COURSE CURRICULUM

The Bachelor of Arts (BA) in communication with an integrated marketing communication (IMC) emphasis at Wichita State University is a 120-credit-hour degree designed to prepare students for professional careers in advertising, public relations, branding, and strategic marketing communication by combining classroom instruction with applied, hands-on learning. Students must maintain a minimum 2.500 GPA overall and within the major while completing at least 42 credit hours in communication, including 12 credit hours in a communication core and at least 30 credit hours in the IMC emphasis area. The core courses—COMM 205 Visual Technologies, COMM 206 Introduction to Multimedia, COMM 301 Writing for the Mass Audience, and COMM 350 Communication Strategy for the Mass Audience—build foundational skills in media production, writing, messaging, and strategic communication planning. The IMC emphasis then focuses on advanced professional training in integrated marketing communication, campaign development, advertising strategy, and audience research through courses such as COMM 324 Integrated Marketing Communication, COMM 450 Integrated Marketing Communication Strategy, and COMM 626 Integrated Marketing Communications Campaigns. Students also develop practical business communication skills through COMM 325 Speaking in Business and the Professions, while theoretical and analytical depth is supported through courses like COMM 631 Historical and Theoretical Issues in Communication and either COMM 430 Communication Research and Inquiry or COMM 530 Media Analytics and Audience Behavior. Additional flexibility is provided through elective choices such as Public Information Writing, Advertising Copywriting, or participation in Shocker Ad Lab, allowing students to build a professional portfolio aligned with their career goals. The broader degree structure includes general education requirements and LAS competency courses through the Fairmount College of Liberal Arts and Sciences, strengthening critical thinking, writing, and cultural understanding. Open electives allow students to complete the 120-credit requirement while exploring complementary fields such as business or design. Overall, the program emphasizes applied learning through projects, campaigns, and real-world communication experiences, ensuring graduates are prepared for competitive roles in marketing agencies, corporate communication departments, and media industries where strategic messaging and creative problem-solving are essential.