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​Up to two electives may be chosen from other taught postgraduate curricula offered by HKU Business School under the advice and approval of the Programme Directors concerned. Please refer to section at the end of this page for further details.


This course is designed to help students acquire the necessary knowledge and skills to achieve service excellence in an organization. The course materials are equally applicable to organizations in service industries (e.g., banks, transportation companies, hotels, hospitals, educational institutions, professional services, telecommunication, etc.) and to organizations that depend on service excellence for competitive advantage. It considers service excellence as a corporate strategic vision and views effective service strategy from an integrative perspective that covers customers, employees, and operations. The course covers: understanding and managing customer expectations and evaluations of services; designing services that meet or exceed customer expectations; delivering and performing quality services through people and operations; pricing of services; managing customer complaints and service recovery; and building & managing customer relationship. Students will also learn effective services marketing and management tools such as service audit through gap analysis, service quality survey, customer satisfaction survey, and service blueprinting.

The course is designed to cover global technological trends and how it affects new product strategies in firms. It enables participants to understand the variety of technologies (Nano, material science, digital, neural psychology, medical sciences etc.) and how they affect firm innovations (including disruptive, breakthrough, incremental, affordable and reverse innovation). Through firm case studies, participants should gain knowledge about complex issues involving technology development and management. It pinpoints how different types of firms (entrepreneur, SMEs and large corporation) can monitor and harvest these technology advances in their new product/service development. It covers market learning, R&D and marketing interface, unique characteristics of new service development (NSD) such as co-creation, product/service launch.

This course is aimed at bridging the academic world and the business world. Indeed, “branding” is an extensively researched topic and also a day-to-day management subject. Throughout the course, the concept of branding will be thoroughly examined in a holistic manner. The contemporary literatures on branding strategy will be frequently referenced, balanced by an interpretation of the instructor’s practical experience. Case studies from a global as well as Asian perspective will be cited in order to provide students with relevant insights to brand management in their work place. This course combines the most critical theories as well as the most current marketing topics including “branding in the digital age” and “brand management during economic turmoil” and “CSR and sustainability”.

This course focuses on marketing strategies in the fastest growing market in the world, China. It covers a full range of topics including key market knowledge in China, including characteristics of consumers, city markets in China and unique marketing strategies for firms operating in China. It provides participants with a fundamental, current and multi-dimensional understanding of China so as inspire them and on insights and complexity in managing marketing in this vast and ever-changing marketplace. Substantial cases of marketing strategies adopted by international corporations in China will be thoroughly examined. Selective Chinese enterprises will be studied in the context as a market force that contributes to the intensity of the market competition of domestic enterprises or multinational corporations that have an interest to learn more about China and the China market.

This course approaches the integrated marketing communication (IMC) as a cross-functional process for creating profitable relationships between customers and corporations. It focuses on how firms can strategically design and execute messages to consumers and general public. It also examines ways for firms to engage and encourage dialogues with consumers through different digital media. Participants will learn how best to integrate marketing communication elements (advertising, social media, public relations, sales promotion, event marketing, direct marketing, and selling) to enhance brand loyalty and advance firm successes. It will cover theoretical framework, firm practices as well as cases to help participants learn how to develop effective IMC plans.

The course is designed to develop participants’ understanding of and ability to design effective global marketing strategies for firms. It covers topics of global market selection; target market segmentation and consumption characteristics as well as institutional (socio-cultural) complexities in different markets. Firm strategic issues in global marketing such as setting up R&D centres, new products, standardization versus localization in marketing strategies will be extensive discussed. Through theoretically frameworks, best corporate practices and mistakes as well as real-life case, the course helps participants to sharpen their knowledge of and insights in developing effective marketing strategies in today’s globalizing economy.

The ability to manage people is a critical managerial skill. All managers have to manage people – they have to motivate and discipline followers, to maintain their commitment, and to coordinate them in a group setting. The core objective of this course is to expose students to major concepts and theories for understanding and managing human behavior in the workplace, which is important for both the short-term and long-term viability of any organization today. Upon finishing this course, you will gain a better understanding of how individuals, teams, and organizations function, and, more importantly, how to manage social relationships at work and motivate employees to dedicate full efforts to their jobs for reaching their personal and organizational goals.

The course is flexible in content that tailored to the expertise of visiting faculty members. It is designed to supplement gaps in knowledge in marketing strategies that students may have. It covers a range of potential topics that include pricing, distribution, retailing, brand acquisition and social issues in marketing. The pedagogy would be similar and at a high quality level commensurate of other electives in the programme. It covers the theory framework, best firm practices and failures, key topics of interest, social and ethical issues. Cases, cutting-edge knowledge and real-life examples will be used extensively.

Entrepreneurship is both an exciting and a big topic. This course aims to provide an overview of the entrepreneurship process by focusing on new venture creation from idea generation, building compelling business model and entrepreneurial marketing. While traditional marketing is defined by customer orientation, entrepreneurial marketing is defined by customer development and innovation orientation. Students will learn how entrepreneurs should interact with potential customers with activities like designing minimum viable products and conducting customer development and validation process.

This course is designed to provide students an opportunity to acquire first-hand knowledge of international marketing management. Experiential learning and knowledge exchange will be applied throughout the study field trip to develop students’ understanding of international marketing environment in a different cultural context, help them construct a global perspective, provide them with the opportunity to analyse a business organization of their interest, and to apply and integrate the marketing concepts they have learnt during their studies in the programme. Firm visits and cultural related activities will be arranged during the study field trip to arouse students’ awareness in cultural diversity and enhance their understanding of how culture can impact international marketing strategy.

Consumers leave a massive digital trail through mobile devices, social media, transactions, and information communication technologies (ICT). Companies and organizations in all industries face this plethora of consumer data and are looking to turn it into value through advertising and better products and services. This course looks to introduce students to the various methods and strategies to make sense of the data. We will cover topics including advance and Big Data predictive analytics, machine and deep learning, text mining and analysis, image and video analysis, and geospatial and mobility analytics. Students will have real hands-on practice exercises with these methods, learn how to generate insights from large and unstructured data, and build an understanding of its strategic relevance in creating sustainable competitive advantage. The course will also bridge these technical methods with social sciences and consumer behavior. We will cover a number of case studies, with an emphasis on Asia, in sundry industries including retailing and e-commerce, advertising, FinTech and retail financial sectors, telecommunication, and transportation and smart nations. Finally, we will discuss the interwoven dependencies on the legal frameworks with Big Data, including issues relating to privacy, regulations, rights, consumer reactions and adherence to data legislation in different markets.

The FinTech movement is considerably changing the financial sector. In particular, there has been considerable disruptions in retail banking & consumer finance coming from technology companies, the “TechFins”, and from traditional financial institutions, the “FinTech”. These efforts have helped to give access to financial services in un- and under-banked consumers, provided novel products and services to mature markets, and helped build financial access across borders. This course looks at how technological advances and regulatory policies have created opportunities in different markets, with an emphasis in China, Asia, ASEAN, and the region. We will discuss how retail banking & consumer financial products and services including microfinance, peer-to-peer lending, crowd-funding, digital payments, digital banking, and insurance are being affected, and, at times, disrupted, by Big Data, AI, blockchains/cryptocurrencies, and smartphones. Furthermore, the course looks at how these omni-channel and technology-based approaches are fundamentally changing consumer behavior of banked, un-bankable, and under-banked consumers. We will also look at the direct and unexpected societal and economic impact of these innovations. Students will get hands-on experience with credit scoring using non-traditional data. Finally, teams will create their own blockchain of their own design.

The strategic management of customer relationships is a critical activity for all enterprises. In this course, an understanding of customer equity in various parts of the enterprise will lead to customer management strategy development incorporating elements of segmentation and differential marketing (data-driven marketing), key measurement areas such as churn rate, the use of customer satisfaction survey and Net Promoter Score (NPS), and determining Customer Lifetime Value (CLV). Further sessions will explore the profitability of customer retention, the effectiveness of win-back, and modern customer management methods and tools with the associated data privacy and security requirements. This course will also include the leadership elements required to develop an enterprise-wide customer-centric approach to maximising customer value.

More than ever, corporations are engaging the larger community with policies and procedures in pursuit of corporate social responsibility (CSR) and environmental, social and corporate governance (ESG). Using a case-based approach, this course will focus on the experiences of companies that have used such strategies successfully – and unsuccessfully. Students will analyse different models of social purpose, examine case studies to test assumptions and find the winning solutions for companies’ investors, employees, and customers. By studying the criteria and standards of evidence developed to measure the true social impact of an organization, they will identify the Sustainable Development Goals (SDGs) and Environmental Social and Governance Criteria (ESG) to accurately assess an organisation’s inputs, outputs, and impact. Students completing this course will have a clearly defined understanding of purpose in an organization and how to contribute to successful implementation.

*The above course list is subject to change in future intakes. 

MAcct / MEcon / MFin / MFFinTech / MGM / MSc(BA) Electives

You can take up to two electives from the Master of AccountingMaster of EconomicsMaster of FinanceMaster of Finance in Financial TechnologyMaster of Global Management or Master of Science in Business Analytics programme at HKU. Enrollment in electives from other programmes is subject to seat availability and approval by the Programme Directors concerned based on your profile, capabilities and performance in the MScMktg programme.

Since enrollment in other taught postgraduate electives is not guaranteed, you should always choose five MScMktg electives during the course enrollment in our programme. Course enrollment results of other programmes may only be confirmed after that course has started. If your enrollment is successful, you can drop the MScMktg elective(s) and enroll in the other taught postgraduate elective(s).

It is your responsibility to make sure you obtain 60 credits to fulfill the graduation requirements and there is no overlapping of classes and exams in courses from different programmes.

*The list of available electives from other programmes may have prerequisite requirement(s) and is subject to change for future intakes.