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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. Students majoring in integrated marketing communications 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 both the Chicago and Schaumburg campuses.


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 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 8 required courses and 4 electives, for a total of 37 semester hours. A 3-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 more than 40 total hours may be taken in the major, including both Journalism and IMC courses.

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 .....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 .....