Master of Business (Integrated Marketing Communication) - Advanced

Overview

• Develop tradeable knowledge and strategic thinking to advance or change your career
• Further your studies beyond a Master of Business, incorporating a thesis, coursework, or a minor in another discipline
• Develop knowledge of strategic integration of public relations, advertising, promotion, direct marketing and personal selling
• Study advertising management, consumer behaviour, marketing management, public relations management and survey research
• Prepares you for a career in consultancies, government or private sector organisations, working in publicity, event management, brand management, advertising or direct marketing.

Details

If you are interested in advertising, promotions or communications, you should consider an Integrated Marketing Communication (IMC) major.

IMC focuses on the strategic integration of the functions of public relations, advertising, promotion, direct marketing and personal selling to achieve brand equity and increase the effectiveness of promotional communications with target audiences.

You will be equipped to confront the fragmentation of mass markets, the explosion of new technologies that give consumers more control over the communication process, the emergence of global markets, and the rapid changes in economic conditions within which organisations operate.

As a graduate you will have the necessary skills and knowledge to make a decision on planning, research and execution of IMC programs to address real business needs.

Career outcomes

You will have the opportunity to take a contemporary qualification into the marketplace. Many graduates begin in consultancies as account executives or in government or private sector organisations performing a variety of roles from publicity through to events management, product launches and brand management. Agency positions for graduates include account managers in advertising, direct, digital and emarketing as well as media roles. Company positions for graduates often include advertising, direct marketing and product management. You then have the opportunity to progress to senior consultant or be part of the senior management team within organisations as part of the strategic planning process.

Units

Example course units

• Advertising Management
• Cases in Integrated Marketing Communication
• Consumer Behaviour
• Integrated Marketing Communication
• Marketing Management
• Marketing and Survey Research
• Public Relations Management
• Project
• Readings in Integrated Marketing Communication

Course design

Students must undertake 192 credit points consisting of 144 credit points of prescribed units and 48 credit points of approved option (elective) units. Non-standardised course progression may result in unit selection difficulties. Students should contact the School of Advertising, Marketing and Public Relations for course progression advice.

Students who have completed an undergraduate degree in a Business related or other cognate degree directly related to the discipline area within the previous five years, may be eligible for exemptions up to a maximum of 48 credit points. For further information on exemptions, please refer to the Master of Business Advanced title page.

Some applicants may require unit substitution where they have studied the equivalent of some introductory units in their undergraduate qualification. Choice of unit substitution is subject to approval by the Subject Area Coordinator.

Course fees

Your actual fees may vary depending on which units you choose. All fees are based on current fixed fee prices. We review fees annually.

Scholarships and financial support

You can apply for scholarships to help you with study and living costs.

View all scholarships