CUHK Master's
CUHK Master's
MSc in Marketing
Overview
Curriculum
Careers
Alumni
Admissions
Faculty List
Spearhead the Marketing Revolution

Shaped by the rise of AI and a rapidly evolving digital landscape, the MSc in Marketing Programme cultivates tomorrow’s marketing leaders through a curriculum blending theory and practice, tradition and technology, intuition and analytics, and local insight with a global vision. With a rich history since its founding in 2000, the programme attracts high-calibre students and follows a “small and exquisite” approach, maintaining a selective class size, and developing the expertise and practical skills needed to succeed in today’s dynamic marketing landscape.

Future-ready Skills with Real-world Impact

Students develop future-ready capabilities through courses in AI, digital marketing, entrepreneurship, machine learning, and sustainability in marketing, while gaining hands-on experience solving real-world marketing challenges through conferences, company visits, and professional sharing sessions across diverse industries.

Two Marketing Concentrations

Our Programme, featuring concentrations in AI and Quantitative Marketing as well as Managerial Marketing, is the first of its kind in the Greater China Region. It provides students with cutting-edge knowledge and professional skills to meet the industry’s demand for next-generation marketers in today’s digital age.

See Curriculum
Key Facts
Duration
Full-time: 1 year
Programme Commencement
August
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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Learn in an Innovative Environment
World-Class Educators and Professionals

Our faculty members are recognised as leading scholars and educators, with many teaching in MBA programmes and bringing over 10 years of experience. They hold PhDs from top universities including MIT, Yale, and Stanford, and have taught at leading institutions such as MIT and NYU.

Mentorship Programme

Designed to strengthen connections among the Programme, alumni, and students, the MScMKT Mentorship Programme fosters meaningful relationships that extend beyond academic life. Through personalised guidance, career-focused networking opportunities, and an enriched university experience, students gain valuable support for both personal and professional growth.

Marketing Practicums and Collaborations with Industry

Our practicum course combines traditional learning with real-world application. Students gain hands-on experience through lectures, projects, and presentations, equipping them to develop, execute, and evaluate impactful marketing campaigns. In collaboration with leading companies in and beyond Hong Kong, students work on real-world marketing projects, gaining valuable industry insights. This course also offers direct interaction with company management through meetings and presentation opportunities, providing students with guidance and professional feedback.

MScMKT Alumni Network

As the first MSc in Marketing Programme in Hong Kong, we have built a strong and enduring community over 2,000 MScMKT alumni across regions, industries, and cohorts, fostering close connections and strong alumni bonding.

Through the CUHK MSc in Marketing Alumni Network, graduates gain access to industry leaders worldwide, creating meaningful and mutually rewarding relationships that last a lifetime.

Join our community and stay connected with our alumni network!

See Careers
Build Your Competitive Edge in Marketing

This programme offers a well-rounded curriculum and comprehensive training in marketing, equipping students to execute effective campaigns and make timely strategic decisions using both qualitative and quantitative approaches. Students can specialise in AI and Quantitative Marketing or Managerial Marketing based on their career goals.

To complete the programme, you will need to attain a total of 36 credits of coursework, comprising of 4 core courses, 4 concentration required courses and 4 elective courses worth 3 credits each.

Programme Schedule

Notes: Courses and timelines are subject to change. Core and elective courses are subject to change. The offering of elective course(s) is subject to department’s decision.

Full-time Programme (1 Year)
Pre-term
August
  • 1 core course (pre-requisite course)
Term 1
Sep-Dec
  • 3 core courses, and
  • 1 elective course
Term 2
Dec-Mar
  • 1 AI and Quantitative Marketing Concentration required course, or
  • 2 Managerial Marketing Concentration required courses, and
  • 2-3 elective courses
Term 3
Mar-Jun
  • 3 AI and Quantitative Marketing Concentration required courses, or
  • 2 Managerial Marketing Concentration required courses, and
  • 0-1 elective course
Course List
Core Courses
AI and Quantitative Marketing Concentration Required Courses
Managerial Marketing Concentration Required Courses
Elective Courses
Other Elective Courses
This course is designed to illustrate how to devise a good market plan comprising segmentation, positioning and targeting to achieve consumer satisfaction. Emphasis is placed on adopting the basic marketing concept to enhance a firm's long-run market position via the creation of a differential advantage while meeting consumer desires at the same time. Another emphasis of this course is to explain how a firm can excel in the ever-changing market and competitive environment.
Integrated selected topics in buyer behaviour with marketing applications. Topics include: the sociological and psychological aspects of buyer behaviour, product adoption and diffusion, and the process of buyer behaviour, including search, motivation, influence, and interaction, and examination of normative behaviour models.
This course deals with the systematic and objective search for, and analysis of, information relevant to major classes of marketing management problems. There will be a focus on applications of problem structuring and marketing data collection, processing, and analysis.
This course aims to discuss some new topics in digital marketing. It covers the interaction between online and offline marketing; the challenge of social media marketing to traditional marketing theories; models and problems of sharing economy; a discussion of different pricing models of internet companies; and the development and the influence of artificial intelligence (AI).
This course is designed to illustrate how to devise a good market plan comprising segmentation, positioning and targeting to achieve consumer satisfaction. Emphasis is placed on adopting the basic marketing concept to enhance a firm's long-run market position via the creation of a differential advantage while meeting consumer desires at the same time. Another emphasis of this course is to explain how a firm can excel in the ever-changing market and competitive environment.
This course deals with the systematic and objective search for, and analysis of, information relevant to major classes of marketing management problems. There will be a focus on applications of problem structuring and marketing data collection, processing, and analysis.
Integrated selected topics in buyer behaviour with marketing applications. Topics include: the sociological and psychological aspects of buyer behaviour, product adoption and diffusion, and the process of buyer behaviour, including search, motivation, influence, and interaction, and examination of normative behaviour models.
This course aims to discuss some new topics in digital marketing. It covers the interaction between online and offline marketing; the challenge of social media marketing to traditional marketing theories; models and problems of sharing economy; a discussion of different pricing models of internet companies; and the development and the influence of artificial intelligence (AI).
This course provides students with hands-on tutorials and experience on how to use machine learning and artificial intelligence techniques to solve business problems encountered in marketing. Students will utilize Python and popular data science libraries such as scikit-learn, pandas, matplotlib, and PyTorch/TensorFlow.
Customer analytics is a process by which businesses leverage customer data to make key marketing decisions. It has a precursor as the so-called process of customer relationship management (CRM). Historically, only repeated customer interactions—mainly in retail, service and industrial sectors—generate sizable data suitable for business analytics, and these data are stored in the CRM system. Today’s market sees proliferation of customer data for not just loyal customers but even first-time or short-lived visitors, on not only customer transaction histories but also their characteristics, attitudes, opinions, and behaviors. Thanks to the advancement of ready-to-use data analytics tools, businesses can easily tap into this rich information to understand their customers’ likes, needs, and wants better than ever before. If customers are the ultimate trophy that businesses are battling for in the market, customer analytics is the most powerful weapon a business need to master to outsmart one’s competitors.
This course develops students’ ability to use data and analytical tools to make informed and strategic marketing decisions. It emphasizes how quantitative analysis and data-driven thinking can uncover insights about markets, customers, and competitive dynamics. Through a mix of conceptual discussion and hands-on practice, students learn to visualize, interpret, and model marketing data using modern analytical techniques. The course introduces foundational approaches in data visualization, machine learning, and statistical modeling, with applications to real-world marketing problems. The course requires basic knowledge of statistics and involves coding-based exercises, primarily in R. Assessment is based on individual assignments and group projects that promote collaboration, analytical rigor, and strategic thinking. Working effectively in teams is an essential component of the learning experience.
Artificial intelligence (AI) is transforming marketing by enabling smarter, more personalized strategies, and this course explores its cutting-edge applications in social media marketing. From AI-driven tools for content optimization and predictive analytics to its role in influencer campaigns and live streaming, students will learn how AI is reshaping Owned, Earned, and Bought Media. This course is designed for students with entry to intermediate statistical knowledge and intermediate programming skills. Through lectures, assignments, and group projects, participants will gain hands-on experience in leveraging AI and programming tools to create and analyze social media strategies. This course is ideal for those pursuing careers in digital marketing, marketing analytics, business analytics, data science, or consulting.
This course provides students with hands-on tutorials and experience on how to use machine learning and artificial intelligence techniques to solve business problems encountered in marketing. Students will utilize Python and popular data science libraries such as scikit-learn, pandas, matplotlib, and PyTorch/TensorFlow.
This course develops students’ ability to use data and analytical tools to make informed and strategic marketing decisions. It emphasizes how quantitative analysis and data-driven thinking can uncover insights about markets, customers, and competitive dynamics. Through a mix of conceptual discussion and hands-on practice, students learn to visualize, interpret, and model marketing data using modern analytical techniques. The course introduces foundational approaches in data visualization, machine learning, and statistical modeling, with applications to real-world marketing problems. The course requires basic knowledge of statistics and involves coding-based exercises, primarily in R. Assessment is based on individual assignments and group projects that promote collaboration, analytical rigor, and strategic thinking. Working effectively in teams is an essential component of the learning experience.
Customer analytics is a process by which businesses leverage customer data to make key marketing decisions. It has a precursor as the so-called process of customer relationship management (CRM). Historically, only repeated customer interactions—mainly in retail, service and industrial sectors—generate sizable data suitable for business analytics, and these data are stored in the CRM system. Today’s market sees proliferation of customer data for not just loyal customers but even first-time or short-lived visitors, on not only customer transaction histories but also their characteristics, attitudes, opinions, and behaviors. Thanks to the advancement of ready-to-use data analytics tools, businesses can easily tap into this rich information to understand their customers’ likes, needs, and wants better than ever before. If customers are the ultimate trophy that businesses are battling for in the market, customer analytics is the most powerful weapon a business need to master to outsmart one’s competitors.
Artificial intelligence (AI) is transforming marketing by enabling smarter, more personalized strategies, and this course explores its cutting-edge applications in social media marketing. From AI-driven tools for content optimization and predictive analytics to its role in influencer campaigns and live streaming, students will learn how AI is reshaping Owned, Earned, and Bought Media. This course is designed for students with entry to intermediate statistical knowledge and intermediate programming skills. Through lectures, assignments, and group projects, participants will gain hands-on experience in leveraging AI and programming tools to create and analyze social media strategies. This course is ideal for those pursuing careers in digital marketing, marketing analytics, business analytics, data science, or consulting.
This Course reviews the important concepts in service marketing. It addresses the issues involved in the effective marketing of services taking into account the unique characteristics of services. The issues which are covered include: the interactive nature of the service provider, the consumer and the physical environment in the service provision process; the importance to maintain high quality; and special problems related to the growth and internationalization of services.
Theoretical and practical appreciation of the role of “integrated marketing communication” (IMC) in today’s business environment. IMC differs from traditional advertising and promotion programs by using zero-based planning, data-driven communication and brand touch points. The program focuses on using strategic mix of advertising, sales promotion, public relations, event marketing and direct response promotions along with mass and two-way communication.
Making decisions, from the trivial to the fundamental, is part of the everyday life of every manager and investor. For the last 30 years, psychologists — and more recently also economists — have studied how people process information and make decisions. This research program has provided an insightful understanding of how people's decisions deviate from "optimal" ones, and the consequences of such biases in financial and personal terms. This course is devoted to understanding the nature, causes and managerial implications of these limitations. It will help the students discover a series of serious yet often overlooked mistakes that most people would commit in a variety of decision contexts, including investment decisions, hiring decisions, purchase decisions and even marital decisions. At the same time, this course will also teach them how to correct these mistakes and how to reach optimal solutions. Instead of overwhelming the students with mathematic models or academic theories, this course will use many in-class exercises and questionnaires to convey the concepts.
One of the most important assets of any business is tangible: its brands. As industries become increasingly competitive, it is clear that strong brand-building skills are needed to survive and prosper. The Strategic Brand Management course is designed to provide conceptual background as well as practical approaches (i.e., relevant research techniques) to manage brands as a strategic asset as well as a primary source of competitive advantage. Topics include new product development process, brand creation, brand building, measuring/monitoring brand equity, and revitalizing brands. Although brands are one of the most important assets for any business, it is found that managers generally do not have very clear idea how to successfully manage their brands. Far too few managers really understand the concept of brand equity and how it must be implemented. In other words, managers need to learn the basic brand building concepts as well as the research techniques that can be used to collect data for brand planning. The objective of this course is to provide students with understanding regarding brand building concepts as well as to equip students with research techniques that can be used to build and manage a successful brand.
This Course reviews the important concepts in service marketing. It addresses the issues involved in the effective marketing of services taking into account the unique characteristics of services. The issues which are covered include: the interactive nature of the service provider, the consumer and the physical environment in the service provision process; the importance to maintain high quality; and special problems related to the growth and internationalization of services.
Making decisions, from the trivial to the fundamental, is part of the everyday life of every manager and investor. For the last 30 years, psychologists — and more recently also economists — have studied how people process information and make decisions. This research program has provided an insightful understanding of how people's decisions deviate from "optimal" ones, and the consequences of such biases in financial and personal terms. This course is devoted to understanding the nature, causes and managerial implications of these limitations. It will help the students discover a series of serious yet often overlooked mistakes that most people would commit in a variety of decision contexts, including investment decisions, hiring decisions, purchase decisions and even marital decisions. At the same time, this course will also teach them how to correct these mistakes and how to reach optimal solutions. Instead of overwhelming the students with mathematic models or academic theories, this course will use many in-class exercises and questionnaires to convey the concepts.
Theoretical and practical appreciation of the role of “integrated marketing communication” (IMC) in today’s business environment. IMC differs from traditional advertising and promotion programs by using zero-based planning, data-driven communication and brand touch points. The program focuses on using strategic mix of advertising, sales promotion, public relations, event marketing and direct response promotions along with mass and two-way communication.
One of the most important assets of any business is tangible: its brands. As industries become increasingly competitive, it is clear that strong brand-building skills are needed to survive and prosper. The Strategic Brand Management course is designed to provide conceptual background as well as practical approaches (i.e., relevant research techniques) to manage brands as a strategic asset as well as a primary source of competitive advantage. Topics include new product development process, brand creation, brand building, measuring/monitoring brand equity, and revitalizing brands. Although brands are one of the most important assets for any business, it is found that managers generally do not have very clear idea how to successfully manage their brands. Far too few managers really understand the concept of brand equity and how it must be implemented. In other words, managers need to learn the basic brand building concepts as well as the research techniques that can be used to collect data for brand planning. The objective of this course is to provide students with understanding regarding brand building concepts as well as to equip students with research techniques that can be used to build and manage a successful brand.
In this course, students will explore the fundamental concepts and trends of AI and big data, gaining insights into how these technologies are applied in Marketing. The course covers various types of data and methodologies, including web scraping, natural language processing, image and video analysis, data visualization, and regression analyses, as well as their integration to address marketing challenges and opportunities.
This course empowers postgraduate business classmates with the practical digital marketing knowledge and the appropriate entrepreneurial mindset required to thrive in the dynamic digital marketplace. This course explores the intersection of technology and business, focusing on creating, managing, and growing online ventures managed by would-be entrepreneurs or future leaders who may contribute to the success of a digital enterprise.
In this electronic age, multinational marketers will face a fast changing marketing environment. Globalization of business activities will no longer be the privilege of firms in the advanced countries. Existing concepts and theories in international marketing are being challenged for their abilities in solving problems in this electronic era. This course is designed to link theories with business practices. Topics include analyzes of the underlying forces in international business, and the recent development of theoretical concepts and theories in the area of international marketing. Marketing strategies will be discussed for operations in both advanced and emerging economies.
This course adopts an applied approach that integrates marketing concepts and analytics with hands-on experience in a real-world business setting. Given the opportunity of conducting different consulting projects from the sponsorship of client organizations, students learn how to apply the knowledge and data analytics tools learned from lessons and address big data marketing challenges and problems faced by international and regional businesses. Students will work in teams, under the supervision of project supervisors, to conduct consulting studies for the client organizations. This practicum addresses the clients’ strategic marketing issues and business needs, and provides insightful analyses and recommendations that guide marketing decision making and innovation.
This course adopts an applied approach that integrates marketing concepts and analytics with hands-on experience in a real-world business setting. As a practicum course in strategic marketing, students will identify the marketing challenge, develop the framework for the project, gather the necessary information and data, undertake the necessary marketing analysis, and summarize their findings and recommendations in a final report. Students will work in teams, under the supervision of the professor, to conduct research and consulting studies for the client company, will learn how to apply the marketing knowledge they have acquired to tackle the marketing challenges and problems in real business world.
Art of Sales and Sales Management is the art of developing salespeople's selling skill and motivating one's own salesmanship through an insightful blend of training and management procedures: both "system"-driven and "human"-oriented. Topics will include: sales training, determining the nature and amount of personal sales effort, territory design, quota and other performance assessments, and other control measures. Special emphasis will be placed on the discussion of contemporary practices in salesmanship and the selecting, training, motivating, and directing of salespeople.
This course covers major marketing decisions in a problem oriented setting, the in-depth study of general marketing management and the development of marketing plans and strategies. Emphasis is placed on integrating and applying analytical techniques, and interfunctional aspects of marketing.
This course introduces current research and thought on the negotiation process, and provides opportunities for students to apply the concepts and skills in simulations of actual negotiations. Strategic lessons are learned from different actual cases. The objective is to enable students to appreciate the art and science of negotiation, to understand how to resolve conflicts and derive the most out of bargaining.
This course will focus on special issues selected by the Marketing faculty. Discussion of current marketing thought, the rationale associated with contemporary marketing strategies, and issues and problems drawing current attention in the marketing literature.
The major objectives of this course are to develop an understanding of the unique features, behavior and problems of organisational marketing as compared to consumer marketing and to show how to apply the marketing managerial process (e.g., market segmentation, target market selection, development of the marketing mix) to the field of organizational marketing. The course is concerned with the application of modern marketing principles to organisational customers, including profit and non-profit organizations such as industrial buyers, government and social service institutions.
The objective of this course is to give students advanced practical marketing research techniques as well as hands-on experience in solving marketing problems in the real-world environment. The course consists of some lectures on advanced but practical marketing research techniques and a group project. In the group project, students will work closely with the marketing manager of a firm to solve his or her marketing problem(s) by using primary marketing research. Students will need to do presentation to the firm’s marketing and/or management team as well as submitting a detailed written report or marketing plan.
Determining the price of a product or service is one of the most important but also complex marketing decisions. The objectives of this course are threefold. First, it aims to familiarize the students with the basic concepts and techniques in pricing decisions. Second, it introduces an integrated framework, which is structured around marketing's three C's: costs, customers and competitors, for assessing and formulating profitable pricing strategies. Third, this course points to analytical tools which are essential for the understanding of both pricing decision and its value creation process from a managerial perspective. Students are expected to not only understand the concepts for setting pricing decisions, but also be able to apply essential techniques for making profitable pricing decisions in current business environment.
This course will focus on special issues selected by the Marketing Department.
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 Master’s 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.
In this course, students will explore the fundamental concepts and trends of AI and big data, gaining insights into how these technologies are applied in Marketing. The course covers various types of data and methodologies, including web scraping, natural language processing, image and video analysis, data visualization, and regression analyses, as well as their integration to address marketing challenges and opportunities.
This course introduces current research and thought on the negotiation process, and provides opportunities for students to apply the concepts and skills in simulations of actual negotiations. Strategic lessons are learned from different actual cases. The objective is to enable students to appreciate the art and science of negotiation, to understand how to resolve conflicts and derive the most out of bargaining.
This course empowers postgraduate business classmates with the practical digital marketing knowledge and the appropriate entrepreneurial mindset required to thrive in the dynamic digital marketplace. This course explores the intersection of technology and business, focusing on creating, managing, and growing online ventures managed by would-be entrepreneurs or future leaders who may contribute to the success of a digital enterprise.
This course will focus on special issues selected by the Marketing faculty. Discussion of current marketing thought, the rationale associated with contemporary marketing strategies, and issues and problems drawing current attention in the marketing literature.
In this electronic age, multinational marketers will face a fast changing marketing environment. Globalization of business activities will no longer be the privilege of firms in the advanced countries. Existing concepts and theories in international marketing are being challenged for their abilities in solving problems in this electronic era. This course is designed to link theories with business practices. Topics include analyzes of the underlying forces in international business, and the recent development of theoretical concepts and theories in the area of international marketing. Marketing strategies will be discussed for operations in both advanced and emerging economies.
The major objectives of this course are to develop an understanding of the unique features, behavior and problems of organisational marketing as compared to consumer marketing and to show how to apply the marketing managerial process (e.g., market segmentation, target market selection, development of the marketing mix) to the field of organizational marketing. The course is concerned with the application of modern marketing principles to organisational customers, including profit and non-profit organizations such as industrial buyers, government and social service institutions.
This course adopts an applied approach that integrates marketing concepts and analytics with hands-on experience in a real-world business setting. Given the opportunity of conducting different consulting projects from the sponsorship of client organizations, students learn how to apply the knowledge and data analytics tools learned from lessons and address big data marketing challenges and problems faced by international and regional businesses. Students will work in teams, under the supervision of project supervisors, to conduct consulting studies for the client organizations. This practicum addresses the clients’ strategic marketing issues and business needs, and provides insightful analyses and recommendations that guide marketing decision making and innovation.
The objective of this course is to give students advanced practical marketing research techniques as well as hands-on experience in solving marketing problems in the real-world environment. The course consists of some lectures on advanced but practical marketing research techniques and a group project. In the group project, students will work closely with the marketing manager of a firm to solve his or her marketing problem(s) by using primary marketing research. Students will need to do presentation to the firm’s marketing and/or management team as well as submitting a detailed written report or marketing plan.
This course adopts an applied approach that integrates marketing concepts and analytics with hands-on experience in a real-world business setting. As a practicum course in strategic marketing, students will identify the marketing challenge, develop the framework for the project, gather the necessary information and data, undertake the necessary marketing analysis, and summarize their findings and recommendations in a final report. Students will work in teams, under the supervision of the professor, to conduct research and consulting studies for the client company, will learn how to apply the marketing knowledge they have acquired to tackle the marketing challenges and problems in real business world.
Determining the price of a product or service is one of the most important but also complex marketing decisions. The objectives of this course are threefold. First, it aims to familiarize the students with the basic concepts and techniques in pricing decisions. Second, it introduces an integrated framework, which is structured around marketing's three C's: costs, customers and competitors, for assessing and formulating profitable pricing strategies. Third, this course points to analytical tools which are essential for the understanding of both pricing decision and its value creation process from a managerial perspective. Students are expected to not only understand the concepts for setting pricing decisions, but also be able to apply essential techniques for making profitable pricing decisions in current business environment.
Art of Sales and Sales Management is the art of developing salespeople's selling skill and motivating one's own salesmanship through an insightful blend of training and management procedures: both "system"-driven and "human"-oriented. Topics will include: sales training, determining the nature and amount of personal sales effort, territory design, quota and other performance assessments, and other control measures. Special emphasis will be placed on the discussion of contemporary practices in salesmanship and the selecting, training, motivating, and directing of salespeople.
This course will focus on special issues selected by the Marketing Department.
This course covers major marketing decisions in a problem oriented setting, the in-depth study of general marketing management and the development of marketing plans and strategies. Emphasis is placed on integrating and applying analytical techniques, and interfunctional aspects of marketing.
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 Master’s 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.

* Offered by the Business School for TPg Programmes

To fulfill the elective course requirement, students may choose up to 6 units of required course(s) from the other concentration, subject to availability of enrolment quota.
Students may choose up to 3 units of BAMS-coded course, subject to the approval of Programme Directors concerned.
Students may choose up to 3 units of course(s) offered by MBA, MAcc and other MSc programmes of the Faculty of Business Administration, and the MSSc in Advertising of the Faculty of Social Science counting towards elective course requirement, subject to the approval of Programme Directors concerned.

Navigate Your Academic Journey

You may be exempt from taking a course if you have completed an equivalent course in your postgraduate studies and achieved a grade B or above. You may be exempt from a maximum of 6 credits, subject to approval, and will need to replace the credits with other elective courses.

Your performance is assessed based on exams and assignments, according to CUHK’s grading system.

To graduate, you must complete the prescribed coursework and achieve a cumulative grade-point average (GPA) of at least 2.50.

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 2 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
Global Business Field Study

Students have the chance to broaden perspectives through the Business Field Study, conducted in a selected country or economy outside of Hong Kong. This immersive residential experience includes site visits to state-owned enterprises, joint ventures, and manufacturing facilities, as well as lectures, seminars, and discussions with local and international business leaders.

Vibrant Student Activities

Our curated calendar of academic-year activities fosters a strong sense of community. Signature events include the Orientation Cruise, company visits (e.g., HK Disneyland, Ocean Park, Tencent), Graduation Dinner, team-building day, and small-group events (e.g., hiking, museum visits, sports), creating memorable experiences both inside and beyond the classroom. (Activities are subject to change by the programme.)

Global Exposure and Opportunities

With our extensive international collaboration, students have the opportunity to spend one academic term studying abroad at leading partner universities worldwide. This exchange experience allows students to broaden their global perspective, immerse themselves in different academic and cultural environments, and build an international network with peers and faculty across leading business schools.

Students can opt to pursue a dual degree pathway, completing their first year at CUHK and second year at ESCP Business School. Upon completion, students will earn both the CUHK MSc in Marketing and the ESCP Master in Management, gaining dual qualifications and enhanced global marketing expertise across Asia and Europe.

Explore Unlimited Possibilities

Equipped with specialist skills in AI, quantitative analysis, and marketing management, graduates are well prepared for a wide range of roles across industries in today’s digital era, paving the way for a bright future. Supported by strong industry connections, our graduates are well positioned to thrive in a fast-changing global market.

Graduate Employment Survey 2026
(Graduates from Class of 2012 to Class of 2025)

Industry Distribution

Job Function Distribution

Personalised Career Support

With the support of the Career Development and Corporate Engagement Office, students receive personalised guidance across all aspects of career development, including career planning, CV writing, and interview preparation. Students also gain access to potential job opportunities through company visits, recruitment talks, and career fairs, helping them realise their potential and launch their careers with confidence.

Non-local Students

Non-local students studying in Hong Kong will receive a “No Objection Letter” (NOL) from the Hong Kong Immigration Department along with their student visa. Upon securing endorsement from the Programme, this letter enables them to undertake curriculum-related internships and part-time on-campus employment during their studies. (Subject to change based on the latest HKSAR Government announcement.)
After graduation, you may also apply for an IANG visa to remain in Hong Kong and explore job opportunities.

Where Our Graduates Work

Our graduates are highly sought after in today’s data-driven economy, pursuing successful careers across a wide range of industries.

  • Alibaba
  • Amazon
  • Baidu
  • ByteDance
  • China Mobile
  • Danone
  • Deloitte
  • Ernst & Young
  • Gucci
  • Huawei
  • IBM
  • Johnson & Johnson
  • KPMG
  • L’Oréal
  • Louis Vuitton
  • Mars
  • Mei Tuan
  • Nestlé
  • NetEase
  • Nielsen
  • Nike
  • Oppo
  • P&G
  • PDD
  • PwC
  • Tencent
  • Unilever
  • Xiaohongshu

L’Oréal, Kiehl’s Trainee

Studying Marketing at CUHK enabled me to grasp key principles through real-world cases. The mutual support from classmates and alumni was like a “cheat code” for job hunting and personal growth. These practical experiences have truly propelled me forward in my career.

Sia WU
MScMKT 2025

Brand Marketing, Tencent

The one-year journey in MScMKT Programme has been incredibly meaningful. The courses seamlessly integrated marketing theories with real-life business cases. I have built a strong network of alumni and developed essential skills, including critical thinking, data analysis, and teamwork. All these experiences will have a lasting positive impact on my life.”

Scott ZHANG
MScMKT 2024

L’Oréal, Lancôme E-commerce

Studying at CUHK MScMKT, based on the acquisition of systematic and comprehensive marketing knowledge, we were also able to learn the skills and methods that are more in line with the current changing market trends.

Lio LIANG
MScMKT 2023

Senior Brand Manager, P&G

I have got a solid theoretical basis of marketing through the systematic teaching with real business cases, and the group projects in every lecture sharpened our analytical skills, teamwork ability, and communication skills by allowing us to apply theories to the practical situation in a team.

Liana WU
MScMKT 2022

Content Marketing Manager, Mihoyo

The projects of the courses encouraged me to discover and develop my potential in different fields such as consumer understanding, data analysis and content creation.

Richard WANG
MScMKT 2020

Product Manager, Alibaba

I was inspired by my excellent professors and talented classmates, who helped me uncover my potential.

Serena LI
MScMKT 2017

Associate Marketing Director, Marketing Department of Tencent Cloud & Smart Industries Group

I learnt cutting-edge skills in big data marketing and strategic planning from great professors and industry leaders, which I now apply on a daily basis to everything from campaign creation to omnichannel media buying.

Lynn CHENG
MScMKT 2016
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:

  • 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 last application deadline, you may consider your application unsuccessful.

2027-28 Admission

Admission Deadline

Full-time
31 Jul 2026 (Early Round)
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

Room 1133, 11/F, Cheng Yu Tung Building,
12 Chak Cheung Street, CUHK Business School,
Shatin, N.T., Hong Kong
mktmsc@cuhk.edu.hk
+852 3943 5935

 

Apply Now
Alumni Referral Programme for 2027 Intake
(Deadline: 1 December 2026)

Alumni Referrals Inspire Tomorrow’s Marketing Leaders

As a CUHK MScMKT alumnus, you are the greatest advocate for our programme. You know what it takes to be successful in MScMKT Programme and have a good understanding of the type of talent we are seeking.

Your referrals will inspire your family member, schoolmate, colleague or friend to invest in their future, learn crucial marketing skills and gain an invaluable network of peers.

For the candidates who are referred by our alumni or current students, a dedicated admission round will be arranged. The general admission is on a rolling basis and we will stop evaluating candidates once the admission quota is fulfilled, except for the candidates who apply through this Alumni Referral Programme. The deadline for the applications through the Alumni Referral Programme is 1 December 2026.

The applicants who apply through this Alumni Referral Programme should satisfy the admission requirements and selection standards as normal applicants.

We are so proud of our alumni and the life-changing work that they do. We appreciate your continued support of our recruitment efforts and thank you for sharing your MScMKT story with others.

After submitting the admission application and required documents,

a) if you are the referred candidate, please complete the referral e-form (candidate).

b) if you are our alumni or current student (referee), please complete the referral e-form (referee).

Remarks:
1. Each of the referees can refer a maximum of 2 applicants.
2. The referral e-form can be submitted by either candidate or referee.

Fees

The tuition fees for the academic year 2027/2028 are HK$410,000. (Subject to the University’s Approval)

Tuition can be paid in 3 instalments:

  1. HK$130,000 (retention fees) within 2 weeks of confirming your offer
  2. HK$140,000 (at the beginning of the 2nd trimester)
  3. HK$140,000 (at the beginning of the 3rd trimester)
Financial Aid

Scholarships

The Admission Scholarship is awarded to outstanding candidates based on academic excellence and other merits. Eligible candidates will be automatically considered, with no separate application required.

The Diversity Excellence Scholarship recognises candidates who contribute to the diversity of our student body through exceptional achievements. Eligible candidates will be automatically considered, with no separate application required.

The Marketing Impact & Leadership Award recognises students who demonstrate outstanding leadership, active engagement, and meaningful contributions beyond the classroom during their study in our Programme. Eligible students may apply during their final term of study.

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

Welcome to the MSc in Marketing Programme at CUHK. We pride ourselves on offering a focused and high-quality learning experience. Our students benefit from close interaction with world-class faculty and a diverse student body from around the globe.

We place strong emphasis on building a supportive student network— fostering lifelong friendships and valuable professional connections that lay the foundation for future success.

The programme combines Eastern and Western perspectives and is taught entirely in English to help students integrate seamlessly into international environments. Practical experiences and case studies deepen understanding of both the Hong Kong and Chinese Mainland markets, blending Western theory with Chinese marketing practices for a truly global outlook.

This is not just any MSc in Marketing Programme in Hong Kong; it is the one and only. We look forward to embarking on this exciting and rewarding journey with you!

Professor Mandy HU
Programme Director, MSc in Marketing
Our Faculty
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Hu, Mandy Mantian
胡曼恬
Associate Professor
Director, MSc Programme in Marketing
Cao, Xinyu
曹馨宇
Vice-Chancellor Associate Professor
Cisternas Vera, Francisco
Senior Lecturer
Dai, Xianchi
戴先熾
Associate Professor
Gao, Leilei
高蕾蕾
Associate Professor
Jung, Sungjin
Assistant Professor
Ke, Tony Te
柯特
Professor
Kwong, Jessica Yuk-yee
鄺玉儀
Professor
Leung, Rosette Hung-yee
梁幸兒
Lecturer
Liao, Chenxi
廖晨曦
Assistant Professor
Poon, Larry Ka-yeung
潘嘉陽
Adjunct Associate Professor
Poon, Stephen Kwok-ho
潘國豪
Professional Consultant
Shen, Hao
沈浩
Professor
Shen, Luxi
沈璐希
Associate Professor
Tang, Jacky Wing-kin
鄧永堅
Professional Consultant
Wang, Jimbo Jingbo
汪靜波
Assistant Professor
Hu, Mandy Mantian
胡曼恬
Associate Professor
Director, MSc Programme in Marketing
Yeung, Catherine Wing-man
楊穎敏
Associate Professor
Yao, Jesse Yunfei
姚雲飛
Assistant Professor
Wang, Jimbo Jingbo
汪靜波
Assistant Professor
Tang, Jacky Wing-kin
鄧永堅
Professional Consultant
Shen, Luxi
沈璐希
Associate Professor
Shen, Hao
沈浩
Professor
Poon, Stephen Kwok-ho
潘國豪
Professional Consultant
Poon, Larry Ka-yeung
潘嘉陽
Adjunct Associate Professor
Liao, Chenxi
廖晨曦
Assistant Professor
Leung, Rosette Hung-yee
梁幸兒
Lecturer
Kwong, Jessica Yuk-yee
鄺玉儀
Professor
Ke, Tony Te
柯特
Professor
Jung, Sungjin
Assistant Professor
Gao, Leilei
高蕾蕾
Associate Professor
Dai, Xianchi
戴先熾
Associate Professor
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