Master of Business (Integrated Marketing Communication) (2 years)

Queensland University of Technology

QUT's Master of Business (IMC) focuses on blending public relations, advertising, promotion, direct marketing, and personal selling strategically to build brand value and make promotional communications more effective with target audiences.As part of this program, you'll acquire the skills to build lasting connections with your audience, boost brand reputation, and ultimately propel business success in today's customer-centric market. To achieve this, you'll delve into fundamental marketing concepts and theories, explore the complexities of the value creation process, and cover topics such as value-based marketing, strategic marketing planning, consumer behaviour, market segmentation and targeting, and marketing mix decisions.You'll also gain a deeper understanding of market research and learn how it plays a pivotal role in guiding strategic business decisions. As a marketing expert in the making, this program will build your market intelligence skills to surpass competitors and achieve business goals. These include learning how to develop a research design that would enable data collection and analysis to address real-world management decision problems.In your final capstone unit, you'll apply the knowledge and research skills you have acquired throughout your studies to a real-world issue. Working independently and collaboratively with fellow students, you'll engage with an industry partner to develop feasible business solutions to help solve their real-world problem or issue.

Faculty of Business and Law

085448J