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Dr. Chen Heng

Dr. Sara Kim

Programme Director
Master of Science in Marketing

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Welcome to the Master of Science in Marketing (MScMktg) Programme at HKU Business School.

Below are the 5 most frequently asked questions by our applicants and we have them answered by Dr. Kim for you to catch a glimpse of the MSc(Mktg) Programme.


Q1: Is the programme based on theory and concepts only? What practical aspects are there?

The programme combines both practice and theory. Plenty of real-world business examples will be used to illustrate the marketing concepts and theories using up-to-date cases and students will be required to apply the learned theories and concepts in exercises and projects.  

Q2: What type of student is most suitable to study marketing?

Students who are outgoing, curious, people-oriented and communicative are generally more suitable to study marketing. The programme is designed to help students with a prior business / marketing background to deepen their marketing knowledge and equip non-business students with the necessary marketing knowledge and skills to develop a business career.

Q3: With technology advancements and the change of habit towards online activities, how can the Master of Science in Marketing help match the trend?

Our faculty stays at the forefront of the latest marketing tech and digital-cultural trends by providing multiple courses on technology and online consumer behaviours. Beyond this, we give students a firm grounding in the scientific theory and thinking behind marketing (e.g., statistical analyses and social science theory), which once mastered, provide students with a lifetime of value.

Q4: How will taking other Master Programmes’ electives benefit my career in Marketing? 

Students can take electives from other programmes, such as Business Analytics, where they can learn in depth about the most cutting-edge tools such as Python, Deep Learning, and Big Data analysis. Students can also learn about technology, entrepreneurship, and launching new innovations. 

Q5: Marketing is very culture specific. After studying the programme, would I be able to apply the knowledge and skills learned outside of Hong Kong?

The programme is designed to cover marketing knowledge at both a global level and a local adaptation (Hong Kong and Mainland China). The programme provides an understanding on how business models must transform and adapt to the local markets.