School of Journalism and New Media

The University of Mississippi

A look at the School of Journalism and New Media’s IMC and journalism programs

Posted on: June 4th, 2019 by ldrucker

The University of Mississippi School of Journalism and New Media has produced notable alumni and continues to inspire students to dream big.

In 2009, the university’s journalism department became a school of journalism. The school offers undergraduate and graduate degrees in journalism and integrated marketing communications (IMC).

IMC was created in 2011, allowing students to learn about the integration of communication tools, such as marketing, advertising, direct marketing, public relations, sales promotions, etc. The major includes a minor in business administration in which students study business management and learn the essentials of marketing a business. The IMC program is offered at the university’s Oxford, Tupelo, and Southaven campuses.

“What made me choose IMC was the diverse possibilities it offered for jobs,” said Caroline Waller, who has studied IMC. “I always knew I wanted to do something with communications, marketing or journalism. I liked that IMC provided a background for all of those and I could decide and narrow it down later. Every aspect of this program is so interesting, and I don’t think students can go wrong with any of the paths.”

Sydney Patterson said she learned many things about marketing and communication in the IMC program including different platforms used to target certain demographics effectively. “I have learned to perform an in-depth analysis of a client and create a strategic campaign based on research,” she said. “I have been certified in Google AdWords, taken a class on the Adobe program, learned how to write an effective news release, etc. The point is this major covers every aspect of marketing across different platforms.”

The IMC program also gives students the choice to further their knowledge by adding a specialization to their majors. Some specialization options include Magazine Publishing and Management, Media Sales and Management, Public Relations, and Sports Communication and Promotion.

Patterson selected Media Sales and Management. “Media Sales is mainly focused on the idea that in order to reach your audience, you need to know who your audience is,” she said. “The idea of this specialization is to help students become more aware of how to target people as if they were working for an agency. It is big on research, covering platforms from radio, television, newspapers, magazines, digital, mobile apps, etc. It is all about how to sell their media product and what is the most effective way to do so on the right platforms.”

Waller, a Nashville native, said she would recommend the program to anyone. “My biggest takeaway from the time I’ve had in this program is learning the value of hard work,” she said.

In the beginning, The IMC program had a total of 51 undergraduates enrolled in the fall of 2011. Since then, the enrollment increased exponentially, with 964 undergraduates in the fall of 2016.

Students who want to continue their studies in IMC after graduation have the opportunity to earn a master of arts degree in journalism with an emphasis in IMC. Students can earn the master’s degree at the Oxford, Tupelo, and Southaven campus locations.

Due to high interest and popularity, the School of Journalism and New Media has launched an online IMC graduate degree. The 36-hour course credit enables students to complete the IMC graduate degree in two years during the fall, spring and summer. Those who work full-time jobs and cannot make the move to Oxford have the choice to take the same courses as those who are attending the program in person.

This article was originally written by Madison Stewart for OxfordStories.net. To learn more about our programs, email jour-imc@olemiss.edu.

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