A Comparative Analysis of Curriculum Content Among Undergraduate Integrated Marketing Communications Programs

Jones, Braxton A. (2016) A Comparative Analysis of Curriculum Content Among Undergraduate Integrated Marketing Communications Programs. Undergraduate thesis, under the direction of Chris Sparks from Integrated Marketing Communications, University of Mississippi.

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Abstract

The following thesis is an analysis of Integrated Marketing Communications (IMC) undergraduate programs. This thesis asks what the characteristics of an ideal undergraduate IMC program are and does any existing program have all these characteristics. The rise of IMC as a communication approach, combined with its adoption by many companies as the new marketing standard, has led many different universities to offer a curriculum in IMC, but the curriculum varies greatly. Since it is still a new subject, colleges place the new program in different disciplines, including the business school, the communications program, and the journalism department. While there are many similar academic programs under various names and with varying ideals, few colleges offer IMC-specific degrees. Six of those programs are for undergraduates. These undergraduate IMC programs have differences in their curricula and how their programs are structured. Currently, no program is consistent at offering the perfect foundation courses in a college environment. Through careful analysis and comparison of undergraduate IMC curricula, this thesis aims to identify the ideal composition of an undergraduate degree in Integrated Marketing Communications. By comparing the different approaches and challenges that the different programs face, one can discover a more effective way of teaching IMC. By researching and analyzing the origin and definition of IMC, the role of IMC today, and the variations between the different college curricula, this thesis will construct an informed and comprehensive approach for an undergraduate degree in Integrated Marketing Communications. The author defines modern IMC and how it will apply to students after interviews with Dr. Don E. Schultz, father of the IMC field, and Dr. Ed Meek, founder of the Meek School of Journalism and New Media at Ole Miss. An examination of the required courses at various university IMC programs will provide the basis for understanding the differences and areas of emphasis offered to students studying IMC today. By comparing and evaluating each program, the researcher will determine the focus of each program and if each curriculum is comprehensive. Finally, a recommendation will be made for the ideal curriculum for an undergraduate degree in Integrated Marketing Communications.

Item Type: Thesis (Undergraduate)
Creators: Jones, Braxton A.
Student's Degree Program(s): B.S. in Integrated Marketing Communications
Thesis Advisor: Chris Sparks
Thesis Advisor's Department: Integrated Marketing Communications
Institution: University of Mississippi
Subjects: H Social Sciences > HF Commerce
Depositing User: Mr. Braxton Avery Jones
Date Deposited: 13 May 2016 13:02
Last Modified: 13 May 2016 13:02
URI: http://thesis.honors.olemiss.edu/id/eprint/537

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