Loyola University Chicago

Quinlan School of Business

Integrated Marketing Communications

The Integrated Marketing Communications track emphasizes the creation of innovative marketing communications strategies.

This involves understanding target consumers through qualitative and quantitative data and engaging them through digital and traditional tools. An expertise in IMC gives you the skills to build lasting customer relationships while building strong brands.

Possible careers paths include marketing and communications director, brand manager, and strategic account planner. More outcomes →

Track Curriculum

The IMC track has a 12-course curriculum with 1 prerequisite course. The curriculum can be completed in 12-16 months.

Prerequisites (1)

In ISSCM 402 – Quantitative Methods II (Statistics Primer), the fundamentals of managerial statistics are presented. Topics include descriptive statistics, probability distributions, normal distribution, central limit theorem, estimation, hypothesis testing, and regression analysis.

The ISSCM 402 Quantitative Methods II course is required of all incoming MSM students and is offered every quarter.

Marketing Core (6)

This course develops a broad understanding of the marketing principles that undergird successful marketing strategies and marketing plans with special attention given to international and ethical considerations. 

Outcome:  Students use and apply marketing principles, strategic research, consumer analysis and target marketing to either a project or to case studies.

Prerequisites: MARK 460 and ISSCM 491
This course develops an understanding of the marketing research process and the role of survey research in this process.
Outcome: Students formulate research problems and a design research study, including the development of a questionnaire, selection of an appropriate sample, and data analysis.

Prerequisites: MARK 460; MARK 467 is recommended
This course develops an understanding of how advertising, sales promotion, public relations, personal selling and, in some cases, packaging decisions form a coordinated marketing communications plan.
Outcomes: Students apply the elements of integrated marketing communications and develop a coordinated marketing communications plan for a project or case study.

Prerequisite: MARK 460
This course develops an understanding of marketing problems in an international context, with particular attention given to the impact of international factors on consumers, competition, and marketing strategies. 
Outcome: Students apply the principles of marketing to solve marketing problems in an international context. Students analyze cases and identify optimal solutions to international marketing problems.

Prerequisite: MARK 460 (and recommended prior to MARK 464)
This course develops an understanding of consumer behavior before, during, and after the consumption process by exploring both the micro-level mental processes that have an impact on consumer decision-making, as well as macro-level cultural and social influences on consumer behavior. 
Outcomes: Students apply course concepts and theories to develop a consumer analysis and marketing strategies for a firm or nonprofit organization.  

Prerequisite: MARK 460
This course develops an understanding of the internet as part of an overall marketing strategy by considering the ways in which the internet has changed marketing and business. The course covers topics such as online consumer behavior, web analytics, online advertising, email, social media, mobile marketing, and search engine marketing (paid and organic). In addition to learning fundamental principles of digital channels, students will apply the learned principles in a class project such as creating a paid search campaign for a client, running a digital marketing simulation, writing a digital marketing plan, or conducting a social media audit.
Outcome: Students develop the power to act effectively by using technology in increasingly complex buying environments.

Ethics Requirement (1)

This course examines the ethical aspects of individual and corporate decision making in business and provides resources for making ethical decisions within the context of managerial practice. 
Outcome: Students will be acquainted with the concepts and principles of ethical reasoning that have been developed in ethical theory; be aware of the specific ethical issues that arise in management and of the ways in which these issues are commonly analyzed; and be able to make sound ethical and managerial decisions and implement those decisions within the context of an organization in a competitive marketplace.

Track Electives (Choose 5)

Prerequisite: MARK 460
This course develops an understanding of the tools and techniques required for developing a sales force and for managing revenue generation within organizations.
Outcome: Students apply processes for hiring and managing sales professionals; tools for successful account management; and skills in solving revenue generation problems facing profit and non-profit organizations.

Prerequisite: MARK 460
This course develops an understanding of cross-cultural management and marketing topics, both within the business organization and across the global marketplace.
Outcome: Students will be able to identify and describe how differences in national and ethnic cultures affect the behavior of employees working in organizations, managers making business decisions and consumers making product choices.

Prerequisite: MARK 460
This course develops an understanding of the marketing implications of cultural differences and similarities between the people of two or more nations and considers two opposing views of marketing scholars as to whether the similarities or the differences are the more important factor.
Outcome: Students apply methods of cross-cultural analysis as well as examine frameworks for assessing multinational strategies.

Prerequisite: MARK 460
This course develops an understanding of the development and use of databases for marketing, retrieval of appropriate data and analysis of that data to increase marketing effectiveness.
Outcome: The student will perform database manipulation and analysis of data. Analysis includes at least univariate analysis, cross-tabulation, creation of new variables, regression analysis and recency-frequency-monetary analysis.

Prerequisite: MARK 460
This course develops an understanding of the way firms may increase their share of market and profits by creating, building, and managing strong, unique, and favorable brand equity for their products and services.
Outcome: Students develop a Brand Plan, evaluating the contributions of traditional brand elements, and develop a framework for creating the marketing strategies required for successfully building and managing brand equity.

The course provides an overall understanding of media planning: basic media concepts, buying and selling of media, development and evaluating effective media strategies and plans, and the role that media plays in an integrated marketing and communications plan. The course is recommended for students with little or no media planning experience.

Prerequisites: MARK 460; MARK 468 is recommended.
This course develops an understanding of CRM as a business philosophy that involves acquiring new customers as well as maintaining long-term and profitable relationships with existing customers. Key concepts such as customer experience, customer satisfaction, loyalty, customer lifetime value, among others, will be explored.
Outcome: Students conduct an analysis and critique of a firm's CRM strategy and provide recommendations for improving the customer-firm/customer-brand relationship.

Prerequisite: Graduate School of Business student.

Prerequisite: MARK 460
Scheduled classes are offered on an ad hoc basis. Specific titles, prerequisites and content will vary.
Outcome: Students will be able to demonstrate understanding of specialized topics not otherwise covered by department regular course offerings.

Prerequisites: MARK 460, ISSCM 491, HRER 417, and MARK 461
Suggested Additional Prerequisites: INFS 492, INFS 791 and FINC 620
In this course the students will study how to use data analytics to learn about customer needs and improve targeting individual consumers. The course will encourage students to apply scientific methods and models to predict and respond to customer choices. This is the key part of learning Big Data. The term Big Data is viewed in the broad sense as it relates to various aspects of the consumer behavior, which may be captured, measured, and transformed to the digital form.
Outcomes: Through applications of statistical models to the analysis of the real-world databases, the students will learn how firms may use customer data to serve customers better.

Prerequisites: MARK 460, ISSCM 491, HRER 417, and MARK 461
Suggested Additional Prerequisites: INFS 492, INFS 791 and FINC 620
This course is designed with marketing managers in mind. As profession marketing is evolving, it is no longer based primarily on the conceptual content. Marketers get exposed to thousand times the volume of data she(he) saw five years ago. More data cannot lead to better decision making unless managers learn how to use that data in meaningful ways. In this course, the students will be introduced to the analytical decision models that assist modern managers in making marketing decisions related to the targeting, product design, communications, etc.
Outcomes: The objectives of this course are the following: 1. To learn analytical techniques and decision models for enhancing marketing decision making in the modern organizations 2. Improve skills to viewing marketing processes and relationships systematically and analytically 3. To learn power of decision models applied in the real managerial contexts 4. To provide students with toolkit that may be used to assess and measure return on marketing investments in organizations.

Prerequisite: Graduate School of Business student
This course is about the marketing challenges in an entrepreneurial firm. Entrepreneurship is the discovery, enactment and pursuit of new business opportunities. Successful execution of an entrepreneurial idea requires a sound marketing plan. In this course, we will investigate how marketing tools can enable entrepreneurs to realize the full potential of their ideas.


Prerequisite course ISSCM 402 (Quantitative Methods II) may not be taken as an elective. One elective may be taken from graduate business offering outside marketing for MS.

Pursuing Internet or Database Marketing

Students interested in careers in Internet or database marketing are encouraged to consider courses in e-commerce, data warehousing, or related areas from the extensive offerings in Loyola's highly respected masters’ degree program in information systems management.