MAIMC:
Curriculum Review Discussion

Ye Sun

City U of Hong Kong

12/12/23

IMC Curriculum Review

  • Review of current curriculum

  • Possible revision ideas for discussion

Current IMC Curriculum

Core courses

Current IMC Curriculum

  • Elective courses scheduled for 24/25

Current IMC Curriculum

  • Elective courses on the book but not offered

Current IMC Curriculum (Summary)

Core courses:

  • Research methods: 5104, 6601
  • Advertising: 5401; PR: 5402; Crisis Management: 5403
  • Integrated marketing comm: 5106

Current IMC Curriculum (Summary)

Elective courses:

  • Data Analytics
    • 5506 (Social network analysis)
    • 5507 (Social media data acquisition)
    • 5508 (Media data analytics)
      • new to IMC 24/25
  • Theory/Critical Thinking
    • 5102 (Global media in digital era)
    • 5108 (New media psychology)

Current IMC Curriculum (Summary)

Elective courses:

  • Marketing/Management
    • 5408 (Global promotion & branding)
    • 5110 (Public info campaign management)
    • 5505 (Digital media for e-marketing)
  • “Skill” courses
    • 5502 (Multimedia comm)
    • 5504 (Advanced multimedia) & 5605 (Multimedia practicum)
    • 5509 (Digital visual media)
    • 5503 (Dynamic web comm)

Potential overlaps

  • Content-wise

    • 5402 (PR strategies)
    • 5505 (Digital media for E-marketing)
    • 5110 (Public comm campaign management)
  • Skill-wise
    • 5502 (Multimedia comm), 5504 (Advanced multimedia) & 5605 (Multimedia practicum)
    • 5503 (Dynamic web comm) & 5501 (Internet comm) in CNM

Problems and Challenges

  • Students have complained about course overlaps.

  • Program expansion = Large class size for all courses

  • Sustainable programme development requires up-to-date content.

Solutions

  • Course leaders & instructors discuss potential content overlap and revise course plans

  • Consolidate and update certain courses

Future directions for IMC programme

Integration of AI and entrepreneurship into our program to provide students with a cutting-edge education that aligns with the evolving job market

Potentially, two “streams” as in CNM

  • Data-driven Marketing Communication
-   Or "AI-enhanced Marketing Communication"?
  • Entrepreneurial Marketing Communication

Moving Forward:

For year 24/25:

  • Only “minor changes” are allowed
  • Can update course titles and their contents accordingly to reflect the new directions
    • e.g., rename “Dynamic Web Communication” as “Artificial Intelligence for Communication”
    • e.g., rename “Digital Media for E-marketing” as “Social Media and Content Marketing for Startups” or “Digital Marketing for Entrepreneurs”

Moving Forward:

For year 24/25:

  • Can offer inactive courses on the book
    • e.g., 5112 (Communication Research Seminar): Offer it a pro-seminar on communication research about AI
    • e.g., 5111 (Advanced Marketing Communication): Change the name to “AI Applications in Digital Marketing for Entrepreneurs”
  • Our existing course content can add/reflect some AI-related perspectives or applications.

For year 25/26 and after:

  • New course proposals due in January

Thoughts, comments, questions?

2023 COM Retreat