Master of Communication in Integrated Marketing Communication - School of Communication

This program is offered at SAINS@KL.

Digital-First, Data-Driven, Future-Focused

Integrated Marketing Communication is a contemporary approach in marketing communication that highlights the strategic process used to plan, execute and evaluate measurable brand communications programmes through strategic integration of different media such as advertising, Internet marketing, public relations, direct marketing and sales promotion.

Keeping in line with USM’s motto of “Kami Memimpin” (‘We Lead’) the programme was first introduced in February 2012 at the Institute of Postgraduate Studies USM@KL, Wisma Sejarah, Jalan Tun Razak, Kuala Lumpur. In response to various technological advancement largely driven by the Fourth Industrial Revolution, the programme has undertaken an extensive curriculum review since early 2020, before it was reintroduced in early 2021.

The new curriculum reflects a digital-first, data-driven, real-world ready and future-focused curriculum that specifically designed to produce professionals who can navigate effectively between the analytical and creative challenges of IMC through strategic integration of different media in facing with various demands and challenges of the Fourth Industrial Revolution. Upon completing the course, graduates can pursue careers as media specialists, senior marketing executives, sales and promotion managers, public relations consultants, digital communication experts and senior media planners.

With more than 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, China, Canada, Nigeria, Bangladesh, Libya and Indonesia.

Contact Information:

For detailed information regarding the programme, please contact:
Associate Professor Dr. Hasrina Mustafa
IMC Program Coordinator
T: 60326810091, 60193228232
E: This email address is being protected from spambots. You need JavaScript enabled to view it.

Programme Structure:

The programme requires students to complete 42 units of coursework from the following courses: 

Core subjects:

• YSP517/4 units – Fundamentals of IMC
• YSP518/4 units – Consumer Psychology
• YSP519/4 units – Research Methods in IMC
• YSP515/4 units – Strategic Brand and Marketing 
• YSP520/4 units – Content Ideation
• YSP521/4 units – Brand Touch Point Management
• YSP524/6 units – IMC Capstone Professional Project

Electives (Choose only 3 subjects)

• YSP522/4 units – Strategic Public Relations
• YSP523/4 units – Digital Strategies in IMC
• YSP516/4 Units – Social Media Communication
• YSP514/4 units – Advances in Advertising

Course synopsis

YSP517-Fundamentals of Integrated Marketing Communication

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, before elaborating on the model, theories and process involved in integrated marketing communication. Next, the course discusses on the strategic uses and integration of various integrated marketing communication touchpoints such as advertising, public relations, direct marketing, sales promotion, digital media and others within the MC framework suitable for various marketing situations in the changing and distruptive world. The course also examines best campaign/ organisational practices drawn from various local and international IMC cases.

YSP518 – Consumer Psychology

The course focuses on developing advanced knowledge on consumers, drawing concepts, theories and model from the fields of psychology, sociology and anthropology. Emphasis is placed on understanding the dynamics of consumptions and the internal (e.g. memory, emotions, attitude) and external (e.g. society, economy and culture) factors influencing how consumers think, feel and do. Students will learn to value the outside-in approach that underscores IMC strategies.

YSP519 - Research Methods in Integrated Marketing Communication

This course will introduce and discuss the concept and design of market research in Integrated Marketing Communication. It begins with a discussion on market research design and process, followed by qualitative and quantitative research method. The course will then specifically look into the different techniques of market research according to the needs of the organization such as market segment research, brand positioning research, new market research, advertising effectiveness research and others.

YSP515 - Strategic Branding and Marketing

Students will be exposed to different aspects of branding and marketing, as well as important concepts such as brand equity, brand identity, marketing analysis and segmentation. Students will also learn different branding and marketing strategies as well as their functions in the Integrated Marketing Communication (IMC). Students are required to develop a strategic branding and marketing plan based on the knowledge that they have acquired.  

YSP520 – Content Ideation

In this course, students will first learn the key principles and strategies in developing creative content for Intergrated Marketing Communication. Students will be nurtured to conceptualise creative and value-added messages to attract and retain customers, as well as in achieving the marketing objective. Students will then commence with the Big Idea to craft content for cross-channel media that are tailored to specific target audience in engaging conversations and foster purchasing behaviour. Students will then analyse the various creative approaches in communicating with the targeted audience.

YSP521 - Brand Touchpoint Management

The course describes the process of brand touchpoint management and media planning in an integrated marketing communication campaign.  In line with new media technology developments, students are exposed to the dynamics of new media and their roles in the strategic planning of    contact points for an effective marketing campaigns. Emphasis is given to the development of comprehensive media plans for an IMC campaign  based on the models, concepts and principles of media planning. Case studies will be used as a tool of discussion in the course.

YSP524 - Intergrated Marketing Communication Capstone Professional Project

This course provides the opportunity to bring all course learning together to develop an integrated marketing communication program for a real-world client. This course helps students to understand consumers, uncover brand building insights, identify an integrating idea, hold a strategic work session with the client, and develop a winning message strategy that includes creative content, consumer engagement platforms and measurement. Students are also required to present and convince clients in winning brand portfolio. At the end of the course, student will proceed with a complete IMC strategy plan and a showcase of execution.

YSP522 - Strategic Public Relations

This course is designed to introduce strategic public relations as a professional practice and an understanding of the various aspects of public relations as a subfield contributing to Integrated Marketing Communication. Strategic public relations will include the process of researching, planning, and communicating to achieve organisational goals. Students will also develop their writing skills and produce a variety of media content to connect public relations with modern media. 

YSP523 - Digital Strategies in Integrated Marketing Communication

The course commences with an introduction to the current digital marketing landscape before elaborating on the main facets and framework of digital strategy in Integrated Marketing Communication (IMC). Students then will be practically exposed to various digital marketing tools that can be used to achieve the overall IMC campaign objectives. At the end of the course, students will learn on the ways to evaluate and analyse digital marketing campaign performance.

YSP514 - Advances in Advertising

The seminar approach in this course ensures that students are able to debate and analyze issues in regards to advertising. For each lecture, students will analyze and discuss selected issues concerning various perspectives, current trends and advertising industry practices. Through this analysis and discussion, students will be asked to review and provide suggestions for developing a communication strategy involving advertising perspectives. Students will also provide a detailed report on the selected issues. At the end of the course, students will gain insight into the dynamics of the Malaysian advertising industry and the world.

YSP516 - Social Media Communication

Overall, the course aims to enhance knowledge and develop advanced and practical skills in social media communication. The course begins by elaborating on various facets of social media communication, namely social media landscape, network and platforms before discussing on related theories, models and strategic framework of social media communication. Then, the course addresses explicitly on the practical uses of various social media tools such as Facebook, Instagram, YouTube etc. in the context of integrated marketing communication towards achieving long-term profitability and sustainability of businesses. At the end of the course, the students will be exposed to pertinent topics of social media influencers, analytics as well as laws and ethics of social media. 

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 Year)

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

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

Applicants should possess the following:

1. Bachelor's degree
2. CGPA of at least 2.75 / 4.00; or
3. CGPA between 2.50 - 2.74 with the following additional conditions: or
4. a) Research experience for at least one year; or
   b) Work experience in related field for at least one year; or
   c) At least one (1) academic publication in the relevant field; or
   d) Grade B for major / elective courses; or
   e) Grade B+ for final year project
5. CGPA between 2.00 - 2.49 (Bachelor's Degree with Honours) with the following additional conditions: or
6. a) Research experience for at least five (5) years; or
   b) Work experience in related field for at least five (5) years; AND
   c) At least one (1) academic publication in the relevant field; or
   d) Grade B for major / elective courses; or
   e) Grade B+ for final year project

B. APEL A (Level 7)

(Applicable for International Applicants Only)

• A minimum score of 46 in Internet-based TOEFL (Test of English as a Foreign Language); or
• A minimum score of 7.5 in TOEFL Essentials (Online); or
• A minimum of Band 5.5 in IELTS (International English Language Testing System); or
• A minimum score of 160 in Cambridge English Advance (CAE); or
• A minimum score of 160 in Cambridge Proficiency Advance (CPE); or
• A minimum score of 160 in Cambridge English: Linguaskill Online); or
• A minimum score of 51 in Pearson Test of English (PTE); or
• A minimum score of 108 for CIEP Level (ELS); or
• A minimum of Band 4 in MUET (Malaysian University English Test)

Exemption can be given if:

• 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 instruction is English

**Candidates will be interviewed by the Selection Panels.

• Full-time: Min 2 semesters / Max 4 semesters
• Part-time: Min 4 semesters / Max 8 semesters

• April & October 

** Fees are subject to change