Department of Media and Communication Center for Communication Research

MA Integrated Marketing Communication (MAIMC)
文學碩士(整合營銷傳播)

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Admission Code: P39
Mode of Study: Combined mode
Normal Period of Study: 1 year (Full-time)/ 2 years (Part-time)
Mode of Funding: Non-government-funded

Programme Leader

Prof SUN, Ye
Tel: +(852) 3442 7655
Email: yesun27@cityu.edu.hk
 

Programme Aims

香港城市大學整合營銷傳播碩士學位課程是為適應全球最新的整合傳播的潮流而開設的新課程，旨在培養能整合公共關係、廣告、市場營銷和危機管理等專業技能為商業和政府機構進行整合性說服傳播的人才，為大中華地區少有的同類課程。該課程參照全球最領先的美國西北大學整合營銷傳播碩士課程而設置，同時做到真正的跨學科強聯合。在這個市場推廣、品牌建立、形象樹立和危機管理越來越重要的時代，該專業的畢業生為市場所急需，就業前景廣泛。


This programme is designed to provide extensive academic and professional training to students in integrated marketing communication by blending what used to be separated modes of advertising, public relations, marketing, and new media.


This programme aims at:

  • Educating students for careers in marketing communications and branding
  • Enhancing students skills in constructing communication programs driven from consumer and stakeholder insights
  • Helping students to learn how to leverage technologies and networks to connect consumers with brands through the channels that are most relevant and interesting to them in this technology-driven age
  • Developing students analytical and critical thinking abilities in measuring the results of their communications programs

Programme Feature

The MA in Integrated Marketing Communication (MAIMC) is a programme launched by the Department of Media and Communication in the College of Liberal Arts and Social Sciences (CLASS), having the following features:

  • It incorporates marketing, public relations, and advertising, and new media in response to the needs by organizations that increasingly demand for professional integrated marketing communicators.
  • It is one of the few in the world that infuse a heavy component of state-of-the-art technologies, such as a sophisticated e-platform that converges all modes of communication for this integrated degree and an eye-tracking laboratory that provides scientifically based evidence to guide and test graphic, visual and textual communication in integrated marketing communication for designing more effective persuasive messages.
  • It is the first and only MA programme of its kind in UGC-funded universities in Hong Kong.
  • Its curriculum is modeled after leading programs in such university as Northwestern University in the United States.