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)

ADMISSION REQUIREMENTS

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)

LANGUAGE REQUIREMENTS

For batch before January 2021, CLICK HERE

Timetable Semester 1 2024/2025

• Full-time Students on Weekdays 
• Part-time Students at Weekends

Slot Selection for Semester 1 2024/2025

• YSP516 - Slot A on Weekdays
• YSP516 - Slot B at Weekends

• YSP518 - Slot A on Weekdays
• YSP518 - Slot B at Weekends

• YSP521 - Slot A on Weekdays
• YSP521 - Slot B at Weekends

• YSP523 - Slot A on Weekdays
• YSP523 - Slot B at Weekends

Timetable Semester 2 2023/2024

• Full-time Students on Weekdays 
• Part-time Students at Weekends

2020

1. Film-Induced Tourism: An Analysis of Malaysia Outbound Tourist Motivation and Satisfaction for Film-Induced Tourism in South Korea by Atiqah Binti Mior Ahmad

2. Football Fever: Relationship Between English Premier League and Consumer Behaviour Among Malaysian Consumers by Cheam Zi Yang

3. The Effects of Binge-Watching Motives on Traditional Television Viewers in Malaysia by Fahri Ahmed

4. Driving Factors of Viral Content: A Qualitative Study Among Digital Practitioners by Goh Chui Ying

5. Understanding Pragmatic Approach to Corporate Philanthropy: A Case Study of Yayasan Sime Darby by Hartini Binti Awang

6. Investigate MAS (MH370) Crisis Management Strategy: An Application of the Situational Crisis Communication Theory (SCCT) by Kow Jia Qi

7. Examining Crisis Communication Strategy: A Case Study Of Samsung Note 7 Explosion by Kow Jia Ying

8. Employment of Ex Drug Addicts As CSR Initiative: Employer Perspective by Muhammad Hasif Bin Azizan

9. A Study of Urban Malaysian Youths’ Attitude Level towards Automated Text Based Conversational Chatbots by Ahmed Siffat Naveel Nur

10. Situasi Kesihatan Mudah Alih (Mhealth): Sebuah Kajian Kualitatif Memahami Niat Dan Pengalaman Penggunaan Mhealth Dalam Kalangan Belia Di Malaysia by Nur Lela Binti Zulkipli

11. Memahami Kesan Kesepadanan Imej Selebriti, Imej Pelancong Dan Imej Destinasi Terhadap Niat Untuk Melancong Dalam Konteks Pelancongan Islam Menggunakan “Extended Meaning Transfer Model” by Nurul Ain Binti Md Ros

12. An Exploratory Analysis of Malaysian Generation Y’s Consumer Style Inventory for Male and Female Market Segments by Robyn Jayne Lopez

13. Understanding the Factors Influencing Malaysian Travellers Purchase Travel Packages Through Online Travel Agencies (OTAs) by Sandy Ong Sin Yi

14. Analysis on the Effectiveness of NCBL's (National Community Basketball League) Brand Positioning through the Perception of Basketball Players in Malaysia by Tan Sophine

15. The Effect of Jingle Modification and Slogan On Brand Responses (Attitude and Recall) by Wan Faeeza Binti Hussain Sadri

16. Understanding Factors Influencing Consumer Purchasing Behaviour of Luxurious Brand: A Veblenian-Social-Psychological Model by Khor Chia Xin

17. Investigating the Relationship between Consumers’ Sustainability Beliefs, Attitude towards Online Sustainable Fashion, Purchasing Intention and  Behaviour of Sustainable Fashion Brands by Tan Hock Guan

18. Understanding Generation Y's Online Purchasing Decision on Baby Products: An Approach on Technology Acceptance Model (TAM) by Lim Jo Ann

19. Understanding Pragmatic Approach to Corporate Philanthropy: A Case Study of Yayasan Sime Darby by Hartini Binti Awang 

2021 

20. Gen Y and Gen Z Attitude towards the Intention to Purchase Green Cosmetic Products in Malaysia: An Investigation Based on Theory of Planned Behavior by Maria Valantine Rao A/P Subaramaniyam 

21. Integrated Marketing Communication Touchpoints and Its impact on Chinese Students’ Intention to Study in Malaysian Institutions of Higher Education by Wang Dong

22. Understanding the Relationship between Motives, Usage Intensity of WeChat and Subjective Well-Being by Chen Hong

23. Motives of Free-To-Play (F2P) Mobile Games Usage and Its Impact on The In-Game Purchase Behaviour of Malaysian Smartphone Users. Investigation Based on Uses and Gratification Theory by Muhammad Sufi Hakim Bin Idrus

24. Measuring the Impact of Parent Brand Equity on Brand Extension: A Case of Coach in Malaysia by Lin Yuanyuan

25. Effects of Past Experience Valence and Negative eWOM Extremity on Consumer's Purchase Intention: A Study on AirAsia by Carmen Goo Hsu Yue

26. Nijigen Culture, Artefact Consumption and Purchasing Habits Among Gen Z by Lee Wei Kian

27. The Perception Of Halal Health & Beauty Products Among Non-Muslim Consumers by Bryan Teoh Sze Wei

28. Predictive Factors in the Adoption of Fintech in Nigeria: A Focus on Cryptocurrency by Adebayo Nurudeen Mayowa

29. An Exploratory Study: The Usage of Social Media Marketing in Business to Business (B2B) in Malaysia by Norbaidzuri Binti Mohd Yusoff

30. The Moderating Effect of Self-Esteem in the Relationship between Social Media Usage and Conspicuous Consumption by Liew Kar Mun

31. Measuring the Influence of Social Media Engagement on Brand Loyalty: A Study on the Automotive Industry in Malaysia by Pooja Nair a/p Haridas

32. The Proustian Phenomenon in Fast Food Branding: The Elicitation of Meanings in the Scent of KFC Among University Students by Khairul Azrin Bin Khalifah

33. Investigating The Relationship Between Customer Service and Customer Satisfaction In Revisit Intention To Malaysia: Edu-Tourism Program by Yuzrifa Binti Mohd Jalani

34. The Effect of Parental Mediation Strategies on Malaysian Toddlers' YouTube Consumption and Behavioural Development by Subasiri A/P Ramakrishnan

35. The Perception of Celebrity as Product Endorsers towards Purchase Intention in Malaysia by Aiman Ariff Bin Khairuddin

36. Muzik, Nostalgia dan Penglibatan Jenama Kes Studi Terhadap Pendengar Radio Klasik, Radio Televisyen Malaysia (RTM) by Wan Maslinda Binti Md Ali

37. Exploring the Profile, Perception and Experience in Political Consumerism Amongst Millennial Indian Consumers: A Case of Patanjali Ayurved by Karthika A/P Kumar

38. A Study on Celebrity Worship through Social Media on Self Concept Among Young Females by Subaashini A/P Thankarajo

2022 

39. The Influence of Sensory Perception on the Consumer Values, Consumer Satisfaction, and Post-Purchase Behavior by Mohammad Aizat Bin Adnan

40. A Qualitative Exploration of ‘Femvertising’: The Perception of Malaysian Female Consumers by Nur Amirah Hani binti Mohd Azmi

41. Mapping the Moments of Truth of Consumer Decision Journey in the Light of Covid-19 Pandemic by Nada Abdullah Zawia

42. Uses of Social Media Marketing and Its Strategies Among SMEs In China: A Study on Online Education and Training Companies by Zhou Liang

43. The Impact of Creative Process on Advertising in Building Creative Outcome: A Qualitative Study by Siti Sarah Binti Ab Rahman

44. The Role of e-Health Literacy from Social Media and Knowledge of HIVAIDS on HIVAIDS Preventive Behaviours by Razlan Bin Abd Rauf

45. Kajian Penerimaan Pelaksanaan Government Online Services Gateway (GOS Gateway) Dalam Kalangan Masyarakat Di Kawasan Lembah Klang by Noor Diana Hayati Binti Kamudin

46. Understanding Malaysians’ Usage of Dating App: A Case Study Among Youth in Klang Valley by Franky Noventus

47. Research on the Influence of Beauty Opinion Leaders on Consumers' Purchasing Intention in Chinese Social Media by Wu Jing

48. Understanding the Relationship between Perceived Fit Dimension on Brand Loyalty and Purchase Intention: A Case Study of UNIQLO'S Co-Branding Strategies in China by Zhao Qiyu

49. The Motives and Factors that Influence Attitudes towards Chatbots Among Malaysian Youth Consumers in E-commerce Malaysia by Ooi Soon Kee

50. Attributes in Online Consumer Review that Affects Online Airbnb Booking Intention Among Citizen in Malaysia by Lin Siew Chin

51. Sosiobudaya, Jangkaan dan Pengalaman Penggunaan Aplikasi Dating: Kajian Kualitatif Dalam Kalangan Pelajar Institut Pengajian Tinggi di Malaysia by Tharini Kaliamal Ragu

52. E-wallet Adoption: Factors Influencing E-wallet Usage Among Malaysian Customers by Chow Jeng Mun

58th Convocation Ceremony - Master of Communication in Integrated Marketing Communication