IMC 610 Q&A with Instructor Bonnie Harris

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Q: Why IMC? 

A: As the number of messaging channels continue to grow, we need a better approach to help reach customers and cut through the “clutter.” In addition, we need a cost effective way to unify the brand message across an increasingly disparate media landscape.  Integrated marketing communications is rapidly becoming the marketing methodology of choice for those reasons. Understanding the components of IMC and knowing how to structure objectives, strategies and tactics for an IMC campaign is critical for marketers today if they wish to succeed.

Q: How is the class structured? 

A: Although it is an online course, the class is structured to promote as much interaction between the professors and other classmates as possible. It involves a discussion forum each week on a specific topic, lessons and required readings, interactive modules, and even one or two live sessions.

Q: What can I expect to learn in this intro course? 

IMC 610 introduces the basic components of integrated marketing communications in terms of paid media, owned media, earned media, audience selection and measurement. The class also helps students prepare for the rigors of graduate school, and learn how to use and implement all the tools provided by the WVU IMC program.

Q: What value does this class bring?

A: Graduate school is vastly different from undergraduate curriculums in that the student is required to develop their own unique point of view, and substantiate that “voice” with credible sources.   IMC 610 is the introduction to the IMC program and really helps students make that transition. In this class, students are introduced to the cornerstones of this graduate program including critical thinking, creativity, combining theory with actual practice, and of course collaborative learning.


Bonnie Harris is an adjunct instructor for the West Virginia University Integrated Marketing Communications (IMC) program and teaches IMC 610 – Introduction to IMC. Harris is an IMC consultant who has designed and implemented IMC strategies for clients across the United States.

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