM	175	3	Media Writing
____	COMM	185	3	Principles and Practices of Public Relations
____	COMM	251	3	Advertising
____	COMM	340	3	Non-Profit and Corporate PR Case Studies
____	COMM	350	3	Social Media
____	COMM	355	3	Mass Communication Law & Ethics
____	COMM	490	3	PR and Communication Campaigns
____	PSYC	260	3	Statistics and Data Analysis
Traditional Students take the following:
____	COMM	495	3	Internship
____	JOUR	160	3	Journalism Practicum
____	JOUR	165	3	Advanced Journalism Practicum**
____	JOUR	165	3	Advanced Journalism Practicum**
Extended Learning Students take the following:
____	BUSI	160	3	Introduction to Management
____	BUSI	343	3	Database Management

**May be repeated for credit

LIBERAL STUDIES PROGRAM: As outlined on the appropriate Liberal Studies Check Sheet.
Among REQUIREMENTS FOR GRADUATION, the student must have a grade point average of 2.00 or higher in the major and have 120 college-level credit hours.

Career Opportunities

Internship Opportunities

Opportunities for Involvement

You will have many opportunities for involvement in experiences and memberships that will help you develop as a well-rounded individual, making you very attractive to future employers. These opportunities include:

Digital Edge, the official student organization for IMC students
The Battler Columns, the student-run newspaper
The Public Relations Society of America (PRSA)
The Society for Professional Journalists
Phi Beta Lambda

For more information, contact us:

James Owston

Interim Provost, Vice President of Academic Affairs

James Owston

Interim Provost, Vice President of Academic Affairs

owstonjm@ab.edu

(304) 457-6201

Paula Daniels

Admissions Counselor, Degree Completion Programs

Paula Daniels

Admissions Counselor, Degree Completion Programs

danielspd@ab.edu

304.457.6255

	Class of 2018	Class of 2019	Class of 2020
Maximum entering class size (as approved by ARC-PA)	36	36	36
Entering class size	36	36	36
Graduates	34	28	34
* Attrition rate	5.5%	22.2%	5.5%
**Graduation rate	94.4%	77.7%	94.4%
Attrition rate calculation: Number of students who attritted from cohort divided by the entering class size. *Graduation rate: Number of cohort graduates divided by the entering class size.

	DIDACTIC PHASE				CLINICAL PHASE			YEARLY TOTALS
	Year 1 Summer	Year 1 Fall	Year 1 Spring	Year 2 Summer	Year 2 Fall	Year 2 Spring	Year 3 Summer	Year 1	Year 2	Year 3	Total
Tuition	$14,500	$14,500	$14,500	$14,500	$14,500	$14,500	$29,000	$43,500	$43,500	$29,000	$116,000
Fees	$200	$305	$305	$330	$205	$205	$550	$810	$740	$550	$2,100
Books	$1,000	$1,000	$1,000	$1,000	$0	$0	$0	$3,000	$1,000	$0	$4,000
Supplies	$0	$0	$0	$500	$0	$0	$1,000	$0	$500	$1,000	$1,500
Other Supplies	$0	$0	$0	$0	$800	$967	$0	$0	$1,767	$0	$1,767
Room	$4,050	$4,198	$4,198	$4,198	$5,165	$5,165	$10,330	$12,446	$14,528	$10,330	$37,304
Board	$2,100	$2,100	$2,100	$2,500	$2,500	$2,500	$5,000	$6,300	$7,500	$5,000	$18,800
Transportation	$855	$855	$855	$2,133	$2,133	$2,133	$4,266	$2,565	$6,399	$4,266	$13,230
Personal Expenses	$2,509	$2,509	$2,509	$2,509	$2,509	$2,509	$5,018	$7,527	$7,527	$5,018	$20,072
Certification Exam	$0	$0	$0	$0	$0	$0	$850	$0	$0	$850	$850
Loan Fees	$68	$68	$68	$68	$68	$68	$136	$204	$204	$136	$544
Health Insurance	$2,441	$2,441	$2,441	$2,441	$2,441	$2,441	$4,882	$7,323	$7,323	$4,882	$19,528
TOTAL								$83,675	$90,988	$61,032	$235,695

Integrated Marketing Communication