The Integrated Media Communications (IMC) specialization is designed for early career professionals who want to enhance their knowledge and skills in a rapidly-changing media environment in the context of advertising and public relations.
The interdisciplinary curriculum combines up-to-date knowledge with practical application and individualized experience. In some courses, real-time interaction between campus and distance students provides a unique perspective on media coverage from around the globe.
You can personalize a program to meet your individual interests and needs. Thesis and non-thesis options are available. A professional project is required and is intended to be related and immediately of use in your career or professional development. The IMC specialization is offered in conjunction with the University of Nebraska at Kearney (UNK).
The Integrated Media Communications specialization is one of three specializations offered within the Master of Arts in Journalism & Mass Communication online program. Upon completion of the program the specialization will appear on your diploma and transcript indicating specific expertise in this area.
Frauke Hachtmann is a professor and head of the advertising and public relations sequence in the College of Journalism and Mass Communications. She has developed and taught a variety of courses, including media strategy, advertising and public relations campaigns, global advertising, international media, advertising and public relations research and promotional writing.
Degree in journalism and mass communications or related area from an accredited institution
(Only required if English is not your native language)
State your goals and objectives
Program of Study
At least 12 of the total 36 credit hours in courses must be open exclusively to graduate students (900 level or 800 level without 400 or lower counterparts)
*Nine credit hours of coursework must be taken in either marketing or communications either from UNL or as transfer credits from UNK or another accredited institution. Up to 18 hours may consist of transfer credits; transfer credits other than those from the UNK partnering departments of Marketing and Communication must be approved by the adviser and the Graduate Chair in the UNL College of Journalism and Mass Communications.
|Advertising Issues & Strategies||3|
Course Number: ADPR 830
Seminar for graduate students who do not have the equivalent of an undergraduate degree in advertising. Business of advertising and promotion, and the processes and planning involved in strategic promotional communication. Current issues and strategies faced by advertising practitioners, the importance of branding, integrated marketing communications and promotion. Creation of a strategic marketing plan. (Open to graduate students only.)
|Advertising & PR Research||3|
Course Number: ADPR 881
Research in the planning, development and evaluation of advertising. The research process, use of secondary sources of information and how to analyze data from these sources. The planning and execution of primary research. Survey techniques. (Open to graduate students only.)
|Brands & Branding||3|
Course Number: ADPR 884
The managerial philosophy, techniques, and processes in advertising. Organizational structures, integrated marketing communications, strategic planning, marketing planning, advertising planning, advertising research, budgeting, and decision paradigms. (Open to graduate students only.)
|Integrated Media Communications Capstone||3|
Course Number: ADPR 930
Capstone course in the Integrated Media Communications (IMC) specialization. Reflect on different theories and concepts and apply those theories and concepts to real-life examples and professional goals in a final paper and presentation to faculty and peers. (Open to graduate students only.) Prereqs: Completion of at least two thirds of required coursework (24 hours) and Memorandum of Courses filed
Course Number: MKT 830P
A comprehensive overview of existing international marketing systems, history and development.
Course Number: MKT 838P
A detailed and in-depth analysis of why and how people buy, based upon an understanding of the nature of consumer behavior on both the micro and macro levels; includes the effects of internal and external influences on decision making.
|Marketing Management Seminar||3|
Course Number: MKT 856
This course is concerned with managing the marketing function including market and environmental analysis and strategy development and implementation. The course employs a mixture of case discussions, readings, lectures, plus written and oral assignments. (Open to graduate students only.)
Course Number: MKT 857P
The pragmatic and theoretical aspects of E-marketing, including E-mail orders and direct response advertising, reassurability and accountability, E-mail lists and data, plus the integration of E-marketing programs into total marketing efforts and into overall organization goals and functions.
|Strategic Product Management||3|
Course Number: MKT 860P
To develop an awareness and understanding of the issues, tools and techniques used from inception to launch of a product.
Course Number: MRKT 426/826
Services marketing and the services marketing process. Key concepts, issues and terminology. Specific tools and frameworks enabling communication with other professional marketers and analysis of services marketing situations to make realistic recommendations for managerial action.
|Strategic Issues in Marketing Communiations||3|
Course Number: MRKT 830
Analysis and application of current concepts regarding the formulation and evaluation of marketing communication strategy in organizations which operate on a profit and not-for-profit basis. (Open to graduate students only.) Prereqs: GRBA 813 or equivalent, or permission
|Strategic Database Marketing||3|
Course Number: MRKT 850
Theory and strategic use of large marketing databases. Advances in theory and practice. Concepts of customer relationship management, integration with electronic commerce systems, analytical techniques, and ethics and practices of customer data privacy. (Open to graduate students only.) Prereqs: GRBA 851 or one or more graduate or undergraduate statistics classes that cover basic statistics through least-squares regression.
|Marketing & Globalization||3|
Course Number: MRKT 855
Globalization and resulting changes in the business environment. Access to new consumers, new supplies. The effect on consumer choices. Readings from scholarly and popular press, videos, and a “real world” application. Marketing strategies developed for Nebraska firms and organizations such as value-added food marketers. (Open to graduate students only.) Prereqs: GRBA 813 or equivalent
|Diffusion of Innovations||3|
Course Number: SPCH 845P
Diffusion of Innovations examines the adoption of innovations by individuals in a social system from the perspective of a communication based model. Examples of innovations include fashion trends, campaign slogans, communication technologies, hygiene practices, birth control, farming practices, hybrid powered automobiles, types of government rule (democracy) and genetically engineered foods. The diffusion phenomenon is examined emphasizing social and individual points of view. Class sessions are mostly based on lecture, with some discussion. Assessment tools include exams, case studies and a final semester project. The final project will be presented to the class.
Course Number: SPCH 851P
A study of the characteristics, styles, roles, and motivation of successful leaders. Includes study and practice in parliamentary process.
|Theories of Organizational Communication||3|
Course Number: SPCH 852P
A study of major theories of communication within the organization: scientific, humanistic, systems decision making and communication approaches.
Course Number: SPCH 854P
Study of communication across cultures.
Course Number: SPCH 856P
A study of theories of persuasion in Greek, Roman, continental and modern periods. Special emphasis on the works of Aristotle, Campbell and Burke.
Quality learning experience
The University of Nebraska has offered distance education courses for more than 100 years so you can expect a quality, rigorous experience. Online courses are often highly interactive with faculty and students communicating through e-mail, discussion forums and chat groups. You’ll have direct access to world-class faculty – researchers who are experts in their fields or practitioners with real-world experience. Also, you’ll be part of a community of learners and can benefit from the perspectives of students from across the globe.
Online learning gives you the flexibility and freedom to attend your classes wherever is convenient to you. You can save time and money by being able to continue to work and by avoiding relocation or travel costs. You will be required to complete assignments in a certain timeframe, but in most instances, you can log in and complete coursework during the time of day that works best for you. You aren’t tied to a specific class time.
Service you expect from a leading University
Online learners at the University of Nebraska have access to the same student services available to on-campus students. An academic adviser will guide you along your journey, library services are available to help you excel in your program and career services are available when you are ready to take your next step. These are just a few of the services in place to help you succeed.