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Integrated Marketing Communications, BA

Offered in: CHICAGO

Integrated Marketing Communications is the term for the broad field that includes advertising, public relations, promotional marketing, and numerous other forms of persuasive professional communications activities. Students majoring in Integrated Marketing Communications are prepared for entry-level work in any area of the broad field. IMC students have the option to choose one of three concentrations—public relations, advertising management, or advertising creative — or to follow a general IMC curriculum, without a concentration. Courses are offered for the IMC program at the Chicago campus only.


All courses in the major must be passed with a grade of C or higher. Students must maintain a grade point average of B- or higher in this major.


In order to begin an IMC major, all students must complete COMM 201 (formerly JOUR 201) or its equivalent with a grade of C or better. Transfer students must complete at least eight of their IMC courses (24 semester hours) at Roosevelt.


Students will complete a total of 12 courses consisting of eight required courses and four electives, for a total of 37 semester hours. A three-semester-hour internship is one of the requirements for the degree, as is IMC 347: IMC Campaigns. IMC 347 is a team project class in which students work to solve a marketing communications problem for a client and present their team recommendations to the client.

Students wishing to pursue a concentration in public relations, advertising management, or advertising creative will be required to take two specified elective courses for their concentration.

No 100-level course in journalism or IMC taken at Roosevelt or transferred from another college or university may count toward the major.

The Department of Communication recommends a minor of at least 15 semester hours in an affiliated field of study such as business or one of the social sciences like psychology or sociology.

Core requirements

  IMC 202 IMC Principles and Best Practices .....3
  IMC 220 Media Writing .....4
  IMC 240 Communication Research .....3
  IMC 302 Fundamentals of Public Relations .....3
  IMC 303 Fundamentals of Advertising .....3
  IMC 347 IMC Campaigns (capstone) .....3
  IMC 363 Law and Ethics .....3
  IMC 399 Internship .....3


  Four courses at the 200- or 300-level in JOUR or IMC (may be an area of concentration). .....12

Specified electives for concentrations

Advertising Creative
  IMC 349 Portfolio I .....
  IMC 350 Portfolio II .....
Advertising Management
  IMC 344 Brand Management .....
  IMC 345 Advertising Media .....
Public Relations
  IMC 340 Media Relations .....
  IMC 343 Reputation Management .....

General Education Requirements

Academic Communities of Practice

  ACP 101 First-Year Seminar (required for students who enter RU with fewer than 12 semester hours) .....3
  ACP 110 Primary Texts .....3
  ACP 250 Grounds for Change .....3

English Composition (minimum grade of C- required)

  ENG 101 Composition I: Critical Reading and Writing .....3
  ENG 102 Composition II: Introduction to Academic Research .....3


  Nine semester hours total required from these subject areas: African-American Studies, Art History, English (excluding 101 and 102), History, Languages, Music, Philosophy, Theatre, Speech and Women's and Gender Studies .....9


  MATH 110 Math 110 or above (Math, Computer Science & Technology, and Science majors have different requirements -- see advisor). .....3

Non-Western Requirement

  Non-Western course (can be used for Humanities or Social Sciences general education requirements) .....3

RU Mission-Related Course (minimum grade of C- required)

  LIBS 201 Writing Social Justice .....3


  One biological science and one physical science required; at least one must be a four-hour lab (not applicable for science majors) TOTAL: at least 7 science hours. .....7-8

Social Sciences

  Nine semester hours total required from these subject areas: African-American Studies, Anthropology, Economics, History, Journalism, Philosophy, Political Science, Psychology, Sociology and Women's and Gender Studies .....9

These quantitative requirements also apply to degrees in the College of Arts and Sciences:

  • Students may apply no more than 60 semester hours of 100-level courses toward the degree.
  • Students must apply no fewer than 60 semester hours of 200- and 300-level courses toward the degree.
  • Students must have at least 18 semester hours (of the 60 semester hours above) at the 300 level.
  • Students may transfer in no more than 66 semester hours from community colleges.
  • Students must take their final 30 hours at Roosevelt University. Note that some majors have additional requirements for RU hours.
  • Students must have a grade point average of 2.0 or higher to graduate. Note that some majors have additional GPA requirements.
  • Students must have a minimum of 90 hours in Arts and Sciences.
  • Students may apply no more than 51 hours in the major (BA) or 57 hours in the major (BS)