Marketing Management

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.

Compulsory Subjects

• Marketing Management
• Marketing Economics
• International Marketing
• Introduction to Customer Value
• Consumer Behaviour

Elective Subjects

Any 5 subjects from

• E-Commerce
• Marketing Strategy
• Services Marketing
• Business to Business Marketing
• Sales Management
• Innovation and Product Management
• Marketing Research
• Brand Management
• Promotion and Advertising
• Marketing Management in China

Any 1 subject from

• E-Commerce
• Marketing Strategy
• Services Marketing
• Business to Business Marketing
• Sales Management
• Innovation and Product Management
• Brand Management
• Promotion and Advertising
• Marketing Management in China 

Plus Dissertation Subjects

• Marketing Research
• Marketing Management Dissertation 

Ethics Subject 

• Business Ethics

Requirements

• To be eligible for admission to the programme, you should have a Bachelor's degree or equivalent academic/professional qualifications. There is no restriction on your previous background – business, engineering, social sciences, natural sciences, humanities, law and others are all acceptable.
• Priority will be given to those with relevant work experience. 
• An overall score of at least 6.5 (with score for the writing component at 6.0 or above) in the International English Language Testing System (IELTS); or
• For TOEFL, 575 or above in paper-based test (with a score of at least 4 out of 6 in the Test of Written English); or 90 or above in internet-based test (with a writing score of 23 or above)
• Alternatively, consideration will be given to acceptable scores in other internationally-recognised public examinations, such as the Graduate Record Examination (GRE) or the Graduate Management Admission Test (GMAT).
• Suitable candidates may be invited to attend admission interviews.