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Integrated Communication and Advertising Concentration

Base Your Strategy Across Organizational Needs

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Master of Science in Communication?
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Be Successful Throughout Your Company

Get ready to work at the intersection of marketing, advertising, public relations and corporate communication in advanced management positions. The concentration provides practical experience in collaborating across organizational boundaries to develop messaging strategies that increase engagement.

Gain Career-Ready Skills

The Integrated Communication and Advertising concentration is comprised of 9 credits over 3 courses. 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

Careers in Integrated Communication and Advertising

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, see below for job titles, industries and average salaries.1

Marketing managers work across the organization to establish products and programs to ensure clients are happy as they 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. 

  • 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 that apply to integrated communication and advertising include:

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

Concentration Courses

Take Seminar in Advertising and Introduction to Integrated Marketing Communication and choose a third course.

  • 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.

  • 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.

  • 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.

  • Strategic Communication and Social Media

    This course provides an overview of social media and its relationship to strategic communication. Students will learn about the available forms of social media (e.g., blogs, social networks and wikis) and they can help build and manage relationships with stakeholders. Students also analyze social media metrics as a framework for evaluating the effectiveness of social media strategies as tools for developing corporate, nonprofit, and governmental images and brands.

    Total Credits: 3

Learn More About This Program

If you’re curious about how the Integrated Communication and Advertising 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.