The following thesis is an analysis of Integrated Marketing Communications (IMC) undergraduate programs. This thesis asks what the characteristics of an ideal undergraduate IMC program are and does any existing program have all these characteristics.udThe rise of IMC as a communication approach, combined with its adoption by many companies as the new marketing standard, has led many different universities to offer a curriculum in IMC, but the curriculum varies greatly. Since it is still a new subject, colleges place the new program in different disciplines, including the business school, the communications program, and the journalism department. While there are many similar academic programs under various names and with varying ideals, few colleges offer IMC-specific degrees. Six of those programs are for undergraduates. These undergraduate IMC programs have differences in their curricula and how their programs are structured.udCurrently, no program is consistent at offering the perfect foundation courses in a college environment. Through careful analysis and comparison of undergraduate IMC curricula, this thesis aims to identify the ideal composition of an undergraduate degree in Integrated Marketing Communications. By comparing the different approaches and challenges that the different programs face, one can discover a more effective way of teaching IMC. By researching and analyzing the origin and definition of IMC, the role of IMC today, and the variations between the different college curricula, this thesis will construct an informed and comprehensive approach for an undergraduate degree in Integrated Marketing Communications. The author defines modern IMC and how it will apply to students after interviews with Dr. Don E. Schultz, father of the IMC field, and Dr. Ed Meek, founder of the Meek School of Journalism and New Media at Ole Miss. An examination of the required courses at various university IMC programs will provide the basis for understanding the differences and areas of emphasis offered to students studying IMC today. By comparing and evaluating each program, the researcher will determine the focus of each program and if each curriculum is comprehensive. Finally, a recommendation will be made for the ideal curriculum for an undergraduate degree in Integrated Marketing Communications. ud
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机译：以下论文是对综合营销传播（IMC）本科课程的分析。本文探讨了理想的IMC本科课程的特点是什么，现有的课程是否具有所有这些特点。 ud IMC作为一种交流方法的兴起，以及许多公司采用的新营销标准，导致了许多不同的观点。大学提供IMC课程，但课程差异很大。由于它仍然是一门新学科，因此大学将新计划置于不同学科中，包括商学院，传播计划和新闻系。尽管有许多类似的学术课程以不同的名称和不同的理想出现，但很少有大学提供IMC特定学位。这些课程中有六个是针对本科生的。这些本科IMC课程在课程设置和课程结构上存在差异。 ud当前，没有课程能够在大学环境中提供完美的基础课程。通过对IMC本科课程的仔细分析和比较，本文旨在确定整合营销传播专业本科学位的理想组成。通过比较不同程序面临的不同方法和挑战，人们可以发现一种更有效的IMC教学方法。通过研究和分析IMC的起源和定义，今天IMC的作用以及不同大学课程之间的差异，本论文将为综合营销传播专业的本科学位课程构建一个明智的综合方法。作者对现代IMC进行了定义，并在与IMC领域之父Don E. Schultz博士以及Ole Miss新闻与新媒体Meek学院创始人Ed Meek博士进行访谈之后，对现代IMC进行了定义。 IMC各个大学课程的必修课程将为理解今天为学习IMC的学生提供的差异和重点领域提供基础。通过比较和评估每个程序，研究人员将确定每个程序的重点以及每个课程是否全面。最后，将为综合营销传播的本科学位课程的理想课程提出建议。 ud
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