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Institute of Marketing Communication
English

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Full-time Master's Program

Required course

Foundational Course

Seminar on marketing communication

 (required for both terms)

Core prerequisites

Theory (any 4)

Methodology

Practice (any 1)

Media technology and society

Communications research methods

Creative design of networking multimedia

Branding

Taught by English 

Qualitative research methods

Strategic writing

Marketing communications strategy

Taught by English 

*Applied Statistics in communications

Advertising creativity

Computer-mediated communication

   

Consumer psychology and behavior

   

Marketing management

   

Media effects research

   
 

* Students who plan to use quantitative methods for their thesis are required to take ‘Communications Research Methods’ and ‘Applied Statistics in communications’. Students who plan to use qualitative methods are only required to take ‘Qualitative Research Methods’.

Foundational Electives

Module 1: Digital Marketing

Digital marketing

Entertainment marketing and media

Social business management and IT governance

Social commerce

Social media marketing

Taught by English 

Mobile communication and commerce

Advertising effectiveness

Marketing decision-making

Word-of-mouth communications online

New business development and financial planning

Project management in communication industries

Human resource management in media organization

Information and society

Information literacy and ethics

Internet service marketing

Studies in digital video and public service broadcasting

Personal technology management

Internet communications and news

Corporate communication

Independent studies in media globalization

Communications technology and city marketing

MICE marketing and communication technology

Professional and technical communication

Independent studies in internet TV

Independent studies in Web 2.0 industry

Privacy and surveillance in the digital age

Information technology and E-government

Independent studies in information technology and society

Branding and social media commerce

Information technology policy and law

Digital Content Analysis and Social Network Analysis

Module 2: Social Cultural Marketing

Mass communication theory

Advertising and culture

Organization communication

Social media and society

Marketing theories and applications

Marketing research methods

Campaign strategies and political marketing

Media management

Theories and practice in public relations

Media and public affairs

Cultural economy and consumption

Media effects

Seminar in international advertising

Crisis communication

Independent studies in service marketing

Independent studies in audience attitude theories

Independent studies in behavioral decision marketing

Children and advertising

Service marketing
Taught by English 

Social marketing

Independent studies in social marketing

The audience in media and communications

Gender and consumer culture

Media in China

New Media and National Development in China

Advanced Research Methods for Communications

 
 

To acquire the full-time MBA degree, a student must fulfill the following requirements:

1A minimum of 38 credits of graduate work including all foundation, required and elective courses:

Foundation courses

2 credits

Core courses

18-21 credits

Elective courses

15-18 credits

Total

38 credits

2A minimum cumulative average mark of 70.00 on the 100 scale.

3Master thesis.

4English Requirements.

  • Students wishing to apply for MA interview must pass the English Aptitude Exemption Requirements:

(1)Proof of being a foreign college student from English speaking nations.

(2)Having experience in being a foreign exchange student in English speaking nations.

(3)Students must have a TOEFL IBT score of 80 or above. (This grade is equivalent to the score of 213 in TOEFL CBT, and that of 550 in TOEFL PBT. Grades are no validity).

(4)Students must have a TOEIC score of 700 (Grades are no validity).

(5)Student must pass high-intermediate level in GEPT (General English Proficiency Test).

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