B.A. in Creative Industries and Entrepreneurship
York College of Pennsylvania offers over 70 baccalaureate majors across professional pr...
B.A. in Integrated Marketing Communication
York, Pennsylvania
INTAKE: August
Program Overview
York College of Pennsylvania offers a diverse portfolio of over 70 baccalaureate majors and various graduate programs. The Bachelor of Arts (B.A.) in Integrated Marketing Communication (IMC) is a key offering, designed to prepare students for the rapidly evolving marketing landscape. This program provides comprehensive training across various disciplines, including advertising, public relations, social media, brand management, and market research, ensuring graduates possess a holistic understanding of how these elements converge for effective communication strategies.
ACBSP-Accredited: Many academic programs within York College of Pennsylvania's Graham School of Business, including Integrated Marketing Communication, are accredited by the Accreditation Council for Business Schools and Programs (ACBSP). This accreditation signifies that the programs meet rigorous standards for educational excellence, focusing on teaching quality, student learning outcomes, and continuous improvement. ACBSP accreditation assures students and employers that the business education received at YCP is of high quality and relevant to industry needs, setting a standard of excellence in business education globally.
Curriculum: The curriculum for the B.A. in Integrated Marketing Communication at YCP is structured to provide both theoretical depth and practical, hands-on experience. Students delve into key courses covering market measurement and analysis, advertising, digital marketing, consumer behavior, and branding. The program emphasizes how these various communication channels complement each other to impact an organization's mission. Beyond core IMC subjects, students also benefit from a strong liberal arts foundation through the "Constellation" requirement, which nurtures soft skills highly valued in the workplace, such as critical thinking, communication, and adaptability. Practical experience is a cornerstone, often including project-based learning and a senior capstone course where students design, research, execute, and measure full IMC campaigns for real clients. Internships are also an integral part of the program, providing valuable work experience.
Research Focus: York College of Pennsylvania actively promotes research across its disciplines, with a significant emphasis on undergraduate involvement. While specific to IMC, research often involves analyzing market trends, consumer behavior, digital analytics, and the effectiveness of various communication strategies. The college provides resources and opportunities for students to engage in independent and faculty-mentored research projects, often culminating in presentations at the annual Undergraduate Research Showcase. The Graham Center for Collaborative Innovation (GCCI) supports these endeavors, providing funding and an environment for innovative student projects.
Industry Engagement: A defining characteristic of York College is its deep engagement with industries and the local community. The Center for Community Engagement (CCE) facilitates numerous partnerships that provide students with real-world learning opportunities. For IMC students, this translates into valuable interactions with businesses and organizations, applying their skills to solve actual marketing and communication challenges. Initiatives like the Engaged Scholars program encourage students to use "human-centered design" principles on community-based projects. The J.D. Brown Center for Entrepreneurship also connects students with industry professionals, offering mentorship and networking opportunities crucial for careers in marketing and communications.
Global Perspective: York College of Pennsylvania instills a global perspective, particularly through its School of the Arts, Communication, and Global Studies. The IMC program implicitly prepares students for a globalized marketplace, where understanding diverse consumer behaviors and international communication strategies is essential. While not explicitly detailed, the curriculum's focus on broad communication principles and evolving media landscapes inherently covers cross-cultural communication. The presence of an international student body, supported by the Office of Student Diversity and Inclusion, further enriches the campus environment with diverse viewpoints, preparing graduates to navigate an interconnected world effectively.
Location
York, Pennsylvania
Score
IELTS 6
Tuition Fee
USD 26920
Undergraduate Entry Requirements
Academic Qualifications: Applicants for undergraduate programs typically require a minimum academic achievement of 65% or above in their previous academic qualifications.
English Language Proficiency:
- IELTS: Overall band score of 6.0 or 6.5 with a minimum of 6.0 in each component.
- TOEFL: Overall score of 79 or higher.
- PTE: Overall score of 58 or higher.
- DET (Duolingo English Test): Minimum score of 110.
York College of Pennsylvania offers a variety of scholarship opportunities specifically aimed at supporting international students in achieving their academic goals while easing financial burdens. These scholarships are designed to recognize academic excellence, leadership potential, and other special talents among international applicants.
Merit-Based Scholarships: International students applying to York College are considered for merit-based scholarships automatically during the admissions process. These scholarships are awarded based on academic achievements, standardized test scores, and overall application strength. High-achieving students can receive significant tuition discounts, which help make studying in the U.S. more affordable.
International Student Scholarships: York College provides dedicated scholarships for international students, which may include renewable awards throughout the duration of their degree program. These scholarships acknowledge the diverse backgrounds and contributions international students bring to the campus community.
Departmental Scholarships: Certain academic departments at York College offer scholarships to students who demonstrate exceptional performance or promise in their chosen field of study. International students are encouraged to explore these opportunities by contacting their academic departments directly.
York College of Pennsylvania's Bachelor of Arts in Integrated Marketing Communication (IMC) is meticulously crafted to equip students with a comprehensive and adaptable skill set for the dynamic world of marketing and communications.
Digital Marketing Specialist: With expertise in various online channels, graduates can manage and optimize digital marketing campaigns, including search engine optimization (SEO), pay-per-click (PPC) advertising, email marketing, and content marketing, to drive online presence and engagement.
Social Media Manager: This role involves developing and executing social media strategies, creating engaging content, managing online communities, and analyzing social media performance to build brand awareness and foster customer relationships across platforms.
Public Relations Specialist: Graduates can work to build and maintain a positive public image for organizations, clients, or individuals. This includes media relations, crisis communication, writing press releases, and managing public events.
Brand Manager: Focused on the long-term perception and value of a brand, brand managers develop and implement strategies to ensure consistent messaging, visual identity, and customer experience across all touchpoints, driving brand loyalty and recognition.
Content Strategist/Creator: These professionals develop compelling and relevant content across various formats (text, video, infographics, podcasts) to attract, engage, and convert target audiences, aligning content efforts with overall marketing objectives.
Marketing Analyst/Market Research Analyst: Utilizing their analytical skills, graduates can collect, interpret, and present data on market trends, consumer behavior, and campaign effectiveness to inform strategic marketing decisions and optimize future efforts.
Advertising Account Executive: Acting as a liaison between an advertising agency and its clients, this role involves understanding client needs, developing creative briefs, managing project timelines and budgets, and ensuring client satisfaction.
Marketing Communications Coordinator/Manager: In this broad role, graduates oversee and integrate all marketing communication activities, ensuring consistent messaging and branding across internal and external channels, often managing teams or agencies.
Internal Communications Specialist: Focusing on communication within an organization, these professionals develop strategies to keep employees informed and engaged, fostering a positive company culture and ensuring alignment with organizational goals.
Event Marketing Specialist: Graduates can specialize in planning and executing marketing strategies for events, conferences, trade shows, or product launches. This involves promotion, attendee engagement, sponsorship management, and post-event analysis to maximize impact.
