From social media pros to career changers, KU’s online master’s in digital marketing helps students turn industry insight into strategy through a hands-on capstone and a deep dive into integrated marketing communications.

At the University of Kansas, digital and integrated marketing communications (DIMC) is more than just a buzzword. It forms the foundation of KU’s online master’s program in digital marketing, preparing students to deliver cohesive, strategic messaging across every channel — whether paid, earned, shared or owned. 

What is integrated marketing communications?

Integrated marketing communications brings together every part of a brand’s message into one clear, consistent strategy. At KU, it is the foundation of the online master’s in digital marketing, where students learn to create campaigns that work seamlessly across social, digital and traditional media.

From a social media post to a television campaign to a customer email, the DIMC approach ensures every message is consistent, intentional and aligned with the brand’s goals. This strategy-first mindset is central to every course in the program and comes to life in the capstone project, where students put their knowledge into practice with real clients. 

At KU, integrated marketing communications is more than textbook theory, it is practiced. The concept is woven throughout every course, shaping class projects, team collaboration and client-based work that reflects the pace and complexity of today’s digital marketing landscape.

It all culminates in the capstone course, where students apply their skills to a full-scale campaign for a real client. In the spring 2025 semester, the cohort partnered with the Pro Volleyball Federation to deliver a comprehensive digital strategy. The experience combined applied research with collaborative development, giving students a true example of experiential learning in action.

What can you do with a master’s in digital marketing?

Josh Carson is a communications professional who began his career with a degree in sport management. As a KU undergraduate, he worked in the athletic department’s communications office and discovered a lasting interest in marketing. 

Now, with years of experience in the field, he recently completed KU’s online master’s in digital marketing, where he served as the account executive for the program’s capstone campaign. In that role, he helped lead a cross-functional team that brought together research, strategy and creative execution for a national client. 

“I’ve always worked in communications and marketing,” Josh said. “Even though I didn’t have a specific degree in that, I’ve always had the working pathway.”

Josh enrolled in the University of Kansas master’s in digital marketing program to build on that foundation, strengthen his skills and gain tools he could apply right away. He says the program is a strong fit for professionals at many levels.

“This master's degree is a good fit for anyone that would be dealing with communications or marketing from any level in a company or organization. It’s great for anyone from a right-out-of-college person to executives who want to be more involved in digital strategy.”

— Josh Carson, KU Digital and Integrated Marketing Communications M.S. graduate

Whether you are looking to grow in your current role, switch into a new career or lead strategy in a larger organization, a digital marketing master’s degree can open new opportunities.

Possible integrated marketing communications career paths include:

• Marketing strategist
• Communications or brand manager
• Social media or content specialist
• Digital marketing analyst
• Public relations manager
• Director of digital strategy
• Advertising account executive

Graduates pursue careers in fields such as advertising, healthcare, education, technology, retail and nonprofit communications.  This degree is designed for anyone who wants to lead with strategy and strengthen their expertise in integrated marketing communications.

Inside KU’s online master’s in digital marketing

Designed for working professionals, KU’s digital marketing master’s program is fully online and offers the flexibility to balance coursework with personal and professional responsibilities. The program includes 10 courses and can be completed in as little as two years with summer enrollment. Most students finish in about six semesters, depending on their course load and schedule.

The collaborative energy of the program culminates in the capstone course, a team-based, client-facing project that puts integrated marketing communications principles into action. 

Josh said he and his teammates often referenced earlier coursework while building campaign strategies, showing how each class helped scaffold the final experience. As the account executive for the semester-long campaign, Josh helped unite research, strategy and creative work from multiple teams into one comprehensive plan.

“I was able to see the work that all the individual teams were doing, which I think was a unique experience,” Josh said. “It was great to be able to see where each team was going and then try to offer advice based on what other teams were saying or connect people with another team to merge ideas.”

Real-world impact through real digital marketing research

The capstone team approached the campaign with full strategic rigor and created a strategy built around the phases of attending a volleyball match: audience research on who might attend, mapping the amenities and entertainment options expected during the game, and creating channel-specific messaging for follow-up with fans. With these strategies, the project brought their studies to life. 

“Our team members were integral in creating our general ideas of before the match, during the match and after the match. We looked at what affects fans' decision-making in each of those phases. We leaned on the research to be able to inform those decisions for where we could make the most impact for PVF, and I hope that get to see some of the things that we presented implemented in the coming season.”

Josh found that the program both reinforced and expanded his skill set. “I've been working in communications and marketing for 10 years now. To be able to reiterate some of the things that I've been doing are the right way to do things, but then also grow and learn… it’s great to be able to have those experiences and grow as a professional.”

He also appreciated the opportunity to focus on a specific track. “I've always worked in a social media capacity, even though my undergrad was not in digital marketing. Getting to go back and have real coursework around social media strategy was super helpful to really reinforce and expand the work I’ve been doing.”

The program was also valuable in terms of research and project management. “Getting to learn and understand the research side of things was so important,” he said. “And watching it all come together into this final project was a really awesome thing.”

A master’s in digital and integrated marketing communications that fits your life

Whether you're asking, “What is integrated marketing communications?” or already leading communications teams, the KU digital marketing master’s program can support your next step.

For Josh, the program was both challenging and deeply rewarding on a personal and professional level. Graduating with his master’s and experiencing the timeless tradition of walking through the Campanile on graduation day was made even better when his wife and young daughter were waiting at the bottom of the Hill. 

“When I was walking down the Hill, and she and my wife were standing there, and she came running and jumped and gave me a hug as I was walking. Getting to walk down the Hill to them made it all worth it.”

Ready to take the next step?

Explore the University of Kansas online master’s in digital marketing and see how integrated marketing communications can help you lead with strategy and confidence. Learn more about KU's DIMC program.