The IMC program in the School of Communication at Point Park University utilizes a strategic approach that combines advertising, public relations, direct marketing, interactive/Internet marketing, sales promotions, and personal selling to the maximum advantage of clients. Courses were designed to provide students with in-depth knowledge of the components of the promotional section of the marketing mix model. This enables students to develop and execute campaigns producing tangible results that align with, and support, the business strategies of organizations
Admission to the IMC program (only permitted in the fall) requires students to have 60 acceptable credit hours (an associate’s degree or the equivalent) and professional work experience. A bachelor of science degree is earned after successfully completing 2 years (4 semesters) and a summer semester of course work. Classes are offered on Saturdays over a 7-week period where coursework include:
IMC 310: INTRO TO IMC
Students explore the background and fundamentals of how organizations use persuasive comm. to reach target audiences. A study of successful case studies and exercises in program writing will build the foundation and basic understanding of how IMC can advance the mission and growth of organizations in our contemporary society.
IMC 306: INTRO TO DESKTOP PUBLISHING
In this course, students will learn basic design theory and software in order to apply digital page layout and web design skills to create the type of publications most widely required in the communications industry. Upon completion of this course, students will produce a variety of publication materials to add to their portfolios. Industry standard desktop publishing applications will provide a platform for these projects. (Equiv JOUR 103). Prerequisite: IMC 310
BUS 413: MODERN MARKETING CONCEPTS
An introduction to the language and issues of marketing with an emphasis on learning to develop responsive strategies for reaching consumers to meet business needs. May include such topics as market segmentation, product development, promotion, distribution, and pricing. Introduction to such topics as the external environment, marketing research, international marketing, ethics, and careers in marketing may be included.
IMC 315: ADVANCED DESKTOP PUBLISHING
This course will serve as a continuation of the theory and skills learned in IMC 306. Students will learn advanced desktop publishing with a focus on visual display of ideas and information. Students will apply digital page layout skills to create the type of publications most widely required in the comm. industry. Theory and use of typography will also be discussed. Upon completion of this course, students will produce a variety of publication materials to add to their portfolios. Industry standard desktop publishing applications will provide a platform for these projects. (Equivalent JOUR 407) Prerequisites: IMC 306/310
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This course will incorporate web design theory and technical skills to create a series of web products, including graphics, animations, and web pages. Students will learn the current practices of web publishing, which may include HTML, Flash, PhP-coding, and the use of Content Management Systems. Upon completion of this class students will have a variety of web design pieces to add to their portfolios, as well as be the owner of a web site. (Equivalent JOUR 365) Prerequisite: IMC 315
IMC 330: PR WRITING
This course will cover devices used in persuasive writing, internal communication and media relations, including both paid and unpaid messages to reach target audiences and stakeholders (or publics). Students will develop creative skills and earn the many writing styles and techniques an organization uses to communicate with its varied audiences (or publics). (Equivalent JOUR 255) Prerequisite: IMC 310
IMC 325: ADVANCED WEB PUBLISHING
This course will build upon skills and theories learned in IMC 320. Students will incorporate web design theory and technical skills to create a series of advanced web products, which may include Flash, XML, PhP and mobile content coding. Upon completion, students will have a variety of published web pieces to add to their portfolios. (Equivalent JOUR 420) Prerequisite: IMC 320
IMC 400: AD COPYWRITING & LAYOUT
Provides students with basic planning, writing, design and production techniques for creating and enhancing persuasive communications. Students will use copywriting skills, desktop publishing and design programs, combined with solid theory in targeting and reaching audiences to complete advertising campaigns that include print ads, broadcast ads, direct mail pieces, web advertising and a variety of other vehicles. The use of typography, color, graphics and other design tools will be used to target these creative messages. Upon completion of class, each student will have an ad campaign to add to a portfolio. (Equivalent: JOUR 301) Prerequisite: IMC 310
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Course will provide students the conceptual and technical understanding of the power and philosophy of social media. The course will specifically focus on how social media is changing media, business, development and government in fundamental ways. The course will also introduce students into the idea of participatory journalism, the act of citizens “playing an active role in the process of collecting, reporting, analyzing and disseminating news and information.” Upon completion, students will have practical knowledge in the use of social media tools and building and maintaining an online community. (Equiv: JOUR 306)
IMC 432: ADVERTISING SALES
Theory, practice and implementation of advertising sales related to radio, television, newspapers, magazines, outdoor, and the Internet/ www. Overview includes local and national sales organizations. Leads to working knowledge of structure of media sales. (Equiv: JOUR 532)
TWO BUS 300+ ELECTIVES (Director’s approval required)
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The analysis, interpretation, application and forecasting of research findings. The case method is used extensively.
IMC 371: STRATEGIC PLANNING AND APPLICATIONS
The study of communications management between organizations and their employees, customers, owners, the government and the media. Students will learn the basics of IMC planning (research, objective setting, program implementation and evaluation methods). The study of campaigns/programs that enable organizations to use the tools of communications to advance their missions, help resolve problems and seize opportunities to such areas as employee motivation, customer loyalty, shareholder understanding, news media relationships and community acceptance.
IMC 472: MEDIA PLANNING & BUYING
Introduction to media planning – problems, techniques and strategy of choosing media as advertising space/time in all types of media as well as targeting media for publicity. Emphasis on planning of media schedule and its relationship to creative strategy, paying particular attention to non-traditional and new media. (Equivalent: JOUR 472)
BMGT 411: ADVANCED MARKETING MANAGEMENT
Planning and coordinating a dynamic and aggressive marketing campaign and synthesizing the tools of marketing.
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IMC 401: LAW & ETHICS OF CORPORATE COMMUNICATIONS
A study of accepted ethical theories and practices/legal principles as they apply to mass comm. media/agency practice. Hypothetical problems suggest practical answers to ethical and legal situations. The course objective is to make the law a tool rather than a hindrance, and to help keep practitioners out of trouble in a highly litigious society.
IMC 474: IMC WRITING & DESIGN
Students will combine skills acquired in previous courses with solid theory in targeting and reaching audiences to complete campaigns with pieces suitable for sales promotions, direct marketing and the internet. This course will serve as a “practice run” for the Capstone course.
Prerequisites: IMC 325/330/345/371/400/432/472/BUS 413/BMGT 311 & 411
IMC 412: PERSONAL BRANDING
Designed to teach students how to use IMC approach to identify and promote their professional brand. Students will gain a fundamental understanding of how to build/promote/manage “their” overall image online and in person for career growth. They will learn how to pitch/ present/sell their ideas and qualifications in a professional environment by using, amongst other, online tools. Prerequisites: IMC 401/474
IMC 497: CAPSTONE PROJECT
During their final term, working as a team, students plan, design and complete a faculty- approved and supervised comm… project that demonstrates mastery of the communication theory, processes and techniques covered by their courses. Prerequisites: IMC 401/474
End Spring TWO/End of course work/Graduation Time!