Master of Communication in Integrated Marketing Communication (IMC) | USM

Master of Communication in
Integrated Marketing Communication (IMC)

Digital First. Data Driven. AI Enabled. Future Focused.

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Programme Overview

The Master of Communication in Integrated Marketing Communication (IMC) at Universiti Sains Malaysia is designed for aspiring communication leaders, marketing professionals, entrepreneurs, and industry practitioners who wish to thrive in today's rapidly evolving digital landscape.

Available in both Conventional (Face-to-Face) and Open and Distance Learning (ODL) modes, the program provides flexibility for learners to pursue a world-class postgraduate education while balancing professional and personal commitments.

The program offers a contemporary, industry-relevant curriculum that equips students with the knowledge and practical skills to strategically plan, execute, and evaluate integrated marketing communication campaigns across multiple platforms. Students will explore the strategic integration of advertising, public relations, digital marketing, social media, content creation, direct marketing, sales promotion, data analytics, and emerging communication technologies.

A Curriculum Built for the Future

The IMC program has been continuously enhanced to reflect the demands of a digital-first, data-driven, and AI-enabled communication landscape. The curriculum integrates contemporary topics such as digital transformation, social media strategy, data analytics, consumer insights, content marketing, artificial intelligence (AI), marketing technologies, and strategic communication planning.

Students will learn how to combine creativity with data-driven decision-making while developing the agility required to respond to changing consumer behavior, technological advancements, and industry disruption. The program prepares graduates to lead communication and marketing initiatives in an increasingly connected and technology-driven environment.

Study in the Heart of Kuala Lumpur

Students who choose the conventional mode will attend classes at USM@KL, strategically located at Persiaran KLCC in the heart of Kuala Lumpur's premier business district. Surrounded by multinational corporations, government agencies, media organizations, and communication agencies, the campus provides an inspiring environment for learning and professional networking.

The modern campus features:

Contemporary learning spaces
Technology-enabled classrooms
Computer laboratories
Video conferencing facilities
Discussion rooms & Resource centers
Collaborative workspaces & Student lounges

01 / DIGITAL FIRST

Mastering digital transformation ecosystems, advanced social media platform architecture, and integrated omnichannel media execution strategies.

02 / DATA DRIVEN

Translating core audience insights, digital intelligence metrics, and programmatic analytics directly into high-impact strategic decisions.

03 / AI ENABLED

Integrating artificial intelligence into creative content engineering, modern brand automation workflow, and next-generation social listening tools.

Why Choose USM's Master of Communication in IMC?

Built upon almost 14 years of postgraduate communication education and industry engagement.

Industry-Relevant Skills

The program equips students with advanced knowledge and practical skills in branding, digital marketing, social media communication, public relations, advertising, consumer psychology, data analytics, and artificial intelligence (AI).

Measurable Outcomes

Students learn how to develop integrated communication strategies that drive measurable business outcomes while responding to the opportunities and challenges of the digital economy.

Uncompromised Quality

Whether you choose the conventional mode at USM@KL or the flexibility of Open and Distance Learning (ODL), you will benefit from a curriculum that is digital first, data-driven, industry-relevant, and future-focused.

"In today's fast-changing communication landscape, organizations need professionals who can combine creativity, data, technology, and strategy to build meaningful relationships with consumers. The Master of Communication in Integrated Marketing Communication program at Universiti Sains Malaysia is designed to prepare communication and marketing professionals for this new reality."

GLOBAL NETWORK

Connect with industry leaders, tier-1 practitioners, and global networks embedded right within key economic centers.

FLEXIBLE PATHWAY

Tailor your progression to best suit your personal constraints, active career milestones, and long-term career shifts.

CAPSTONE DELIVERY

Formulate execution targets against live corporate workflows, metrics ecosystems, and multi-channel campaign architectures.

Career Opportunities

Graduates of the IMC program are equipped for leadership and specialist roles across various communication and marketing sectors, including:

AI and Digital Communication Specialist

AI Communication Strategist

Brand and Reputation Manager

Communication and Engagement Manager

Consumer Insights Analyst

Corporate Communication Manager

Creative Campaign Manager

Customer Experience (CX) Specialist

Digital Intelligence Analyst

Digital Marketing Strategist

Digital Transformation Consultant

Integrated Marketing Communication Manager

Marketing Analytics Specialist

Marketing Automation Specialist

Marketing Technology (MarTech) Specialist

Media Planning and Buying Manager

Public Relations Consultant

Social Media and Content Strategist

Strategic Communication Advisor

Programme Structure

The Master of Communication (Integrated Marketing Communication) comprises 42 units of coursework designed to equip students with strategic, analytical, creative, and technological competencies.

Core Courses 30 Units

YSP515 Strategic Branding and Marketing
YSP517 Fundamentals of Integrated Marketing Communication
YSP518 Consumer Psychology
YSP519 Research Methods in Integrated Marketing Communication
YSP520 Content Ideation
YSP521 Brand Touchpoint Management
YSP524 IMC Capstone Professional Project

Elective Courses Choose Any 3

YSP514 Advances in Advertising
YSP516 Social Media Communication
YSP522 Strategic Public Relations
YSP523 Digital Strategies in Integrated Marketing Communication
YSP525 Artificial Intelligence (AI) in Integrated Marketing Communication

WHAT YOU WILL LEARN (Detailed Course Descriptions)

YSP515 Strategic Branding and Marketing

This course examines the strategic role of branding and marketing in creating and sustaining competitive advantage. Students will explore key concepts such as brand identity, brand equity, brand positioning, market segmentation, targeting, and value creation. The course emphasizes integrating branding and marketing strategies within the broader IMC framework and addresses contemporary issues, including digital branding, customer experience management, and brand engagement. Students will develop strategic branding and marketing plans that respond to evolving consumer expectations and dynamic market environments.

YSP517 Fundamentals of Integrated Marketing Communication

This course introduces the concepts, principles, theories, and practices of Integrated Marketing Communication (IMC) in contemporary brand building. Students will explore the evolution of the marketing communication industry and examine the strategic role of IMC in an increasingly digital, data-driven, and consumer-centric environment. The course covers the integration of various communication touchpoints, including advertising, public relations, direct marketing, sales promotion, social media, digital platforms, and emerging communication technologies. Emphasis is placed on developing cohesive communication strategies that deliver consistent brand experiences across multiple channels. Students will also analyze successful local and international IMC campaigns to understand current industry practices, emerging trends, and the profession's future directions.

YSP518 Consumer Psychology

This course focuses on developing advanced knowledge of consumer behavior by drawing on concepts, theories, and models from psychology, sociology, anthropology, and behavioral sciences. Emphasis is placed on understanding the internal factors, such as perception, memory, motivation, emotions, and attitudes, as well as external influences, including culture, society, technology, and economic environments that shape consumer decision-making. Students will examine how consumer insights can be translated into effective Integrated Marketing Communication strategies and gain a deeper appreciation of the outside-in approach that drives customer-centric communication and brand engagement.

YSP519 Research Methods in Integrated Marketing Communication

This course introduces students to the principles and practices of research in Integrated Marketing Communication. It covers the research process, research design, qualitative and quantitative methodologies, data collection techniques, and data interpretation. Students will explore various forms of communication and marketing research, including market segmentation, brand positioning, consumer insight generation, campaign effectiveness, customer experience measurement, and digital analytics. The course also introduces emerging research approaches, including social listening, online consumer behavior analysis, and AI-assisted research tools, to support strategic decision-making in communication and marketing contexts.

YSP520 Content Ideation

This course introduces students to the principles and processes of developing creative and strategic content for Integrated Marketing Communication. Students will learn how to generate ideas, identify compelling brand narratives, and create engaging content that resonates with diverse audiences across multiple platforms. The course covers content strategy, storytelling, creative thinking techniques, audience engagement, and content adaptation for digital, social, and emerging media channels. Students will also explore AI-assisted content creation tools and evaluate their role in enhancing creativity, efficiency, and communication effectiveness.

YSP521 Brand Touchpoint Management

This course focuses on the strategic management of brand touchpoints and media channels within an Integrated Marketing Communication campaign. Students will learn how organizations create meaningful and consistent customer experiences across online and offline touchpoints throughout the customer journey. The course covers media planning, customer journey mapping, omnichannel communication, audience engagement, and the strategic use of traditional, digital, and emerging media platforms. Through case studies and practical applications, students will develop comprehensive communication plans that optimize brand interactions and enhance customer relationships.

YSP524 Integrated Marketing Communication Capstone Professional Project

This capstone course provides students with the opportunity to integrate and apply knowledge acquired throughout the program to address a real-world communication or marketing challenge. Working individually or in teams, students will conduct research, generate consumer insights, identify strategic opportunities, and develop a comprehensive Integrated Marketing Communication plan for an actual client or organization. The project requires students to formulate communication objectives, develop strategic and creative solutions, create engagement platforms, establish performance metrics, and present their recommendations professionally. The course culminates in the production of a complete IMC strategy and implementation proposal.

YSP514 Advances in Advertising (Elective)

This course explores contemporary issues, emerging trends, and strategic developments in the advertising industry. Through seminar discussions, case analyses, and critical evaluations, students will examine evolving advertising practices across traditional, digital, social, and AI-enabled environments. Topics include creative strategy, advertising effectiveness, programmatic advertising, influencer marketing, ethical considerations, and the impact of technological innovations on advertising. Students will analyze industry challenges and propose strategic advertising solutions relevant to current communication environments.

YSP516 Social Media Communication (Elective)

This course aims to develop advanced knowledge and practical competencies in social media communication. Students will examine the social media landscape, platform ecosystems, communication theories, and strategic frameworks relevant to contemporary social media practices. The course explores the strategic use of social media platforms for brand building, audience engagement, community management, content dissemination, and business sustainability. Students will also be introduced to social media analytics, influencer marketing, social commerce, emerging platform trends, and the ethical and legal considerations associated with social media communication.

YSP522 Strategic Public Relations (Elective)

This course introduces strategic public relations as a key component of Integrated Marketing Communication. Students will examine the role of public relations in building organizational reputation, managing stakeholder relationships, and supporting strategic communication objectives. The course covers research, planning, implementation, and evaluation of public relations programs across traditional and digital environments. Students will also develop professional writing skills and create communication materials suitable for contemporary media platforms, including digital and social media channels.

YSP523 Digital Strategies in Integrated Marketing Communication (Elective)

This course examines the strategic application of digital technologies within Integrated Marketing Communication. Students will explore contemporary digital marketing ecosystems, digital consumer behavior, and the role of digital platforms in achieving communication and marketing objectives. The course covers topics such as search marketing (Search Engine Optimization and Google Ads), social media marketing (Meta Ads), content marketing, digital advertising, marketing automation, data analytics, and customer engagement. Students will gain practical exposure to digital tools, earn Google Ads and Meta Ads certifications, and learn to evaluate campaign performance using relevant digital metrics and insights.

YSP525 Artificial Intelligence (AI) in Integrated Marketing Communication (Elective)

This course introduces students to the transformative role of Artificial Intelligence (AI) in Integrated Marketing Communication. Students will explore how AI technologies are reshaping consumer engagement, content creation, digital advertising, customer relationship management, market research, social listening, campaign optimization, and communication analytics. The course examines various AI applications and tools used in the communication and marketing industries while addressing important issues related to ethics, governance, transparency, privacy, and responsible AI use. Through practical applications, case studies, and industry examples, students will develop the knowledge and skills required to strategically integrate AI into communication and marketing initiatives within an increasingly technology-driven environment.

Academic Track & Pathways

Flexible Study Pathways designed to accommodate the diverse needs of working professionals, entrepreneurs, fresh graduates, and lifelong learners.

Ideal for fresh graduates and professionals seeking an accelerated pathway to complete their master's degree within one year.

Semester 1 (Sept Intake)

YSP517 Fundamentals of IMC
YSP518 Consumer Psychology
YSP519 Research Methods in IMC
YSP521 Brand Touchpoint Management
YSP523 Digital Strategies in IMC (Elective)
YSP516 Social Media Communication (Elective)

Semester 2 (March Intake)

YSP515 Strategic Branding and Marketing
YSP520 Content Ideation
YSP522 Strategic Public Relations (Elective)
YSP514 Advances in Advertising (Elective)
YSP525 Artificial Intelligence (AI) in IMC (Elective)
YSP524 IMC Capstone Professional Project

Suitable for students who prefer a balanced study load while completing the program within three semesters.

Semester 1 (Sept Intake)

YSP517 Fundamentals of IMC
YSP518 Consumer Psychology
YSP519 Research Methods in IMC
YSP521 Brand Touchpoint Management

Semester 2 (March Intake)

YSP515 Strategic Branding and Marketing
YSP520 Content Ideation
YSP522 Strategic Public Relations (Elective)
YSP514 Advances in Advertising (Elective)
YSP525 Artificial Intelligence (AI) in IMC (Elective)

Semester 3 (Sept Intake)

YSP523 Digital Strategies in IMC (Elective)
YSP516 Social Media Communication (Elective)
YSP524 IMC Capstone Professional Project

Designed for working professionals who prefer greater flexibility while balancing work, family, and study commitments.

Semester 1 (Sept Intake)

YSP517 Fundamentals of IMC
YSP518 Consumer Psychology
YSP521 Brand Touchpoint Management

Semester 2 (March Intake)

YSP515 Strategic Branding and Marketing
YSP520 Content Ideation
YSP522 Strategic Public Relations (Elective)

Semester 3 (Sept Intake)

YSP519 Research Methods in IMC
YSP523 Digital Strategies in IMC (Elective)
YSP516 Social Media Communication (Elective)

Semester 4 (March Intake)

YSP514 Advances in Advertising (Elective)
YSP525 Artificial Intelligence (AI) in IMC (Elective)
YSP524 IMC Capstone Professional Project

Important Note: Students are required to complete only three (3) elective courses throughout the program. The proposed study pathways serve as a guide to help students plan their studies. Subject offerings may be adjusted from time to time, subject to program requirements and approval by the School of Communication, Universiti Sains Malaysia.

Admission Requirements

A. Bachelor's Degree

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

B. APEL A (Level 7)

Applicants who fulfill the requirements under the Accreditation of Prior Experiential Learning (APEL A) Level 7 pathway may also be considered for admission, subject to University regulations.

Language Requirements (International Applicants Only)

Applicants must fulfill one of the following English language requirements:

Test	Minimum Score
TOEFL iBT	46
TOEFL Essentials	7.5
IELTS	Band 5.5
Cambridge English Advanced (CAE)	160
Cambridge English Proficiency (CPE)	160
Cambridge English Linguaskill	160
Pearson Test of English (PTE)	51
ELS CIEP	108
MUET	Band 4

Exemption: The English language requirement may be waived if English is the applicant's mother tongue/national language, or if the applicant graduated from an institution where English was the medium of instruction.

Study Duration

Mode of Study	Minimum Duration	Maximum Duration
Full-Time	2 Semesters	4 Semesters
Part-Time	4 Semesters	8 Semesters

Fees Structure

Fee Item	Malaysian (MYR)	International (USD)
Registration Fee	330.00	225.00
Personal Bond	-	1,000.00
Tuition Fee	450.00 × 42 Units = 18,900.00	200.00 × 42 Units = 8,400.00
Convocation Fee	200.00	50.00

• The fees stated are applicable at the time of publication and may be revised by the University without prior notice.

• Fees are exclusive of the 6% Sales and Service Tax (SST) imposed by the Government of Malaysia.

Meet Our Academic Team

Learn from Experienced Academics and Industry-Engaged Researchers

Delivered by experienced academics and industry-engaged researchers from the School of Communication, Universiti Sains Malaysia, one of Malaysia's leading communication schools. Learn from experts with diverse specializations in Integrated Marketing Communication, branding, digital marketing, social media communication, consumer psychology, public relations, strategic communication, digital analytics, and Artificial Intelligence (AI) in communication and marketing.