P39
MA Integrated Marketing Communication
文學碩士(整合營銷傳播)

Year of Entry

2024

Application Deadline

Local : 30 Jun 2024
Non-local : 30 Apr 2024

Mode of Study

混合

Mode of Funding

Non-government-funded

Indicative Intake Target

90

Minimum No. of Credits Required

30

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 & Admission Tutor
Prof SUN Ye
BA (Peking University), MA, PhD (University of Wisconsin-Madison)
General Enquiries
+852 3442 8677
Outline
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 79 (Internet-based test) in 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 with 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

  • Advertising Production and Management

  • Public Relations Strategies

  • Crisis Communication and Management

  • Consumer Behavior Insight

  • Capstone Project

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

  • Advanced Marketing Communication

  • 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
  • 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.