Journalism & Mass Communications, MA (Integrated Media Communications)

Master of Arts Degree in Journalism and Mass Communications with a Specialization in Integrated Media Communications

University of Nebraska - Lincoln

  • Fully Online
  • 36
  • $357.00
  • $676.00

Program Overview

The online Journalism & Mass Communications, MA with a specialization in Integrated Media Communications is designed for those who want to enhance their skills in a rapidly changing media environment in the context of advertising and public relations. 

Students choose this program because:

  • They wish to build or enhance their professional knowledge, skills and leadership in journalism and mass communication 
  • The interdisciplinary curriculum provides them with up-to-date knowledge with practical application and individualized experience 
  • There are thesis and non-thesis options 

The Integrated Media Communications specialization is one of two specializations offered within the Master of Arts in Journalism & Mass Communication online program. It is offered in conjunction with the University of Nebraska at Kearney. 

Upon completion of the program, the specialization will appear on your diploma and transcript indicating specific expertise in this area.

Career Outlook: Brands are exploring new strategies to engage consumers in the digital age by creating cohesive media plans. Innovative marketing communications ensures the development of content in order to build strong brands. The U.S. Bureau of Labor and Statistics predicts a 9% job growth for marketing managers from 2014 to 2024. 

Upon completion of the specialization in integrated media communications, students can apply the knowledge they have learned to a multitude of career paths including:

  • Marketing Director 
  • Marketing Manager 
  • Account Executive  
  • Marketing Strategist 
  • Marketing Analyst 
  • SEO Manager 
  • Communications Director 
  • Digital Marketing Manager 
  • Marketing Researcher 

Admissions and Requirements

To be accepted to this program, you must have:

  1. A Bachelor's degree

    Degree in journalism and mass communications or related area from an accredited institution

  2. 2.5 GPA or above on a 4.0 scale

  3. Taken the TOEFL or IELTS

    (Only required if English is not your native language)

  4. A written personal statement

    State your goals and objectives

  5. 3 letters of recommendation

  6. Official transcripts from all previous schools

  7. Portfolio of work

  8. Resume

NOTE: This program is authorized, exempt, or not subject to state regulatory compliance and may enroll students from all 50 states

To apply to this program:

  1. Complete and submit the online application for Graduate Studies
  2. Pay $50 application fees
  3. Submit separate application to academic department

Courses You’ll Take

Course Information

Program of Study: Core Courses - 21 credit hours = 12 credit hours required courses and 9 credit hours in either Marketing or Communication courses*. Electives - 15 credit hours = 6 credit hours in the major (Advertising and Public Relations-ADPR, Broadcasting-BRDC, Journalism Graduate Courses-JGRD, Journalism Core-JOUR, or Journalism New Core-JOMC) and 9 additional electives or related coursework (may include major areas, communications, marketing or related disciplines with adviser approval). 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.

Core Courses

Course NumberCourse NameCredits
ADPR 881Advertising & PR Research3
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.)
ADPR 884Brands & Branding3
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.)
ADPR 930Integrated Media Communications Capstone3
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
ADPR 830Strategic Communications: Advertising Issues & Strategies3
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.)

Elective Courses

Course NumberCourse NameCredits
SPCH 845PDiffusion of Innovations3
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.
SPCH 854PIntercultural Communication3
Study of communication across cultures.
MKT 838PConsumer Behavior3
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.
MKT 857PE-Marketing3
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.
SPCH 856PRhetorical Theory3
A study of theories of persuasion in Greek, Roman, continental and modern periods. Special emphasis on the works of Aristotle, Campbell and Burke.
SPCH 851PLeadership Communication3
A study of the characteristics, styles, roles, and motivation of successful leaders. Includes study and practice in parliamentary process.
MRKT 855Marketing & Globalization3
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
MRKT 830Strategic Issues in Marketing Communiations3
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
MKT 860PStrategic Product Management3
To develop an awareness and understanding of the issues, tools and techniques used from inception to launch of a product.
MRKT 850Strategic Database Marketing3
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 privacy.
SPCH 852PTheories of Organizational Communication3
A study of major theories of communication within the organization: scientific, humanistic, systems decision making and communication approaches.
MKT 856Marketing Management Seminar3
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.)

Tuition & Fees

Nebraska Residents

Per Credit Hour


3 Credit Hours


Out of State Residents

Per Credit Hour


3 Credit Hours

Frauke Hachtmann, Ph.D.
Associate Dean, Advertising and Public Relations Sequence Head Professor

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.

Application Deadlines
  • Fall SemesterFeb 01
  • Spring SemesterSep 01