Objectives

The MA degree programme in Integrated Marketing Communication (IMC) has been created to respond to developments in the way contemporary marketers are communicating with current and prospective customers. Formal academic programs in Integrated Marketing Communications represent a recent trend that is taking root overseas among schools of Business and Communications. In Europe, the Faculty of Media and Knowledge Sciences at the University of Malta is among the first EU institutions to offer such a Masters programme.

Today’s communications environment presents many challenges to managers as they work with their partners to create marketing communications programmes that are strategically on target and maximize their productivity and impact. This program is designed to help managers understand the rapidly evolving world of marketing and communications and to learn how various IMC tools such as advertising, public relations, the Internet and interactive media, direct and database marketing, social media can be combined most effectively to meet an organisation’s marketing communication needs.

The program recognises the increased fragmentation of mass audiences and the escalating challenges associated with effective product differentiation that today’s organisations face. IMC pursues the goal of customer attraction and retention via the creation of effective two-way communication between the organisation and its stakeholders. Students learn about the profitable integration of marketing, organisational structures, information technology and marketing activities that provide a value offering fostering relationships of loyalty.

University of Malta, Valletta Campus
St Paul Street VLT 1216
Tel: +356 2340 7501/2
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