IMC students are required to complete a comprehensive integrated marketing communication plan that is to be presented and submitted to the IMC faculty. Students may choose an organization or company with which to work. Often students choose an organization they have a connection to, are interested in finding employment with, or have a passion for.
IMC campaigns are expected to include an executive summary, market research, SWOT analysis, IMC strategy, IMC objectives, marketing strategy, audiences, creative brief, public relations, advertising, marketing and new media campaigns, campaign timeline and budge, ROI, and campaign evaluation.
Students spend nearly their entire IMC student careers developing some aspect of their campaign in the classes they take. Some students also present their campaigns to the organizations and several have been implemented, in whole or in part, by the organizations.
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 Katie Decker
Marketing Coordinator
Moog, Inc.
M.A. in IMC, 2011
Recipient of the Deb Henretta Award for Outstanding Achievement
in IMC
Decker completed an integrated marketing communications plan for Trading Post Community Care Center in Springville, N.Y. It includes the creation of a corporate identity, a public relations campaign, website design and development, social media initiatives and advertising efforts.
See the completed project
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MarCom Gold Award Winner
 Steve Lingle
Marketing Project Manager
FedEx Trade Networks
M.A. in IMC, 2011
Plan wins Gold Award, Association of Marketing & Communication Professionals
Lingle's plan for the Pittsburgh Racquet & Fitness Club, proposed for the Pittsburgh, Pa., area, included pre- and post-grand opening tactics, strategic initiatives in advertising, digital media, public relations and sales promotion.
See the completed project
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