Master of Arts in Strategic Marketing Communication

Master of Arts in Strategic Marketing Communication

1. Provide a unique combination of marketing and communication courses by offering a curriculum that integrates both marketing and communication disciplines, and giving students a comprehensive understanding of how these two areas intersect and complement each other in the field of strategic marketing communication.
2. Foster the adoption of the latest marketing communication advancements by keeping students up-to-date with the latest advancements in marketing communication, and providing them with the knowledge and skills needed to leverage emerging technologies, platforms, and strategies in order to effectively communicate marketing messages to target audiences.
3. Nurture students to explore, elaborate, and develop communication strategies by encouraging students to think critically, analyze marketing communication challenges, and develop effective strategies to address them. Through real-world case studies and situations, students will have the opportunity to apply their marketing skills and knowledge to develop innovative and impactful communication strategies.
4. Equip students with specialized marketing communication skills by equipping students with a strong foundation in marketing and communication, enabling them to develop specialized skills in areas such as brand management, digital marketing, integrated marketing communication, and public relations.
5. Prepare students for diverse careers in marketing technology and communications by preparing students for a wide range of career opportunities in marketing technology and communications. By providing them with a solid understanding of industry trends, best practices, and innovative approaches, students will be well-equipped to handle the challenges and demands of the ever-evolving marketing landscape.
6. Foster critical thinking and problem-solving abilities by developing students’ critical thinking and problem-solving abilities through the analysis of real-world marketing communication challenges. By applying theoretical frameworks and practical knowledge, students will develop the ability to analyze complex situations, identify communication gaps, and propose effective solutions.

1. Demonstrate a comprehensive understanding of strategic marketing communication.
2. Develop and implement effective marketing communication campaigns.
3. Utilize technology and digital platforms to enhance marketing communication strategies.
4. Apply managerial skills to plan and execute marketing communication initiatives.
5. Demonstrate creativity and problem-solving skills in the global marketplace.

• Public Relations Specialist
• Marketing Communication Specialist
• Marketing Technology Specialist
• Digital marketing operations manager
• Marketing automation specialist
• Marketing database architect
• Marketing analytics, insights, and science professional
• ecommerce Marketing Manager
• Omnichannel Manager
• Global Brand Governance & Automation Manager
• Growth hacker
• Marketing Technology Innovation Analyst
• Marketing Operation Manager
• Marketing technologist
• Data and Tech Practice Lead
• CRM Execution Manager
• Marketing Manager, Analytics, Operations and Optimization
• Marketing Automation Specialist
• Demand Generation Manager

1. Hold a recognized Bachelor’s degree, or an equivalent qualification; and
2. Satisfy one of the following Chinese language requirements if the qualification obtained is from a university or institution where the medium of instruction is NOT Chinese:

• Hong Kong Diploma of Secondary Education (DSE): Level 3 in Chinese Language; or
• Hanyu Shuiping Kaoshi (HSK) (漢語水平考試): Level 5 or above; or
• Putonghua Shuiping Ceshi (PSC), State Language Affairs Commission (國家語言文字工作委員會普通話水平測試): Level 2-B or above; or
• Other equivalent Chinese proficiency qualifications; AND

3. Satisfy one of the following minimum English language requirements:

• CET-4 (College English Test Band 4) in mainland China: A score of 425 or above*; or
• Bachelor’s degree obtained is from a university or institution where the medium of instruction and/or examination is English; or
• Other equivalent English proficiency qualifications to the above.

Note:

*For CET scores obtained before June 2005, the College will require applicants to request their universities or institutions to send a verification email, along with the scores, via an official email address directly to us.

(We encourage prospective students to carefully consider their qualifications before applying. A cognate undergraduate degree or significant work experience in the relevant field is strongly recommended, as this Programme is rigorous and demands a solid foundational understanding. Meeting these prerequisites will help ensure you are well prepared for success.)

1. Understand the art and science of strategic decisions in marketing communications in the digital age.
2. Apply creative strategy to explore frameworks for building and executing marketing communications strategically
3. Relate the management decision-making process and communication strategies to achieve the organization’s communication goals.
4. Develop a strategic marketing communication programme by bridging the fundamentals of strategic marketing communications with new tactical approaches across the communication spectrum.

1. Understand the emerging development of AI and technologies for marketing.
2. Understand the importance of technologies in different marketing aspects.
3. Create marketing campaign through utilise marketing technologies.
4. Evaluate the results of campaign through technologies.

1. Demonstrate a Comprehensive Understanding of Digital Marketing Principles and Trends Develop and Implement Effective Digital Marketing Strategies
2. Utilize Digital Platforms and Emerging Technology
3. Apply Strategic planning and Execution Skills in Digital Marketing
4. Adapt Digital Marketing Strategies to Emerging Challenges

1. Demonstrate an understanding about design an innovative research plan, to explore the implication of digital marketing communication application and development.
2. Implement research techniques to engage in the exploration of marketing communication-related issues with compliance of research ethics.
3. Apply research insights for application and further studies.

1. Demonstrate a comprehensive understanding of strategic PR campaign design.
2. Develop and implement effective PR campaigns.
3. Apply managerial skills to plan and execute PR campaigns.
4. Demonstrate creativity and problem-solving skills in the process.

1. Identify and analyze the challenges of crisis communication from the organizational management perspective.
2. Assess how crisis communication fits into the strategic management and decision-making of an organization.
3. Relate the management decision-making process and communication strategies to apply to communication.
4. Develop effective crisis communication programmes to cater the communications needs of various stakeholders in real contexts.

1. To analyze the vision, mission, strategy, and tactic that a corporate adopts, which compose the culture and personality of a corporate.
2. To judge how a corporate makes its culture through inner communication and external stakeholders.
3. To justify how a corporate deal with the external stakeholders, including customers, suppliers, clients and regulators, through effective communication skills through global cases.
4. To be capable to negotiate with the stakeholders for win-win scenario and delve into case studies to see how a corporate should react to the issue, no matter they are local cases or cases of the international corporations.

1. To apply the principles and strategies of Integrated Marketing Communications (IMC) to conduct comprehensive and cohesive marketing campaigns across various channels and platforms.
2. To leverage data analytics and measurement techniques to evaluate the effectiveness of IMC activities, conduct data-driven optimization, and demonstrate return on investment (ROI).
3. To evaluate the role of effective communication in shaping and maintaining corporate culture in the context of IMC and event production.
4. To integrate event production elements into IMC strategies and use technology and innovative methods to create immersive and impactful brand experiences.

1. Understand the changing roles and skills of management in the emerging communication landscape and marketing environment
2. Create and distribute content for various platforms using multimedia and interactive tools.
3. Employ creative techniques and problem-solving skills to enhance audience engagement with communication materials.
4. Apply managerial and practical skills to enhance user experience, from conceptualization to implementation of multi-platform programming.

1. Identify data parallelism to be exploited in large-scale data processing problems.
2. Implement data parallel algorithms using techniques covered in the course.
3. Explain the internal mechanisms of the Hadoop framework.
4. Design scalable solutions to a real-world problem and sufficiently provide rationalization to the design decisions.
5. Analyze existing big data solutions deployed in the real-world settings through case studies in communication and the media sector.

1. Demonstrate a Comprehensive Understanding of Social Identity and Brand Management.
2. Develop Strategic Brand Management Plans Integrating Social Identity.
3. Leverage Digital Platforms and Technology to Enhance Brand Communication.
4. Apply Proficient Strategic Planning and Execution Skills in Brand Management.

1. Understand the board concept of processes of strategy development and marketing planning.
2. Apply marketing knowledge and techniques to address specific business problems and market opportunities in the changing business environment.
3. Relate strategic planning process and digital business tools to apply marketing management.
4. Develop and contribute to implementing a strategic marketing programme.

1. Demonstrate a good understanding and practice of theories relating to innovative marketing, consumption trends and the creative industries.
2. Master the key concepts of innovative multi-channel marketing and relate them to contemporary mainstream infotainment business.
3. Create innovative marketing strategies for a variety of infotainment businesses.
4. Comprehend the consumption needs of the audiences and consumers of the mainstream infotainment business in the Greater China region.

1. Develop critical skills to explore digital media, including understanding the properties and characteristic differences among various digital media and storytelling methodologies.
2. Choose digital media appropriately as a delivery option for story-based instruction.
3. Use the main features and functions of the media software application.
4. Develop a range of tools and techniques to make various forms of digital storytelling. Apply the insights of the theory of arts tech for further studies and career development.