Golden Gate University's Master of Science in Integrated Marketing Communications program provides students with the skills needed to excel in business-to-business and business-to-consumer marketing. The program recognizes the many ways people consume media and emphasizes how marketers must take a holistic approach to combine traditional media (such as print, outdoor and television) with digital media (including online display ads, social media and search engine marketing). The degree provides students with the knowledge to create and execute marketing strategies that incorporate a variety of tactics to promote products, services, and ideas across industries and target markets. The program offers a public relations concentration (available in-person) to provide a more focused curriculum for students interested in communicating ideas to the public. There is also a general concentration that can be completed online or in-person.

Upon completion of the Master of Science in Integrated Marketing Communications (general concentration), students will be able to: Obtain and apply insights into consumer behavior Develop a professional quality integrated marketing communications plan Write a comprehensive public relations plan Create a direct marketing plan using traditional and new direct marketing techniques Compile cost-effective marketing communications budgets Work effectively in teams ...and be knowledgeable about: Marketing communications strategy and its implementation Identifying specific target markets for marketing communications Creating meaningful and credible messages for selected targets Effective use of sales promotions and sponsorships The role of personal selling and sales management Identifying and selecting cost-effective media and methods to reach selected targets including advertising, public relations, direct marketing, sales promotion, event marketing, cause sponsorship, personal selling, and new media