Master of Arts in Integrated Marketing Communication
Master of Arts in Integrated Marketing Communication
Award Title
Master of Arts in Integrated Marketing Communication
Offering Academic Unit
Department of Media and Communication
Mode of Study
Combined mode

Normal Period of Study

- 1 years (full-time)
- 2 years (part-time/combined mode)

Maximum Period of Study

- 2.5 years (full-time)
- 5 years (part-time/combined mode)

Credit Units Required for Graduation


Programme Aims

This programme aims to provide quality education to students in integrated marketing communication, blending seamlessly traditionally separated communication modes of advertising, public relations, marketing and new media communication. It furnishes students with the knowledge of theories and principles on integrated marketing communication as well as skills of applying the state-of-the-art technologies in discovering, exploring and presenting unique peculiarities of social realities. This programme, thus, prepares students who are equipped with the knowledge and skills to work as communication professionals in a converged media/communication environment for a wide range of careers in such sectors as the media, public and corporate communication, advertising and public relations, and civil service.

Programme Intended Learning Outcomes (PILOs)

Upon successful completion of this Programme, students should be able to:

  1. command the relevant body of knowledge and critical abilities in analyzing and discovering the complexities involving the interplay among media, integrated marketing communication and society
  2. demonstrate the ability and knowledge to design and implement effective communication tasks using integrated marketing communication skills in advertising, public relations, marketing and new media
  3. adopt emerging new communication technologies to generate creative ideas in practice of integrated marketing communication
  4. apply relevant theories/principles and conduct appropriate research to conceive, analyze and develop ethical solutions to practical communication problems in various public and private sectors, domestic and international alike

Programme Requirements

1. Core Courses (21 credit units)

Course CodeCourse TitleCredit Units
COM5104Research Methods for Communication and New Media3
COM5106Integrated Marketing Communication3
COM5111Fundamentals of Marketing Communication3
COM5401Advertising Production and Management3
COM5402Public Relations Strategies3
COM5403 Crisis Communication and Management3
COM5405 Consumer Behavior Insight3

2. Electives (9 credit units)

Course CodeCourse TitleCredit Units
COM5102Global Communication3
COM5108Psychological Processing of New Media3
COM5110Public Communication Campaign Management3
COM5112Communication Research Seminar3
COM5404Stakeholders Relationship Management3
COM5406Strategic Retail Communication Management3
COM5407Financial Communication and Promotion3
COM5408Global Promotion and Branding3
COM5502Multimedia Communication3
COM5503Dynamic Web Communication3
COM5504Advanced Multimedia Communication3
COM5505Digital Media for E-Marketing3
COM5506Social Network Analysis for Communication3
COM5509Digital Visual Media3
COM5602Directed Studies3
COM5604Professional Internship3
COM5605Multimedia Practicum3

Professional Recognition


Additional Information