Master of Communication (Integrated Marketing Communication)
“FROM A PRACTITIONER TO A STRATEGIST”
Integrated Marketing Communication is a contemporary approach in marketing communication that highlights thestrategic 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’) theIntegrated Marketing Communication (IMC) postgraduate programme was first introduced in February 2012 at the Institute of Postgraduate Studies USM@KL, Wisma Sejarah, Jalan Tun Razak, Kuala Lumpur to offeran applied learning experiencethat 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 IMCthrough 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.
With 90% of its students are working adults, the programme has 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, Libya and Indonesia.
Contact Information:
For detailed information regarding the programme, please contact Associate Professor Dr. Hasrina Mustafa, IMC Program Coordinator at 0326810091, 0193228232, .
Programme Structure:
The programme requires students to complete 43 units of coursework from the following courses:
• YSP501/3 units – Principles and Practices of IMC (Core)
• YSP502/3 units – Consumer Psychology (Core)
• YSP503/3 units – Marketing Management (Core)
• YSP504/3 units – Research Methods in IMC (Core)
• YSP505/3 units – Brand Management (Core)
• YSP506/3 units – Data Analysis in IMC (Core)
• YSP507/3 units – Public Relations Management (Core)
• YSP508/3 units – Message Design in IMC (Core)
• YSP509/3 units – International Advertising (Core)
• YSP511/3 units – Management of Media Strategies (Core)
• YSP510/3 units – Issues in IMC
· YSP513/3 units – Digital Strategies in IMC
· YSP512/10 units – IMC Research Project (Core)
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 1 year.
• Foreign applicants should have English proficiency of TOEFL (550) or IELTS Band 6. No MUET requirement for local students.
Program Intake:
Twice a year in February and September. Application can be made throughout the year via www.ips.usm.my
Programme 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 and Sunday 9.00pm-1.00pm at IPS USM@KL.
Fees structure:
Malaysian
Registration Fees : RM 340.00
Tuition Fees : RM 360.00 × 43 Units
Total Fees : RM 15,820.00
International
Registration Fees : RM 910.00
Personal Bond : RM 1900.00 (refundable upon graduation)
Tuition Fees : RM 535.00 × 43 Units
Total Fees : RM 25,815.00
· Fees are paid based on the total numbers of units registered per semester. For example if a local student registers for 6 units (2 subjects) in the first semester, he/she will have to pay RM360 x 6 units = RM 2160.
Financial Support:
Local students may apply for MyBrain15, a scholarship programme under the Ministry of Education Malaysia, PTPTN or EPF withdrawal.
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:
SEMESTER SEPTEMBER 2013· YSP503/3 – Marketing Management
· YSP511/3 – Management of Media Strategies
YSP512/10 – IMC Research Project
a) 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
· YSP513/3 – Digital Strategies in IMC (Elective) / · 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 (Elective)
b) 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
· YSP513/3 – Digital Strategies in IMC (Elective) / · 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 (Elective)
· YSP512/10 – IMC Research Project
c) 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 (Elective)
SEMESTER SEPTEMBER
· YSP511/3 – Management of Media Strategies
· YSP513/3 – Digital Strategies in IMC (Elective)
· YSP512/10 – IMC Research Project
d) 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
· YSP513/3 – Digital Strategies in IMC (Elective) / · YSP506/3 – Data Analysis in IMC
· YSP510/3 – Issues in IMC (Elective)
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
YSP513/3 – Digital Strategies in IMC
The course commences with an introduction to the scope and facets of digital strategy in Integrated Marketing Communication (IMC). Students then will learn the various tools in digital strategy such as social media marketing, content marketing, Search Engine marketing, search engine optimization and email marketing that could complement the existing IMC. Towards the end of the course, students will be exposed on the ways to analyse and measure online reputation utilizing various digital tools such as Google Analytic and Google Trend. They will also implement the learned digital strategy tools and evaluation in a marketing plan.
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