Master of Arts in Integrated Marketing Communication Online
Strengthen your ability to persuade audiences to accept, appreciate and gravitate toward your brand, product or message with the expertise you will gain in the Master of Arts in Integrated Marketing Communication online program from the University of North Carolina Wilmington.
Program Overview
Find out more about this M.A. in Integrated Marketing Communication
Learn to create consistent messaging across all channels and produce a unified brand experience for consumers with the advanced knowledge, cutting-edge tools and business insights you will gain in the Master of Arts in Integrated Marketing Communication online program. In an era of information overload, savvy consumers and user-generated content, IMC addresses the shortcomings of siloed approaches to advertising, public relations, promotions, etc., and equips graduates with a strategic framework for unifying and managing all organizational communication.
With the growing need for on-demand consumer interaction, more and more organizations are seeking qualified candidates with expanded marketing communication skills. This online communications degree is ideal for recent college graduates who want to further their knowledge and expertise before entering the workforce, mid-career professionals who aspire to move up the ladder and military members with a keen interest in IMC who are transitioning into civilian life and pursuing professional growth.
The expert faculty at UNCW are the same educators who teach on campus, and they have carefully designed a broad-based online curriculum for this 100% online program—the only IMC-focused graduate program in North Carolina—that gives you a vital background in IMC concepts and strategies applicable to a wide range of industries.
This integrated marketing communications degree also features an applied learning project. This experience gives you the opportunity to participate in an IMC academic conference (for years ending with an odd number).
In this master’s in integrated marketing communications online program, you will:
- Plan, write, execute and evaluate an integrated marketing communication plan and effectively present it to a professional audience
- Learn to apply quantitative, qualitative and rhetorical research methods to communication decisions
- Examine the connections between the culture, brand and identity of an organization and how they are communicated to organizational stakeholders
- Understand the relationship of diversity and inclusion to integrated marketing communications through, digital storytelling, advertising, public relations, and events and experiential marketing
- Learn how to communicate brand identity through the use of digital media
- Plan, write, execute and evaluate an integrated marketing communication plan and effectively present it to a professional audience
- Learn to apply quantitative, qualitative and rhetorical research methods to communication decisions
- Examine the connections between the culture, brand and identity of an organization and how they are communicated to organizational stakeholders
- Understand the relationship of diversity and inclusion to integrated marketing communications through, digital storytelling, advertising, public relations, and events and experiential marketing
- Learn how to communicate brand identity through the use of digital media
Career paths for graduates of this master’s in integrated marketing communications online program include:
- Marketing Manager
- Public Relations Director
- Social Media Manager
- Digital Product Manager
- Business Strategy Consultant
- Marketing Manager
- Public Relations Director
- Social Media Manager
- Digital Product Manager
- Business Strategy Consultant
A Master of Arts in Integrated Marketing Communication prepares you for leadership roles across marketing, public relations, and brand strategy, not just entry-level marketing execution. Graduates of UNCW's online M.A. in Integrated Marketing Communication pursue roles such as marketing manager, public relations director, social media manager, digital product manager, and business strategy consultant.
The 100% online program, the only IMC-focused graduate program in North Carolina, builds a strategic framework for unifying advertising, public relations, promotions, and digital communication under one consistent brand voice rather than treating each function as a separate silo. The 30-credit-hour curriculum (10 courses) covers IMC strategy, research methods, organizational branding, communication ethics, diversity and inclusion in marketing, and digital storytelling, and culminates in an applied learning project where students either present at an IMC academic conference or complete a project for a nonprofit client.
Most students complete the program in as few as 12 months. Because the curriculum blends strategic theory with an applied, client-facing capstone, graduates leave with a portfolio-ready deliverable rather than coursework alone, which matters when moving into director-level or strategy consultant roles.
Review the course list and applied learning project details on the program page, then talk with an enrollment specialist about how your career goals map to IMC's career paths.
For marketing and communication professionals looking to move into strategy or leadership roles, an M.A. in IMC is generally worth it because it addresses a specific gap many bachelor's-level marketers have: the ability to unify messaging across channels rather than manage them separately.
UNCW's program is designed for recent graduates, mid-career professionals, and military members transitioning to civilian careers, and is affiliated with the National Communication Association. At 30 credit hours and as few as 12 months, the time commitment is shorter than many two-year master's programs. That shorter timeline, paired with the applied capstone project, reduces the typical “is this worth the time” hesitation.
Compare your target job titles against the program's career outcomes list to confirm fit before applying.
Also available:
UNCW offers a variety of online business programs and online healthcare programs.
Affiliation:
UNCW is proud to be a member of the National Communication Association (NCA) a not-for-profit scholarly society dedicated to promoting free and ethical communication and the widespread appreciation of the importance of communication in public and private life since 1914.
Tuition
Invest in your future with our pay-by-the-course tuition
Designed to be affordable and convenient, our tuition is an outstanding value and far less of a financial investment than many other North Carolina universities. We also offer pay-by-the-course tuition for our online programs. Financial aid is available for those who qualify.
Tuition and fees are subject to change each academic year pending legislative approval. View more information on your cost of attendance.
Total tuition and fees for UNCW's M.A. in Integrated Marketing Communication are based on rates published on the program page. The program totals 30 credit hours across 10 courses, and UNCW offers pay-by-the-course tuition, so you're billed per course rather than paying the full amount up front. These figures are estimates for the full program and don't include textbooks or future tuition and fee increases; rates are subject to change each academic year pending legislative approval, so confirm your specific cost of attendance before enrolling.
Pay-by-the-course billing means you can budget in smaller increments and adjust your pace if your financial situation changes mid-program, rather than committing to a lump sum.
Review the full cost-of-attendance information linked from UNCW's tuition section, and request information for a personalized cost breakdown based on your residency status.
Financial aid is available for students who qualify, and because tuition bills by the course, aid can be applied one term at a time rather than all at once. UNCW's online programs are designed to be more affordable than many other North Carolina universities, and pay-by-the-course billing is standard across the online catalog, including this program.
Because the program can be completed in as few as 12 months at 30 credit hours, students who qualify for aid typically don't need to plan for aid across a multi-year timeline the way they would for a traditional two-year program. Combining a shorter completion timeline with course-by-course billing makes it easier to match financial aid disbursements to actual enrollment terms.
Contact UNCW's financial aid office or call 855-306-4734 to confirm your eligibility and how aid applies to the course-by-course billing structure before choosing a start term.
| Program | Total Tuition & Fees* |
|---|---|
| M.A. in Integrated Marketing Communication (in-state residents) | $13,339.20 |
| M.A. in Integrated Marketing Communication (out-of-state residents) | $42,609.30 |
*All amounts shown are estimates for full program tuition and fees. Tuition and fee rates are based on 2026-2027 figures, are subject to change, and do not include textbook costs and future tuition and/or fee increases. You can review the estimated costs of attendance for information about the full cost of attendance.
Tuition breakdown:
Calendar
Don’t miss these important deadlines
The M.A. in Integrated Marketing Communication program is delivered in an online format ideal for working professionals, conveniently featuring rolling admissions and six start dates each year. Choose the start date that works best for you.
Yes. The program is delivered 100% online and is specifically structured for working professionals rather than full-time, on-campus students. UNCW's online M.A. in IMC uses seven-week accelerated courses rather than traditional 15-week semesters, and offers six start dates a year (Fall 1, Fall 2, Spring 1, Spring 2, Summer 1, and Summer 2) with rolling admissions.
Because the program bills by the course and doesn't require in-person attendance, most students take one course at a time alongside full-time work, which is also how provisionally admitted students (GPA below 3.0) are expected to start. The condensed course format and frequent start dates mean a scheduling conflict this term rarely means waiting a full year to enroll; there's usually another start date within two to three months.
Check the calendar for the next application deadline and pick the start date that fits your current workload.
The program has six start dates per year, so you're rarely more than a couple of months from your next opportunity to enroll. Upcoming terms include Fall 2 (start 10/19/26, apply by 9/26/26), Spring 1 (start 1/11/27), Spring 2 (start 3/8/27), and Summer terms in between.
Each term has its own application, document, registration, and payment deadlines, so it's worth confirming the exact dates for the term you want. Rolling admissions with six annual start dates gives you more control over your own timeline than a program with one or two traditional intake dates.
Review the full calendar on the program page and apply by the deadline for your target start date.
| Term | Program Start Date | Application Deadline | Document Deadline | Registration Deadline | Payment Due | Last Class Day |
|---|---|---|---|---|---|---|
| Fall 1 | 8/24/26 | 8/1/26 | 8/1/26 | 8/26/26 | 8/27/26 | 10/11/26 |
| Fall 2 | 10/19/26 | 9/26/26 | 9/26/26 | 10/21/26 | 10/22/26 | 12/6/26 |
| Spring 1 | 1/11/27 | 12/12/26 | 12/12/26 | 1/13/27 | 1/14/27 | 2/28/27 |
| Spring 2 | 3/8/27 | 2/13/27 | 2/13/27 | 3/10/27 | 3/11/27 | 4/25/27 |
| Summer 1 | 5/10/27 | 4/17/27 | 4/17/27 | 5/12/27 | 5/13/27 | 6/27/27 |
| Summer 2 | 6/28/27 | 6/5/27 | 6/5/27 | 6/30/27 | 7/1/27 | 8/15/27 |
Students must register for courses by 5 p.m. (EST) on the registration deadline date.
Students must remit tuition payment by 10 a.m. (EST) on the tuition deadline date.
Now enrolling:
Admissions
Get ready to apply
To apply for this master’s in integrated marketing communication online program, applicants must possess a bachelor’s degree, or its U.S. equivalent, from a college or university accredited by an approved institutional accreditor completed before graduate study begins.
Admission Requirements:
- Official transcripts
- Undergraduate GPA 3.0
- Letter of recommendation
A 3.0 undergraduate GPA is required for full admission, but a lower GPA doesn't automatically rule you out. If your GPA is below 3.0, UNCW may admit you provisionally.
Provisional admission requires earning a B or better in your first four courses, and provisionally admitted students are encouraged to start with one class at a time.
Along with GPA, admission also requires a bachelor's degree from an accredited institution, one letter of recommendation, and a 500-word statement of purpose; GPA is one factor among several, not the sole gate.
Compared to programs with a hard GPA cutoff, UNCW's provisional pathway gives applicants with a GPA under 3.0 a real, defined route to full admission rather than an automatic denial. If your GPA is below 3.0, reach out to an enrollment specialist before applying to understand exactly how provisional admission would work for your situation.
No, the program is open to students regardless of home state, though your state of residency does affect your tuition rate. UNCW publishes separate in-state and out-of-state tuition and fee totals for the M.A. in Integrated Marketing Communication, based on current rates.
Because this is an online program, “in-state” here refers to North Carolina residency status for tuition purposes, not a requirement to live in North Carolina to enroll; students nationwide apply and complete the program fully online.
Understanding which tuition rate applies to you before applying avoids a cost surprise partway through the admissions process. Confirm your residency classification and the tuition rate that applies to you before you finalize your enrollment decision, and reach out to UNCW's student accounts office with residency questions.
M.A. in Integrated Marketing Communication Online Admission Requirements:
- Undergraduate GPA of 3.0 or higher is required for full admission
- If your GPA is below 3.0, you may be admitted provisionally
- Provisional admission requires a B or better grade in your first 4 courses
- Provisionally admitted students are encouraged to start with one class at a time
- One letter of recommendation to be submitted through the online application. This recommendation should be from an academic instructor OR a current or former supervisor.
- 500-word Statement of Purpose addressing how the M.A. in Integrated Marketing Communication can help you achieve your personal and professional goals
Have a question? Call us at 855-306-4734.
Courses
Explore what you’ll learn in your online M.A. in Integrated Marketing Communication courses
The M.A. in Integrated Marketing Communication online curriculum is comprised of 10 courses (30 credit hours), including 27 credit hours of core courses and 3 credit hours of electives.
Upon completion of the course, the student will be able to:
- Identify key concepts in IMC
- Analyze IMC artifacts through communication and rhetorical theories
- Identify and anticipate the four IMC program outcomes (communication, research, praxis and ethics) in this course and future courses
- Articulate their personal goals and objectives as they pertain to the IMC program
- Create an IMC plan
Upon completion of the course, the student will be able to:
- Describe the variety of research methods applicable to IMC theory and practice
- Design a research project in IMC
- Create evaluation instruments and plans for IMC campaigns
Upon completion of the course, the student will be able to:
- Analyze how the theoretical concepts of IMC tie into praxis within a variety of areas and industries
- Differentiate among IMC concepts applied across contexts
- Interpret IMC brand analysis
- Create a brand analysis of the IMC practices and needs of an organization or industry
Upon completion of the course, the student will be able to:
- Apply organizational theory and branding models to describe the culture of an organization
- Assess organizational communication for: a) consistency among all audiences and channels, b) compliance with communication ethics standards including inclusiveness, and c) effectiveness in communicating organizational identity
- Formulate a recommendation for organizational communication that communicates organizational identity and brand consistently, comprehensively and ethically and demonstrates inclusiveness
Upon completion of the course, the student will be able to:
- Apply communication ethics approaches and context models to foster communication ethics literacy
- Evaluate an IMC campaign or artifact through multiple communication ethics lenses to determine best approach
- Explain the historical and philosophical roots of the field of communication ethics
- Assess the effectiveness of existing codes/standards that guide IMC practice
Upon completion of the course, the student will be able to:
- Define diversity and inclusion as they relate to the practice of IMC
- Discuss specific problems with diversity and inclusion in the development of IMC, advertising and public relations
- Analyze IMC campaigns and artifacts through ethnographic, critical/cultural and rhetorical theories
- Compare and contrast messaging strategies across various consumer marketing and advocacy
- Develop and produce an instructional multimedia presentation to highlight a specific diversity and inclusion challenge within IMC
Upon completion of the course, the student will be able to:
- Identify business communication and collaboration challenges as applied to the practice of IMC
- Demonstrate self-awareness and reflectivity in utilizing course content to work effectively with classmates and clients
- Produce IMC deliverables for clients through processes that demonstrate mastery of business communication principles and concepts
- Optional: Develop and present a formal presentation for an academic conference
Upon completion of the course, the student will be able to:
- Analyze digital media used in integrated marketing communication contexts that communicate brand identity
- Create digital media within integrated marketing communication contexts that communicate brand identity
- Identify and discuss major themes surrounding digital storytelling and integrated marketing communication based upon course content
- Appraise digital media within integrated marketing communication contexts that communicate brand identity based upon course content
Upon completion of the course, the student will be able to:
- Explain the rhetorical implications of a selected IMC problem, method or application
- Demonstrate mastery of IMC vocabulary, theory and research methods
- Analyze and/or create IMC artifacts and deliverables through the application of IMC theory
- Discuss the ethical dimensions of a selected IMC problem, method or application with specific attention to diversity and inclusion
Upon completion of the course, the student will be able to:
- Demonstrate the appropriate use of course-specific crisis communication vocabulary
- Establish the connections between crisis communication theories and IMC
- State how ethics informs crisis communication within an IMC context
- Apply crisis communication theory to IMC practice
- Employ research methods to create crisis communication artifacts and analysis of cases
Upon completion of the course, the student will be able to:
- Describe the variety of research methods applicable to IMC theory and practice
- Design a research project in IMC
- Create evaluation instruments and plans for IMC campaigns
Additional FAQs
Frequently Asked Questions
Intro
This program is built for three main groups: recent college graduates who want deeper marketing expertise before entering the workforce, mid-career professionals aiming to move into leadership, and military members transitioning to civilian marketing or communication careers.
The curriculum assumes you're comfortable with graduate-level research and writing (a 500-word statement of purpose is part of the application) but doesn't require a specific undergraduate major or marketing background to apply.
If you're weighing this program against other marketing master's degrees, the differentiator is IMC's specific focus on unifying communication functions, advertising, PR, digital, and organizational branding, under one strategic framework rather than a general marketing or MBA curriculum. Because it's the only IMC-focused graduate program in North Carolina, students who want this specific specialization have limited other in-state options.
Compare the course list and career outcomes against your specific goals, and request information if you're unsure whether IMC or a related program, like an MBA marketing specialization, is the better fit.
Students who succeed in this program are generally comfortable managing coursework independently online and can commit to one accelerated seven-week course at a time alongside work or other obligations. Admission doesn't require a marketing background specifically, but strong performance in research methods and written communication courses, a core part of the curriculum, matters more than prior marketing job titles.
Students admitted provisionally (GPA below 3.0) are encouraged to start with one class at a time and must earn a B or better in their first four courses. That provisional path means a lower undergraduate GPA doesn't automatically rule you out if you're ready to demonstrate graduate-level performance early.
If you're unsure about the workload, start by reviewing the COM 531 and COM 500 course descriptions, which set the foundation for the rest of the program.
You apply online through UNCW's application portal, and admission requires a bachelor's degree, undergraduate transcripts, one letter of recommendation, and a 500-word statement of purpose. Unofficial transcripts are accepted for the initial application review; if admitted, you'll need to submit an official transcript proving your bachelor's degree.
The letter of recommendation should come from an academic instructor or a current or former supervisor. Each of the program's six annual terms has its own application deadline, document deadline, registration deadline, and payment due date; for example, the Fall 2 term (starting 10/19/26) has an application deadline of 9/26/26. Rolling admissions across six terms means a missed deadline for one term doesn't cost you a full year since there's another start date within a few months.
Gather your transcripts and identify a recommender now, then apply by the deadline for your target start term.
You'll need undergraduate transcripts, one letter of recommendation, and a 500-word statement of purpose addressing how the program supports your goals. An undergraduate GPA of 3.0 or higher qualifies for full admission; if your GPA is below 3.0, you may be admitted provisionally, which requires earning a B or better in your first four courses.
Transcripts can be submitted unofficially for the initial review, which speeds up the decision timeline, but official transcripts are required before you begin coursework if admitted. Because the provisional admission path exists, a GPA below 3.0 doesn't automatically disqualify you the way it might at programs without a provisional option.
Start requesting transcripts from every college you've attended as soon as you decide to apply, since transcript processing time is often the longest step in the timeline.
**Students taking a full-time course load throughout the program can complete it in as few as 12 months. Consult with your advisor.
