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IMC 633


Course testimonial from WVU IMC student Julia Bolt:

“For me, this course was extremely useful in the program and one of the reasons I took it in my first term after IMC 610. Many IMC professionals have the entrepreneurial mindset because they bring creativity and can think outside of the box. This course was able to merge the two “brains” into one. It made you think about how you, as an IMC professional, could actually think in the business mindset and truly consider starting your own business. This course made the student write out a business plan for their potential business idea. That said, the only negative of the course was it is not the full business plan that I would use to take to investors, as there was not much focused on the financial aspects. As long as students are aware that this is just to get their mind thinking in the right manner towards starting a business, instead of using this course to start a business. I do recommend this to any student that has any inkling to start their own business some day.”

Course Description

This course is designed to investigate the entrepreneurial process from a range of perspectives. The primary focus is the activities that occur from conception to the launch of a new venture. Included topics are:

  • The personal attributes of entrepreneurs.
  • How to identify opportunities.
  • Positioning an Integrated Marketing Communication business for success.
  • Developing a business plan.
  • Assembling the resources (i.e., capital) required to start a business.
  • Legally organizing a new business.
  • The initial launch of a new IMC venture.
  • Managing growth.
  • Ethics and entrepreneurship.

The course will acquaint students with the entrepreneurial phenomena descriptively and also allow them to understand the issues faced by a new venture.


Topics in this course may include:
Introduction to Entrepreneurship
The Keys to Entrepreneurial Success
Identifying New Venture Opportunities in IMC
Constructing a Business Plan: Part I
Constructing a Business Plan: Part II
Financing and Selling Your New Venture
Growing Your New IMC Venture
Using Digital Platforms to Promote Your New Venture
Entrepreneurship and Ethics: The Importance of Not Cutting Corners

This information was taken directly from the syllabus of this IMC course. While it is our intent to supply students with an accurate overview of the class, please note that the information was used in a previous session and, thus, is subjec   t to change without notice.