Integrated Communication and Advertising

The Integrated Communication and Advertising concentration is comprised of 3 courses, 9 credits, designed to prepare leaders who work at the intersection of marketing, advertising, public relations and corporate communication for advanced management positions. The concentration provides practical experience in collaborating across organizational boundaries to develop messaging strategies that increase engagement.

Learning Outcomes

By the end of the program you understand specifically how to:

  • Develop communication strategies that reflect the integration of marketing, public relations and advertising
  • Facilitate the development of communication plans
  • Create advertising, marketing, and branding initiatives
  • Develop messages that increase engagement using persuasion theory and best practices


The three courses for the Strategic Communication/Public Relations concentration are:

  • Seminar in Advertising
    This course provides an overview of the strategic planning process for advertising including identifying the target audience, determining a positioning strategy, and developing a communication media strategy. The course will provide information on theory and best practices that inform the planning and implementation process for successful advertising campaigns. More Course Details »
  • Introduction to Integrated Marketing Communication
    Learn to ensure the consistency of brand story and message across all channels of communication in all departments, with a focus on supporting the marketing and sales cycle. More Course Details »
  • Persuasive Communication
    This course focuses on the creation of persuasive messages in a variety of contexts from interpersonal to mass media. Specifically, students will review several of the prominent persuasion theories and models and examine the message, audience, and situational characteristics that influence the success of persuasive efforts. More Course Details »

Careers in Integrated Communication and Advertising1

The communications industry has become increasingly digital — and professionals need to adapt to a shifting skillset and new positions so strategy, branding, and messaging align across the organization and are effective with targeted audiences across all channels.

An integrated communication approach is necessary for many communications titles, particularly that of a marketing manager. As they work across the organization to establish products and programs and ensure clients are happy, they also need to align messaging across all channels.

Marketing managers can expect a job growth rate of 10% through 2026, and find a high rate of employment within the advertising and public relations industry — it’s in the top five list of industries with the highest level of employment for professionals with this title. Within it, they earn a mean wage of $158,790.  

Four More Top Industries and Their Mean Wages Include:

  • Management of Companies and Enterprises, $154,200
  • Computer Systems Design and Related Services, $153,360
  • Credit Intermediation and Related Activities, $146,430
  • Management, Scientific, and Technical Consulting Services, $144,220

More Job Titles in Integrated Communication and Advertising Include:

  • Brand managers
  • Marketing strategist
  • Media relations specialist
  • Communication manager
  • Media manager
  • Corporate communication specialist

Find Out More »

If you’re curious about how the Strategic Communication/Public Relations Concentration in the online MS in Communications degree from Purdue could further your career goals, call us today: 877-497-5851 or request more information.