Programme Information - Taught Postgraduate Programmes (TPg)

MSc Marketing

市場營銷學理學碩士

Year of Entry	2013
Mode of Funding	Non-government-funded
Programme Code	P18
Mode of Programme	Combined ^†
Class Schedule	Weekday daytime and/or evening and Saturday afternoon. One Semester or Intensive teaching mode
Indicative Intake Target	60
Minimum No. of Credits Required	30
Normal Duration of Programme	Full-time: 1 year; Part-time: 2 years
Maximum Study Period	Full-time: 2.5 years; Part-time/Combined mode: 5 years
Programme Website	Click here to open
Tuition Fee	Click here for more information
Application Deadline	5 Jun 2013 (Local) 31 Mar 2013 (Non-local)
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.
General Enquiries	+852 3442 4270 (Phone) +852 3442 0346 (Fax) mscmkt@cityu.edu.hk
Programme Director	Prof Forrest YANG PhD mkzyang@cityu.edu.hk

Remarks: Please visit programme website www.cb.cityu.edu.hk/mkt/msmkt/ for update information.

† 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.

Email to Friend

Programme Outlines

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 finishing 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 on the 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 fulfil the following minimum English proficiency requirement:

TOEFL score of 550 (paper-based test) or 213 (computer-based test) or 79 (internet-based test); or
Overall band 6 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 21 credit units)

Marketing Strategy and Planning*
Consumer/Buyer Behaviour*
Applied Marketing Research*
Brand Marketing: A Chinese Cultural Perspective*
Database Marketing: Models and Analysis*
Marketing Engineering*
Marketing Consulting Skill & Project

* CEF reimbursement courses

Electives^# (minimum 9 credit units)

Strategic Retail Management
Chinese Culture and Marketing
Financial Services Marketing
Global Marketing
Electronic Marketing
Customer Relationship Management
Integrated Marketing Communications
Game Theory and Strategic Marketing
Advanced Marketing Consulting Skill & Project

Students may also consider taking any other taught postgraduate courses offered by Departments under College of Business as electives, which is 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.