Master of Business (Integrated Marketing Communication)

Overview

• Develop tradeable knowledge and strategic thinking to advance or change your career.
• 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.
• Complete in 3 semesters full-time or 6 semesters part-time.
• Opportunity to attain two masters degrees by completing the international double masters program and using exchange studies.

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.

International double masters program

If you would like to attain two internationally accredited masters in about the same time that it would normally take you to get one, you may consider our international double masters program. In an exchange study, you complete part of your degree at one of two leading institutions in Europe. Through cross-crediting of your course content, you are able to obtain the full degrees from both institutions – and you may be able to complete the double degree in the same time that it would take you to complete your QUT Master of Business program. For more information, visit international double degrees.

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 are required to complete 144 credit points of units.

Entry requirements

An undergraduate degree or equivalent with a minimum Grade Point Average (GPA) of 4.0 (on a 7 point scale).

Pathways programs 

Pathways units are designed for academically qualified students who do not meet the language requirements.

The Postgraduate Business Pathway program allows international students who have obtained IELTS 6.0 with no sub-band lower than 5.0 to enter some majors of the Master of Business (BS16) and Master of Business Advanced (BS17) on the condition they undertake two Communication units (QCD111 and QCD211) in the first semester of their postgraduate business course. This option is applicable to following Majors: Strategic Advertising, Applied Finance, Events Marketing and Management, Integrated Marketing Communication, International Business, Marketing and Public Relations.

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.

These scholarships are available for this course:

View all scholarships