Master of Science in Digital Business and Marketing Management (Mixed-mode)

• Essential Knowledge and Skills: future-oriented enterprises are investing in smart solutions and e-commerce strategies, which generate a great demand for talents in the management of digital business in areas such as digital marketing, e-commerce, and data analysis, etc. 
• Comprehensive and Specialised Curriculum: covering digital transformation, customer engagement, content marketing, data analytics, AI, etc.
• Great Industry Prospects: global companies value the digital business talents that are highly sought after, including digital marketing, communication and engagement, e-Commerce, and CRM
• Empowering Education: the programme is backed by the Research Centre for Green Business (RCGB)  

The Master of Science in Digital Business and Marketing Management is accredited by the following professional institutes:

•         Hong Kong Institute of Marketing (HKIM): Graduates will be considered to have met the education requirements for membership of HKIM upon application⁺.

•         The Chartered Institute of Marketing (CIM): Graduates can have exemptions on some modules of CIM qualifications ⁺. 

  ⁺  The institute reserves the right to change the requirements.  Please check out the details from the website of the institute.  

Career Prospects 

• The 2023 Talent List of Hong Kong includes 51 professions under 9 industry segments.  “Digital marketing and branding specialists” is one of the 51 professions with high local talent demand, with career prospects in areas such as:
  • creating digital assets for multimedia and graphics projects (e.g. websites, mobile apps, advertising, animation, emails, social media, video games, and interactive displays) 
  • creating and managing the company's visual brand identity, and developing marketing materials (e.g. logos, brochures, website designs, and advertising campaigns)
• Companies want to ensure all branding and marketing initiatives are up-to-date with industry trends.
•  Graduates can take up the following positions: 
  • E-Commerce Manager, Digital Marketing Manager, Digital Communications Manager, Digital Engagement Manager, Content Marketing Manager, Digital Performance Manager, CRM Manager, etc.

Further Study Opportunities

• Upon completion of this programme, graduates may: 
  ⮚ pursue doctoral degree programmes such as PhD in both local and international universities; OR 
  ⮚ further their studies with professional bodies such as Chartered Institute of Marketing and Hong Kong Institute of Marketing, etc.

Students are required to complete 11 subjects for a total of 31 credits* with satisfactory results as well as passing an e-learning course (non-credit bearing), namely “Understanding China and the Hong Kong Special Administrative Region, P.R.C.”, to fulfil the National Education Requirement in order to obtain a master’s degree.
 
Classes will be scheduled on weekdays and / or weekends, both during the day and / or evening, to provide flexibility. They may also be arranged in block teaching format. Please plan accordingly to ensure your availability.

The subject list below will be reviewed from time to time and will be updated without prior notice.

* Individual students who have not fulfilled the English language requirements before admission are required to take an additional Adjunct English subject (3 credits). Please refer to the “Entrance Requirements” section for details. The additional credit / subject requirements will be reflected on the “My Graduation Requirements” accessible from the Student Portal as the programme commencement approaches.  Students concerned are required to pay additional fees after programme commencement.

Holders of a recognised bachelor’s degree, or an equivalent qualification in business management/ marketing management. 

 
Notes: 

1. An applicant who is not a native speaker of English, and does not possess a Bachelor’s degree or an equivalent qualification for which English was the primary medium of instruction, is expected to fulfil the following minimum English language requirements:
   1. An overall Band Score of 6.0 in the International English Language Testing System (IELTS); OR
   2. A Test of English as a Foreign Language (TOEFL) score of 80 for the Internet-based test or 550 for the paper-based test; OR
   3. Satisfactory results in other recognised English language assessments

Individual cases may be considered on their own merit, and applicants concerned may be required to take an additional 3-credit Adjunct English subject upon admission.

2. An applicant who does not possess the above-mentioned qualifications but has reached the age of 25 before 1 September, in the academic year in which he/ she seeks admission, may apply as a mature applicant.  He/ she must demonstrate sufficient motivation, knowledge and potential to indicate a high probability of being able to complete the programme successfully.