POSTGRADUATE  PROGRAMME

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.

(Detail Info)

The Master of Arts (Communication) offers a combination of taught courses and research work. This program consists of 70% research and 30% taught courses. The courses will prepare students with the knowledge and skills required for conducting in-depth research before they undertake independent research on any topic related to communication. Students will master both quantitative and qualitative research methods and develop a sound understanding of major communication theories to advance knowledge in related areas in communication and media such as journalism, public relations, advertising, new media and film studies. The mixed mode program is ideal for students who enjoy research activities and aspires to be communication scholars or academics in the future.

This mode provides students with the opportunity to develop a sound understanding of major communication theories and research specifically in the study of journalism, communication and societal issues, technology, media and culture.

Course Structure

Students are required to complete 40 units comprising three core courses and a dissertation.

YSK501/4
- Advanced Communication Theory.

YSK502/4
- Quantitative Communication Research Methods.

YSK505/4 - Qualitative Communication Research Methods.

YSK510/28 - Dissertation

Dissertation (28 units)

Candidates are required to conduct a research in a communication-related area under the supervision of an academic staff and write a dissertation.

The research mode for Master of Arts and Doctor of Philosophy cater to students who possess a strong theoretical background and wish to undertake independent research. Candidates will complete their theses by working under the supervision of one or more faculty members. Masters candidates are required to present their proposal within six months of their registration date, whereas the Doctoral candidates are required to present their proposal within one year of their registration date.

Admission Requirements
Applicants should possess the following:

Master of Arts

A Bachelor's Degree (with Honours) in related areas.

A minimum CGPA of 2.75/4 or equivalent.

Degrees awarded by local private institutions of higher learning including those awarded under any collaborative/franchising schemes with local or international partners must be accredited by the Malaysian Qualifications Agency (MQA).

International applicants are required to have a minimum score of 550 in Paper-based TOEFL (Test of English as a Foreign Language); or a minimum score of 213 in Computer-based TOEFL (Test of English as a Foreign Language); or a minimum score of 80 in Internet-based TOEFL (Test of English as a Foreign Language); or a minimum score of 6.0 in IELTS (International English Language Testing System). Results must be attached with the application form.

Doctor of Philosophy by research mode (Fulltime) & (Part Time)

The research mode for Master of Arts and Doctor of Philosophy cater to students who possess a strong theoretical background and wish to undertake independent research. Candidates will complete their theses by working under the supervision of one or more faculty members. Masters candidates are required to present their proposal within six months of their registration date, whereas the Doctoral candidates are required to present their proposal within one year of their registration date.