The Integrated Communication emphasis includes the disciplines of advertising and public relations and is designed to prepare students for all aspects of communication and promotion that help accomplish such goals as selling products and services, advocating on behalf of causes, issues, or individuals, and representing organizational reputations to the greater public.

Although the Integrated Communication emphasis blends advertising and public relations as dominant areas of study, students are also exposed to the entire promotional mix including sales promotion, direct response, special events, and interpersonal communication.

Students studying in the emphasis will develop expertise in promotional strategies and tactics, integrated communication campaigns, traditional advertising and public relations writing techniques, and audience research methods, all within the framework of digital media technology.