Florida State University

College of Communication and Information

School of Communication

Integrated Marketing Communications

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 PROGRAM DETAILS

03
05
11
Introduction
IMC tracks
Certificate Programs
Unc o
AN INSIDE LOOK

17 Dr. Gary Heald

18 Dr. Felip Korzenny

RESOURCES

21 Student Life
00 Clubs &
Organizations
00 Career Center
00 Internships
00 The University
00 Financial Aid
00 Admissions

Florida
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 Be
c onquered

With
a State University
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 Integrated Marketing
Program Objectives:

The IMC graduate program is designed for students interested in integrated

study of digital marking communication technologies, Hispanic and
Multicultural marketing, strategic communication, management, advertising,
public relations, IT project management, digital media production, and
applied research. Students may choose one of three emphasis areas:
Integrated Marketing Communication, Digital Marketing Communication or
Hispanic Marketing Communication.

Benefits and Skills:

• Knowledge of communication theories with emphasis on organizations,

marketing, management, digital media technologies, and computer-
mediated communication
• Immersion in new advertising and media planning practices
• Understanding of cultural differences as they apply to marketing and
advertising
• Development, application, and evaluation of traditional and new media
research for advertising, marketing public relations and organizational
communication
• Development and organization of data/information systems; facilitation
of data-based decisions
• Use of interactive communication within organizations, specializing in
the creative, research or business component
• Experience in formal presentations

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 Communications
Career Opportunities:

The program typically leads to professional positions emphasizing corporate

communications and management, organizational change, advertising agency
execution and planning, public relation firm management, or information
management within a variety of settings, including business, government,
and education. Graduates offer employers combined skills in technology,
marketing, advertising, planning, public relations, and applied research, with
options to purse Hispanic and Multicultural interests, and digital marketing.

Program Structure:

• A minimum of 33-36 hours of coursework. May be completed in 3-4

semesters.

• Four ways to complete program:

1. 33 credit hours of coursework and completion of a residency
2. 33 credit hours of coursework and completion of a project
3. 36 credit hours of coursework
4. 27 credit hours of coursework and 6 thesis credit hours

Courses in the IMC program are borken into Foundation courses, Principles
courses, Elective, Cognate and a Capstone Experience. Please note
that students choose one of three emphasis areas: Integrated Marketing
Communication, Digital Marketing Communication or Hispanic Marketing
Communication. The following pages outline a general overview of what a
program of Study will look like for each emphasis area. A specific plan based
on student interest will be developed with a faculty advisor after admission to
the program. Please see the graduate bulletin for specific course descriptions
not given.

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Integrated Marketing Communication Track The Program of Study Make-up

Foundation Requirements
Credit Hours
3 COM 6403 Foundations of IMC
3 COM 5331 Computers in Communication
3 COM 5316 Statistical Methods in Com. Research

Principle Requirement
3 ADV 5605 Account Planning

Electives (In Major)
6 - 12 Must be approved by Supervising Committee
Examples:
3 ADV 5503 Media Consumer Behavior
3 COM 5467 Systems Thinking & Project
Management
3 VIS 5006 Visual Communication

Cognate- Recommended (Outside Major)
6 - 9 Must be approved by Supervising Committee
Examples:
4 MAR 5125 Marketing Strategy in the Global
Environment
3 MAR 5908 Sports Marketing

Capstone Requirements
Courses
3 COM 5526 Marketing Comm. Management

Comprehensive Activity
3 COM 5946r Communication Residency/ Project
or
3 COM 5971 Thesis

TOTAL HOURS: 33 - 36

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 The integrated track is for students who are interested in jobs
such as public relations manager, advertising manager, account
planner or marketing communication specialist.

Sample Course Descriptions

COM 6403 Foundations of IMC
This course is designed for students who will become decision
makers in almost any company concerned with consumer/
customer communications including: advertising, public
relations, promotions, Internet, marketing, media and client
organizations.

ADV 5605 Account Planning

This course prepares students to connect consumers with
advertising and marketing in public relations and other
communication fields.

VIS 5006 Visual Communication

This laboratory focuses on the creation and analysis of visual
messages. Emphasis is placed on visual literacy, message
construction and interpretation, as well as on design
principles.
COM 5526 Marketing Communication Management
This course addresses the principles and procedures for
communications planning for marketing and culminates in the
development of an integrated marketing plan for e-business.

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digital Marketing Communication Track The Program of Study Make-up

Foundation Requirements
Credit Hours
3 COM 6403 Foundations of IMC
3 COM 5331 Computers in Communication
3 COM 5316 Statistical Methods in Com. Research

Principle Requirement
3 COM 5338 Website Usability and Design

Electives (In Major)
6 - 12 Must be approved by Supervising Committee
Examples:
3 COM 5339 Interactive Programming & Design for
the Web
3 SPC 5545 Studies in Persuasion
3 COM 6400 Computer Graphics and Animation

Cognate- Recommended (Outside Major)
6 - 9 Must be approved by Supervising Committee
Examples:
3 MAR 5726 Electronic Business in Supply Chain
Marketing
3 ENC 5217 Electronic Publishing, Edit., & Design

Capstone Requirements
Courses
3 RTV 6425 Multi-media Project Planning

Comprehensive Activity
3 COM 5946r Communication Residency/ Project
or
3 COM 5971 Thesis

TOTAL HOURS: 33 - 36

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 The digital track is for students who are interested in managing
interactive communication and the development of digital
communication products, as well as digital applications implementing
multimedia.

Sample Course Descriptions

COM 5331 Computers in Communication
Application of computers to the analysis of communication
research data. Use of microcomputers to build and manage
quantitative research databases. Emphasis on SPSS/PC+.
Graphing and report writing.

COM 5338 Website Usability and Design

This course covers human-computer interaction, design
concepts, and usability research techniques. The course
includes a series of papers and projects focusing on visual
design, audience analysis,technology, and usability an alysis in
order to select displays, layout, typeface, color, and metaphor.
The course helps students gain an understanding of how the
above-mentioned techniques are used to help focus content
and select the most appropriate interface for the needs of the
target audience.

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hispanic Marketing Communication Track The Program of Study Make-up

Foundation Requirements
Credit Hours
3 COM 6403 Foundations of IMC
3 COM 5331 Computers in Communication
3 COM 5316 Statistical Methods in Com. Research

Principle Requirement
3 ADV 5415 Hispanic Marketing Communications

Electives (In Major)
6 - 12 Must be approved by Supervising Committee
Examples:
3 SPC 6920 Intercultural Communication
3 COM 5317 Content Analysis in Communication
Research
3 ADV 5605 Account Planning

Cognate- Recommended (Outside Major)
6 - 9 Must be approved by Supervising Committee
Examples:
3 MAR 4156 Multinational Marketing
3 MAN 4631 International Strategic Management

Capstone Requiremnets
Courses
3 ADV 5416 Advanced Problems in Multicultural
Marketing Communication

Comprehensive Activity
3 COM 5946r Communication Residency/ Project
or
3 COM 5971 Thesis

TOTAL HOURS: 33 - 36

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 The Hispanic track prepares students who intend to be professionally
involved in serving the U.S. Hispanic market as marketers, media
executives, social service providers, advertisers and/or advertising
strategy developers. In addition, this track is a starting point for
students who desire to build an academic career on this subject.

Sample Course Descriptions

COM 5316 Statistical Methods in Communication Research
This course introduces a wide range of quantitative methods
that can be used to address communication research problems.
The class will review both historical and current approaches to
quantitative analyses. Emphases will be planced on alternative
statistical procedures and tests.
ADV 5415 Hispanic Marketing Communications
This course prepares professionals for positions that require
marketing expertise to serve the U.S. hispanic market.
ADV 5416 Adv. Problems in Multicultural Marketing Comm.
This graduate seminar is the capstone course for those students
pursuing a degree in Integrated Marketing Communication
with an emphasis on Hispanic Marketing Communication. The
course exlpores consumer behavior similarities and differences
among Hispanic, Asian, African-American,and Non-Hispanic
White cultural market segments in the United States. The
course also provides opportunities for original research into
issues of culture and marketing communication.

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 Digital Video Production
Program Objective:
This program is designed for students interested in enhancing their graduate
education by learning the fundamental skills of digital video production and
distribution.

Career Opportunities:
Video production has moved beyond the traditional television studio and is
now accessible to business large and small, non-profit organizations, as well as
an emerging group of visual artists and moviemakers. Basic understanding and
skills in the creation and distribution of digital video will serve to enhance career
opportunities in the non-profit sector and business as well as the arts.

Benefits and Skills:

• Competence with a range of digital video camers, microphones, basic lighting
principles and non-linear editing software.
• Ability to apply to the principles of visual storytelling and narritive construction.
• Grounding in the basic elements of communication theory to inform the practice
of video production.
• Understanding of digital video distribution possibilities.

Admissions:
• Students must be currently enrolled and in good standing in a graduate program
at FSU
• Students do not need to be enrolled in a communication program; all majors are
welcome to apply
• Students need a GPA of 3.0 or higher in all graduate work
• Admissions are on a rolling basis

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 Graduate Certificate

12
Certificate Course Requirements

Foundations of Digital Video Production 3

Required Course
Foundations of Digital Video Production (COM 6400-01 / 3hrs)

Digital Video Specialization 6

Choose Two Courses
Advanced Narrative (COM 6400-02r / 3hrs)
Computer Graphics and Animation (COM 6401-03r / 3hrs)
Documentary Video Production (RTV 5325 / 3hrs)
Interactive Programming & Design for the Web (COM 5339 / 3hrs)
Multi Camera Studio Production (COM 6931 / 3hrs)

Communication Theory 3
Choose One Course
Analysis of Communication Theory (COM 5401 / 3hrs)
Studies in Persuasion (SPC 5545 / 3hrs)
Seminar in Communication Theory (COM 6400 / 3hrs)

minimum credit hours

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 Hispanic Marketing

1
Program Objective:
Students completing this certificate will add to their professional repertoire a set of
knowledge, attitudes, and behaviors that will allow them to successfully plan and execute
marketing communication programs directed to Hispanic populations.

Career Opportunities:
There is a current vacuum in the marketing and advertising industry of professionals that
understand the U.S. Hispanic market. Students will complete the certificate program with
the skills to fill this void allowing them to work successfully with this emerging market.

Benefits and Skills:

• Grounding in the concepts of demographics, psychographics, consumer insights and
behaviorm language use, segmentation, cultural archetypes, targeting, and media
behaviors.
• Ability to develop Marketing Communication programs directed to the U.S. Hispanic
population.
• Application of coursework and development of networking connections through
residency requirement.
• Documented proficiency in Spanish.
• Opportunity for international travel.

Program Structure:
• Minimum 18 credit hours completed in concurrence with graduate program.
• Required marketing or business residency and final paper.
• International study encouraged.
• Spanish language proficiency required.

Admissions:
• Students must be currently enrolled and in good standing in a graduate program at
FSU
• Students do not need to be enrolled in a communication program; all majors are
welcome to apply
• Students need a GPA of 3.0 or higher in all graduate work
• Admissions are on a rolling basis
• Students do not need to be Hispanic to participate in the program

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 Graduate Certificate

18
Certificate Course Requirements
Hispanic Marketing Communication General 6
Both Courses Required
Hispanic Marketing Communication (ADV 5415 / 3hrs)
Residency and Final Paper (COM 5946 / 3hrs)

Behavioral Science Theory 3

Other courses may be approval by the Program Director.
Regional Civilizations in Ancient Mesoamerica (ANG 5169r / 3hrs)
Introduction to Demography (SYD 5045 / 3hrs)
Communication & Change: The Diffusion of Innovations (MMC 4300 / 3hrs)
Interracial/Intercultural Communications (SPC 4710 / 3hrs)
Race and Minority Group Relations (SYD 4700 / 3hrs)

Business and Marketing Strategy 3
Other courses may be approval by the Program Director.
Multinational Business Operations (MAN 5601 / 3hrs)
Multinational Marketing (MAR 4156 / 3hrs)
Explorations in International Management (MAN 4680r / 3hrs)
International Strategic Management (MAN 4631 / 3hrs)
Multicultural Marketing Communication (ADV 5416 / 3hrs)

Hispanic History and Culture 3

Other courses may be approval by the Program Director.
History of Mexico (LAH 4430 / 3hrs)
History of Mexico (LAH 4439 / 4hrs)
History of the Caribbean (LAH 4470 / 4hrs)

minimum credit hours

Early Modern Spain and Portugal (HIS 4930 / 3hrs)
Topics with Latin American Focus (HIS 5509/6909 / 3hrs)

Modern Latin American Lit. & Practical Language Application 3

Other courses may be approval by the Program Director.
Special Topics in Hispanic Languages and Literatures (SPW 4190r / 3hrs)
Contemporary Spanish American Prose Fiction- since 1927 (SPW 5386 / 3hrs)
Advanced Spanish Composition and Translation (SPN 4420/ 3hrs)
Studies in Hispanic Language (SPN 4930r / 3hrs)
Hispanic Sociolinguistics (SPW 4740 / 3hrs)

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 Project Management

1
Program Objective:
This certificate is designed to provide students with the foundation needed to
excel in project management as well as prepare for the Project Management Pro-
fessional (PMP) certification exam.

Career Opportunities:
This certificate enhances professional positions in corporate communications
and management or information management in a variety of settings, including
business, government, and education. Graduates offer employers strong ground-
ing in project management concepts.

Benefits and Skills:

• Competence in key Project Management Body of Knowledge (PMBOCK) con-
cepts and approaches
• Ability to apply the tools and techniques of project management as defined in
the PMBOK
• Grounding in the basic elements of communication theory to inform the prac-
tice of project management

Program Structure:
• Minimum 12 credit hours completed in concurrence with graduate program.

Admissions:
• Students must be currently enrolled and in good standing in a graduate pro-
gram at FSU
• Students do not need to be enrolled in a communication program; all majors
are welcome to apply
• Students need a GPA of 3.0 or higher in all graduate work
• Admissions are on a rolling basis

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 Graduate Certificate

12
Certificate Course Requirements
Project Management Core 6
Both Courses Required
Introduction to Project Management (COM 5450 / 3hrs)
Advanced Topics in Project Management (COM 5451 / 3hrs)

Communication Theory 3
Choose One Course.
Organizational Communication Theory (COM 5126 / 3hrs)
Contemporary Topics in Interpersonal Communication (SPC 6306 / 3hrs)
Systems Thinking and Project Management (COM 5467 / 3hrs)
(Alternate) Quality Management (MAN 5525 / 3hrs)
(Alternate) Organization Behavior I: Literature (MAN 6275r / 3hrs)

Research Methods 3
Choose One Research Methods OR One Practical Applications Course
Assessing Organizational Communication (COM 5157 / 3hrs)
Statistical Methods in Comm Research (COM 5331 / 3hrs- Prereq:
COM 5312)
(Alternate) Basic Descriptive & Inferential Statistics Applications
(EDF 5400 / 3hrs)
(Alternate) Statistical Process Control
(ESI 5154 / 3hrs - Prereq: ESI 4234)
(Alternate) Quantitative Methods for Managerial Decisions
(QMB 5355 / 3hrs)

Practical Application 3

minimum credit hours

Choose One Research Methods OR One Practical Applications Course
Marketing Communication Management (COM 5526 / 3hrs)
Web Site Usability and Design (COM 5338 / 3hrs)
Interactive Programming and Design for the Web (COM 5339 / 3hrs)
(Alternate) Introduction to ISO 9000 (ESI 5228 / 3hrs)

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 An Inside Look at
Dr. Gary R. Heald
Theodore Clevenger Professor and Associate Dean

Courses taught: Computers in Communication Research (COM5331),

Statistical Methods in Communication Research (COM5316), Health
Communication (COM5911)

Dr. Healds enjoys research

in the folowing feilds:
social marketing, health
“statistics.
The man lives and breathes
I’ve never seen
communication, international someone get so excited over
development communication
and organizational
numbers.
”
communication & information Selena Blue
systems. IMC Master’s Candadate

Dr. Gary Heald’s teaching interests include research methods, health

communication and international development communication.

Dr. Heald earned his bachelor’s degree in 1970 at Texas Tech University,
and after a stint as a Peace Corps volunteer from 1970 to 1972, he earned
his master’s and doctoral degrees from Michigan State University, in 1973
and 1977, respectively.

Dr. Heald joined the faculty of The Florida State University in 1976. In
addition to his faculty and administrative appointments within the College
of Communication, he has worked with FSU’s Learning Systems Institute
and Communication Research Center. He also held several research
positions with MGT of America, a national management research and
consulting firm, in the 1980s before returning to FSU.

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 the Faculty of IMC
Dr. Felipe Korzenny
Professor
Courses taught: Hispanic Marketing Communication (ADV5415),
Multicultural Marketing Communication (ADV5416), Account Planning
(COM5605)
Dr. Korzenny’s teaching interests
include hispanic & multicultural
marketing communication,
consumer insights & account “ Dr. Korzenny was one of the
reasons I decided on Florida
planning, applied research State. I wanted to learn from
methods, and cross-cultural &
intercultural communication applied
the best.
”
David Frady
to advertising & marketing. IMC Master’s Candadate
Dr. Korzenny finds interest
in the following research topics: He has founded and directs the Center
hispanic & multicultural marketing for Hispanic Marketing Communication
communication, branding, consumer at Florida State University. In the con-
insights for product design and text of the Center FSU offers Hispanic
communication, and cultural Marketing Communication courses at
archetypes & their application to the graduate and undergraduate levels.
marketing.
Dr. Korzenny founded Hispanic &
Asian Marketing Communication Re-

“ Dr. Korzenny wrote the

book on hispanic marketing...
search in 1984 to help Fortune 1000
companies open doors to culturally

”
literally. diverse markets. H&AMCR was one
of the first companies in the US to
explore multicultural market research.
Evelyn Perez In 1999 H&AMCR merged with Che-
IMC Master’s Candadate skin to serve clients with integrated
research and consulting services.

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 School of Communications
Florida State University
PO Box 306251
Tallahassee, FL 32306-2651
www.cci.fsu.edu

Non Profit Organization

U.S. Postage
PAID
Florida State University

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