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Gain Knowledge & Expertise

GRADUATE CERTIFICATE IN INTEGRATED MARKETING COMMUNICATION CURRICULUM

Develop Strategic Marketing & Communication Skills

Get caught-up on current trends and maintain your credibility or build new expertise in the ever-evolving field of marketing communication with a Graduate Certificate in Integrated Marketing Communication from St. Thomas. Designed for busy professionals, you can take this part-time graduate certificate program in the evening after traditional working hours.

Complete the 15-16.5 credit program at your own pace, taking one or more courses per term.

Plan Out Your Program

Follow these sample plans to complete the Graduate Certificate in Integrated Marketing Communication in 1 or 2 years

Semester I (3 - 4.5 credits)
Marketing Frameworks (if needed)
Elective
Semester II (3 credits)
Integrated Marketing Communications
Semester III (6 credits)
Elective
Elective
Semester IV (3 credits)
Reputation Management
Semester I (3 - 4.5 credits)
Marketing Frameworks (if needed)
Elective
Semester II (3 credits)
Integrated Marketing Communications
Semester III (6 credits)
Elective
Elective
Semester IV (3 credits)
Reputation Management
Semester I (3 – 4.5 credits)

Marketing Frameworks (if needed)
Integrated Marketing Communications

Semester II (3 credits)
Elective
Semester III (3 credits)
Reputation Management
Semester IV (3 credits)
Elective
Semester V (3 credits)
Elective
Semester I (3 – 4.5 credits)

Marketing Frameworks (if needed)
Integrated Marketing Communications

Semester II (3 credits)
Elective
Semester III (3 credits)
Reputation Management
Semester IV (3 credits)
Elective
Semester V (3 credits)
Elective

Curriculum

15 – 16.5 credits total

Marketing Frameworks

(MKTG 625) - 1.5 credits

Gain a practical understanding of the frameworks and tools used to solve marketing problems. Examine strategy formulation and the marketing mix (product, price, place and promotion) tied to an assessment of the marketplace (company, competitors, customers). Learn to leverage marketing research, perform quantitative and qualitative analyses, and think critically about strategic and tactical marketing decisions.  

*May be waived for qualified students. To ask if you qualify for a waiver, please contact us.


(MKTG 780) – 3 credits

Get a broad overview of the role of marketing communications processes and the wide range of communications activities used in selling/promoting products and services. Specific topics include: advertising, public relations, sales promotions, direct marketing and the strategies that drive them. Develop a strategic perspective and an understanding of the need for an integrated communications plan through a combination of readings, cases and application exercises. Prerequisite: MKTG 600 or MKTG 625


(BCOM 661) – 3 credits

Study the communication principles and practices necessary to manage a company’s or product’s reputation in the evolving landscape of traditional and social media. Explore how employee, investor, community, government and organizational communication practices and engagement strategies differ from each other, yet are used together to communicate a consistent organizational message. Case histories focus on reputation management issues and programs; how research, planning, communication and measurement are applied; and the roles of communication and management to successfully build and maintain positive reputations.


The Creative Process

(BCOM 620) - 3 credits

Can creativity be taught? Read literature about creativity, study creative people and their contributions to society, and explore how creative ideas form and are communicated. Develop strategies to actualize the creative potential of individuals and groups.

Persuasion

(BCOM 635) - 3 credits

Study theory and research on social influence and persuasion, drawing primarily from work in the social sciences. Gain a conceptual foundation upon which to develop your own skills and techniques for increasing message persuasiveness, instigating behavioral and attitude change, and protecting oneself from unwanted persuasion. Topics covered have broad applicability both within and outside business contexts but relate particularly to issues in marketing, sales and management. Learn from a variety of approaches, including lecture, case analysis and both instructor- and student-led discussion.

Organizational Communication

(BCOM 641) - 3 credits

Analyze communicative dimensions of organizations, including formal and informal communication systems, the development and effect of culture, the process of change, and the methods for diagnosing problems and assessing communication effectiveness.

Advertising Strategy

(MKTG 671) - 3 credits

Study the development of an advertising plan and message strategy as part of an overall marketing effort, including creative and media planning. Apply principles to actual practice in class projects. Learn from real-word cases studies presented by guest speakers. Prerequisite: MKTG 600 or 625

Brand Management

(MKTG 725) - 3 credits

An expansion upon basic marketing theory, this course focuses on strategic planning and decision-making as it applies to the product/brand manager. Develop brand management skills through hands-on applications of the concepts presented. Develop your skills in the formulation, execution and evaluation of the effectiveness of product/brand strategies and tactics. We will utilize extensive case studies, applied exercises and in some sections, a product management computer simulation to develop and increase your understanding of the role of the product/brand manager. Prerequisite: MKTG 600 or 625. 

Digital Marketing Fundamentals

(MKTG 774) - 1.5 credits

Get an overview of how digital marketing significantly contributes to the achievement of business goals and priorities. Examine the concepts, strategies and applications related to websites, display advertising, search, email, social and mobile marketing. Learn how to leverage each digital marketing method to acquire and strengthen customer relationships across the customer life cycle. Prerequisite: MKTG 600 or 625.


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Get in Touch

St. Thomas Opus College of Business is an incredible place to learn, meet inspiring peers and mentors, and build a strong career path. Don’t just take our word for it—experience St. Thomas firsthand. Visit a class, attend an info session, or chat with the admissions team.