Integrated Marketing Communication

Integrated Marketing Communication

—Minor

The minor in Integrated Marketing Communication blends coursework in marketing, advertising and public relations to better prepare students for careers in the professional communication industry. Students will gain hands-on experience in gathering and applying research to strategically coordinate messages and establish relationships with target audiences.

Start the Conversation
and Contact…

Dr. Alex Ortiz
Associate Professor of Advertising
Chair, Department of Communication
863.680.3863
aortiz@flsouthern.edu


 

Program Requirements

Integrated Marketing Communication Minor Requirements

To earn a minor in Integrated Marketing Communication you must complete a total of twenty-fours hours chosen from the following:

BUS 3160 Marketing Principles
BUS 4466 Marketing Research
BUS 4148 Marketing Management
COM/SPC 3400 Principles of Advertising and Public Relations
COM/SPC 4400 Advertising and Public Relations Campaigns

One of the following courses:

COM 2500 Desktop Publishing
COM 3410 Advertising Creative
COM 3420 Copy Writing
SPC 3450 Public Relations Writing
SPC 4350 Public Relations Strategies
video camera pointing at reporter

 

Course Descriptions

Business

BUS 3160 MARKETING PRINCIPLES
Four hours. Prerequisite: ECO 2205. Marketing principles, functions, organizations, methods, and problems involved in the exchange process known as marketing; a managerial perspective that revolves around the marketing concept and the marketing mix. Gen Ed: Ql

BUS 4466 MARKETING RESEARCH
Four hours. Prerequisites: BUS 3160 and BUS/ECO 3320. Marketing research is an important ingredient in the Marketing and/or business major. It is a vehicle for students to use what they have learned with what they will do when they graduate.

BUS 4148 MARKETING MANAGEMENT
Four hours. Prerequisites: BUS 2217 and BUS 3160 and BUS 4466. Management of marketing functions and analysis of problems of representative companies, including product development, pricing, promotion, and distribution; uses of computer in market management.

Communication

COM 2500 DESKTOP PUBLISHING
Four hours. Using a simulated office environment, acquaint students with the basics of news media, public relations, and advertising electronic document layout for newspapers, brochures, magazines and on-line publications. Students learn basic management skills via peer centered critiques, coaching and mentoring.

COM/SPC 3400 PRINCIPLES OF ADVERTISING AND PUBLIC RELATIONS
Four hours. Prerequisites: SPC 1500 and COM 2500 and completion of Effective Communication SLO A for majors; all non-majors require completion of Effective Communication SLOs A & B. Survey of advertising and public relations methods. Emphasis on preparation of advertisements, professional communication strategies and tactics, use of relevant research methodologies, and communication campaigns.

COM 3410 ADVERTISING CREATIVE
Four hours. Prerequisites: COM 2500 or ART 1020. A non-art course emphasizing the deadline-driven elements of advertising design in the professional world with an emphasis on agency needs.

COM 3420 COPYWRITING
Four hours. Prerequisite: COM 2500 and COM/SPC 3400. Emphasis on developing skills leading to understanding approaches to and organization of material necessary to writing advertising copy. The course requires completion of an advertising campaign including writing for national, retail, broadcast (radio and television) trade, and outdoor advertising.

COM/SPC 4401/4402 ADVERTISING AND PUBLIC RELATIONS CAMPAIGNS
Four hours. Prerequisites: Either COM 3410 or SPC 4400 for majors. Either ART 3410 or ART 3510 or BUS 4148 for interdisciplinary minors. This course explores the orchestration of research, planning and communication skills for a client or employer seeking to achieve measurable outcomes that influence target publics.

SPC 3450 PUBLIC RELATIONS WRITING
Four hours. Prerequisites: SPC 1500 and COM 2500. Students develop industry-appropriate writing skills and techniques including creation of press releases, backgrounders, pitch letters, and other relevant media products. This course focuses on using audience analysis, demographics, and pyschographics to tailor messages to specific audiences. Creation of a portfolio is required.

SPC 4350 PUBLIC RELATIONS STRATEGIES
Four hours. Prerequisites: COM/SPC 3400 and SPC 3450. The Public Relations Strategy course is a special topics course focusing on discussion of strategies and tactics within a variety of public relations fields such as crisis management, political communication, international communication, grass-roots/advocacy public relations, and/or non-profit public relations. Students will conduct original campaign research, analyze the results, and devise a research-driven public relations campaign appropriate to the class focus.