The programme is composed of three groups of modules on (1) marketing insights, (2) analytical tools, and (3) decision framework for marketing professionals.
The Programme offers two streams: 1) Strategic Marketing Stream, 2) Quantitative Marketing Stream. Students may choose to concentrate in one of the streams by taking a minimum of three of the stream elective courses. Candidates who do not choose to concentrate in any of the above streams can take any five elective courses offered during the academic year.
It is strategy-oriented with well-rounded training to sharpen your analytical, communication and intellectual skills. Ethics and sustainability issues with a corporate profit-making orientation are also embedded in the programme.
Students are required to complete a total of 10 courses including:
Core Courses
Elective Courses
Capstone Course
Total Courses
Core Courses (Four Courses)
- Applied Marketing Research and Metrics
- Consumer Insights
- Digital Marketing
- Marketing Management
Elective Courses (Five Courses)
Master of Science in Marketing Electives
- Acting on Consumer Insights: Learning Through Case Analysis and Experiential Learning Projects
- China Marketing
- Digital Transformation for Marketing Organizations
- International Study Field Trip
- Organizational Leadership
- Selective Topic in Marketing Strategy
Strategic Marketing Stream*
Students who choose to graduate with the Strategic Marketing Stream are required to take a minimum of 3 courses from Strategic Marketing Stream electives.
- Advertising and Integrated Marketing Communication
- Branding Strategy
- Corporate Communications
- Customer Management
- Entrepreneurial Marketing
- ESG and Marketing for Social Impact
- Global Marketing
- International Business Environment
- Marketing in Entertainment Business and Creative Industries
- New Product Strategies
- Platform Business Models and the Sharing Economy
- Public Affairs and Corporate Communications of Public Sector
- Service Marketing and Management
- Sports Marketing and Business Collaboration
- Strategic B2B Marketing: From Foundations to Future Trends
- Technology Innovations in Retail Banking and Consumer Finance
Quantitative Marketing Stream*
Students who choose to graduate with the Quantitative Marketing Stream are required to take a minimum of 3 courses from Quantitative Marketing Stream electives.
- A/B Testing in Product Management
- AI, Algorithms, and Online Markets
- Artificial Intelligence Generated Content in Business
- Big Data Consumer Analytics
- Business Simulation
- Foundational Quantitative Skills in Marketing
- Pricing Strategies and Tactics
- Python for Business Analytics
- Social Media Marketing
Other Masters Programmes **
- Master of Accounting
- Master of Accounting Analytics
- Master of Artificial Intelligence in Business
- Master of Economics
- Master of Finance
- Master of Finance in Financial Technology
- Master of Global Management
- Master of Science in Business Analytics
- Master of Sustainable Accounting and Finance
- Master of Wealth Management
Capstone Course (Choose One)
- Business Case Analysis Capstone
- Marketing Strategy Simulation
Remarks:
Not all of the courses listed above will necessarily be offered each year and the above list is subject to further adjustment.
** Up to two elective courses may be taken from other taught postgraduate programmes offered by the School, subject to availability and review by the Programme Director based on students' profile, capabilities, and performance in the Master of Science in Marketing Programme.
Course Exemption
Course Exemption
Course exemption of up to two required courses may be granted, except the capstone course, if candidates:
(a) can produce evidence, such as transcript and course syllabus, that a course is equivalent in content to another course taken elsewhere for which a satisfactory grade has been obtained; or
(b) are holding relevant professional qualifications which were obtained before admission to the curriculum.
No credits will be given for the exempted course and candidates shall be required to take an approved alternative course of the same credit value.
