Sept 2027 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.
Early Round: 2026-10-20
Main Round: 2027-02-25
Early Round: 2026-10-20
Main Round: 2027-02-25
What's New
- Taught Postgraduate
- Undergraduate
- 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 identifying marketing opportunities and solving marketing problems in Hong Kong and Chinese Mainland
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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+@
- 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
- Marketing with Purpose: ESG and Sustainability
- Practice of Marketing Management
- Promotion and Advertising
- Quantitative Methods for Marketing Intelligence
- Research Methods
- Sales Management
- Seminars in Emerging Technology
- Services Marketing
- Social Media Marketing
- Technology Innovation and Management
- 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 3-credits subject requires 39 contact hours over a teaching semester, with one 3-hour class per week.
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Programme Director
Prof. 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 purposes. Please refer to the "Admission Requirements" section for details.
For further information, please contact:
Tel: (852) 2766 7381
Email: mm.msc@polyu.edu.hk
For academic matters, please contact:
Prof. Zhang Xubing
Tel: (852) 2766 4060
Email: zhang.xubing@polyu.edu.hk
Shortlisted candidates may be invited to attend admission interviews.
Please click here to download.
HK$387,000 per programme (HK$12,900 per credit) for local and non-local students
* The 1-credit AIE Subject is non-chargeable.
MM Taught Postgraduate Scholarship Scheme
• Entry Scholarship available for applicants with outstanding academic and non-academic performance.
• Successful awardees may receive a full tuition fee waiver.
• Non-local applicants may be eligible for an additional living allowance of up to HK$50,000.
• Please click here for details.
PolyU reserves the right to change or withdraw the scholarship at any time. In case of any dispute/disagreement, PolyU’s decision is final.
As someone with several years of hands-on experience in marketing, the MSc in Marketing Management programme at PolyU helped me to develop a more strategic and systematic perspective on both marketing and management. The curriculum combined strong marketing theories with practical business applications, especially in strategic thinking, consumer insights, and decision-making, which could be directly applied to daily work and professional challenges. At the same time, the management-related courses provided valuable frameworks for reflecting on and improving management approaches in real workplace settings, which I found particularly meaningful as someone with prior working experience.
The collaborative teaching approach through group projects, case discussions, and presentations strengthened teamwork and communication skills that closely reflect real workplace dynamics.
In addition, the programme continuously updates its teaching materials, business cases, and elective offerings to stay aligned with industry trends and market developments.
Beyond academics, exchanging insights with professors, alumni, guest speakers, and classmates from diverse backgrounds made the overall learning experience both inspiring and rewarding.
The MSc in Marketing Management at PolyU has been more than an academic journey for me - it has been a place where curiosity turned into confidence, and ideas gradually took shape in the real-world.
Coming from hands-on experience in marketing, branding, and consumer research, I learned that marketing is not only about data or strategy, but also about connecting with people: their emotions, motivations, and the stories they connect with. Through in-class discussions, research projects, and peer collaborations from diverse backgrounds, I gained a broader perspective on how marketing shapes both business and society.
What I value most about the programme is its balance between theory and practice. Whether working on consumer-behaviour experiments, brand storytelling, or real-market projects, I was constantly encouraged to think critically while staying close to real consumer needs. These experiences helped me become more adaptable, creative, and confident in navigating a fast-changing industry.
I am deeply grateful to the professors, teammates, and fellow students who challenged and inspired me throughout this journey. For anyone beginning this path, stay curious, stay open-minded, and trust the value of continuous learning. The people you meet and perspectives you gain here will stay with you long after you leave the classroom.
Both copies of transcripts and certificates are required.
