What You Will Gain from The Programme
Globalisation and technological change are rapidly transforming the business world. Marketing is an increasingly important discipline in today's economic climate. Trends in current marketing management include a growing emphasis on customer satisfaction, services marketing, development of the China market and business-to-business marketing.
The MSc in Marketing Management addresses the above issues, and is aimed primarily at those who have professional or technical qualifications, but need to broaden their knowledge and skills in the area of marketing management. It covers a range of specialist marketing issues in such areas as online consumer market analysis, managerial issues in marketing, analytical methods for market research and global marketing strategy.
The programme focuses on the application of relevant marketing theory and practice to addressing the opportunities and problems faced by marketing practitioners in Hong Kong and Mainland China. The goal is to equip future business leaders with sound knowledge and skills in marketing and related areas.
Programme Objectives
To act as a re-orientation for students who have a non-marketing academic focus by providing a comprehensive coverage of theory and practice in the field of marketing.
To enable students to analyse the impact of the Internet on marketing activities.
To provide students with the opportunity to develop their knowledge and skills in specialist areas of marketing activity.
Special Features
Specialised Marketing Programme
The programme provides an in-depth marketing context where students have the opportunity to develop knowledge and skills in specialist areas of marketing activity. The breadth of the specialties can be strengthened through a wide range of marketing elective subjects.
Outstanding Marketing Faculty
As members of the largest marketing faculty in Hong Kong, our staff pursue a full range of specialisations and research interests. Our programme has been ranked number one in the territory.
The Postgraduate Diploma Route
Students may, on completion of 7 subjects, opt for the Postgraduate Diploma if they are unable to complete the full programme.
Programme Details
To qualify for the MSc degree, students must obtain 31 credits as follows:
5 Compulsory Subjects (3 credits each)
1 Ethics Subject (1 credit)
5 Elective Subjects (3 credits each)
OR
5 Compulsory Subjects (3 credits each)
1 Ethics Subject (1 credit)
1 Elective Subject (3 credits)
the subject Marketing Research (3 credits) and a Dissertation (Dissertation is equivalent to 9 credits)
The Compulsory Subjects comprise strategic and functional marketing modules and are designed to provide students with conceptual and analytical foundations in marketing. The Elective Subjects provide the opportunity for students to learn about applied marketing topics and explore leading-edge marketing practices and issues.
Non-Dissertation Option Dissertation Option
Compulsory Subjects
(5 subjects - 15 credits)
MM576 Marketing Management*
MM577 Marketing Economics*
MM579 International Marketing*
MM5803 Introduction to Customer Value*
MM587 Consumer Behaviour*
Elective Subjects
(any 5 subjects - 15 credits)
MM544 E-Commerce
MM573 Marketing Strategy
MM578 Services Marketing
MM582 Business to Business Marketing
MM584 Sales Management
MM585 Innovation and Product Management
MM586 Marketing Research
MM588 Brand Management
MM589 Promotion and Advertising
MM5712 Marketing Management in China Elective Subjects
(any 1 subject - 3 credits)
MM544 E-Commerce
MM573 Marketing Strategy
MM578 Services Marketing
MM582 Business to Business Marketing
MM584 Sales Management
MM585 Innovation and Product Management
MM588 Brand Management
MM589 Promotion and Advertising
MM5712 Marketing Management in China
Plus
Dissertation Subjects
(total 12 credits)
MM586 Marketing Research (3 credits)
MM597 Marketing Management Dissertation (9 credits)
Ethics Subject
( 1 credit)
MM5021 Business Ethics Ethics Subject
( 1 credit)
MM5021 Business Ethics