Master of Business (Integrated Marketing Communication)

This course is designed to extend your real-world integrated marketing communication knowledge and skills. You will acquire the skills 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. In undertaking this study area you will also acquire the necessary skills and knowledge to make decisions on planning, research and execution of integrated marketing communication programs to address real business needs. Developed in consultation with industry, our programs incorporate real-world case analysis, activities and workplace projects. You will also benefit from meaningful connections with industry leaders and practitioners as they share their insights into essential skills and attributes needed for professional practice.

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. QUT’s Master of Business has been redesigned to ensure it meets the new quality assurance standards set by the Australian Qualifications Framework for masters by coursework programs. The learning outcomes of the course have been refreshed to provide you with a more engaging and real world learning experience.

Careers and 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.

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