Jan 2026 Entry
1 year
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In Hong Kong, this programme is offered solely by The Hong Kong Polytechnic University. It is not offered cooperatively with an institution in mainland China and is not a Sino-Foreign (Mainland–Hong Kong) Cooperative Education Programme approved or recognised by the Ministry of Education (MoE) of the PRC. Hence, graduates of this programme cannot obtain recognition pertaining to a Sino-Foreign (Mainland–Hong Kong) Cooperative Education Programme offered in mainland China.
Medium of Instruction: Chinese supplemented with English.
Note to Applicants
Please complete all relevant fields and enclose all necessary documents. Incomplete applications cannot be processed promptly.
What's New
- Undergraduate
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 finding marketing opportunities and solving marketing problems in Hong Kong and mainland China
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Empowers students to achieve their career potential via professional coaching and career services
Master of Science in Marketing Management
Programme Structure
Medium of instruction: Chinese supplemented with English
Programme Details
For the MSc, students must complete 31 credits:
Non-Dissertation Mode
- 4 Compulsory Subjects (3 credits each)
- 1 AIE Subject (1 credit)
- 6 Elective Subjects (3 credits each)
Dissertation Mode
- 4 Compulsory Subjects (3 credits each)
- 1 AIE Subject (1 credit)
- 1 Research Methods (3 credits)
- 1 Dissertation (9 credits)
- 2 Elective Subjects (3 credits each)
Students may opt to pursue a Postgraduate Diploma upon completion of 4 Compulsory Subjects, 1 credit of AIE Subject and 3 Elective Subjects (22 credits in total).
Students can apply for a transfer of credit in 3 relevant PolyU Institute for Executive Education in Qian Hai (PIEEQ) executive training subjects (or equivalent qualifications) upon admission to and official registration in this programme. No more than 3 subjects can be exempted (9 credits transferred in total). An application for credit transfer must be submitted before the end of the subject add/drop period during the first semester of the first year of study. If approved, a credit transfer fee of HK$145 per credit will be charged.
For details and fees of the executive training course at PIEEQ, please refer to polyu-szbase.com/pieeq.
Areas of Study
The following is a summary of the areas of study.
Compulsory Subjects+
- Consumer Behaviour
- Introduction to Customer Value
- Marketing Management*
- Organisation and Management*
Elective Subjects+
- Advanced Marketing Research
- Brand Management
- Business Analytics*
- Business-to-Business Marketing
- Content Marketing and Storytelling
- 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
- Research Methods*
- Practice of Marketing Management
- Promotion and Advertising
- Quantitative Methods for Marketing Intelligence
- Sales Management
- Seminars in Emerging Technology
- Services Marketing
- Social Media Marketing
- Technology Innovation and Management
- MM MSc Career Workshop (（0 credits)）
- Marketing Management Dissertation (9 credits)
AIE Subject+
- Academic Integrity and Ethics in Business (non-chargeable)
Remarks:
* Credit transfer up to a maximum of 9 credits is applicable to these four subjects.
+ Offerings are subject to class quota availability.
Note: The programme structure and content are subject to continuous review and change.
Mode of Study and Duration
Mode of study: Full-time
This is a full-time programme (taking 9 credits or more in a semester) with lectures scheduled for weekday daytimes and evenings. Each 3-credit subject requires 39 contact hours over a teaching semester, with one 3-hour class per week.
Students normally complete the programme full-time in 1 year.
Students who wish to extend their studies beyond the normal duration can submit a request to their Department or Faculty for consideration.
The programme offers a structured progression. Students are encouraged to follow this progression to benefit from the cohort-based structure.
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Programme Director
Prof. TU Yanping
BS, BA, MBA, PhD
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A Bachelor's degree or equivalent academic/professional qualifications. There is no restriction on background - business, engineering, social sciences, natural sciences, humanities, law and others are all acceptable; Priority will be given to applicants with relevant work experience; and
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Completed all assessment requirements of the PIEEQ executive training courses; and
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Applicants without the PIEEQ executive training qualification, but who can produce evidence of success in equivalent courses from their recognised previous studies, may also be considered on a case-by-case basis.
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 must pass an English written test organised by the Hong Kong Polytechnic University unless you have fulfilled the University's minimum English language requirement.
For further information, please contact:
Tel: (852) 2766 7381
Email: mm.msc@polyu.edu.hk
For academic matters, please contact:
Prof. TU Yanping
Tel: (852) 2766 7359
Email: yanping.tu@polyu.edu.hk
Shortlisted candidates may be invited to attend admission interviews.
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HK$239,400 per programme (22 credits, HK$11,400 per credit), collected by PolyU during 2025/26 Semester Two stage for local and non-local students (excludes tuition fee for 3 executive training courses in PIEEQ). The 1-credit AIE subject is non-chargeable.
Both copies of transcripts and certificates are required.
