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Nichols College Launches Integrated Marketing Communication Bachelor of Science Program

DUDLEY, Mass.—Nichols College has announced the launch of a Bachelor of Science in Business Administration (BSBA) degree program in integrated marketing communication (IMC). This new concentration will prepare students for careers as marketing managers, data analysis experts, communications/digital media strategists, and sales professionals. IMC graduates will emerge from the Nichols program with the ability to make and shape business decisions.

Available to first-year undergraduate students starting in the fall 2016 semester, the 24-credit concentration adds to the College’s robust list of academic programs and distinctive career-focused and leadership-based approaches to learning, both in and out of the classroom.

“In a rapidly evolving global marketplace, organizations devote substantial resources engaging with customers at every point of contact to create superior experiences. Increasingly organizations must use data-driven decision making to offer the right product and services to the right customers at the right time,” said Professor Len Harmon, chair of the Integrated Marketing Communication Program. “They must also convey their brand message in ‘real time’ to customers, employees, and partners across multiple media channels and platforms. Every product, service, or idea needs effective communication strategies to capture market attention, build demand, and drive product use.

“Nichols College’s new IMC program will prepare students to meet these challenges, head on,” added Professor Harmon.

Drawing on an academic synergy with mathematics, psychology, sociology, and technology, the IMC program is designed for students who are interested in generating creative marketing solutions and effectively communicating these solutions to key stakeholders. The program employs experiential learning approaches focused on three areas: the development and management of brand relationships; positioning and segment analysis; and evidence-based decision making. Each course helps develop the skills necessary for marketing professionals to execute strategic marketing and communication plans, with a consistent approach that reflects a brand’s values, product positioning, and company mission across a variety of channels.

In addition to the College’s core business and general education-based curriculum, the IMC Program requires students take eight IMC courses (five required, three elective) on topics such as consumer marketing, intercultural communication, marketing research, social media strategy, sales management, managerial communications, international marketing, mass media and public relations, and special topics based on industry trends. Courses are taught by faculty who have expertise in marketing and communication disciplines.

An internship is required, and students will find ample opportunities for experiential learning that are associated with the concentration.

“Experiential learning enhances the classroom experience by providing students with real and practical business problems to solve,” said Professor Luanne Westerling, associate dean for business at Nichols College. “Not only does it provide a practical application of textbook theory, but it also serves as a resume builder, providing the student with personal business experience to share with prospective employers. The student’s benefits are clear, however, participating businesses also benefit by gaining a fresh perspective on their business problem.”

Employment of market research analysts is projected to grow 19 percent from now through 2024, much faster than the average for all occupations, according to the U.S. Bureau of Labor Statistics (USBLS). The median salary of a market research analyst, as of May 2015 (the latest reported figure), is $62,150. Employment growth will be driven by an increased use of data and market research across all industries to understand the needs and wants of customers and to measure the effectiveness of marketing and business strategies, the USBLS states.

A highlight of the Nichols curriculum is its pioneering Professional Development Seminar program, which gives graduates a distinct advantage in the competitive workplace.


Nichols College is a college of choice for business and leadership education as a result of its distinctive career-focused and leadership-based approaches to learning, both in and out of the classroom. Founded in 1815, Nichols transforms today’s students into tomorrow’s leaders through a dynamic, career-focused business and professional education. Nichols serves students interested primarily in a comprehensive business education that is supported by a strong liberal arts curriculum.


Lorraine U. Martinelle
Director of Public Relations
Nichols College
123 Center Road
Dudley, MA 01571
Twitter: @NicholsNewsroom