Sept 2025 Entry
1.5 years (Full-time)
2.5 years (Part-time)
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Note to Applicants
Please complete all relevant fields and enclose all necessary documents.
Incomplete applications cannot be processed promptly.
What's New
Programme Aims
This programme enables non-marketing graduates to connect theory with practice in the field of marketing. It covers a range of specialist marketing issues in areas such as online consumer market analysis, managerial issues in marketing, analytical methods for market research and global marketing strategy.
Characteristics
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Equips students with sound knowledge and skills in marketing and related areas
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Offers a comprehensive range of marketing electives
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Covers applied marketing and leading-edge marketing practices and issues
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Focuses on identifying marketing opportunities and solving marketing problems in Hong Kong and mainland China
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Empowers students to achieve career potential via professional coaching and career services
Master of Science in Marketing Management
Programme Structure
Programme Details
For the MSc degree, students must obtain 31 credits:
- 4 Compulsory Subjects (3 credits each)
- 6 Elective Subjects (3 credits each)
- 1 AIE Subject (1 credit)
OR
- 4 Compulsory Subjects (3 credits each)
- 2 Elective Subjects (3 credits each)
- 1 AIE Subject (1 credit)
- the subject Research Methods (3 credits) and a Dissertation (9 credits)
Students may graduate with a Postgraduate Diploma upon completing 4 Compulsory Subjects, 1 AIE subject and 3 Elective Subjects (22 credits).
Core Areas of Study
The following is a summary of the core areas of study.
Compulsory Subjects+
- Consumer Behaviour*
- Introduction to Customer Value*
- Marketing Management*
- Organization and Management
Elective Subjects+@
- Brand Management
- Business Analytics
- Business to Business Marketing
- Decision Analytics by Machine Learning
- Decision Making for Leadership
- E-Commerce
- Entrepreneurship
- Field Study for Business Management
- Global Marketing in Cross-Cultural Perspectives
- International Management
- Marketing Innovation and Industry Leadership
- Marketing Management in China
- Marketing Strategy
- Practice of Marketing Management
- Promotion and Advertising
- Research Methods
- Sales Management
- Services Marketing
- Social Media Marketing
- Technology Innovation and Management
- Launchpad to Advanced Analytics (0 credit)
- MM MSc Career Workshop (0 credit)
AIE Subject+
- Academic Integrity and Ethics in Business (non-chargeable)
Information on the subjects can be obtained at https://www.polyu.edu.hk/mm/study/tpg/mm/.
+ Offerings are subject to class quota availability.
@ Students may also choose from a list of Common Pool Electives” subject to the requirements of the programme curriculum. For details, please refer to www.polyu.edu.hk/fb/study/tpg-landing/common-pool-electives/.
* These subjects have been included in the list of reimbursable courses under the Continuing Education Fund. The programme (MSc in Marketing Management) is recognised under the Qualifications Framework (QF Level 6).
Note: The programme structure and content are subject to continuous review and change.
Mode of Study and Duration
Mode of study: Mixed-mode
Students can pursue their studies with either a full-time study load (taking 9 credits or more in a semester) or a part-time study load (taking fewer than 9 credits in a semester).
Students normally complete the programme full-time in 1.5 years or part-time in 2.5 years. Students who wish to extend their studies beyond the normal duration can submit a request to their Department/Faculty for consideration.
The programme offers a structured progression. Students are encouraged to follow this progression to benefit from the cohort-based structure. Classes are normally scheduled on weekday evenings, with some daytime classes for full-time students. Each subject requires 39 contact hours over a teaching semester, with one 3-hour class per week.
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Programme Director
Dr Zhang Xubing
BEng, MEng, PhD
Deputy Programme Director
Prof. Celine HO
BSS, DBA
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A Bachelor's degree or equivalent academic/professional qualifications. There is no restriction on previous background – business, engineering, social sciences, natural sciences, humanities, law and others are all acceptable.
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Priority will be given to applicants with relevant work experience.
If you are not a native speaker of English, and your Bachelor's degree or equivalent qualification is awarded by institutions where the medium of instruction is not English, you are expected to fulfil the University’s minimum English language requirement for admission purpose. Please refer to the "Admission Requirements" section for details.
For further information, please contact:
Tel: (852) 2766 7381 / (852) 2766 7117
Email: mm.msc@polyu.edu.hk
For academic matters, please contact:
Dr Zhang Xubing
Tel: (852) 2766 4060
Email: zhang.xubing@polyu.edu.hk
Shortlisted candidates may be invited to attend admission interviews.
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Please click here to download.
HK$342,000 per programme (HK$11,400 per credit) for local and non-local students
* The 1-credit AIE Subject is non-chargeable.
Marketing is a fluid business practice, and it has become one of the most challenging and interesting job fields in the age of fragmentation, the rise of social media and the increase in customer segments.
At PolyU, the Marketing Management programme offers a unique learning environment. The most significant aspect is the evolving disciplinary innovation of MM. Professors constantly pioneer new disciplines relevant to today's marketing environment and invite practitioners from firms of different sizes and industries to share their experiences and lessons working as CEOs, managers, innovators and creators. This learning process revitalises theory and our learned knowledge.
Another important learning process involves teamwork. You will gain various perspectives on the same topic from students from different countries, provinces, and backgrounds, and you will realise how big the market is and how important it is to be flexible in your marketing approach.
Of course, learning is an active process of going deeper to find joy. The diverse examples, articles and materials given by the teachers and offered by the schools are outstanding resources. I would like to thank PolyU for such a fulfilling and unforgettable experience that instilled in me the joy of anticipating and welcoming the changing market.
After working in Mainland China for several years, I aspired to enhance my skills with a more structured and global perspective on branding and marketing. Enrolling in the Marketing & Management programme at PolyU was a strategic step that aligned with my career goals. The most valuable insight I gained was understanding the logic and psychology behind consumer decision-making, which allowed me to deepen my grasp of consumer behaviour across diverse markets. Moreover, the programme taught me to apply scientific and data-driven principles to marketing strategies and to leverage various data analysis tools. This approach has empowered me to use quantitative thinking and methodologies to scrutinise markets, social media and advertising to amplify marketing impact.
This programme lays a robust theoretical foundation and encourages the examination of practical case studies. It also enables us to dissect the factors contributing to a company’s success or failure in brand marketing within the real business world. Additionally, the programme offers enriching extracurricular activities, such as sessions on business etiquette, networking opportunities and internships, which helped me transition into the professional environment and fostered my growth as a marketer.
In brief, if you take full advantage of the courses, professors and extracurricular activities of this programme, your study experience will be extremely valuable.
Both copies of transcripts and certificates are required.
