BA in Integrated Marketing Communication

4 Years On Campus Bachelors Program

Duquesne University

Program Overview

The Bachelor of Arts in Integrated Marketing Communication (IMC) at Duquesne University combines advertising, public relations, branding, and strategic communication to prepare students to connect organizations with their audiences. Students develop skills in campaign planning, digital communication, event management, market research, and persuasive messaging, preparing for careers in agencies, corporations, nonprofit organizations, and public institutions.

Curriculum Structure

Year 1: Students begin developing their communication and critical-thinking skills through foundational communication coursework and the university's liberal arts curriculum. Subjects such as COMM 206: Communication in the Marketplace introduce the relationship between communication, business, and audiences, while COMM 204: Professional Communication in Integrated Marketing develops practical skills for professional marketing communication.

Year 2: Students strengthen their understanding of communication theory, audience engagement, and professional practice. Courses such as COMM 330: Integrated Marketing Communication Functions I: Public Relations and COMM 333: Integrated Marketing Communication Functions II: Advertising introduce the distinct roles of public relations and advertising within coordinated marketing campaigns.

Year 3: Students progress into strategic communication through courses such as COMM 430: Integrated Marketing Communication Strategies I: Public Relations and COMM 433: Integrated Marketing Communication Strategies II: Advertising. These subjects develop their ability to plan communication strategies, manage brand messaging, and select approaches that suit different audiences and organizational goals.

Year 4: Students consolidate their learning through COMM 436: Integrated Marketing Communication: Coordinating Advertising and Public Relations, which brings together the major's central disciplines. They also complete COMM 301W: History of Communication and COMM 494W: Communication Ethics, strengthening their understanding of communication's historical development, ethical responsibilities, and professional application.

Focus areas: Advertising, public relations, integrated marketing communication, branding, strategic communication, event planning, digital communication, community relations, media strategy, communication research, audience engagement, ethical communication.

Learning outcomes: Develop coordinated advertising and public relations campaigns, create audience-focused messages, apply strategic communication techniques, understand branding and promotional strategies, conduct ethical communication practices, evaluate audience needs, and communicate effectively across professional and organizational settings.

Professional Alignment (Accreditation): The program emphasizes professional competencies in advertising, public relations, and integrated marketing communication. Its curriculum includes communication ethics and a capstone course focused on coordinating advertising and public relations. A specific professional accreditation for the undergraduate IMC degree was not verified.

Reputation (Employability Rankings): Duquesne highlights graduates who have progressed into professional roles, including an IMC alumna working as an account executive at Red Sage Communications and another graduate preparing to join PNC Bank after completing internships and gaining practical project experience. These examples demonstrate possible career pathways, but a current program-specific employment rate, salary median, or independent employability ranking was not verified.

Experiential Learning (Research, Projects, Internships etc.)

Duquesne University connects integrated marketing communication coursework with practical experience, professional networking, and opportunities to work on real communication challenges. Students can develop campaign-planning, writing, presentation, and client communication skills while exploring internships, student organizations, and industry engagement opportunities.

Practical learning opportunities and resources:

Integrated marketing communication capstone: COMM 436: Coordinating Advertising and Public Relations brings together advertising and public relations strategy, helping students understand how different communication channels work together.
Campaign development: Students develop the ability to create integrated marketing communication campaigns for marketplace clients, including for-profit and nonprofit organizations.
Internship opportunities: The Communication Internship Office supports students seeking volunteer and for-credit internships, with opportunities available throughout the year.
Enhanced major: Students may add up to 15 additional credits through an enhanced major, potentially including further coursework and internships, subject to departmental approval.
Public Relations Student Society of America: Students can gain leadership experience and engage with public relations activities through the student organization.
Professional networking: Guest speakers, alumni connections, and professional events can help students learn about industry expectations and explore career options.
Applied communication research: Courses such as COMM 388: Corporate and Integrated Marketing Communication Research provide opportunities to explore research methods relevant to communication planning and strategy.
Interactive communication: COMM 438: Integrated Marketing Communication: Interactive Strategies explores interactive approaches to audience engagement and communication.
Career development: Duquesne's career services support résumé preparation, interview skills, internship searches, and professional development.
Pittsburgh's professional environment: The university's location provides access to employers, agencies, nonprofits, and organizations where students can explore communication-related experience.

Progression & Future Opportunities

The BA in Integrated Marketing Communication prepares graduates to develop strategic messages, coordinate promotional campaigns, strengthen brand identity, and build relationships with customers and stakeholders. Graduates can pursue roles in advertising agencies, public relations firms, corporate communication departments, nonprofit organizations, and public institutions.

Potential career opportunities:

Public Relations Specialist: Develop media communications, coordinate publicity, and support organizational reputation.
Advertising Account Executive: Coordinate client relationships, campaign requirements, and advertising deliverables.
Marketing Communications Coordinator: Support integrated campaigns, promotional content, and communication schedules.
Social Media Coordinator: Create digital content, manage audience engagement, and support online brand communication.
Brand Communications Associate: Help maintain consistent brand messaging across communication channels.
Event Marketing Coordinator: Support event planning, promotional activities, and audience outreach.
Communications Specialist: Prepare organizational messages, newsletters, presentations, and public-facing content.
Market Research Assistant: Help gather audience insights and evaluate communication effectiveness.

Career progression and professional opportunities:

Career services: Duquesne's career development resources support students with career planning, internship searches, professional documents, interview preparation, and employer connections.
Internship experience: Departmental internship opportunities help students gain workplace experience and develop professional contacts before graduation.
Graduate outcomes: Duquesne has highlighted IMC alumni working in public relations and account management, as well as graduates who gained internships and secured full-time employment. A current program-specific employment percentage was not verified.
Salary prospects: Earnings depend on job responsibilities, industry, location, and experience. A verified salary median specific to Duquesne's IMC graduates was not available, so no program-specific salary estimate is provided.
Industry engagement: Internships, alumni networking, student leadership, and applied campaign projects help students connect classroom learning with professional communication practice.
Professional development: The combination of advertising, public relations, research, and communication ethics provides a foundation for careers that require strategic thinking and responsible messaging.

Further Academic Progression: Graduates may pursue a Master of Arts in Communication with an Integrated Marketing Communication emphasis, which Duquesne offers for students seeking advanced study in marketing communication strategy and professional practice. Other options include postgraduate programs in public relations, digital marketing, strategic communication, corporate communication, or an MBA, depending on career goals and admission requirements.