Postgraduate
Master of Communication (Integrated Marketing Communication) - Coursework
This programme is only offered in Kuala Lumpur
The USM's Integrated Marketing Communication (IMC) postgraduate programme offers applied learning that uniquely combines the rigours of both persuasive communication and marketing. The programme has been specifically designed to produce decision makers who can navigate effectively between the analytical and creative challenges of IMC. Students will master the principles of IMC and develop skills and knowledge that will allow them to strategically integrate various communication functions such as public relations, advertising and promotions towards developing consumer-centric, result-oriented marketing communication solutions. The programme will provide excellent platform for a professional career as a media specialist, senior marketing executive, sales and promotion manager, public relations consultant, account manager, corporate communication expert and senior media planner.
The programme requires students to complete 43 units of coursework from the following courses:
- YSP501/3 – Principles and Practices of IMC
- YSP502/3 – Consumer Psychology
- YSP503/3 - Marketing Management
- 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
- YSP511/3 – Strategic Media Management
- YSP512/10 – IMC Research Project
Course synopses
- YSP501/3 – Principles and Practices of IMC
This course emphasises the concepts, principles and practices of marketing communication in building brands. Among others, students will examine the various IMC tools that are most effective for different marketing situations. Through case studies students will analyse best practices in implementing IMC by local and international organisations.
- YSP502/3 – Consumer Psychology
Understanding the 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, attitude) and external (e.g. social, economy 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. This course will answer questions such as: How are brand images formed? What are the most effective strategies in enhancing consumers’ memory of communication messages? What are the effects of cultural and social factors in the processing of information? What are the psychological factors that could influence the long term relationship between the consumer and the brand?
- YSP503/3 - Marketing Management
Marketing is one of the organisational functions that help organisations define their target customers and identify the best way to satisfy the customers’ needs and wants competitively and profitably. Students in this course will grasp the roles of marketing management in enhancing business performance by applying market oriented strategies. The importance of delivering customer satisfaction, responding to market diversity, real new product development, real-time marketing, one-to-one marketing and recognizing global challenges will be emphasised.
- YSP504/3 – Research Methods in IMC
This course will introduce and discuss the conceptual, methodological and analytical techniques of conducting research in IMC. It begins with a discussion on the importance of systematic research and the research process. The course will specifically look into the methods and techniques of data collection such as experiment, survey, theatre testing and day after recall, focus group interview, readibility testing and copy testing.
- YSP505/3 – Brand Management
The course commences with an introduction to the scope and facets of brand management, and important concepts in brand management such as brand equity and brand identity. Students then 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. Students will also learn how to use the IMC approach in promoting the brand. Towards the end of the course, students will examine various brand measurement tools.
- YSP506/3 – Data Analysis in IMC
The course begins with a brief introduction to statistical concepts and analysis and proceeds with topics on data preparation and data cleaning for statistical analysis. This is followed by a discussion on the linkage between levels of measurement and techniques of statistical analysis. It also elaborates on the careful selection and application of 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 emphasise on planning, administration, effective management, organisational reputation, media and stakeholders’ relations, publicity methods and effective communication.
- 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. Next students will learn how to effectively manage messages by considering both the brand’s and consumers’ requirements. 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. At the end of the course, students will analyse the various approaches in communicating with the international audience.
- 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. Emphasis is given on the process, planning, management and evaluation of international advertising as well as the effects on promotional culture.
- YSP510/3 – Issues in IMC
The course utilises seminar sessions to encourage debates and analysis on issues in IMC. In each session, students will analyse an issue based on various perspectives and practices in the industry. Students will be required to provide a critical analysis and provide suggestions on how to develop effective communication strategies. As part of the course requirements, students will submit a detailed report on a selected issue. At the end of the course, students will have an in-depth grasp of the dynamics in Integrated Marketing Communications.
- YSP511/3 – Strategic Media Management
The course describes the process of media planning in IMC. In line with new media technology development, 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 based on the models, concepts and principles of media planning. Case studies will be used.
- 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. Students can choose research topics in related areas in IMC, conduct extensive review of literature pertaining to the topic and eventually carry out the research under the supervision of a lecturer. At the end of the course, students are required to produce a research report to fulfil their degree requirement.