DIRECTOR, GRADUATE PROGRAM
Wenjing Xie, Ph.D.
(845) 575-3000 x 3650
wenjing.xie@marist.edu

About the Program

The Master of Arts in Integrated Marketing Communication (IMC) is a fully online, 30-credit hour graduate degree program that provides students with a cross-disciplinary educational experience that mirrors workplace dynamics in the once “siloed” fields of advertising, brand management, corporate communication, marketing, public relations, strategic communication and sales. Taking courses offered through a unique collaboration between the School of Communication and the Arts and the School of Management, students will learn to thoughtfully approach and develop IMC plans aimed at engaging successfully diverse and global audiences. With strong emphases on quantitative, qualitative and analytical skills, students will learn to develop, implement and assess marketing communication (MARCOM) plans that engage diverse audiences. Starting with the fundamentals of IMC and marketing, students will be introduced to the different MARCOM tools, such as advertising, public relations and social media. Moving through the curriculum, students will learn about the different research tools and their practical uses in conducting strategic and evaluative research. Throughout the curriculum, an outside-in approach is emphasized, i.e., a data-driven customer-centric approach that will focus on understanding the processes underlying consumers’ and constituents’ thoughts, feelings, decisions, and behaviors. More specifically, students will learn about consumer/constituent judgment and decision processes, attitude formation and change, consumer information processing and reactions to persuasive communications, consumer/constituent-brand relationships, affective, cognitive, and motivational determinants of consumer/constituent behavior, family and group decision processes, and cultural and individual differences in consumer behavior. In their capstone course experience, students will work in teams, applying knowledge gained and skills developed toward the development of an IMC campaign plan.

At the end of this program students should be able to:

• Understand the theory of consumer behavior and marketing segmentation strategies
• Demonstrate strong research, analytical and strategic decision-making skills
• Write effectively for diverse audiences
• Understand the concept of branding and the strategic importance of building brand equity
• Have a good grasp of the traditional and nontraditional MARCOM tools
• Develop an IMC campaign plan.

Format

Full-Time Option-Students can complete the degree in as little as three semesters, including summer.

Part-Time Option-Students may take between two and three years, depending on the number of courses they take each semester.

Start dates are flexible, as students can choose to start in either a fall or spring semester. Fall and spring semesters have two rounds, each of eight-week duration. Courses are also offered in summer.

The application deadline both full-time and part-time students is August 1. Applications received after August 1 will be reviewed on a case-by-case basis.

Thesis/Comprehensive Exam

There is no thesis or comprehensive exam for the MA in IMC. Instead, students will
take a Capstone class as their final class in the program.

Admission

Admission to the M.A. in IMC is competitive and based on undergraduate performance, (on demand) a satisfactory score on the Graduate Record Exam (GRE) or Graduate Management Admission Test (GMAT), and a candidate’s professional credentials or demonstrated interest in the IMC field. The Admissions Committee is committed to looking at the entire application packet and will evaluate professional and academic qualifications holistically.
(NOTE: GRE and GMAT requirement can be waived by the program director)

• Applicants to the Master of Arts in IMC must submit:
• a completed application for graduate admission;
• a $50 non-refundable application fee;
• official transcripts from all undergraduate (including two-year colleges) and graduate institutions including evidence of an earned BA or BS degree in Communication or a related field from an accredited college or university with a cumulative GPA of 3.0;
• an official score report showing an acceptable score on the Graduate Record Examination (GRE) or Graduate Management Admission Test (GMAT);
• a current résumé;
• a written statement of purpose;
• two letters of recommendation.

NOTE: Marist graduate programs require a minimum of a baccalaureate degree or its equivalent from an accredited college or university. Also, if a student has taken graduate-level coursework at another college/university the student may apply for a transfer of credits. The application for transfer of credits will be evaluated on a caseby-case basis. Under no circumstances will more than 6 transfer credits be allowed.

Degree Conferral Requirements

To qualify for the Master of Arts in IMC, a student must:

• complete a total of 30 credits as described in the curriculum.
• maintain at least 3.0 cumulative grade-point average with no course grade less than a C.

Student Advisement

The Director of the Graduate Communications Program is the advisor to students in the M.A. program. Students are encouraged to contact their advisor to discuss academic progress and planning.

Academic Standing

The maintenance of a minimum cumulative grade-point average (GPA) of 3.0 is required for good academic standing. Students must have a cumulative 3.0 GPA after completion of one semester of full-time study or its equivalent. Any student whose GPA falls below that required for good standing, or who receives a letter grade of F, will be subject to academic review and may be placed on probation or dismissed from the program. Students placed on probation will receive a statement of requirements necessary to achieve good standing and will be given a limited time period in which to meet these requirements. Failure to achieve probationary requirements will result in dismissal.