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INTEGRATED MARKETING COMMUNICATION.

B.A. Degree in Integrated
Marketing Communication

Integrated Marketing Communication Degree – Bachelor of Arts (BA)

Market to and communicate with business customers across many channels with an integrated message.

Catawba College’s Bachelor of Arts degree in Integrated Communication prepares students to effectively market to and communicate with business customers in almost any sector across many contemporary platforms – print, broadcast, social media and more. An Integrated Marketing Communication major graduates ready for entry level jobs in internal communications, external communications, advertising, marketing, and public relations. Plus, students pursuing the Integrated Marketing Communication bachelor’s degree program at Catawba College can affirm they are receiving an excellent education because U.S. News ranks the College #4 among Best Regional Colleges in the South.

Catawba College’s Integrated Marketing Communication major includes core Communication courses, like Writing for Media, Public Relations, Organizational Communications, and Online Publications, coupled with Marketing courses such as Principles of Marketing, Consumer Behavior, Advertising and Strategic Marketing, along with some key Business courses including Principles of Microeconomics and Principles of Accounting. Knowledgeable and inspiring faculty, small class sizes, and a campus that emphasizes belonging help Integrated Marketing Communication students develop critical thinking skills, communication proficiency, and marketing literacy.

Catawba’s student-centered approach, access to professional-grade equipment, collaborative opportunities with other academic majors, and nearby access to major markets in Charlotte, the Triad and the Triangle uniquely prepare Integrated Marketing Communication majors. Those earning a Bachelor of Arts degree in Integrated Marketing Communication graduate with an understanding of how communication practices, new media, and technologies are reshaping work, education, relationships, and everyday life.


Integrated Marketing Communication Program Highlights

Catawba College’s Integrated Marketing Communication bachelor’s degree program is an experientially focused academic major that emphasizes real-world, hands-on opportunities for its students.  Whether working to develop promotional videos and campaigns for departments on campus or for other North Carolina businesses and non-profits, Integrated Marketing Communication majors learn by doing.

Integrated Marketing Communication majors work on the Catawba College student paper, The Pioneer, or use professional, broadcast-quality camcorders and iMac workstations to shoot and edit their videos in our state-of-the-art digital media lab on campus.

Students majoring in Integrated Marketing Communication cannot pursue minors in Marketing or Communication.

Catawba College Communication Student Interning at WSAT Radio
Internships in Communication.

Integrated Marketing Communication majors at Catawba College take advantage of the internship opportunities available in nearby metropolitan markets at many media outlets and at public relations and creative advertising agencies. Catawba’s Marketing and Communication students have interned with Greensboro radio station, 93.1 The Wolf; CBS Broadcasting Network in New York City on shows including The Late Show with Stephen Colbert, CBS This Morning and CBS Sports; WSAT-AM; Downtown Salisbury, Inc.; the Charlotte Motor Speedway Public Relations Office; and the Salisbury Post.

Related Bachelor Degree ProgramS

Outcomes

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INTEGRATED MARKETING JOBS.

Integrated Marketing Communication majors from Catawba College making their mark in the following positions:

    • Account Executive at Creative Agency
    • Newspaper Reporter
    • Television Production Assistant
    • Admissions Counselor
    • Copywriter
    • Digital Media Content Developer
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GRADUATE SCHOOLS.

Graduate schools enrolling Integrated Marketing Communication majors include the following: 

    •  UNC-Charlotte
    • UNC-Greensboro




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"If you want to have the freedom to design an ideal life for yourself, Catawba makes it possible for you to do so. Catawba won’t do it for you, but Catawba will help you along the way."

Victoria Whetzel ’17
Communication major with Theatre Arts minor; Member of Catawba Singers, Helen Foil Beard Society, Alpha Psi Omega Theatre Arts Honor Society, Dance Ensemble, and Note-Taker for Student Conduct Board; Employed as a Casting Assistant at Sharp Entertainment, New York City

Facilities

DIGITAL MEDIA
LAB

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PARTICIPATE. 

Catawba Integrated Marketing Communication majors can work on the staff of the student newspaper, The Pioneer, and develop real-world skills.  They can also participate in Lambda Pi Eta, the national Communication Honor Society, or in the American Marketing Association on campus.

Communication Faculty

Dr. Josh Smicker

Assistant Professor and Chair of Communication Dr. Josh Smicker’s academic research investigates the use of digital media technologies—including video games, virtual reality, and mobile applications—to justify and expand a move towards the self-management of trauma.  His work connects the ways digital technologies are presented as enabling “post-traumatic growth” to changing representations of trauma in film and television, and to shifts in more general discourses of trauma, crisis, and “resilience.” 

Dr. Scott Morton

Assistant Professor of Communication Dr. Scott Morton is trained as a media historian, has experience in film and video production. His research interests include 20th century propaganda and the history of broadcast radio in the United States. His expertise includes creative writing, sound design, photography, and videography. He has professional experience with public relations, advertising, and computer-based technical support. 

Dr. Sarah K. Jackson

Assistant Professor of Communication Sarah K. Jackson's academic research focuses on experimental use of emerging and obsolete media to critically and aesthetically explore the intersections of memory and place. Jackson specifically focuses on urban and rural landscapes and communities at risk of physical dissolution due to environmental, socioeconomic and cultural factors. She explores how technology can simultaneously preserve and question the permanence of place and the memories and relationships people attach to familiar locations.

Curriculum

Required Courses for B.A. in Integrated Marketing Communication
Required Courses for B.A. in Integrated Marketing Communication

Communication Courses Required

CA 1110 Introduction to Converging Media

3

CA 2255 Writing for Media

3

CA 2701 Public Relations

3

CA 2810 Organizational Communication

3

CA 2901 Online Publication

3

CA 3701 Public Relations: Cases & Campaigns

3

CA 4401 Experiential Learning (cross-listed with MGT 4401 and CS 4401)

3

 

Total:

21

Marketing Courses Required

MKT 2501 Principles of Marketing

3

MKT 2502 Consumer Behavior

3

MKT 2503 Advertising

3

MKT 3502 Marketing Research

3

MKT 3990 Strategic Marketing

3

 

Total:

15

Other Business (Management, IS, Economics, Accounting) Courses Required

ACC 1901 Principles of Accounting I

3

ECON 1902 Principles of Microeconomics

3

IS 3514 Web Technologies and Electronic Commerce

3

MGT 1902 Business Data Analytics

3

ONE of the following:
- MGT 2451 Legal Environment of Business
- MGT 2453 Business Law I
- MGT 2454 Business Law II

3

 

Total:

15

Total:

51

Students majoring in Integrated Marketing Communication cannot pursue minors in Marketing or Communication.

 

Course Descriptions
Course Descriptions

1101 PUBLIC SPEAKING (3 hours)
A study of oral communication with attention to vocal delivery, bodily action, and speech composition.

1110 INTRODUCTION TO CONVERGING MEDIA (3 hours)
An introduction to the fundamental principles and techniques of modern media arts, with emphasis on film and broadcasting.

1240 PRINCIPLES OF JOURNALISM (3 hours)
Provides an overview of American journalism socially, politically, and historically from the Colonial era through current digital age with an emphasis on research, basic journalistic writing/reporting, ethics, and law.

2115 FILM CRITICISM (3 hours)
Same as TA 2115. A study of the technical aspects of film-making and of the political and artistic role of film in society.

2116 ASIAN CINEMA (3 hours)
Same as TA 2116. A semester-long study of styles and concepts of films as practiced in various cultural, political, and social contexts throughout Asia. Analytical skills will focus on how to read the visual language of the film along with the spoken word (including subtitles). (Offered in alternate years).

2120 INTERPERSONAL COMMUNICATION (3 hours)
A study of various theories and types of verbal communication as they affect the dynamics of human relationships.

2200 SURVEY OF ELECTRONIC MEDIA (3 hours)
An overview of the field of broadcasting to include radio, television, and cable. Prerequisite: CA 1110.

2201 INTRODUCTION TO SPORTSCASTING (3 hours)
Theory and practice of sports reporting on the radio and television.

2202 INTRODUCTION TO SPORTSWRITING  (3 hours)
This course is an introduction to the profession of sportswriting in its various forms. Styles of sportswriting will be examined as well as fundamentals. 

2245 MEDIA CRITICISM (3 hours)
Theory and practice in critical analysis of most forms of media. Prerequisite: CA 1110.

2249 APPLIED JOURNALISM (1 hour) 
The learning and development of journalism techniques through actual publication practice. Limited to students working with the Pioneer, this course may be repeated for a maximum of 8 semester hours credit.

2255 WRITING FOR MEDIA (3 hours)
Theory and practice in various forms of writing for print journalism, electronic journalism, and public relations.

2310 FEATURE WRITING (3 hours)
A study and practical application of the principles and processes involved in writing feature-style articles for various media outlets. Prerequisite: CA 1240.

2601 SELECTED TOPICS IN COMMUNICATIONS (1-3 hours)
A study of a topic selected by the department focusing on an area of particular interest within the discipline.

2701 PUBLIC RELATIONS (3 hours)
An introduction to the theories, principles and practices of modern public relations.

2810 ORGANIZATIONAL COMMUNICATION (3 hours)
An introduction to the theory and practices associated with management and communication of information within organizations and businesses.

2901 ONLINE PUBLICATION (3 hours)
Study of the history of online information exchange including current standards/trends in internet publication with a focus on the creation of unique content for publication in various web based formats.

3050 DIGITAL CULTURES (3 hours)
This course explores contemporary issues and concepts focused on the different ways that digital technology impacts interpersonal relationships, economics, politics, and culture. Students will emerge with a clearer understanding of the ways new media technologies impact and shape their lives, with improved media literacy, and with the vocabulary and skills necessary to engage in meaningful discussions, debates, and interventions around digital technologies and its various impacts in their lives.

3110 SPORTS HISTORY  (3 hours)
The study of the history and personalities of sports in the U.S. Prerequisite: CA 1110.

3120 THEORY OF SPORTS  (3 hours)
The study of how sports are played from a strategic perspective that goes beyond the basic level of understanding.

3215 ELECTRONIC MEDIA PROGRAMMING (3 hours)
A study of the theory and practices of programming in radio, television and cable. Prerequisite: CA 2701.

3250 ELECTRONIC MEDIA MANAGEMENT (3 hours)
A study of theories and practical application of techniques related to the management of radio and television stations. Prerequisites: CA 1110, and CA 2200.

3260 MEDIA LAW AND ETHICS (3 hours)
A basic introduction to U.S. law governing media and to journalistic codes of ethics. Prerequisite: CA 1110.

3701 PUBLIC RELATIONS CASES AND CAMPAIGNS (3 hours)
An exploration of the theory and practice of public relations by utilizing successful and unsuccessful cases and campaigns run by PR professionals.

3810 NEW MEDIA (3 hours)
An overview of new media developments and implications for the future from a social, political and artistic standpoint.

3900 INTERCULTURAL COMMUNICATIONS (3 hours)
Study of communication differences across various non-western or distinctly unique subcultures and the impact of cultural differences on interactions in various social and business settings.

3920 PERSUASION  (3 hours)
An exploration of persuasive communication over the years with a focus on the formulation and creation of arguments in interpersonal and media in the past and today.

4101 COMMUNICATION SEMINAR (3 hours)
Reading, discussion, independent research, and written reports on a topic selected by the department.

4201 PRACTICUM (1-3 hours)
An application of theory and methods of specific areas of speech communication in supervised experience.

4291 MEDIA RESEARCH (3 hours)
An introduction to research methodology in media and communication arts to include research design, collection of data, analysis, and reporting. Prerequisites: CA 1110 and CA 2200.

4301 INDEPENDENT STUDY (1-4 hours)
Self-directed study following a contractual plan initiated by the student and approved by the departmental faculty.

4401 EXPERIENTIAL LEARNING (1-6 hours)
A reality-based, outside-of-the-classroom experience, under the supervision of a faculty member. This experience may include practicum, internship, service learning, study aborad, computer simulation, or other similar approved experience. Prerequisite: Permission of instructor. Same as MGT 4401 and CS 4401.