P18
MSc Marketing
理學碩士(市場營銷學)

Year of Entry

2019

Application Deadline

Local & Non-local : 28 Feb 2019

Mode of Study

Combined

Mode of Funding

Non-government-funded

Indicative Intake Target

100

Minimum No. of Credits Required

30

Class Schedule

Weekday daytime and/or evening and Saturday daytime. One Semester or Intensive teaching mode.

Normal Study Period

Full-time: 1 year
Part-time: 2 years

Maximum Study Period

Full-time: 2.5 years
Part-time/Combined mode: 5 years

Mode of Processing

Applications are processed on a rolling basis. Review of applications will start before the deadline and continue until all places are filled. Early applications are therefore strongly encouraged.
Programme Leader
Dr John Wai Keung Leung
PhD
(852) 3442 8391
(852) 3442 0346
General Enquiries
MKT General Office
+852 3442 4270
+852 3442 0346
Outline
Programme Aims and Objectives

This programme is suitable for:

  • those who are interested in starting or further developing their business careers in marketing;
  • those who intend to improve their analytical skills in making marketing decision;
  • those who plan to pursue higher academic qualifications such as a PhD programme;
  • those who have a strong background in a professional area (e.g. finance, engineering) but still want to enhance their understanding of customer behaviour and grasp more market opportunities to expand their businesses.

This programme is designed to nurture marketing professionals and entrepreneurs. After completing this programme, students should be able to:

  • acquire advanced knowledge of marketing philosophy, principles and techniques;
  • develop critical awareness of contemporary strategic marketing issues from international perspectives;
  • apply analytical tools including state-of-the-art software commonly used in marketing to respond operationally in dynamic, complex marketing environments and to make sound marketing decisions;
  • develop a keen social conscience, through application of high ethical standards in the field of marketing.
Entrance Requirements

Applicants must:

  • hold a recognized bachelor's degree, or equivalent.
  • preferably possess over 2 years of working experience in business.

 

Applicants whose entrance qualification is obtained from an institution where the medium of instruction is not English should also meet the following minimum English proficiency requirement:

  • A score of 550 (paper-based test) or 59 (revised paper-delivered test) or 79 (Internet-based test) in the Test of English as a Foreign Language (TOEFL); or
  • an overall band 6.5 in International English Language Testing System (IELTS); or
  • Score 450 in the new College English Test (CET6) of Mainland China or a pass in the old CET-6 test; or
  • Other equivalent qualifications

All shortlisted candidates are required to attend an interview.

Course Description

Core Courses (total 18 credit units)

  • Marketing Strategy and Planning*
  • Consumer/Buyer Behaviour*
  • Applied Marketing Research*
  • Brand Marketing*
  • Database Marketing: Models and Analysis*
  • Marketing Engineering*

* CEF reimbursement courses

 

Electives # (minimum 12 credit units)

  • Strategic Retail Management
  • Chinese Business Culture and Marketing
  • Financial Services Marketing
  • Global Marketing
  • Electronic Marketing
  • Social Media Marketing
  • Customer Relationship Management
  • Integrated Marketing Communications
  • Game Theory and Strategic Marketing
  • Marketing Practicum: Skills & Projects
  • Advanced Marketing Practices

Students may also consider taking any other taught postgraduate courses offered by Departments under College of Business as electives; however, course(s) chosen are subject to the Programme Director’s approval (maximum 3 credit units).

 

# The Elective list will be offered subject to student demand and staffing constraints. 

 

Bonus Features

Career Prospects

As a major commercial centre in Asia, Hong Kong has provided rich opportunities for graduates equipped with advanced marketing knowledge and techniques. Our ambitious graduates will be equipped to work for a wide range of organizations both in Hong Kong and internationally, in a variety of areas such as marketing management, advertising, marketing research, business consultancy and sales management. Graduates may also pursue PhD studies.

† Combined mode: Local students taking programmes in combined mode can attend full-time (12-18 credit units per semester) or part-time (no more than 11 credit units per semester) study in different semesters without seeking approval from the University. For non-local students, they will be admitted to these programmes for either full-time or part-time studies. Non-local students must maintain the required credit load for their full-time or part-time studies and any changes will require approval from the University.