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MC (Integrated Marketing Communication) *IPS USM@KL - MAS

OVERVIEW

“FROM A PRACTITIONER TO A STRATEGIST”

Master of Communication (Integrated Marketing Communication) is the first USM postgraduate programme, offered at the Institute of Postgraduate Studies USM@KL, Menara Wisma Sejarah, 230, Jalan Tun Razak, 50400 Kuala Lumpur. The programme is offered by the School of Communication, USM since February 2012 and managed to attract numerous applications from media professionals in advertising, broadcast, print and digital media, corporate communication, sales and marketing industries from various countries such as Saudi Arabia, Maldives, Bangladesh and Indonesia.

Integrated Marketing Communication is a contemporary approach in marketing communication that highlights the strategic process used to plan, execute and evaluate coordinated, measurable brand communications programmes through strategic integration and unification of different media such as advertising, public relations, direct marketing, sales promotion and Internet marketing with the objective of generating a strong connection between brands and their consumers.

Keeping in line with USM’s motto of “Kami Memimpin” (‘We Lead’) the Integrated Marketing Communication (IMC) postgraduate programme was first introduced in February 2012 to offer an applied learning experience that uniquely combines the rigours of both persuasive communication and marketing.

The programme is specifically designed to produce professionals who can navigate effectively between the analytical and creative challenges of IMC through strategic integration of different media. Upon completing the course, graduates can pursue careers as media specialists, senior marketing executives, sales and promotion managers, public relations consultants, communication experts and senior media planners.

Contact Information:

For detailed information regarding the programme, please contact Dr. Hasrina Mustafa, IMC Program Coordinator at 04-5622031/2030, 0196998232/0193228232, This email address is being protected from spambots. You need JavaScript enabled to view it.).

Programme Structure:

The programme requires students to complete 43 units of coursework from the following courses:

  • YSP501/3 units – Principles and Practices of IMC
  • YSP502/3 units – Consumer Psychology
  • YSP503/3 units – Marketing Management
  • YSP504/3 units – Research Methods in IMC
  • YSP505/3 units – Brand Management
  • YSP506/3 units – Data Analysis in IMC
  • YSP507/3 units – Public Relations Management
  • YSP508/3 units – Message Design in IMC
  • YSP509/3 units – International Advertising
  • YSP510/3 units – Issues in IMC
  • YSP511/3 units – Management of Media Strategies
  • YSP512/10 units – IMC Research Project

Academic Track:

Master of Communication (Integrated Marketing Communication) programme is a flexible programme designed to suit the needs of working adults in the industry. Essentially, the programme allows the students to plan their studies based on the following track:

Track A: Proposed Academic Track For Full-Time Student (1 ½ Years)

SEMESTER SEPTEMBER SEMESTER FEBRUARY 

YSP501/3 – Principles & Practices of IMC

YSP502/3 – Consumer Psychology

YSP504/3 – Research Methods in IMC

YSP505/3 – Brand Management

YSP506/3 – Data Analysis in IMC

YSP507/3 – Public Relations Management

YSP508/3 – Message Design in IMC

YSP509/3 – International Advertising

YSP510/3 – Issues in IMC

SEMESTER SEPTEMBER 2013  

YSP503/3 – Marketing Management

YSP511/3 – Management of Media Strategies

YSP512/10 – IMC Research Project

 

Track B: Proposed Academic Track For Full-Time Student (2 Years)

SEMESTER SEPTEMBER SEMESTER FEBRUARY

YSP501/3 – Principles & Practices of IMC

YSP504/3 – Research Methods in IMC

YSP505/3 – Brand Management

YSP506/3 – Data Analysis in IMC

YSP507/3 – Public Relations Management

YSP508/3 – Message Design in IMC

YSP509/3 – International Advertising

SEMESTER SEPTEMBER SEMESTER FEBRUARY

YSP502/3 – Consumer Psychology

YSP503/3 – Marketing Management

YSP511/3 – Management of Media Strategies

YSP510/3 – Issues in IMC

YSP512/10 – IMC Research Project

Track C: Proposed Academic Track For Full-Time Student (2 ½ Years)

SEMESTER SEPTEMBER SEMESTER FEBRUARY

YSP501/3 – Principles & Practices of IMC

YSP503/3 – Marketing Management

YSP505/3 – Brand Management

YSP507/3 – Public Relations Management

YSP508/3 – Message Design in IMC

YSP509/3 – International Advertising

SEMESTER SEPTEMBER SEMESTER FEBRUARY

YSP502/3 – Consumer Psychology

YSP504/3 – Research Methods in IMC

YSP506/3 – Data Analysis in IMC

YSP510/3 – Issues in IMC

SEMESTER SEPTEMBER  

YSP511/3 – Management of Media Strategies

YSP512/10 – IMC Research Project

 


Track D: Proposed Academic Track For Part-Time Student (3 Years)

SEMESTER SEPTEMBER SEMESTER FEBRUARY

YSP501/3 – Principles & Practices of IMC

YSP503/3 – Marketing Management

YSP507/3 – Public Relations Management

YSP508/3 – Message Design in IMC

SEMESTER SEPTEMBER SEMESTER FEBRUARY

YSP502/3 – Consumer Psychology

YSP504/3 – Research Methods in IMC

YSP506/3 – Data Analysis in IMC

YSP510/3 – Issues in IMC

SEMESTER SEPTEMBER SEMESTER FEBRUARY

YSP505/3 – Brand Management

YSP511/3 – Management of Media Strategies

YSP509/3 – International Advertising

YSP512/10 – IMC Research Project

Course Synopsis:

YSP501/3 – Principles and Practices of IMC

On the whole, this course introduces the concepts, principles and practices of integrated marketing communication in building brands. It begins with an overview of the current marketing communication industry in Malaysia. This is followed by a series of discussion on the process involved in integrated marketing communication. Eventually, the course elaborates on the uses of various integrated marketing communication tools such as advertising, public relations, direct marketing, Internet marketing and personal selling according to the prescribed framework suitable for various marketing situations. Through case studies, students will analyse best practices in implementing IMC by local and international organisations.

YSP502/3 – Consumer Psychology

Understanding psychological factors that drive consumers’ behaviour is imperative in building effective communication strategies. Emphasis is placed on understanding the various factors, both internal (e.g. memory, emotions) and external (e.g. social and culture) that could influence the psychology of consumers. Students will learn to appreciate the outside-in approach that focuses on consumers’ perspective in developing communication strategies.

YSP503/3 – Marketing Management

Students will grasp the roles of marketing management in enhancing business performance by applying market oriented strategies. Focus will be made on the importance of delivering customer satisfaction, responding to market diversity, real new product development and recognising global challenges.

YSP504/3 – Research Methods in IMC

The course will introduce and discuss the conceptual, methodological and analytical techniques of conducting research in IMC. It will specifically look into the methods and techniques of data collection such as experiment, survey, theatre testing, focus group interview and copy testing.

YSP505/3 – Brand Management

The course commences with an introduction to the scope and facets of brand management. Students will learn the various levels of brand management, and the models that can be used in managing the brand. Step-by-step approach in managing the brand in different situations will be explained based on actual brands.

YSP506/3 – Data Analysis in IMC

The course begins with a brief introduction to statistical concepts and analysis and proceeds with a discussion on appropriate statistical techniques to test bivariate and multivariate hypotheses. Eventually, the course will specifically explain the appropriate ways in interpreting and reporting statistical findings derived from SPSS procedures to develop an effective and research-based IMC campaign.

YSP507/3 – Public Relations Management

The course is designed to give an in-depth understanding on the diverse aspects of public relations as a subfield that contributes to IMC. Students are exposed to the PR dimensions that stress on planning, effective management, organisational reputation, media and stakeholders’ relations and publicity methods.

YSP508/3 – Message Design for IMC

Students will first learn the key principles of IMC and develop an appreciation of marketing objectives in designing IMC messages. Later, they will learn how to effectively manage messages by considering the requirements of both brand and consumer. The process of designing IMC messages will then commence with the Big Idea. Students will then analyse the various creative approaches in designing messages for different types of media.

YSP509/3 – International Advertising

The course defines the trend of international advertising in the context of IMC and globalisation. Students will examine the dynamics of international advertising campaigns especially the process and environment of creative strategies, the dynamics of campaign decision-making and the use of media in the context of universal promotional culture.

YSP510/3 – Issues in IMC

The course utilises seminar sessions to encourage debates and analysis on issues in IMC. Students will be required to provide a critical analysis and suggestions on how to develop effective communication strategies. As part of the course requirements, students will submit a detailed report on a selected issue.

YSP511/3 –Management of Media Strategies

The course describes the process of media planning in IMC. In line with new media and information technology developments, students are exposed to the dynamics of new media and their roles in developing contact points for marketing strategies. Emphasis is given to the development of comprehensive media plans for IMC.

YSP512/10 – IMC Research Project

The course aims to enhance students’ knowledge and skills in the planning and implementation of research project in the field of IMC. At the end of the course, students are required to produce a research report

ADMISSION REQUIREMENTS

 

  • A relevant first degree or equivalent, from a recognized university with CGPA of 2.75 and above. Applicants with CGPA of 2.50-2.74 or without relevant degree are also invited to apply, but they must possess experience in the field for at least 2 years.

LANGUAGE REQUIREMENTS

  • (Applicable for International Applicants Only)

    • A minimum score of 550 in Paper- based TOEFL (Test of English as a Foreign Language); OR
    • A minimum score of 213 in Computer-based TOEFL (Test of English as a Foreign Language) ; OR
    • A minimum score of 80 in Internet-based TOEFL (Test of English as a Foreign Language) ; OR
    • A minimum score of 6.0 in IELTS (International English Language Testing System); or
    • English is the candidate's mother tongue or National Language; or
    • The candidate graduated from an Institution of Higher Learning in which the medium of insrtuction at Bachelor and Master level is English; or
    • English courses offered by British Council (The level of qualification and the relevant courses are to be identified by the University Postgraduate Studies Council); or
    • English courses offered by School of Language, Literacies and Translation (The level of qualification and the relevant courses are to be identified by the University Postgraduate Studies Council
    • Malaysian applicants should obtain a least a credit in Bahasa Malaysia at SPM level or its equivalent
    • Results must be attached with the application form.

DURATION

  • Full-time: Min 3 semesters / Max 4 semesters
  • Part-time: Min 4 semesters / Max 8 semesters

Full-time students are required to register a minimum of three subjects in a semester. Part-time students are required to register at least two subjects in a semester.

Classes for both full-time and part-time students are conducted after office hours normally at 8.00pm-10.00pm and/or Saturday 9.00pm-1.00pm at IPS USM@KL.

FEES

** Fees are subject to change

 

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Institute of Postgraduate Studies
Universiti Sains Malaysia, 11800 Penang, Malaysia
xtel +604 653 2606  | xfax +604 653 2940  |  xemel admission_ips@usm.my

tanye  © Copyright 2017 by Universiti Sains Malaysia. All Rights Reserved.  |  ic account circle white 18dp 1x

Institute of Postgraduate Studies
Universiti Sains Malaysia, 11800 Penang, Malaysia
xtel +604 653 2606 
xfax +604 653 2940 
xemel admission_ips@usm.my


tanye 
© Copyright 2017 by Universiti Sains Malaysia. All Rights Reserved.  |  ic account circle white 18dp 1x