M.S. in Integrated Marketing

Learn the art and science of marketing

The M.S. in Integrated Marketing will prepare you to lead, design and implement compelling marketing campaigns, to grow market share, and to increase an organization’s bottom line.

You will develop an understanding of the fundamentals of marketing and learn how that role is coordinated across organizational functions. In addition to being introduced to the essential components of research, brand creation, analytics, and finance, you will learn how new technologies both aid and challenge today’s marketing professional. 

The 33-credit program can be completed in two years.


Explore the M.S. in Integrated Marketing

FAQ

Are Marketers in Demand?

Marketers are in high demand – there are fewer qualified candidates than there are positions to fill. (source: McKinley Marketing Partners’ Marketing Hiring Trends report) That demand continues to outrun supply in the field of marketing. The most in-demand marketing function, digital marketing, continues to soar at 59% while supply is down to just 19%

What are the Opportunities for Growth?

69% of marketing leaders anticipate growing their teams and hiring new marketing professionals – this is up 25% from last year.

Employment growth is expected in industries that need professionals to manage digital media campaigns that often target customers through the use of websites, social media, or live chats.

Overall employment of advertising, promotions, and marketing managers is projected to grow 10 percent from 2016 to 2026, faster than the average for all occupations.

The reason is simple: 

Marketing is a key driver in every industry – whether it’s a large corporation, small business, nonprofit, or service organization.

Advertising, promotions, and marketing manager positions are highly desirable and those who can navigate the digital world should have the best prospects.

Technology is advancing to help marketers make smarter decisions than ever before and is a major motivation of marketing leaders to restructure the skillset of their teams.

What is Integrated Marketing?

Integrated Marketing is about unifying and coordinating marketing activities with the activities of all other organizational functions such as finance, manufacturing, operations, research and information technology usually through the use of cross-functional teams.

Integrated Marketing attempts to meld all aspects of marketing so that all work together as a unified force. Integrated marketing is a process designed to ensure that all messaging and communications strategies within a campaign are consistent across all channels and are centered on the customer.

Who Will Benefit

Individuals who have had backgrounds in marketing, customer service, sales, communications, or even commercial art, are good candidates for a graduate marketing degree.

Individuals with non-business undergraduate majors and career changers who want to pursue a marketing career.

Depending upon the track chosen, students will develop the knowledge and skills needed to pursue careers as marketing professionals in such roles as brand manager, content marketing manager, digital marketing manager, mobile media manager, social media manager, and campaign director.

What are the Program Objectives

The M.S. in Integrated Marketing will prepare students with the theoretical knowledge, analytical skills, and the most effective methodologies required to lead, design and implement compelling marketing campaigns, to grow market share, and to increase an organization’s bottom line.

Students will develop an understanding of the fundamentals of marketing and learn how that role is coordinated across organizational functions. In addition to being introduced to the essential components of research, brand creation, analytics, and finance, throughout the program, students will learn how new technologies both aid and challenge today’s marketing professional.

  1. The proposed M.S. in Integrated Marketing will provide students with a well-rounded understanding of how marketing is successfully coordinated across business functions and specifically tied to strategy, process, and technology.
  2. The program will prepare students to successfully integrate messages across all media channels to achieve marketing and business objectives which are compounded by mobile integrations, social media, email and search marketing as well as the impact of traditional media such as television, print, radio, and direct mail.
  3. The program will prepare students to design a comprehensive creative marketing strategy and plan that incorporates various executions across the marketing mix (including television, radio, print, direct mail, e-mail, digital and mobile) in order to achieve consistency in strategy and branding for a successful marketing integration outcome.