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Master of Science in Marketing with Festival and Event Management

Awarded by
Edinburgh Napier University, United Kingdom
Course Code
Application Code
Study mode
Start Date
09 Oct 2023 (Mon)
24 months to 28 months
Course Fee
HK$99,000 (payable in two instalments)
Deadline on 27 Sep 2023 (Wed)
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Special Announcement: 10% Graduate Discount

We offer a 10% discount in MSc course fee for all alumni who have graduated with an undergraduate degree from Edinburgh Napier University.


The MSc in Marketing with Festival and Event Management is a two-year part-time programmes jointly offered by Edinburgh Napier University and HKU SPACE since Year 2010. Edinburgh Napier is based in one of the most important global destinations for tourism, festival and events. The University's postgraduate programmes were developed to support international tourism and event management development. The programmes aimed to equip students with the knowledge and intellectual capabilities to successfully develop a career in marketing, festival and event management.
  • The programme leads to a Master's degree in Marketing with Festival and Event Management offered by the UK university.
  • The programme is now as relevant in Hong Kong as in Edinburgh and we are delighted to make them available to Hong Kong marketing, tourism, festival and event professionals.
  • 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.
  • 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 in Marketing with Festival and Event Management 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 Behaviour


International Festival and Event Management


International Business and Event Management


Strategic Brand Management


One Optional Module

Digital Marketing Strategy

Global Marketing

Marketing Communications


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 and Luxury Brand Management, Postgraduate Diploma in Fashion Marketing and Management, Postgraduate Diploma in Luxury Services and Brand Management and Postgraduate Diploma in Services and Retail Marketing 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.




Application Code 2150-MK026A 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 Behaviour

This module aims to develop your understanding of the ways in which customers purchase, interrelate and interact with organisations.  You will develop skills in applying knowledge and develop a practical understanding of key marketing issues in consumer behaviour.  This module also aims to provide you with a systematic understanding of the various influences upon consumer behaviour and a practical understanding of how consumer research techniques are used in the development of marketing strategy formulation.

International Festival and Event Management

This module critically engages the students allowing them to consider both the socio-cultural role and economic impacts of international festivals and events, for organisations, policy makers, regions or localities. The module will cover a range of festivals and events within an international context.  Major multi-arts, sporting and religious events such as the Edinburgh Festival, Commonwealth Games or Mela’s to small localised festivals and one-off events will be critically explored and the audiences for each type of event examined and evaluated. How some festivals and events, not aimed at tourists, have become tourist attractions in recent years will also be explored and challenged.  Consideration will also be given to current issues and trends in festivals and events appraising the likely future demand and development of festivals and events worldwide.

International Business Event Management 

The conference industry is of huge global economic importance (Davidson and Cope, 2003).  Business events play a significant role in generating tourism revenue for destinations, thus contributing towards economic prosperity.  In this module, you will learn about the major stakeholders in the conference industry, and how they interact with one another.  You will examine issues of supply and demand at all levels, and analyse the impact made by conferences on their chosen destination. 

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.

International Business Event Management 

The conference industry is of huge global economic importance (Davidson and Cope, 2003).  Business events play a significant role in generating tourism revenue for destinations, thus contributing towards economic prosperity.  In this module, you will learn about the major stakeholders in the conference industry, and how they interact with one another.  You will examine issues of supply and demand at all levels, and analyse the impact made by conferences on their chosen destination. 

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 final examination.



Class Details

Classes will held on weekday evenings and weekends

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 Behavior, as an Affiliate Student. If you pass these modules, you will be able to proceed with the rest of the programme.


Application Fee

HK$200 (Non-refundable)

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


Online Application Apply Now

Application Form Application Form

Enrolment Method

Application Procedure

All applicants are required to complete the application form and submit it with TWO sets of the following supporting documents together with 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

edinburgh napier university image

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.