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

Programme Curriculum Structure


Programme Core (21 credit units)

Course Code Course Title Credit Units

COM5104

Research Methods for Communication and New Media

3

COM5106

Integrated Marketing Communication

3

COM5111

Fundamentals of Marketing Communication

3

COM5401

Advertising Production and Management

3

COM5402

Public Relations Strategies

3

COM5403

Crisis Communication and Management

3

COM5405

Consumer Behavior Insight

3

Programme Electives (9 credit units)

Course Code Course Title Credit Units

COM5102

Global Communication

3

COM5108

Psychological Processing of New Media

3

COM5110

Public Communication Campaign Management

3

COM5112

Communication Research Seminar

3

COM5404

Stakeholders Relationship Management

3

COM5406

Strategic Retail Communication Management

3

COM5407

Financial Communication and Promotion

3

COM5408

Global Promotion and Branding

3

COM5502

Multimedia Communication

3

COM5503

Dynamic Web Communication

3

COM5504

Advanced Multimedia Communication

3

COM5505

Digital Media for E-marketing

3

COM5506

Social Network Analysis for Communication

3

COM5509

Digital Visual Media

3

COM5602

Directed Studies

3

COM5603

Dissertation

3

COM5604

Professional Internship

3

COM5605

Multimedia Practicum

3

Notes: Elective courses are offered on a rotating basis, based on budget, staff availabilities, and students' preferences. Approximately six to eight elective courses will be offered in one academic year.



Programme Requirement (credits units)


Credit Units

Programme Core Credit

21

Programme Electives Credit

9

Total No. of Credit Units :

30



Curriculum

The curriculum of the MAIMC program is modeled after leading programs in such universities as Northwestern University in the United States , consisting of four integrated components: 1) advertising, 2) public relations, 3) marketing, and 4) new media technologies.

By emphasizing analytical approach, rigorous research, creative and compelling content development and emerging technologies, we provide our students with the skills, knowledge and experience they need to meet today's marketing challenges with creativity and innovation.


Study Chart

Semester A Semester B Summer
Full-time Study Mode:
Four Required Core Courses:
COM5104, COM5106, COM5401, COM5402

One Required Elective Course
Three Required Core Courses:
COM5111, COM5403, COM5405

Two Required Elective Courses
Part-time Study Mode:
Year 1 One Required Core Course:
COM5402

One Required Elective Course
Two Required Core Courses:
COM5106, COM5405

One Required Elective Course
Course offering in summer is optional, pending the availability of resources
Year 2 Two Required Core Courses:
COM5104, COM5401

Two Required Core Courses
COM5111, COM5403

One Required Elective Course
Course offering in summer is optional, pending the availability of resources

Notes:

  1. To complete this programme, each student is required to take and pass SEVEN designated core courses and THREE elective courses (altogether 30 credits).
  2. Students are encouraged to take courses offered in regular Semesters A & B.
  3. Course offering in summer is optional, pending the availability of resources.