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Master of Science in Marketing

Awarded by
Edinburgh Napier University, United Kingdom
Course Code
Application Code
Study mode
Start Date
07 Oct 2024 (Mon)
24 months to 28 months
Course Fee
HK$99,000 (payable in two instalments)
Deadline on 07 Sep 2024 (Sat)
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The MSc in Marketing is a two-year part-time programme jointly offered by Edinburgh Napier University and HKU SPACE since Year 2000. The programme aimed to equip students with the knowledge and intellectual capabilities to successfully develop a career in marketing management.
  • The programme leads to a Master's degree in Marketing offered by the UK university.
  • Equip students with both theory and knowledge to practise marketing at strategic level
  • Students will acquire the blend of skills needed to be a successful marketer including decision-making and problem-solving in complex, unpredictable and fast changing environment, initiative and personal responsibility and the independent learning ability needed for continuing professional develop.
  • Has been on offer in Hong Kong since Year 2000
  • Truely a great choice for practising professional in pursuit of higher education


Programme Details

The programme is offered three times a year in February, June and October, students can choose to start in February, June or October.

Students will enroll on two modules per semester and may complete the programme within a minimum of two years. The maximum study period is 12 trimesters i.e. four years. Examinations for the taught modules will be held towards the end of each semester i.e. in May, September and January.

Upon successful completion of the following modules, student will be awarded a Master of Science Degree conferred by Edinburgh Napier University, which is equivalent to the corresponding degree conferred upon Edinburgh Napier graduates in the UK.


Principles and Practice of Marketing


Consumer Insights


Marketing Communications


Global Marketing


Strategic Brand Management


Digital Marketing Strategy 


Research Methods



Exemption up to 4 modules might be given to holders of Postgraduate Diploma in Digital and Social Media Marketing, Postgraduate Diploma in Fashion Marketing and Management, and Postgraduate Diploma in Luxury Services and Brand Management awarded by HKU SPACE.

Exemption up to 3 modules might be given to holders of Postgraduate Diploma in Corporate Branding and Event Management awarded by HKU SPACE.

Exemption of 1 module might be given to holders of Postgraduate Diploma in International Live Entertainment and Event Management awarded by HKU SPACE.




This course is accredited by The IDM has over 30 years’ experience helping marketers reach the next level in their career by offering a portfolio of qualifications and training courses, all informed by industry and underpinned by core principles and best practice. Students taking an IDM accredited course are eligible to sit a 2-hour online exam to achieve the IDM Certificate in Digital and Data-Driven Marketing.  


Application Code 2250-MK008A Apply Online Now
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  • Any HKU SPACE Learning Centres
Non-Local Higher and Professional Education (Regulation) Ordinance

This is an exempted course under the Non-local Higher and Professional Education (Regulation) Ordinance. It is a matter of discretion for individual employers to recognise any qualification to which this course may lead.


Module Description

Principle and Practice of Marketing

The aim of the module is to enable you to develop awareness, knowledge and understanding of fundamental marketing theory and practice. The marketing content will be explicitly grounded in critical theory, and focused directly on the practical marketing management issues of analysis, planning, organisation, implementation, and control, giving due consideration to international and societal dimensions across the range of types of organisations.

Consumer Insights

Consumer insights was designed to help you understand people in their role as  customers and the underlying reasons as to why they buy goods and services. The  module  will  explore  the  context  in  which  marketers  operate  (e.g.,  organisational  contexts,   differences   in   needs/wants/values   and   segmentation,   targeting   and  positioning) and the key factors that influence consumer dynamics both individual (e.g.,  motivation,  learning,  perception,  attitudes,  lifestyles)  and  group  (opinion  leaders,  reference groups).  

Marketing Communications

Organisations communicate with a wide range of stakeholders, traditionally using the techniques of advertising, sales promotion, personal selling, public relations and direct marketing. You will explore and critically analyse the underpinning concepts and develop a coherent communications strategy and plan.

Global Marketing

The aim of this module is to develop your knowledge and your advance learning in marketing but in a global context. Topic areas such as the global trading environment and its complexities, the global marketing mix and implementation of global strategies will be covered. Lectures will offer a strategic perspective & tutorials will use relevant case material. Both will help with learning and understanding of global marketing concepts

Strategic Brand Management

This module will provide students with an understanding of branding from cultural and global perspectives, the design and implementation of brand strategy and long-term brand equity. It gives students the opportunity to demonstrate their creativity in devising and sustaining a brand.

Digital Marketing Strategy

In this module you will examine the practice of Direct and Digital Marketing in UK and international contexts. This includes conventional “offline” media and fast-growing digital media utilising web-based, mobile and broadcast technologies. You will explore the main stages of campaign planning and the key issues facing practitioners in the area, including claimed paradigm changes in Marketing and increasing customer control.

Research Methods

How to undertake research in one or more areas of business and management, marketing, tourism, events and festival management, accounting and economics. You will be made aware of different approaches and methodologies of research. Instruction will be given on how to learn from relevant literature, design and plan research and collect appropriate data. Methods of how to analyse that data and form conclusions and recommendations will be taught.  Emphasis is given on the writing up and dissemination of research. This will prepare you to pursue your own individual research on a topic relevant to your programme of study.


The overall aim of the dissertation is to give students an opportunity to demonstrate research ability and apply programme content to an extended study of a business topic. The work on a typical dissertation will consist of the following stages: carrying out a literature review, selective gathering of data, analysis of data, application of appropriate theoretical concepts from relevant subject disciplines to the accumulated data, critical analysis of the problem, development of conclusions and recommendations from the analysis; and compilation of a dissertation of 12,000 to 15,000 words that is presented in a manner which is appropriate to a Master's Programme and may be useful to any organisations involved.

Most modules have 15 hours of lectures and 15 hours of tutorials taught by Edinburgh Napier and/or HKU SPACE academic staff.

Assessment is based on coursework and/or final examination.

Class Details

Classes will held on weekday evenings and weekends


Application Fee

HK$200 (Non-refundable)

Course Fee
  • HK$99,000 (payable in two instalments)

Entry Requirements

Applicants should hold:
  • An undergraduate degree at Honours level from a recognised university; OR
  • An undergraduate degree from a recognised university PLUS no less than one year’s experience in marketing or sales or three years general working experience; OR
  • An appropriate professional qualification e.g. CIM Diploma in Marketing, HKU SPACE Diploma in Marketing awarded within the HKU system through HKU SPACE, PLUS no   less than one year’s experience in marketing or sales or three years general working experience.

Entry as an Affiliate Student  If you do not meet the above requirements, but have five or more years of marketing experience, you may enter as an Affiliate Student. Your application will be reviewed individually and, if successful, will allow you to study the two modules in the first trimester of the programme, Principles and Practice of Marketing and Consumer Insights, as an Affiliate Student. If you pass these modules, you will be able to proceed with the rest of the programme.


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Application Form Application Form

Enrolment Method

Application Procedure

All applicants are required to complete the application form and submit it with a set of the following supporting documents together with an application fee of HK$200 to any of the HKUSPACE enrolment centres:

1.Certified true copies* of full educational certificates and transcripts;

2. Original / Certified true copies* of testimonials or other documentary proof of the applicant’s working experience;

3. Photocopy of Hong Kong Identity Card#;

*Certified true copies: Original certificates and transcripts together with the copies are required to be presented to any HKUSPACE enrolment centres for verification.

Payment Method

Application fee and Tuition fees can be paid by crossed cheque or bank draft made payable to "HKU SPACE", Visa or Master Card. Please specify the programme title(s) for application, student's name, and student card number (if applicable).

Partner Details

Edinburgh Napier University, Scotland, UK

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Edinburgh Napier’s foundations were laid in 1964 and it became a university in 1993. Edinburgh Napier University takes its name from the 16th Century mathematician, John Napier, who is best known for the invention of logarithms. It is now one of the largest higher education institutions in Scotland with more than 19,500 students. The 2008 Research Assessment Exercise reported that many areas of Edinburgh Napier’s research are world-leading or of international excellence. In 2009, Napier became Edinburgh Napier University, changing its name to better reflect its location in Scotland’s capital and to strengthen its appeal worldwide. The Queen’s Anniversary Prize 2009 was awarded to the University’s Building Performance Centre for its innovative work on the reduction of noise transmission in new homes. The prize is the most distinguished award that can be made to a UK institution for higher or further education and Edinburgh Napier was the only university in Scotland to receive the prize on this occasion. In 2011, Edinburgh Napier was described as one of Scotland’s top universities for graduate employability by the Higher Education Statistics Agency. The University motto is “NISI SAPIENTIA FRUSTRA” – meaning ‘Without wisdom, all is in vain’.

The Business School's reputation for academic excellence is enhanced and supported by considerable research and consultancy in business and the strong links it maintains with industry. Around 2,400 of the Business School's students are in Hong Kong, where it is long-established. Edinburgh Napier University is the largest provider of UK education in Hong Kong.