Queensland University of Technology
Master of Business (Integrated Marketing Communications)
- Delivery: Face to Face
- Study Level: Postgraduate
- Duration: 24 months
- Course Type: Master's
Transform into a strategic storyteller who skilfully leads communication and tactics across all marketing channels.
Course overview
QUT's Master of Business (Integrated Marketing Communication) 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.
Key facts
July, 2026
What you will study
The Master of Business is designed in three blocks of study (192 credit points):
- Foundation studies (48 credit points)
- Discipline studies (96 credit points)
- Complementary studies (48 credit points)
Unless otherwise indicated, each unit is worth 12 credit points.
Core units
Complete the following units:
- Consumer Insights for Marketing Success
- Integrated Marketing Communication
- Business Intelligence
- Decisions and Issues in Integrated Marketing Communication
- Digital Strategy and Analytics
- Responsible Enterprise
- Manage Advertising
- Content Creation and Management
- Public Relations Foundations
- Industry, Markets and Stakeholder Capstone (24 CP)
Electives
Complete one of the following units:
- Developing Market Intelligence Skills for Decision Making
- Meaningful Marketing: Value Creation and Customer Engagement
AND
Students must complete four complementary studies units.
Entry requirements
Two-year program
You must have a recognised bachelor's degree (or higher) in any discipline with a minimum grade point average of 4.00 (on QUT’s 7-point scale).
1.5-year program
You must have one of the following:
- A recognised bachelor's degree (or higher) in business or a related discipline with a minimum grade point average of 4.00 (on QUT’s 7-point scale).
- A recognised bachelor's degree (or higher) in any discipline with a minimum grade point average of 4.00 (on QUT’s 7-point scale), followed by at least seven years of full-time (or equivalent) work experience in business or a related discipline.
One-year program
You must have one of the following:
- A recognised bachelor's honours degree in advertising, communication, marketing or public relations with a minimum grade point average of 4.00 (on QUT’s 7-point scale).
- A recognised bachelor's degree plus a graduate certificate both in advertising, communication, marketing or public relations with a minimum grade point average of 4.00 (on QUT’s 7 point scale).
- A recognised graduate diploma (or higher) in advertising, communication, marketing or public relations with a minimum grade point average of 4.00 (on QUT’s 7-point scale).
- A recognised bachelor's degree in advertising, communication, marketing or public relations with a minimum grade point average of 4.00 (on QUT’s 7 point scale), followed by at least seven years of full-time (or equivalent) work experience in advertising, communication, marketing or public relations.
Recognition of Prior Learning
You may be able to have your past studies or work experience count as credit towards your QUT course. QUT call this 'advanced standing'. That means you might not have to complete all the units in your course structure. You may be able to graduate sooner. Exemptions are assessed individually – talk to QUT's Course Consultant for more information.
Outcomes
Career outcomes
QUT's Master of Business (IMC) opens the doors to diverse career opportunities across a variety of industries. With this degree, you'll have the knowledge and skills required to succeed in your preferred field, be it advertising, marketing, communications, public relations, government relations, or any other field. Take control of your future and become a leader in your industry, not just a participant in the conversation.
Possible career opportunities for graduates include:
- Brand manager
- Content marketing manager
- Corporate affairs manager
- Digital marketing specialist
- Government relations officer
- Influencer marketing specialist
- Market research analyst
- Marketing manager
- Public relations consultant
- Social media manager
Fees and FEE-HELP
Indicative 2026 fee: $36,600 per year full-time for 96 credit points (domestic full-fee paying place)
Your actual fees may vary depending on which units you choose. QUT reviews fees annually. They may be subject to increases.
You may need to pay student services and amenities (SA) fees as part of your course costs.
FEE-HELP loans are available to assist eligible full-fee paying domestic students.