The Orfalea College of Business will soon launch a minor in integrated marketing communications, combining courses in business marketing, graphic communication and public relations. Starting this fall, students will explore technologies and strategies necessary to acquire and leverage customer insights; create and deploy visual, graphic and written content across varied media channels; and analyze the resulting impact on marketing performance.
The curriculum is a response to industry trends that require marketing leaders to blend technical, creative and strategic skills together in integrated campaigns spanning traditional, social and new media. The program has already seen interest from students in programs across the university.
Companies recruiting Cal Poly marketing graduates have expressed a need for employees with this unique blend of expertise. Positions for recent graduates versed in these new media skills are abundant and growing, including roles in integrated media, content marketing, digital marketing, brand and visual storytelling, and analytics.