MA Integrated Marketing Communication

Year of Entry


Application Deadline

Local & Non-local : 30 Apr 2021

Mode of Study


Mode of Funding


Indicative Intake Target


Minimum No. of Credits Required


Class Schedule

Daytime/evening/weekend sessions

Normal Study Period

Full-time: 1 year; Part-time: 2 years

Maximum Study Period

Full-time: 2.5 years; Part-time/Combined mode: 5 years

Mode of Processing

Applications are processed on a rolling basis. Review of applications will start before the deadline and continue until all places are filled. Early applications are therefore strongly encouraged.
Programme Leader
BA, MA & PhD (University of Tokyo, Japan)
General Enquiries
+852 3442 8677
Programme Aims and Objectives

We recruit those who are interested in getting into, or are from the communication industry, including:

  • mass media
  • advertising/PR agencies
  • PR/marketing communication departments of commercial firms
  • information/publicity departments of governmental or non-profit organizations
  • content divisions of Web/multimedia houses
Entrance Requirements

To be eligible for admission, you must satisfy the following General Entrance Requirements:

  • a Bachelor's degree from a recognized tertiary institution or an equivalent qualification in related field

  • preferably have one or more years of work experience in a professional communication area (e.g., integrated communication, advertising, public relations, corporate and public information, marketing communication, web or multimedia production, etc)

Applicants whose entrance qualification is obtained from an institution where the medium of instruction is not English should also fulfill the following minimum English proficiency requirement:

  • a score of 59 (revised paper-delivered test) or 79 (Internet-based test) on the Test of English as a Foreign Language (TOEFL)@#; or
  • an overall band score of 6.5 in International English Language Testing System (IELTS)@; or
  • a score 450 in the new College English Test (CET-6) of Chinese mainland; or
  • other equivalent qualifications.

@TOEFL and IELTS scores are considered valid for two years. Applicants are required to provide their English test results obtained within the two years preceding the commencement of the University's application period. 

# Applicants are required to arrange for the Educational Testing Service (ETS) to send their TOEFL results directly to the University. The TOEFL institution code for CityU is 3401.

Course Description

The MA in Integrated Marketing Communication (MAIMC) is a programme launched by the Department of Media and Communication in 2008, having the following features:

  • It incorporates marketing, public relations, 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.

  • It is the first and only MA programme of its kind in UGC-funded universities in Hong Kong.

The 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. The curriculum contains mainly two module courses: 1) core courses and 2) elective courses.

The seven core courses (21 credit units) are:

  • Research Methods for Communication and New Media

  • Integrated Marketing Communication

  • Fundamentals of Marketing Communication

  • Advertising Production and Management

  • Public Relations Strategies

  • Crisis Communication and Management

  • Consumer Behavior Insight

Electives (9 credit units) include some of the following courses:

  • Global Media in the Digital Era

  • Psychological Processing of New Media

  • Public Communication Campaign Management

  • Communication Research Seminar

  • Stakeholders Relationship Management

  • Strategic Retail Communication Management

  • Financial Communication and Promotion

  • Global Promotion and Branding

  • Multimedia Communication

  • Dynamic Web Communication

  • Advanced Multimedia Communication

  • Digital Media for E-marketing

  • Social Network Analysis for Communication

  • Social Media Data Acquisition and Processing

  • Digital Visual Media

  • Directed Studies

  • Dissertation

  • Professional Internship

  • Multimedia Practicum

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.

Bonus Features
  • The Department's faculty members were ranked No.1 in the area of communication and media research among universities in Hong Kong in the 2014 Research Assessment Exercise by the Hong Kong education authorities.
  • Study tours to broaden students’ perspectives and enhance their subject knowledge are organized when and if the resources are available (e.g. a study tour to LA & LV in US in 2010, 2012, 2013, 2014, to Taiwan in 2010, to Europe in 2015 & 2018) and to Russia in 2017.
† Combined mode: Local students taking programmes in combined mode can attend full-time (12-18 credit units per semester) or part-time (no more than 11 credit units per semester) study in different semesters without seeking approval from the University. For non-local students, they will be admitted to these programmes for either full-time or part-time studies. Non-local students must maintain the required credit load for their full-time or part-time studies and any changes will require approval from the University.