INTEGRATED MARKETING COMMUNICATIONS | University of West Alabama

Skills & Competencies

Skills developed through this program

Auto-populatedfrom O*NET via SOC 11-2021.00

Skills

Reading ComprehensionSpeakingCritical ThinkingActive LearningSocial PerceptivenessActive ListeningMonitoringPersuasion

Knowledge

Sales and MarketingEnglish LanguageAdministration and ManagementCustomer and Personal ServiceCommunications and Media

Abilities

Oral ComprehensionWritten ComprehensionOral ExpressionWritten ExpressionDeductive ReasoningFluency of IdeasInductive ReasoningSpeech ClarityOriginalityProblem Sensitivity

Tasks

Identify, develop, or evaluate marketing strategy, based on knowledge of establishment objectives, m
Formulate, direct, or coordinate marketing activities or policies to promote products or services, w
Evaluate the financial aspects of product development, such as budgets, expenditures, research and d

Technology

Document management softwareDevelopment environment softwareVideo creation and editing softwareGraphics or photo imaging softwareWeb page creation and editing software

Tools

Desktop computersLaser facsimile machinesNotebook computersPersonal computersPersonal digital assistants PDAPhotocopiersScannersTablet computers

Work Values

Working ConditionsAchievementRelationshipsIndependenceRecognitionSupport

Career Pathways

Occupations this program prepares you for

Auto-populatedfrom O*NET + BLS

Occupations matched to this program, with median wage, top wage, growth, and openings
SOC	Occupation	Method	Wage	Growth	Openings
Match confidence: medium11-2021.00	Marketing Managers	title_inference	$161,030 median	+6.56%	2,670

Program Pathways

Credentials this program stacks toward

No program pathways.

What You'll Learn

Key competencies developed through this program

Auto-populatedfrom NSX Competency Framework

Mastery: advanced (Level 4)(based on Master's Degree)

Enterprise-wide marketing strategy — set long-term direction by synthesizing organizational vision, macroeconomic trends, and competitive intelligence to position the firm for sustained market leadership.
Marketing investment portfolio — govern across business units by establishing ROI thresholds, reallocating budgets, and holding senior leaders accountable for financial performance outcomes.
Organizational marketing capability — build by designing talent pipelines, mentoring senior managers, and establishing career development frameworks for the full marketing function.
Pricing architecture and revenue strategy — establish at the organizational level by integrating economic modeling, customer lifetime value analysis, and cross-functional margin objectives.
Marketing systems and operational models — evaluate and redesign to improve efficiency and scalability, applying systems analysis principles across technology, process, and people dimensions.
Executive-level stakeholder influence — exercise through compelling, evidence-based communications that align boards, C-suite leaders, and external partners around strategic marketing priorities.
Adaptive marketing leadership — model and institutionalize by cultivating a culture of innovation, experimentation, and continuous learning across diverse and dynamic market conditions.
Cross-enterprise product and commercial strategy — lead by coordinating marketing, product, sales, and finance executives to ensure coherent go-to-market execution at scale.
Industry and regulatory landscape — monitor and interpret at the systems level to proactively reposition organizational marketing strategy ahead of market disruptions or policy shifts.
Marketing technology ecosystem — champion adoption and governance of emerging platforms, data management systems, and AI-driven tools to sustain competitive analytical and creative advantage.

Program Details

Detailed information about this program

No detailed information available.

Requirements

What you need to earn this credential

No requirements listed.

Financial Aid

Eligible funding programs

No funding information available.

Scholarships

No scholarships listed.