ENGLISH
FULL-TIME: 1 YEAR
FULL-TIME
Programme Objectives
- Equip students with an in-depth and critical understanding of marketing theories within local and global business environments;
- Develop proficiency in AI transformation and data analytics, preparing students for the evolving business landscape;
- Strengthen understanding and integration of marketing theories and practical AI and digital applications in the international context;
- Foster critical, ethical and innovative thinking skills to empower students to tackle complex challenges in cross-cultural and AI contexts; and
- Provide students with academic knowledge, practical and communication skills to pursue marketing careers in private, public and not-for-profit sectors around the world.
Programme Intended Learning Outcomes
On completing the MSc-GM Programme, students will be able to:
- Demonstrate command of the principles and practical applications of marketing knowledge and techniques;
- Describe and apply effectively and ethically advanced artificial intelligence, marketing and other techniques for problem solving;
- Analyze complicated strategic challenges creatively and critically by using advanced marketing analytic skills and artificial intelligence techniques to assist decision-making;
- Compare, discriminate and validate the effectiveness of various technological tools and marketing models;
- Discover insights and communicate with different stakeholders with diverse backgrounds;
- Conduct ethical marketing practices in different organizations.
Academic Structure
Modules
Contemporary Consumer Insights in Global and AI Era
Global Marketing Strategy
Integrated Marketing Communications in Global Era
Group Corporate Project in Global and AI Era
Applied Marketing Research in AI Era
Modules
Social Media Marketing in Global and AI Era
Advanced Marketing: AI and Neuroscience with Global Applications
Digital Marketing Strategy with Global Applications
Global-Centric Elective Modules (choose 2 modules, if students choose Cross-Cultural Negotiation, they need to choose 3 modules)
Global Brand Management in AI Era
Global Technology and Innovation Management
Global Marketing Study Tour
Asian Family Business
Cross-Cultural Negotiation
Managing Innovation in Information Technology
Module
Applicants with no business knowledge or background are required to attend and pass the Pre-sessional Workshop (Non-Credit bearing) before they are admitted to the MSc-GM programme.
Education Pathways
Graduates of the Programme may pursue further studies at MPhil, PhD and DBA levels.
Employment Pathways
Graduates will be well-prepared to assume high-level positions, utilising their advanced knowledge in AI and marketing. The industries listed, including consumer goods and retail, financial services and banking, fashion and luxury goods, travel, hospitality and tourism, media and entertainment, consulting and market research, e-commerce and digital marketing, and non-governmental organizations (NGOs) reflect the comprehensive and versatile training provided by the MSc-GM. These career pathways are tailored to leverage the unique skills imparted by this MSc-GM, enhancing graduate appeal to employers in global setting.
Graduates may fill up the following posts:
Marketing Director; Promotions Director; Global Brand Manager; International Marketing Manager; Digital Marketing Specialist/ Manager; Market Research Analyst; Product Manager (Global); Sales Manager; Consultant (Marketing/ Business Strategy); Public Relations and Communications Manager; Start-up Founder