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Chow Yei Ching School of Graduate Studies

Programme Information - Taught Postgraduate Programmes (TPg)

MA Integrated Marketing Communication

整合營銷傳播文學碩士

Year of Entry 2013
Mode of Funding Non-government-funded
Programme Code P39
Mode of Programme Combined †
Class Schedule Daytime/evening/weekend sessions
Indicative Intake Target 80
Minimum No. of Credits Required 30
Normal Duration of Programme Full-time: 1 year; Part-time: 2 years
Maximum Study Period Full-time: 2.5 years; Part-time/Combined mode: 5 years
Tuition Fee Click here for more information
Application Deadline
28 Feb 2013 (Local & Non-local)
Accept Late Applications
Yes (Local)
Yes (Non-local)
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
Dr Chen Ni
BA(Nanjing Normal), MA, PhD(Ohio)
General Enquiries
+852 3442 8677
com@cityu.edu.hk
Remarks: Internship arrangement for the programme is available as programme elective/requirement.
† 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.
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Programme Outlines

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:
  • TOEFL score 550 (paper-based test) or 213 (computer-based test) or 79 (internet-based test); or
  • Overall band 6 in International English Language Testing System (IELTS); or
  • Score 450 in the new College English Test (CET6) of Chinese mainland or a pass in the old CET-6 test; or
  • other equivalent qualifications

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 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: 
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
  • Communication Database
  • Global Communication 
  • Multimedia Communication
  • Psychological Processing of New Media
  • Financial Communication and Promotion
  • Strategic Retail Communication Management
  • Global Promotion and Branding
  • Professional Internship 
  • Directed Studies
  • Digital Media for E-marketing
  • Dissertation
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

  • We offer "Entrance Scholarships" to competitive applicants.
  • The Department teaching staff were ranked No.1 in Communication and Media Studies among universities in Hong Kong in the 2006 Research Accessment Exercise.
  • 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 Spring 2010, a study tour to Taiwan in November 2010).

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