Applications for Taught Postgraduate Programmes in 2017 entry are now closed. Applications for 2018 entry will start in mid-November 2017 tentatively and updated programme information will be available by that time. The programme information for 2017 entry listed below is for reference only.
|Year of Entry||2017|
|Mode of Funding||Non-government-funded|
|Mode of Programme||Combined †|
|Class Schedule||Daytime/evening/weekend sessions|
|Indicative Intake Target||90|
|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|
|Programme Website||Click here to open|
|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.|
Dr HE Zhou
BA equivalent (Beijing Broadcasting Institute), MA (Chinese Academy of Social Sciences), PhD (Indiana, US)
+852 3442 8677
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
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:
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
Dynamic Web Communication
Advanced Multimedia Communication
Digital Media for E-marketing
Social Network Analysis for Communication
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.