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Master of Arts in Integrated Marketing Communication City University of Hong Kong

Hongkong

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About this course

What will I learn?

This programme is designed to provide extensive academic and professional training to students in integrated marketing communication by blending what used to be separated modes of advertising, public relations, marketing, and new media.

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

This programme aims at:

  • Educating students for careers in marketing communications and branding
  • Enhancing students skills in constructing communication programs driven from consumer and stakeholder insights
  • Helping students to learn how to leverage technologies and networks to connect consumers with brands through the channels that are most relevant and interesting to them in this technology-driven age
  • Developing students analytical and critical thinking abilities in measuring the results of their communications programs

The MA in Integrated Marketing Communication (MAIMC) is a programme launched by the Department of Media and Communication in the College of Humanities and Social Sciences (CLASS), having the following features:

  • It incorporates marketing, public relations, and 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.
  • Its curriculum is modeled after leading programs in such university as Northwestern University in the United States.

Which department am I in?

College of Liberal Arts and Social Sciences

Study options

Full Time (Normal Study Period: 1 year, Maximum Study Period: 2.5 years)

Tuition fees
HK$166,800.00 (16,94,433) per year
HK $5,560 per credit
Application deadline

Expected April 2023

More details

Start date

Expected September 2022

Venue

City University of Hong Kong

Tat Chee Avenue,

Kowloon City, Hong Kong, Kowloon

Entry requirements

For students from United States

Applicants must hold a bachelor's degree of one of the universities in Hong Kong or of an overseas institution recognized for this purpose by the University; or hold such other qualifications as deemed acceptable by the University as equivalent. English Language Requirements: a TOEFL score of 550 (paper-based test) or 79 (internet-based test); or an overall band score of 6.5 in International English Language Testing System (IELTS); or band 6 in the Chinese mainland's College English Test; or other equivalent qualifications

For international students

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:

  • Score 550 (paper-based test) or 59 (revised paper-delivered test) or 79 (Internet-based test) on the Test of English as a Foreign Language (TOEFL); 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

*There may be different IELTS requirements depending on your chosen course.

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