Integrated Marketing Communication
A modern, forward-thinking integrated marketing communication major that gives you the best start in the field.
York College of Pennsylvania’s Bachelor of Arts (B.A.) in Integrated Marketing Communication (IMC) degree program prepares the next generation of professionals to excel in the ever-evolving marketing industry.
From changes in technology to shifting audience behaviors, marketers today face a different set of challenges. That’s why our program enables students to gain practical experience in a range of disciplines, including advertising, public relations, social media, brand management, and market research.
Ready for a dynamic career at the intersection of marketing and branding? York’s Integrated Marketing Communication major can get you there.
About the Bachelor of Arts in Integrated Marketing Communication
Requirements
As an Integrated Marketing Communication major, you learn through both theoretical and practical experiences and develop well-rounded perspectives. Business core courses and the advertising, digital marketing, and publication relations component courses build a holistic understanding of the industry.
York College also provides a strong liberal arts foundation through the Constellation requirement, during which you complete credits in the natural and physical sciences, social and behavioral sciences, arts, and humanities. These classes nurture soft skills that are transferable to the workplace, whether you’re interested in pitching ad campaigns, developing social media strategy, analyzing platform metrics, or anything in between.
4+1 Program
Students who wish to continue their education also benefit from a 4+1 pathway to York College’s graduate program, where they can earn both a bachelor’s degree and a Master's in Strategic Leadership and Management in as few as five years.
Admissions and Aid
Our admissions process is straightforward, and we provide ample resources to support you as you navigate it. Learn more about undergraduate admissions at York College. Additionally, our abundance of financial aid tools and guidance can help you make an informed decision about how to fund your college education, whether through scholarships, grants, work-study, or traditional student loans. Explore York financial aid.
Earn a B.A. in Integrated Marketing Communication at York College of Pennsylvania
Become the skillful, adaptable professional the marketing industry needs with an Integrated Marketing Communication B.A. degree from York.
Career Preparation
Our Integrated Marketing Communication degree program is unique in its focus on preparing students for the changing business world. We provide a relevant and comprehensive education so our graduates can pursue careers in a range of industries, including finance, media and entertainment, consumer goods, healthcare, education, nonprofits, e-commerce, real estate, and beyond.
Moreover, students benefit from the assistance of our Career Development Center, which offers resources such as résumé writing, interview preparation, and more.
How Much Can You Make With a Marketing Degree?
According to the U.S. Bureau of Labor Statistics, in May 2023, the median annual salary for those in the media and communication industry (such as public relations specialists, news analysts, writers, and authors) was $66,320, higher than the median annual wage for all occupations. Those in managerial roles in advertising, promotions, or marketing make an average salary of $156,580.
Salaries across the communications and marketing industry show strong earning potential for IMC program graduates. Here are just a few median salaries for common careers in integrated marketing communication.
- Advertising and Marketing Managers—$156,580
- Content Marketing and Social Media Manager—$53,706
- Marketing specialist—$83,190
- Marketing Strategist—$86,174
- Public Relations Specialist—$66,750
- Web Content Manager—$83,598
Communications, Marketing, and Public Relations Internships
Hands-on learning not only prepares you for the work you’ll do in your career, but it also helps you impress employers with a robust skill set and practical knowledge. As part of the Integrated Marketing Communication B.A. degree program, you can complete a three-credit hour communications, marketing, or public relations internship during which you work at selected cooperating firms and organizations.
Graham School of Business Community
Relationship-building is a hallmark of our programs in the Graham School of Business at York College. In addition to working closely with marketing and communications faculty members who care about helping you achieve your goals, you’ll learn how to form strong networking relationships with individuals in your industry.
Public Relations Student Society of America
We invite you to participate in the Public Relations Student Society of America (PRSSA), which provides unmatched professional development opportunities. Membership in PRSSA allows you to network with peers and working professionals while continuing to hone skills that prepare you for your future career.
Communication Major Skill Outcomes
A Bachelor of Science in Integrated Marketing Communication equips students with a diverse set of skills essential for successful careers in marketing, advertising, public relations, and related fields. These skills include:
- Ability to craft clear, compelling, and consistent messages across various platforms
- Proficiency in developing integrated marketing campaigns that align with organizational goals
- Skills in identifying and understanding target audiences to tailor messages effectively
- Knowledge of selecting appropriate media channels and purchasing media space to maximize reach and engagement
- Competence in using digital tools and platforms, including social media, SEO, content marketing, and email marketing
- Ability to analyze and interpret data to assess campaign performance and inform future strategies
- Ability to create and convey a cohesive brand story that resonates with audiences
The Integrated Marketing Communication, B.A., program is accredited by ACBSP.
This accreditation focuses on recognizing teaching excellence, determining student learning outcomes, and a continuous improvement model. ACBSP’s student-centered teaching and learning approach, which is measured and analyzed for quality, ensures that students gain the right skills from their educational investment. Institutions with programs accredited by ACBSP are committed to continuous improvement that ensures their business program will give students the skills employers want.
Integrated Marketing Communication Courses
The Integrated Marketing Communication bachelor’s degree program consists of courses covering key areas of advertising, public administration, social media, brand management, and marketing research. Review the program requirements to see detailed course descriptions.
| Course Name | Course Code | Credits |
|---|---|---|
| Principles of Marketing | MKT 100 | 3 Credits |
| Concepts of Social Media Platforms | SPM 230 | 3 Credits |
| Advertising | MKT 330 | 3 Credits |
| Digital Marketing | MKT 355 | 3 Credits |
| Branding | MKT 365 | 3 Credits |
Careers in Integrated Marketing Communications
A bachelor’s degree in Integrated Marketing Communication is versatile, which means employment opportunities are limitless. These include:
Brand Manager
Marketing Director
Media Planner
Social Media Manager
Email Marketing Specialist
Public Relations Specialist
Build your dream career, one day at a time.
This is day one. From your first semester on campus through graduation day, York College offers expert advice, professional development opportunities, and personalized support to help you navigate the choices that influence your future.
Explore resources for a successful college experience:
Meet the Faculty
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Integrated Marketing Communications in Action
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