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.
- 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 in 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.
Programme Details
Admission Code
P18
Year of Entry
2026
Intake Target
200
Mode of Study
Combined
Credit Requirement
30
Level of Study
Master's Degree
Mode of Funding
Non-government-funded
Tuition Fee
HKD 379,500
Normal Study Period
Full-time: 1 year
Part-time: 2 years
Part-time: 2 years
Max Study Period
Full-time: 2.5 years
Part-time/Combined mode:
5 years
Part-time/Combined mode:
5 years
Class Schedule
Weekday daytime and/or evening and Saturday daytime. One Semester or Intensive teaching mode.
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.
Programme Leader
General Enquiries
Admissions Tutor
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 fulfill the following minimum English proficiency requirement
- a score of 79 (for tests taken prior to 21 January 2026) or 4 (for tests taken from 21 January 2026 onwards) (Internet-based Test) in the Test of English as a Foreign Language (TOEFL)@#; or
- an overall band score of 6.0 in International English Language Testing System (IELTS) @#; or
- band 6 in the Chinese Mainland’s College English Test (CET6)*; or
- other equivalent qualifications.
@TOEFL and IELTS scores are considered valid for two years. Applicants are required to provide their English test results obtained within the two years preceding the start of the University's application period. 'TOEFL iBT Home Edition', ‘TOEFL MyBest Score’, ‘IELTS Indicator’, ‘IELTS One Skill Retake’ and ‘IELTS Online’ are not acceptable. All TOEFL results must be sent directly by the Educational Testing Service (ETS) using CityUHK’s institution code 3401, while IELTS results must be sent via the IELTS Results Service e-delivery to 'City University of Hong Kong - Graduate School'.
#Applicants with an IELTS overall band score of 6.0 or a TOEFL overall score of 4 will be required to pass an interview for English proficiency conducted by the concerned academic unit. Applicants with a comparable overall score of 79 or above shown on the TOEFL report may be exempt from the interview requirement. Interviews for other applicants may not be required.
*Applicants holding CET6 results may refer to the score requirement as specified for individual programmes on the admissions website.
#Applicants with an IELTS overall band score of 6.0 or a TOEFL overall score of 4 will be required to pass an interview for English proficiency conducted by the concerned academic unit. Applicants with a comparable overall score of 79 or above shown on the TOEFL report may be exempt from the interview requirement. Interviews for other applicants may not be required.
*Applicants holding CET6 results may refer to the score requirement as specified for individual programmes on the admissions website.
Course Description
Core Courses (total 18 credit units)
Marketing Strategy and Planning*
Consumer/Buyer Behaviour*
Applied Marketing Research*
Marketing Innovation and Practicum
Advanced Marketing Analytics*
Marketing Engineering*
Electives # (minimum 12 credit units)
Forum on Marketinq Practice and Career Development
Chinese Business Culture and Marketing
Financial Services Marketing
Global Marketing
Digital Marketing
Social Media Marketing
Customer Relationship Management
Advertising and Integrated Marketing Communications
Strategic Marketing
Brand Marketing*
Advanced Marketing Practices
Managing Services and Experiences
Artificial Intelligence for Marketing
Students may also consider taking any other master's courses offered by Departments under College of Business as electives; however, course(s) chosen are subject to the Programme Director’s approval (maximum 3 credit units).
* CEF reimbursement courses
# The Elective list will be offered subject to student demand and staffing constraints.
# 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.
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