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

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
• AI and Digital Marketing for Entrepreneurs
• Communication Research Seminar
• Stakeholders Relationship Management
• Entrepreneurship and Business Planning
• 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
• Introduction to Artificial Intelligence
• Social Media Influencer
• Human-AI Communication Workshop
• AI Communication Ethics and Governance
• Mobile Communication and Apps Design
• 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.