Graduate Certificate in Integrated Marketing Communication
Whether developing a brand for a new product or service, building loyalty and repeat business among current customers, or attracting donors to support a non-profit organization, the role of marketing communication is critical for successful businesses.
Based on a holistic business communication approach, this certificate has been fine-tuned over many years with input from industry experts, employers and alumni. Students build foundational understanding of the impact and application of marketing communication and reputation management, and develop strategic knowledge and practical skills in areas such as brand management, advertising and promotion, and organizational communication, persuasion and creativity.
The Integrated Marketing Communication certificate can provide you with current knowledge and credibility in this ever-evolving field, whether you are currently working in marketing communication and hope to refresh your skills, or wish to build expertise to move towards a communications career.
Part-time graduate certificate program
- Evening courses designed for working professionals
- Complete at your own pace taking one or more courses per term
Graduate Certificate in Integrated Marketing Communication
The Graduate Certificate in Marketing Communication provides:
- Coursework focused on influencing markets and consumers to drive business results
- Curriculum developed in partnership with industry experts and employers
- Elective offerings to further customize your learning
- Flexible scheduling designed for working professionals
- Option to apply graduate certificate credits to a St. Thomas Flex MBA degree
Curriculum and Course Descriptions
15-16.5 credits total
Prerequisite Course* (1.5 credits)
Marketing Frameworks is designed to build a practical understanding of the frameworks and tools that are frequently used to solve marketing problems. The course will examine strategy formulation and the marketing mix (product, price, place, and promotion) tied to a thorough assessment of the marketplace (company, competitors, customers, etc.). Students will develop essential skills related to using marketing research, performing quantitative and qualitative analysis, and critically thinking about marketing decisions related to strategy and tactics. (Students without academic background in marketing may need this course as a prerequisite for other certificate courses.)
*Students who are pursuing the graduate certificate and are not current MBA students may be eligible to waive MKTG 625 if suitable prior coursework has been completed. Current St. Thomas MBA students will take MKTG 625 or 600 as part of their MBA curriculum.
Required Courses (6 credits)
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. A combination of readings, cases and application exercises will be used to develop a strategic perspective and an understanding of the need for an integrated communications plan. Prerequisite: MKTG 600 or MKTG 625.
A consideration of communication principles and practice necessary to manage the perceptions of corporations and products in the evolving landscape of traditional and social media. An exploration of how employee, investor, community, government and organization 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.
Elective Courses (9 credits)
Explores the literature of creativity, the study of creative persons and their contributions to society, and the process by which creative ideas are produced and communicated. Active participation in strategies for actualizing the creative potential of individuals and groups is an essential part of the course.
A selected survey of theory and research on social influence and persuasion, drawing primarily from work in the social sciences. Students are provided with a conceptual foundation upon which to develop their 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. The course utilizes a variety of approaches, including lecture, case analysis and both instructor- and student-led discussion.
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.
The course will emphasize the development of an advertising plan and message strategy as part of the overall marketing effort, including the development of creative and media planning. Students will apply principles to actual practice in class projects. Guest speakers supplement text content with actual cases. Prerequisite: MKTG 600 or 625
This course expands upon basic marketing theory, focusing on strategic planning and decision making as it applies to the product/brand manager. It offers a practical, structured approach to developing product/brand management skills and emphasizes learning through hands-on application of the concepts covered. Develop your skills in the formulation, execution and evaluation of the effectiveness of product/brand strategies and tactics through the use of extensive case studies, applied exercises and, in some sections, a product management computer simulation of the role of the product/brand manager. Prerequisite: MKTG 600 or MKTG 625.
Digital marketing continues to rise and has become core to marketplace success. This course provides an overview of how digital marketing significantly contributes to the achievement of business goals and priorities. We will examine the concepts, strategies and applications related to websites, display advertising, search, email, social and mobile marketing with an explicit focus on how each area can be utilized to acquire and strengthen customer relationships across the customer life cycle. Prerequisite: MKTG 600 or 625.