Integrated Integrated Marketing Marketing

Communications Communications MinorMinor

GDIT 709 – Instructional Program GDIT 709 – Instructional Program DevelopmentDevelopment

Douglas StrahlerDouglas Strahler

OverviewOverview

What is the IMC?What is the IMC?

IMC OverviewIMC Overview

AssessmentAssessment

Learning OutcomesLearning Outcomes

ReflectionReflection

What is the IMC?What is the IMC?

The Integrated Marketing Communications The Integrated Marketing Communications minor is designed to provide students with minor is designed to provide students with the theoretical and digital skills needed in the theoretical and digital skills needed in the fields of public relations and marketing. the fields of public relations and marketing.

Needs AssessmentNeeds Assessment

Social media has grown rapidly - today nearly 4 in 5 Social media has grown rapidly - today nearly 4 in 5 active Internet users visit social networks and blogsactive Internet users visit social networks and blogs

Close to 40 percent of social media users access social Close to 40 percent of social media users access social media content from their mobile phonemedia content from their mobile phone

Social networking apps are the third-most used among Social networking apps are the third-most used among U.S. smartphone ownersU.S. smartphone owners

70 percent of online active adult social networkers 70 percent of online active adult social networkers shop online, 12 percent more likely than the average shop online, 12 percent more likely than the average adult Internet useradult Internet user

53 percent of active adult social networkers follow a 53 percent of active adult social networkers follow a brandbrand

Across a snapshot of 10 major global markets, social Across a snapshot of 10 major global markets, social networks and blogs reach over three-quarters of active networks and blogs reach over three-quarters of active Internet usersInternet users

Current State of Similar Current State of Similar ProgramsPrograms

West Virginia UniversityWest Virginia University Integrated Marketing CommunicationsIntegrated Marketing Communications Digital Marketing Communications CertificateDigital Marketing Communications Certificate

Duquesne UniversityDuquesne University Integrated Marketing CommunicationIntegrated Marketing Communication

Northwestern UniversityNorthwestern University Integrated Marketing Communication Undergraduate Integrated Marketing Communication Undergraduate

CertificateCertificate

Ithaca CollegeIthaca College Integrated Marketing Communications (B.S.)Integrated Marketing Communications (B.S.)

San Diego State UniversitySan Diego State University Centre for Integrated Marketing Communications Centre for Integrated Marketing Communications

IMC Student IMC Student DemographicDemographic

College of Information, Business and Social College of Information, Business and Social SciencesSciences School of BusinessSchool of Business Department of CommunicationDepartment of Communication Department of Computer ScienceDepartment of Computer Science Department of Criminology and Criminal JusticeDepartment of Criminology and Criminal Justice Military Science ProgramMilitary Science Program Department of Professional StudiesDepartment of Professional Studies Department of Safety ManagementDepartment of Safety Management

Additional ProgramsAdditional Programs Sports ManagementSports Management PsychologyPsychology Park & Resource ManagementPark & Resource Management

Participating University Participating University GroupsGroups

College of Information, Business and Social College of Information, Business and Social Sciences Curriculum CommitteeSciences Curriculum Committee The Dean of the College of Information, The Dean of the College of Information,

Business and Social Sciences Business and Social Sciences School of Business faculty memberSchool of Business faculty member Department of Communication faculty memberDepartment of Communication faculty member Department of Computer Science faculty Department of Computer Science faculty

membermember

SRU Curriculum CommitteeSRU Curriculum Committee

Department FacultyDepartment Faculty

Advisory BoardAdvisory Board

Program GoalsProgram Goals

Acquire the necessary skills and knowledge Acquire the necessary skills and knowledge to be proficient in digital marketingto be proficient in digital marketing

Recognize, distinguish and identify the Recognize, distinguish and identify the differences between all of the technologies differences between all of the technologies and toolsand tools

Criticize and critique industry uses of digital Criticize and critique industry uses of digital marketing tools, technologies and marketing tools, technologies and strategiesstrategies

Requirements for IMC Requirements for IMC MinorMinor

3 hours of Prerequisite3 hours of Prerequisite

6 hours of Core Classes6 hours of Core Classes

9 hours of Electives9 hours of Electives

3 hours of Capstone3 hours of Capstone

21 hours total21 hours total

Prerequisite (3 hours)Prerequisite (3 hours)

COMM 210 - Principles of IMCCOMM 210 - Principles of IMC

Core Classes (6 hours)Core Classes (6 hours)

COMM 307 - Social Media* COMM 307 - Social Media*

Select one from the followingSelect one from the following

COMM 362 - Mass Media & SocietyCOMM 362 - Mass Media & Society

CPSC 102 - Collaborative Information Technology & CPSC 102 - Collaborative Information Technology & SocietySociety

MRKT 330 - Principles of MarketingMRKT 330 - Principles of Marketing

MRKT 430 - Marketing ResearchMRKT 430 - Marketing Research

SPMT 394 - Sport Marketing SPMT 394 - Sport Marketing

Electives (9 hours)Electives (9 hours)

COMM 258 - Interactive COMM 258 - Interactive Multimedia IMultimedia I

COMM 347 - New-Media COMM 347 - New-Media JournalismJournalism

COMM 390 - Search COMM 390 - Search Engine OptimizationEngine Optimization

COMM 431 - Public COMM 431 - Public Relations and Integrated Relations and Integrated CommunicationsCommunications

COMM 449 - COMM 449 - Communication ProjectsCommunication Projects

COMM 453 - Media COMM 453 - Media Project ManagementProject Management

COMM 459 - Issues in COMM 459 - Issues in Communication Communication TechnologyTechnology

COMM 480 - The COMM 480 - The Communication AgeCommunication Age

COMM 490 - Selected COMM 490 - Selected TopicsTopics

CPSC 300 - Challenges of CPSC 300 - Challenges of Computer TechnologyComputer Technology

MGMT 370 - Sustainable MGMT 370 - Sustainable Entrepreneurship and Entrepreneurship and InnovationInnovation

MRKT 338 - E-CommerceMRKT 338 - E-Commerce MRKT 490 - Mobile MRKT 490 - Mobile

MarketingMarketing

Capstone (3 hours)Capstone (3 hours)

COMM 450 - InternshipCOMM 450 - Internship

Delivery SystemsDelivery Systems

HybridHybrid TraditionalTraditional AsynchronousAsynchronous

Desire2Learn Desire2Learn (D2L)(D2L)

Formative AssessmentFormative Assessment

QuestionsQuestions In-classIn-class Discussion BoardDiscussion Board

D2L GradebookD2L Gradebook

End-of-semester evaluationsEnd-of-semester evaluations Likert-scaleLikert-scale Open-endedOpen-ended

Summative Summative AssessmentAssessment

State assessments (Middle States State assessments (Middle States Commission on Higher Education)Commission on Higher Education)

Department Benchmarks set up the College Department Benchmarks set up the College of Information, Business, and Social of Information, Business, and Social Sciences Curriculum CommitteeSciences Curriculum Committee

End-of-semester gradesEnd-of-semester grades

Learning OutcomesLearning Outcomes

A student with an IMC minor develops an A student with an IMC minor develops an understanding of the basic concepts and understanding of the basic concepts and functions of unifying different marketing functions of unifying different marketing methodsmethods

The IMC minor is relevant to students wanting The IMC minor is relevant to students wanting to pursue a career in advertising, marketing, to pursue a career in advertising, marketing, or public relations. or public relations.

Students will learn how to use the latest Students will learn how to use the latest platforms and software to needed to be platforms and software to needed to be successful in these fields.successful in these fields.

ReflectionReflection

Major need for this type of majorMajor need for this type of major

Learned that it is difficult to develop this Learned that it is difficult to develop this level of program as one individuallevel of program as one individual

Learned basics with online courses at SRULearned basics with online courses at SRU