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 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.
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
Advertising Production and Management
Public Relations Strategies
Integrated Marketing Communication
Consumer Behavior Insight
Fundamentals of Marketing Communication
Crisis Communication and Management
Electives (9 credit units) include some of the following courses:
Stakeholders Relationship Management
Public Communication Campaign Management
Psychological Processing of New Media
Financial Communication and Promotion
Strategic Retail Communication Management
Global Promotion and Branding
Digital Media for E-marketing
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.