Canisius to Offer Integrated Marketing Communications Major

Canisius College will launch a new bachelor of science degree in integrated marketing communication (IMC) in fall 2019. It is one of a very few such interdisciplinary programs of its kind in the nation. It will be housed in the Department of Communication, but involve faculty and courses from both Communication and Marketing.

Working with professors from the college’s Communication Studies, Digital Media Arts and Marketing departments, students will engage in a blend of coursework, including advertising, public relations, consumer behavior, marketing and digital marketing, traditional and new/social media, promotions, research and sales.

Those who work in any facet of the marketing communication industry, fully understand the interconnected nature of marketing with the various communication functions. Everyone inside the marketing company and outside in the communication companies works as a team. Unfortunately, few colleges or universities package these relevant courses in a truly integrated, collaborative fashion. That is, until very recently.

At Canisius, Dr. John Dahlberg (Communication) and Dr. Gregory Wood (Marketing) have, for years, informally encouraged students to cross schools and acquire the range of skills they will need. (Some of you, reading this, did just that.) At the same time Dahlberg and Wood collaborated on efforts to get past some of the traditional logistical roadblocks that many schools couldn’t or can’t seem to navigate. Over the past year, everything finally fell in place. With the support of both departments and help of the deans and the AAVP, Canisius approved the major and soon, thereafter, it was accepted by New York State.

The new Integrated Marketing Communication major will launch this fall. Said Dahlberg: “We knew this blend of communication and marketing coursework made sense; our own experiences confirmed it. Our friends in the industry knew it would provide a perfect, natural bridge. It just took some time and patience to make it happen. We know our students will gain some unique advantages from it, as we go forward. We’re all very excited that it’s finally going to be a reality.”