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Chow Yei Ching School of Graduate Studies

Programme Information - Taught Postgraduate Programmes (TPg)

Applications for Taught Postgraduate Programmes are accepted starting from 15 November 2017.

MA Integrated Marketing Communication

文學碩士(整合營銷傳播)


Year of Entry 2018
Mode of Funding Non-government-funded
Programme Code P39
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
Tuition Fee Click here for more information
Application Deadline
28 Feb 2018 (Local & 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 HE Zhou
BA equivalent (Beijing Broadcasting Institute), MA (Chinese Academy of Social Sciences), PhD (Indiana, US)
General Enquiries
+852 3442 8677
† 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.



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 79 (internet-based test); or
  • Overall band 6.5 in International English Language Testing System (IELTS); or
  • Score 450 in the new College English Test (CET-6) 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 programme offers the opportunity for students to study in the collaborative degree with the IMC programme at the Northwestern University, U.S.A.


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 Communication

  • 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

  • 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 and to Europe in 2015).