CUHK Master's
CUHK Master's
MSc in Leadership for Experience Economy
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Lead Experience Transformation: Inspire, Invest, and Innovate

Experience: Something that Happens to You that Affects How You Feel

Experiences, whether big or small, contribute to the development of unique perspectives, emotional depth, and practical skills. We remember and treasure those meaningful moments in life because experiences shape how we learn and grow.

What is “Experience Economy”

In the experience economy, organisations create value by designing and delivering memorable, engaging experiences for customers, employees, and communities, rather than simply providing commodities, goods, or services. Experience becomes the key product, with the value of the offering lying in the emotional connection and personal significance it creates for individuals.

 

Lead with Inspiration, Investment Expertise, and a Spirit of Innovation

Now, imagine leading organisations in the fast-evolving experience economy to gain customer and employee loyalty, achieve business success, and create positive impacts on communities.

Leveraging the Chinese University of Hong Kong (CUHK) Business School exceptional business education resources and the extensive industry network of the School of Hotel and Tourism Management (SHTM), MSc in Leadership for Experience Economy (LEE) is the first MSc programme in the Asia-Pacific region focusing on developing competencies in inspirational leadership, investment, and innovation to drive organisational success in the emerging experience economy.

See Curriculum
Key Facts
Duration
Full-time: 1 year
Programme Commencement
September 2026
Entry Requirements
  • A bachelor’s degree with Second Class honours or achieving an average grade of B from a recognised university, or an equivalent professional qualification.
  • GMAT / GRE scores are not mandatory, but a good GMAT / GRE score will strengthen the application.
  • English language proficiency
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Download Brochure
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What LEE Offers
LEE empowers you to master the art and science of designing and managing authentic experiences for your customers, employees, and communities.

  • Inspiration: Leading teams and driving organisational change.

  • Investment: Strategically investing in spaces, properties and facilities where experiences come to life.

  • Innovation: Harnessing behavioural and psychological research, along with frontier technologies, to transform experiences.


Through the programme, you will learn to connect with people on a deeper level, solve complex problems creatively, and shape industries such as hospitality, tourism, events, retail, sports, entertainment, healthcare, wellness, and beyond. Our interdisciplinary, solution-driven courses will prepare you to lead in industries where imagination, strategy, and innovation converge, where experience truly makes a difference.
An Interdisciplinary, Forward-looking Curriculum

The experience economy is not about reclassifying industries; it represents a fundamentally new business mindset and value system. Experience design and management are not merely tools for achieving business success; they are the very purpose of organisations. Experiences serve as the emotional bonds that connect organisational members, customers, and communities. In today’s technology-driven world, the ability to deeply understand and shape human experiences has become a critical asset.

Navigating the experience economy requires leaders to reshape business models and relationships through the lens of human experience. To thrive in this dynamic landscape, they must be capable of connecting three essential dimensions: inspiring teams and driving change, making strategic investments in physical spaces and facilities to bring experiences to life, and leveraging cutting-edge technologies to enhance experience design and management. Empathy and care, investment acumen, and technological expertise may have traditionally belonged to distinct academic disciplines. At LEE, we integrate these disciplines through an interdisciplinary curriculum designed to develop visionary leaders with big-picture thinking and diverse skill sets.

Programme Schedule
Full-time Programme (1 Year)
Term 1
Sep-Dec
Term 2
Dec-Mar
Term 3
Mar-Jun
Course List
Required Courses
Elective Courses
The objectives of this course are: (1) to supplement the study of theoretical perspectives with empirical research evidence, (2) to guide students in conducting empirical research, and (3) to nurture an academic mind and enable students to study the intimate relationship between theory and practice. Students will identify relevant industry issues and provide policy recommendations. These recommendations are grounded in academic literature and supported by empirical evidence. Students are expected to conduct a behavioural research project on an issue related to industry practices.
In an era where exceptional service experiences are paramount, this course explores how organisations can transform their service offerings through innovative practices and technologies. Students will learn to shift from traditional product-centric approaches to dynamic, service-centric models that prioritise customer satisfaction and loyalty. The course integrates insights from diverse fields such as psychology and behavioural economics, providing a rich theoretical foundation for understanding and influencing consumer behaviour. Students will delve into cutting-edge innovations, including automation, artificial intelligence (AI), and immersive realities (AR/VR), examining their potential to enhance service delivery and create memorable customer interactions. Through a semester-long project and critical analysis of modern business cases, students will develop strategies to design, prototype, and validate technologically infused service experiences, ultimately learning how to foster a culture of innovation and position their organisations as leaders in a competitive marketplace.
The hospitality sector encompasses a wide range of industry segments that are closely tied to the daily experience of all members of the society. These industries are typically experience-oriented such as lodging, food and beverages, tourism, sports, event planning and exhibitions, to name just a few. At the same time, engaging in these services requires considerable capital investment in the provision of hardware: hotels, bars and restaurants, exhibition and convention centres, theme parks, golf courses, clubs and gaming facilities etc. They are part and parcel to the success of an experience economy. This course focuses on the valuation and management of hospitality-related asset portfolios. Asset valuation is an integral part of business operations as it facilitates the financing, taxation, statutory reporting and market transaction of assets. It is a good performance yardstick to measure certain aspects of business success and viability. Meanwhile, portfolio asset management is a key skill that can contribute to asset value growth. Superior management and optimal capital structures can greatly enhance portfolio values and returns to investment.
In an increasingly digital and experience-rich world, the ability to transform and adapt to new technologies is crucial for businesses to survive and thrive. This course focuses on the intersection of digital transformation and the experience economy, where companies’ effectiveness in improving customer experiences is at the forefront of value creation. Students will explore the key principles and strategies for successfully navigating digital transformation in the unique landscape of the experience economy. They will learn to identify opportunities for leveraging digital technologies to create memorable and valuable customer experiences. Topics covered include but are not limited to understanding the experience economy and its impact on business operations; the role of digital technologies in creating and enhancing customer experiences; strategies for building organisational capabilities in implementing digital transformation initiatives; emerging technologies and their potential applications in the experience economy, such as AI, IoT, and other immersive technologies; and measuring the success of digital transformation efforts and their impact on customer experience and business performance. By the end of the course, students will be well-prepared to contribute to the digital transformation journeys of businesses and to help shape the future of the experience economy.
Interest in the experience economy has surged in recent years, covering sectors such as entertainment, tourism, hospitality, and events. The core business model of these industries often involves significant investments in real property, facilities, and infrastructure to generate sustainable returns. This course introduces students to the financial and investment principles underlying the experience industries. It equips students with the knowledge and tools to evaluate financial performance, assess investment opportunities, and manage risk and return in this dynamic sector. Students will learn to build cash flow models, perform investment appraisals, and analyse financing decisions, enabling them to advise businesses on strategic investment choices. The course emphasises practical application of financial analysis and investment strategy, blending academic theory with real-world case studies from hospitality, tourism, and event enterprises.
The rapidly evolving experience economy requires future leaders to develop systemic thinking about what their organisations can offer to customers, employees, and other stakeholders, as well as how their businesses can positively impact society. Leadership in the experience economy entails the ability to address key challenges specific to experience-driven industries, such as motivating, engaging, and empowering employees; effectively leading team collaboration; initiating and managing organisational change; managing crisis; fostering innovation, to name just a few. This course examines the interplay between leadership, creativity, team dynamics, and organisational change within the context of the experience economy. It connects real-world cases and scenarios of leadership challenges in the experience economy with discussions of recent research on leadership and organisational change management.
The objectives of this course are: (1) to supplement the study of theoretical perspectives with empirical research evidence, (2) to guide students in conducting empirical research, and (3) to nurture an academic mind and enable students to study the intimate relationship between theory and practice. Students will identify relevant industry issues and provide policy recommendations. These recommendations are grounded in academic literature and supported by empirical evidence. Students are expected to conduct a behavioural research project on an issue related to industry practices.
In an increasingly digital and experience-rich world, the ability to transform and adapt to new technologies is crucial for businesses to survive and thrive. This course focuses on the intersection of digital transformation and the experience economy, where companies’ effectiveness in improving customer experiences is at the forefront of value creation. Students will explore the key principles and strategies for successfully navigating digital transformation in the unique landscape of the experience economy. They will learn to identify opportunities for leveraging digital technologies to create memorable and valuable customer experiences. Topics covered include but are not limited to understanding the experience economy and its impact on business operations; the role of digital technologies in creating and enhancing customer experiences; strategies for building organisational capabilities in implementing digital transformation initiatives; emerging technologies and their potential applications in the experience economy, such as AI, IoT, and other immersive technologies; and measuring the success of digital transformation efforts and their impact on customer experience and business performance. By the end of the course, students will be well-prepared to contribute to the digital transformation journeys of businesses and to help shape the future of the experience economy.
In an era where exceptional service experiences are paramount, this course explores how organisations can transform their service offerings through innovative practices and technologies. Students will learn to shift from traditional product-centric approaches to dynamic, service-centric models that prioritise customer satisfaction and loyalty. The course integrates insights from diverse fields such as psychology and behavioural economics, providing a rich theoretical foundation for understanding and influencing consumer behaviour. Students will delve into cutting-edge innovations, including automation, artificial intelligence (AI), and immersive realities (AR/VR), examining their potential to enhance service delivery and create memorable customer interactions. Through a semester-long project and critical analysis of modern business cases, students will develop strategies to design, prototype, and validate technologically infused service experiences, ultimately learning how to foster a culture of innovation and position their organisations as leaders in a competitive marketplace.
Interest in the experience economy has surged in recent years, covering sectors such as entertainment, tourism, hospitality, and events. The core business model of these industries often involves significant investments in real property, facilities, and infrastructure to generate sustainable returns. This course introduces students to the financial and investment principles underlying the experience industries. It equips students with the knowledge and tools to evaluate financial performance, assess investment opportunities, and manage risk and return in this dynamic sector. Students will learn to build cash flow models, perform investment appraisals, and analyse financing decisions, enabling them to advise businesses on strategic investment choices. The course emphasises practical application of financial analysis and investment strategy, blending academic theory with real-world case studies from hospitality, tourism, and event enterprises.
The hospitality sector encompasses a wide range of industry segments that are closely tied to the daily experience of all members of the society. These industries are typically experience-oriented such as lodging, food and beverages, tourism, sports, event planning and exhibitions, to name just a few. At the same time, engaging in these services requires considerable capital investment in the provision of hardware: hotels, bars and restaurants, exhibition and convention centres, theme parks, golf courses, clubs and gaming facilities etc. They are part and parcel to the success of an experience economy. This course focuses on the valuation and management of hospitality-related asset portfolios. Asset valuation is an integral part of business operations as it facilitates the financing, taxation, statutory reporting and market transaction of assets. It is a good performance yardstick to measure certain aspects of business success and viability. Meanwhile, portfolio asset management is a key skill that can contribute to asset value growth. Superior management and optimal capital structures can greatly enhance portfolio values and returns to investment.
The rapidly evolving experience economy requires future leaders to develop systemic thinking about what their organisations can offer to customers, employees, and other stakeholders, as well as how their businesses can positively impact society. Leadership in the experience economy entails the ability to address key challenges specific to experience-driven industries, such as motivating, engaging, and empowering employees; effectively leading team collaboration; initiating and managing organisational change; managing crisis; fostering innovation, to name just a few. This course examines the interplay between leadership, creativity, team dynamics, and organisational change within the context of the experience economy. It connects real-world cases and scenarios of leadership challenges in the experience economy with discussions of recent research on leadership and organisational change management.

Please note:

  • Required and elective courses are subject to change.
  • Students may choose up to 3 units of course(s) offered by MAcc, MBA or other MSc programmes of the Faculty counting toward elective course requirement, subject to approval of Programme Directors concerned.
Effective facilities management not only prolongs the lifespan of assets but also boosts cost efficiency and productivity in airports while simultaneously achieving sustainability goals. Today’s airport environments are increasingly complex, necessitating airport senior management be well-prepared to address these challenges. This course aims to provide students with the knowledge and key skills needed for efficient airport planning and operations. As facilities planning and management include hard services and soft services, the topics covered include space planning and design, operation and maintenance, public safety and security, airport retail, marketing strategies and financial oversight, application of digital technologies and effective communication with diverse stakeholders and specialists.
This course consists of preparatory assignments in readings and a written study plan, followed by a five to seven-day residential programme in a selected country or economy outside of Hong Kong and concluded with a written report and oral presentation. The residential programme will include site visits to state enterprises, joint ventures and manufacturing facilities as well as lectures, seminars and discussions with local and international company executives. The goal in taking learning sessions abroad is for MSc students to expose to a wide spectrum of issues related to business operations, management and innovation in different nations and/or regions. Through discussions with local government officials, managers and academics, trade, economics, finance, market, ventures, management practices, technologies, as well as geopolitics and social issues are highlighted.
This graduate-level seminar provides an in-depth examination of emerging trends and critical challenges in global tourism, hospitality, and events. Students will explore contemporary and pressing issues in the dynamic and evolving landscape of the global tourism, hospitality, event, and related industries. Through case studies, discussions, guest speeches by industry leaders, and field trips, students will critically assess how these trends shape the future of the field and formulate strategic responses to address emerging challenges. Through an interdisciplinary lens, this course is designed to cultivate critical thinking, analytical reasoning, strategic decision-making, and a global perspective.
This course explores Environmental, Social, and Governance (ESG) practices within the context of experience industries such as hospitality, tourism, events, healthcare, creative industries, and retail. Designed for master-level students, the course combines theoretical foundations with practical insights delivered by industry executives and faculty members. Students will analyse ESG challenges and real-world practices, culminating in a group project where they propose actionable ESG solutions for partner organisations. The course provides students with the conceptual tools and applied skills needed to integrate ESG principles into business strategies for the experience industries.
This course provides students with an in-depth understanding of experience design and management practices in the context of experience industries. Students will explore the frameworks, tools, real-world issues and solutions behind designing and managing meaningful experiences for customers, users, and employees. With a focus on identifying and addressing pain points, students will learn to create innovative and sustainable solutions that enhance satisfaction, loyalty, and overall experience quality. Featuring industry guest lectures and problem-solving tasks / projects, the course bridges academic knowledge with practical insights to prepare students for dynamic challenges in the field.
This course introduces generative artificial intelligence (AI) and its applications in business contexts. It covers key generative AI techniques, including deep learning, text generation, image generation, and other AI-driven solutions. The course also discusses opportunities for applying these techniques in business areas such as customer engagement, product design, and personalised marketing, as well as the associated challenges.
In today's evolving business landscape, the hospitality industry faces unique challenges such as talent shortages, technological advancements, evolving guest expectations, and supply chain disruptions. These challenges necessitate innovative solutions to maintain competitiveness and ensure operational efficiency. HR analytics is a key solution in this context. This course covers HR analytics concepts such as descriptive, predictive, and prescriptive analytics, HR lifecycle metrics, training, rewards, and basic statistical methods. Students will engage in hands-on projects and case studies specific to the experience industries and apply analytical techniques to solve real-world HR problems.
This course helps students learn how to apply the principles of revenue management effectively as they apply to the hospitality industry by following the concept of allocating the right type of capacity to the right kind of customer at the right price so as to maximise revenue. Focus is placed on the integration of revenue management techniques with information technology, internal management issues, and external marketing concerns. Topics include theories on revenue management, forecasting, overbooking, group decisions, and management and marketing issues. Students will be exposed to how hospitality organisations use revenue management technique to determine their pricing strategy to maximise their revenue.
The trend toward service-dominated economies has been global in scope. Not surprisingly, services are the major driver of economic growth in Asia, where the share of services in the most advanced economies is comparable to that of their U.S. and European counterparts. Given the importance of services in the world economy, it is imperative for students to have basic knowledge of services marketing. This course aims to equip students with the fundamental knowledge and skills of services marketing. Feature topics include the fundamental differences between services and goods, service strategies of managing the service experience, and consumer perception of service quality and service delivery.
Effective management of service experiences in aviation not only enhances customer satisfaction but also drives operational efficiency and fosters brand loyalty. Modern aviation services encompass a diverse range of interactions, from check-in and boarding to in-flight experiences. This course is designed to explore the principles of designing, delivering, and managing exceptional service experiences within the aviation industry. It aims to equip students with the knowledge and critical skills needed to optimise customer interactions and ensure a seamless, end-to-end journey. Key topics include marketing strategies in aviation, service design and innovation, customer relationship management, and quality assurance in service delivery. The course emphasises strategies to create a holistic, memorable customer experience, ensuring passengers feel valued at every step of their journey.
Corporate real estate strategies are the approaches organisations adopt to manage their property assets in ways to support their overall business objectives. Corporate real estate comprises the physical assets, such as offices, manufacturing plants, and retail facilities, that an organisation owns or leases to support its business operations. These assets, while managed by the organisation, may not be part of its core business. Such strategies extend beyond the basic task of owning or leasing buildings. They involve aligning real estate decisions with the organisation's long-term vision, operational requirements, and financial goals.

This course introduces the fundamental knowledge and analytical frameworks of both Corporate Real Estate (CRE) – which focuses on a strategic level – and Facilities Management (FM) – which functions at an operational level. Students will learn how to establish strategic direction and ensure that the organisation's assets and facilities effectively support its business strategy. Effective facilities management enhances both organisational performance and stakeholder experience.

This course is designed to facilitate students to:

1) develop a comprehensive understanding of the roles of CRE and FM within the real estate life cycle;
2) cultivate critical thinking skills across the various dimensions of FM;
3) acquire in-depth knowledge of facilities management at both strategic and operational levels.
Design Thinking is a process for creatively and systematically solving problems by prioritising people and their needs. It emphasises a deep understanding of user experiences and employs empathetic, iterative, and non-linear processes for imagination and idea generation. In this course, students will learn the fundamental principles and tools of design thinking and apply them to practical projects aimed at incorporating human-centred design into business model innovation within experience industries. Students will be guided through the processes of understanding customer needs, building empathy with customers, identifying problems, collecting and analysing data, generating solutions, and testing those solutions. By doing so, they are expected to develop a deeper understanding of how to generate creative business ideas and implement them within well-designed business models. By exploring the intersection of design thinking and business model innovation in the context of experience-driven industries—such as hospitality, tourism, events, healthcare, sports, and retail—students will develop skills in strategic thinking, creative problem-solving, team collaboration, communication, and storytelling.
This course explores the principles and practices of ethical leadership and decision-making in organisational and societal contexts specific to the experience economy. Students will examine ethical theories and their application in leadership, decision-making models in ethical dilemmas, corporate social responsibility and ethical organisational culture, personal values and biases in ethical leadership. More specifically, case studies with a focus on organisations navigating the experience economy will be used to provide an in-depth understanding of ethical successes and failures in leadership and strategies for ethical decision-making and conflict resolution.
This field study course offers students an immersive learning experience in the global experience economy. The course combines academic inquiry with experiential learning, enabling students to observe, analyze, compare, and evaluate business practices in experience design, investment, and management across diverse industries and geographical contexts. Working in teams, students will conduct a project addressing a real-world business challenge, applying theoretical frameworks to develop practical and culturally informed policy recommendations or business solutions. Through site visits, field observations, and intercultural collaboration, students will gain deeper insights into the current practices, issues, challenges, and opportunities facing organisations operating in various experience-driven industries.
Hospitality business entities encounter various reporting issues that affect their performance measurement. In the hospitality and tourism industry, business entities follow specific industry key performance indicators in financial reporting. Moreover, sustainability and ESG reporting bears particular significance. This course covers the financial reporting practices adopted by the hospitality industry and applies the financial statement analysis techniques in the performance measurement and valuation of these entities. In addition, the course analyses entities across the ESG reporting framework and evaluates their sustainability performances. After taking this course, students are expected to have an in-depth understanding of the financial and ESG reporting standards required and to be able to apply these standards in the performance evaluation of hospitality business entities.
The retail industry plays a significant role in the global economy and in our daily lives. Today, retail business is conducted both online and offline, offering customers endless options for enjoyable, effective, and efficient buying experiences. This course covers topics such as retail competitive strategy, situation analysis, customer segmentation, store site selection, retail business financial and operational practices, merchandise management and pricing, branding and promotion strategies, customer relationship management, data analytics, and more. The course also addresses innovative retail practices and the impact of emerging technologies on retail experiences. By the end of the course, students will be equipped with the knowledge and skills to excel in retail management roles, driving the success and innovation of retail organisations in a rapidly changing environment.
Historic buildings bear witness to the development of a city and they are valuable and unique assets of urban community. In recent years, people have grown increasingly aware of the issue of the demolition and redevelopment of historic buildings. New generations are shouldering the responsibilities of inheriting and maintaining the culture of the city in a sustainable manner. This course focuses on historic buildings and sites in relations to their settings and aims to introduce the revitalisation theories, revitalisation policies and revitalisation process. Case studies are used to illustrate revitalisation projects in Hong Kong, Mainland China, Macau and Singapore.
Shopping mall is a dynamic business and has been one of the important assets in the investment portfolio. Unlike other real estate assets focusing only on the rental income paid by the tenants, the shopping mall predominantly concerns about the business of the tenants and how to increase their revenue. The shopping mall business thus requires thorough management to attract more customers and to increase the traffic flow. Despite the significance of site selection and financial feasibility, other important factors determining the success of a shopping mall include tenant mix, marketing and promotion, operation and maintenance, as well as asset enhancement. This course introduces theoretical knowledge and concept affecting the development and management of the shopping mall. After taking this course, students should have a good understanding of the shopping mall business and allow them to work in the shopping mall development and management field.
Effective facilities management not only prolongs the lifespan of assets but also boosts cost efficiency and productivity in airports while simultaneously achieving sustainability goals. Today’s airport environments are increasingly complex, necessitating airport senior management be well-prepared to address these challenges. This course aims to provide students with the knowledge and key skills needed for efficient airport planning and operations. As facilities planning and management include hard services and soft services, the topics covered include space planning and design, operation and maintenance, public safety and security, airport retail, marketing strategies and financial oversight, application of digital technologies and effective communication with diverse stakeholders and specialists.
Effective management of service experiences in aviation not only enhances customer satisfaction but also drives operational efficiency and fosters brand loyalty. Modern aviation services encompass a diverse range of interactions, from check-in and boarding to in-flight experiences. This course is designed to explore the principles of designing, delivering, and managing exceptional service experiences within the aviation industry. It aims to equip students with the knowledge and critical skills needed to optimise customer interactions and ensure a seamless, end-to-end journey. Key topics include marketing strategies in aviation, service design and innovation, customer relationship management, and quality assurance in service delivery. The course emphasises strategies to create a holistic, memorable customer experience, ensuring passengers feel valued at every step of their journey.
This course consists of preparatory assignments in readings and a written study plan, followed by a five to seven-day residential programme in a selected country or economy outside of Hong Kong and concluded with a written report and oral presentation. The residential programme will include site visits to state enterprises, joint ventures and manufacturing facilities as well as lectures, seminars and discussions with local and international company executives. The goal in taking learning sessions abroad is for MSc students to expose to a wide spectrum of issues related to business operations, management and innovation in different nations and/or regions. Through discussions with local government officials, managers and academics, trade, economics, finance, market, ventures, management practices, technologies, as well as geopolitics and social issues are highlighted.
Corporate real estate strategies are the approaches organisations adopt to manage their property assets in ways to support their overall business objectives. Corporate real estate comprises the physical assets, such as offices, manufacturing plants, and retail facilities, that an organisation owns or leases to support its business operations. These assets, while managed by the organisation, may not be part of its core business. Such strategies extend beyond the basic task of owning or leasing buildings. They involve aligning real estate decisions with the organisation's long-term vision, operational requirements, and financial goals. This course introduces the fundamental knowledge and analytical frameworks of both Corporate Real Estate (CRE) – which focuses on a strategic level – and Facilities Management (FM) – which functions at an operational level. Students will learn how to establish strategic direction and ensure that the organisation's assets and facilities effectively support its business strategy. Effective facilities management enhances both organisational performance and stakeholder experience. This course is designed to facilitate students to: 1) develop a comprehensive understanding of the roles of CRE and FM within the real estate life cycle; 2) cultivate critical thinking skills across the various dimensions of FM; 3) acquire in-depth knowledge of facilities management at both strategic and operational levels.
This graduate-level seminar provides an in-depth examination of emerging trends and critical challenges in global tourism, hospitality, and events. Students will explore contemporary and pressing issues in the dynamic and evolving landscape of the global tourism, hospitality, event, and related industries. Through case studies, discussions, guest speeches by industry leaders, and field trips, students will critically assess how these trends shape the future of the field and formulate strategic responses to address emerging challenges. Through an interdisciplinary lens, this course is designed to cultivate critical thinking, analytical reasoning, strategic decision-making, and a global perspective.
Design Thinking is a process for creatively and systematically solving problems by prioritising people and their needs. It emphasises a deep understanding of user experiences and employs empathetic, iterative, and non-linear processes for imagination and idea generation. In this course, students will learn the fundamental principles and tools of design thinking and apply them to practical projects aimed at incorporating human-centred design into business model innovation within experience industries. Students will be guided through the processes of understanding customer needs, building empathy with customers, identifying problems, collecting and analysing data, generating solutions, and testing those solutions. By doing so, they are expected to develop a deeper understanding of how to generate creative business ideas and implement them within well-designed business models. By exploring the intersection of design thinking and business model innovation in the context of experience-driven industries—such as hospitality, tourism, events, healthcare, sports, and retail—students will develop skills in strategic thinking, creative problem-solving, team collaboration, communication, and storytelling.
This course explores Environmental, Social, and Governance (ESG) practices within the context of experience industries such as hospitality, tourism, events, healthcare, creative industries, and retail. Designed for master-level students, the course combines theoretical foundations with practical insights delivered by industry executives and faculty members. Students will analyse ESG challenges and real-world practices, culminating in a group project where they propose actionable ESG solutions for partner organisations. The course provides students with the conceptual tools and applied skills needed to integrate ESG principles into business strategies for the experience industries.
This course explores the principles and practices of ethical leadership and decision-making in organisational and societal contexts specific to the experience economy. Students will examine ethical theories and their application in leadership, decision-making models in ethical dilemmas, corporate social responsibility and ethical organisational culture, personal values and biases in ethical leadership. More specifically, case studies with a focus on organisations navigating the experience economy will be used to provide an in-depth understanding of ethical successes and failures in leadership and strategies for ethical decision-making and conflict resolution.
This course provides students with an in-depth understanding of experience design and management practices in the context of experience industries. Students will explore the frameworks, tools, real-world issues and solutions behind designing and managing meaningful experiences for customers, users, and employees. With a focus on identifying and addressing pain points, students will learn to create innovative and sustainable solutions that enhance satisfaction, loyalty, and overall experience quality. Featuring industry guest lectures and problem-solving tasks / projects, the course bridges academic knowledge with practical insights to prepare students for dynamic challenges in the field.
This field study course offers students an immersive learning experience in the global experience economy. The course combines academic inquiry with experiential learning, enabling students to observe, analyze, compare, and evaluate business practices in experience design, investment, and management across diverse industries and geographical contexts. Working in teams, students will conduct a project addressing a real-world business challenge, applying theoretical frameworks to develop practical and culturally informed policy recommendations or business solutions. Through site visits, field observations, and intercultural collaboration, students will gain deeper insights into the current practices, issues, challenges, and opportunities facing organisations operating in various experience-driven industries.
This course introduces generative artificial intelligence (AI) and its applications in business contexts. It covers key generative AI techniques, including deep learning, text generation, image generation, and other AI-driven solutions. The course also discusses opportunities for applying these techniques in business areas such as customer engagement, product design, and personalised marketing, as well as the associated challenges.
Hospitality business entities encounter various reporting issues that affect their performance measurement. In the hospitality and tourism industry, business entities follow specific industry key performance indicators in financial reporting. Moreover, sustainability and ESG reporting bears particular significance. This course covers the financial reporting practices adopted by the hospitality industry and applies the financial statement analysis techniques in the performance measurement and valuation of these entities. In addition, the course analyses entities across the ESG reporting framework and evaluates their sustainability performances. After taking this course, students are expected to have an in-depth understanding of the financial and ESG reporting standards required and to be able to apply these standards in the performance evaluation of hospitality business entities.
In today's evolving business landscape, the hospitality industry faces unique challenges such as talent shortages, technological advancements, evolving guest expectations, and supply chain disruptions. These challenges necessitate innovative solutions to maintain competitiveness and ensure operational efficiency. HR analytics is a key solution in this context. This course covers HR analytics concepts such as descriptive, predictive, and prescriptive analytics, HR lifecycle metrics, training, rewards, and basic statistical methods. Students will engage in hands-on projects and case studies specific to the experience industries and apply analytical techniques to solve real-world HR problems.
The retail industry plays a significant role in the global economy and in our daily lives. Today, retail business is conducted both online and offline, offering customers endless options for enjoyable, effective, and efficient buying experiences. This course covers topics such as retail competitive strategy, situation analysis, customer segmentation, store site selection, retail business financial and operational practices, merchandise management and pricing, branding and promotion strategies, customer relationship management, data analytics, and more. The course also addresses innovative retail practices and the impact of emerging technologies on retail experiences. By the end of the course, students will be equipped with the knowledge and skills to excel in retail management roles, driving the success and innovation of retail organisations in a rapidly changing environment.
This course helps students learn how to apply the principles of revenue management effectively as they apply to the hospitality industry by following the concept of allocating the right type of capacity to the right kind of customer at the right price so as to maximise revenue. Focus is placed on the integration of revenue management techniques with information technology, internal management issues, and external marketing concerns. Topics include theories on revenue management, forecasting, overbooking, group decisions, and management and marketing issues. Students will be exposed to how hospitality organisations use revenue management technique to determine their pricing strategy to maximise their revenue.
Historic buildings bear witness to the development of a city and they are valuable and unique assets of urban community. In recent years, people have grown increasingly aware of the issue of the demolition and redevelopment of historic buildings. New generations are shouldering the responsibilities of inheriting and maintaining the culture of the city in a sustainable manner. This course focuses on historic buildings and sites in relations to their settings and aims to introduce the revitalisation theories, revitalisation policies and revitalisation process. Case studies are used to illustrate revitalisation projects in Hong Kong, Mainland China, Macau and Singapore.
The trend toward service-dominated economies has been global in scope. Not surprisingly, services are the major driver of economic growth in Asia, where the share of services in the most advanced economies is comparable to that of their U.S. and European counterparts. Given the importance of services in the world economy, it is imperative for students to have basic knowledge of services marketing. This course aims to equip students with the fundamental knowledge and skills of services marketing. Feature topics include the fundamental differences between services and goods, service strategies of managing the service experience, and consumer perception of service quality and service delivery.
Shopping mall is a dynamic business and has been one of the important assets in the investment portfolio. Unlike other real estate assets focusing only on the rental income paid by the tenants, the shopping mall predominantly concerns about the business of the tenants and how to increase their revenue. The shopping mall business thus requires thorough management to attract more customers and to increase the traffic flow. Despite the significance of site selection and financial feasibility, other important factors determining the success of a shopping mall include tenant mix, marketing and promotion, operation and maintenance, as well as asset enhancement. This course introduces theoretical knowledge and concept affecting the development and management of the shopping mall. After taking this course, students should have a good understanding of the shopping mall business and allow them to work in the shopping mall development and management field.

Please note:

  • Required and elective courses are subject to change.
  • Students may choose up to 3 units of course(s) offered by MAcc, MBA or other MSc programmes of the Faculty counting toward elective course requirement, subject to approval of Programme Directors concerned.
Navigate Your Academic Journey

All students are required to meet all the programme requirements, pass all the assessments and obtain a cumulative GPA of at least 2.5 in order to graduate.

Students who obtain a cumulative GPA below 2.50 in the term assessment will be put on academic probation. If the probation is not lifted after two consecutive terms, the student will be required to discontinue his or her studies.

Students who receive a grade D+ or below in a course must repeat the course or take an approved substitute course.

Students in the top 20 percentile who achieve a cumulative GPA of 3.60 or above are eligible to be on the Dean’s List. These students will be issued a Dean’s List Certificate and the honour will be recorded on their academic transcripts.

Enhancing Academic Life
Highlights of LEE Curriculum

Holistic approach to solving complex problems, strategic thinking, and solution-driven.

Field trips, site visits, and problem-solving projects.

Overseas study trips and exchange study opportunities.

Career support and diverse networking opportunities.

Academic advisor and industry mentor for each student.

Digital and eLearning tools, gamification, simulation, design thinking and capstone project.

LEE Journey to a Promising Career

LEE is designed to develop multi-skilled talents with a leadership mindset. Graduates will have diverse career opportunities, including roles in customer experience design and management, customer engagement, employee experience design and management, workplace experience solutions, experience consulting, event planning, customer insights analysis, business development, customer or market research, and more.

These roles have become increasingly important in a wide range of “experience industries,” including hospitality, tourism, events, leisure, sports, retail, entertainment, healthcare, wellness, technology, media, creative industries and beyond.

Multi-skilled Jobs in Diverse Experience Industries

Responsible for ensuring that customers have a positive and seamless experience across all touchpoints.

Helps organisations design and optimise customer, employee, or user experiences to achieve strategic goals.

Responsible for gathering, analysing, and interpreting data about customers, markets, and competitors to help businesses make informed decisions.

Improves overall employee experience and stakeholder satisfaction by integrating spaces, facilities, services, activities, data insights, technologies and other tools that foster engagement and productivity.

Personalised Career Support


CUHK Business School offers comprehensive career services for our MSc students. In addition to leveraging these services, the LEE programme also provides industry-oriented, personalised career support. Together, these services are designed to equip students with the skills, networks, and insights needed for successful career development in the experience economy.

Workshops

Interactive sessions on CV writing, cover letter preparation, and interview techniques to help students present themselves effectively to employers.

Career Fairs

Opportunities to connect with recruiters and explore job openings across a wide range of experience industries.

One-on-One Coaching

Personalised guidance from career advisers to refine career strategies, identify goals, and navigate job applications.

Industry Mentorship Programme

Students are paired with experienced professionals from relevant industries for guidance, insights, and career advice.

Industry-Specific Networking Events

Facilitated opportunities to connect with industry leaders, alumni, and peers to expand professional networks.

Distinguished Speaker Series

It is an SHTM tradition to invite a distinguished industry expert to meet with all students every month. The speakers offer valuable insights into market trends, challenges, and career paths in specific sectors.

These combined resources ensure that students are well-prepared to pursue careers in their fields with confidence and clarity.





Entry Requirements

You should have:

  • graduated from a recognised university and obtained a bachelor’s degree, normally with honours not lower than Second Class or achieving an average grade of not lower than “B”; or
  • completed a course of study in a tertiary educational institution and obtained professional or similar qualifications equivalent to a bachelor’s degree.

GMAT / GRE scores are not mandatory, but a good GMAT / GRE score will strengthen the application.

Please also see the English Language Requirements for Admission.

Please note:

  • We start assessing your application when we receive all required supporting documents.
  • Application will be processed on a rolling basis until all places have been filled and/or admission closed. Early applications are strongly encouraged.
  • If your application is successful, we will send you a notification by email. If you do not hear from us approximately 2 months after the application deadline, you may consider your application unsuccessful.

2027 - 28 Admission

Admission Deadline

Full-time
31 Mar 2027


Application will be processed on a rolling basis until all places fill up. Therefore, early applications are strongly encouraged. The application deadline may be closed early if places are no longer available. The subsequent applications received may not be considered.

Contact Us

7/F, Cheng Yu Tung Building,
12 Chak Cheung Street,
Shatin, N.T., Hong Kong
msclee@cuhk.edu.hk
+852 3943 9328

 

Apply Now
Fees

The tuition fees for the academic year 2027/2028 are: HK$330,000.

You can pay in instalments, as follows:

  1. HK$110,000 (retention fees) within 2 weeks of confirming your offer
  2. HK$110,000 at the beginning of the 2nd trimester
  3. HK$110,000 at the beginning of the 3rd trimester
Financial Aid

Admission Scholarships

All applicants with full applications submitted are eligible and will be automatically considered; no separate application is required. If you are selected, we will inform you in your offer letter.

Loans for Local Students

Local students may be eligible for a loan from the Extended Non-means tested Loan Scheme (ENLS). For more information, please see the ENLS website.

How to Apply

For further details about entry requirements, visas and the online application process, please go to the apply page.

Apply Now
Message from the Programme Director

Experience is not just something that happens to us; it is what shapes us. It influences how we feel, how we connect, and how we see the world. We live in a time when meaning matters more than ever. Powerful and memorable experiences are redefining what we value in our lives and in our work.

Welcome to the MSc in Leadership for Experience Economy (LEE), the first MSc programme in the Asia-Pacific region dedicated to preparing you to become a visionary leader for the experience economy. Our vision is bold and deeply human: to cultivate leaders who design with empathy, lead with purpose, and measure success not only in financial returns but also in well-being, joy, and lasting impact.

We aspire to develop our students into leaders who care about the happiness of customers, employees, and communities, and who make wise decisions in financial investment and technological innovation within experience-driven industries. Bring your curiosity, creativity, and empathy to imagine something better. And LEE will provide you with an interdisciplinary curriculum enriched with hands-on learning, global exposure, and meaningful engagement with industry pioneers in experience design, investment, and management.

Together, we will start a transformative journey. You will grow into a multi-skilled, forward-thinking leader capable of crafting extraordinary experiences for others and for yourself. Because when you create joy for others, you create purpose for yourself. And in the experience economy, that is the greatest return of all.

Dr. Jenny TIAN
Programme Director, MSc in Leadership for Experience Economy
Our Faculty
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Tian, Jenny Jie
田潔
Senior Lecturer
Director, MSc in Leadership for Experience Economy
Chan, Elisa Ka-yan
陳家欣
Assistant Professor
Cheung, Gentiana Pui
張貝
Professional Consultant
Choi, Sungwoo
崔成宇
Assistant Professor
Li, Robert Xiang
李想
Fung King Hey Memorial Professor of Tourism Management
Liusman, Ervi
劉海慧
Senior Lecturer
Tsang, Desmond Tak-ming
曾德銘
Associate Professor
Wan, Lisa Chun-ying
尹振英
Associate Professor
Wong, Nelson Chi-fai
黄志輝
Professor of Practice in Real Estate
Yang, Zoe Yang
楊揚
Assistant Professor
Tian, Jenny Jie
田潔
Senior Lecturer
Director, MSc in Leadership for Experience Economy
Yang, Zoe Yang
楊揚
Assistant Professor
Wong, Nelson Chi-fai
黄志輝
Professor of Practice in Real Estate
Wan, Lisa Chun-ying
尹振英
Associate Professor
Tsang, Desmond Tak-ming
曾德銘
Associate Professor
Liusman, Ervi
劉海慧
Senior Lecturer
Li, Robert Xiang
李想
Fung King Hey Memorial Professor of Tourism Management
Choi, Sungwoo
崔成宇
Assistant Professor
Cheung, Gentiana Pui
張貝
Professional Consultant
Chan, Elisa Ka-yan
陳家欣
Assistant Professor
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