Program Overview

Program Overview

The MSc in Marketing Management program is a full-time, one-year program that adopts a bilingual teaching approach, with classes conducted in both English and Chinese. The program is designed to provide students with a comprehensive understanding of marketing management, including marketing strategies, consumer behavior, and market research.

Program Structure

The program consists of 31 credits, which can be completed in one year. Students can choose from two modes: non-thesis or thesis.

Non-Thesis Mode

• 4 compulsory subjects (12 credits)
• 1 academic integrity and ethics subject (1 credit)
• 6 elective subjects (18 credits)

Thesis Mode

• 4 compulsory subjects (12 credits)
• 1 academic integrity and ethics subject (1 credit)
• 1 research methods subject (3 credits)
• 1 thesis (9 credits)
• 2 elective subjects (6 credits)

Compulsory Subjects

The following compulsory subjects are required for both modes:

• MM5112 Organization and Management
• MM576 Marketing Management
• MM5803 Introduction to Customer Value
• MM587 Consumer Behaviour

Elective Subjects

Students can choose from a range of elective subjects, including:

• MM501 Research Methods
• MM5203 Decision Making for Leadership
• MM534 Entrepreneurship
• MM539 International Management
• MM5425 Business Analytics
• MM5433 Decision Analytics by Machine Learning
• MM544 E-Commerce
• MM5451 Technology Innovation and Management
• MM5452 Seminars in Emerging Technology
• MM5712 Marketing Management in China
• MM573 Marketing Strategy
• MM5751 Content Marketing and Storytelling
• MM578 Services Marketing
• MM5791 Global Marketing in Cross-Cultural Perspectives
• MM582 Business to Business Marketing
• MM5831 Social Media Marketing
• MM584 Sales Management
• MM5851 Marketing Innovation and Industry Leadership
• MM5861 Advanced Marketing Research
• MM5862 Quantitative Methods for Marketing Intelligence
• MM588 Brand Management
• MM589 Promotion and Advertising
• MM5913 Field Study for Business Management
• MM5971 Practice of Marketing Management
• MM5995 MM MSc Career Workshop (0 credit)

Graduation Requirements

To graduate, students must complete the required credits for their chosen mode. Students who complete 22 credits, including 4 compulsory subjects, 1 academic integrity and ethics subject, and 3 elective subjects, can apply to graduate with a Postgraduate Diploma in Marketing Management.

Credit Transfer

Students who have completed relevant courses in the Hong Kong Polytechnic University's executive training programs may be eligible to transfer credits, up to a maximum of 9 credits.

Program Duration

The normal duration of the program is one year. Students who wish to extend their study period must submit an application to the Department of Management and Marketing for consideration and approval.

Course Schedule

Each 3-credit course requires 39 hours of instruction, which is typically completed in one semester.

Note

The program structure and course details are subject to review and change. Not all elective subjects may be offered every year, and the availability of these subjects depends on various factors, including faculty availability, student enrollment, and program resources.