MSc in Global Marketing Management (MScGMM)


Program Description


The Master of Science in Global Marketing Management (MScGMM) is a joint award taught postgraduate programme offered by the Department of Marketing, Hong Kong Baptist University in Hong Kong and the Management School of the University of Sheffield in the United Kingdom on a one-year full-time study basis.

The programme is designed for relatively recent graduates in any discipline with interest in working in the marketing function for multinational organizations. It will also benefit those in general and line management, who seek a thorough education in the theories and practice of global marketing management. Applicants from all countries will be considered.

The thoughtfully designed curriculum embraces a global view with case studies embedded in courses and the dissertation addressing the principles and practices of international marketing management. More importantly, by having students spend the first semester in the UK and the second semester in Hong Kong, the programme utilizes the synergies of having two partnering institutions located in different regions of the world – bringing global exposure to students.

International Exposure

By spending the first semester in the UK and the second semester in Hong Kong, students can experience firsthand the east and the west in one single year through global exposure.

World Class Learning Experience

A unique international cooperative opportunity for students to experience high quality learning and teaching that utilises the strengths of two research-led business schools, which offer internationally recognised business and management programmes.

Joint Award

Hong Kong’s first joint Master’s degree in Global Marketing Management, leading to a single master degree to be issued jointly by Hong Kong Baptist and the University and the University of Sheffield.

Opportunity to Work in Hong Kong

Non-Hong Kong graduates of the programme can apply to stay and work in Hong Kong for 12 months after graduation, no matter they have been secured an offer of employment or not.


Triple Accredited

The School of Business, Hong Kong Baptist University and Sheffield University Management School are both triple-accredited by the three largest and most influential business school accreditation associations: the Association to Advance Collegiate Schools of Business (AACSB), the Association of MBAs (AMBA) and the European Quality Improvement System (EQUIS).

As of November 2015, less than 1% of management schools in the world were awarded this TRIPLE CROWN STATUS. The multiple accreditations showcased the Schools’ commitment to excellence.

Professional Association Accreditation

The Chartered Institute of Marketing (CIM) is the leading professional body for marketers worldwide and exists to develop the marketing profession, maintain professional standards and improve the skills of marketing practitioners. This accreditation is very beneficial for graduates in this programme. Students registering on the programme automatically become Affiliate Post-Graduate Members of the CIM. On successful completion, students will be qualified for full membership of the Institute. Following further development, graduates from our MSc in Global Marketing Management will also be qualified for Chartered Marketer after three years' work experience and an additional 35 hours of personal development.

Programme Aims

  • Provide students with the knowledge and skills appropriate to commence an international career associated with marketing management.
  • Provide students with the knowledge and skills appropriate to commence an international career associated with marketing management.
  • Develop students’ understanding of the impact of contextual forces acting on businesses in the marketing discipline.
  • Develop students’ understanding of and ability to conduct rigorous international related market research through independent study, leading to the submission of a dissertation.
  • Provide students with a unique international opportunity to experience high-quality learning and teaching that will be delivered across two research-led universities, i.e., the University of Sheffield and Hong Kong Baptist University, where they will interact with faculty and students from different cultures.

Programme Structure

The programme has 27 units (135 credits) of core taught courses. The dissertation counts for 9 units (45 credits). Requirements of the programme are as follows:

Semester 1 (Starts in September) -- The University of Sheffield (15 units)

  • MGT6073 Global Marketing (3 units)
  • MGT6145 Marketing Management (3 units)
  • MGT6180 Contemporary Marketing Practices (3 units)
  • MGT6181 Marketing Communications (3 units)
  • MGT6182 International Consumer Behaviour (3 units)

Semester 2 (Starts in the following January) -- Hong Kong Baptist University (12 units)

  • MKT7250 International Services Marketing Management (3 units)
  • MKT7260 Strategic Marketing (3 units)
  • MKT7270 International Marketing Research (3 units)
  • MKT7280 Socially Responsible Marketing in an International Context (3 units)

Summer (May to early-September) -- Hong Kong Baptist University / The University of Sheffield (9 units)

  • MKT7290 Project Dissertation (equivalent to MGT7689 Project Dissertation of the University of Sheffield)

Total Units: 36 units

Study Mode

One year full time taught postgraduate programme, semester 1 in the United Kingdom and semester 2 in Hong Kong.

Medium of Instruction

English is the official medium of instruction.


The Master of Science in Global Marketing Management degree will be granted to students who have completed and passed all the 9 required core courses and the dissertation with a total of 36 units having met the requirements of both Hong Kong Baptist University (including a minimum cumulative GPA of 2.5) and the University of Sheffield in their respective semesters.

Admission Requirements

Entry requirements

Applicants would need a bachelor degree in any discipline with good grade average (a second-class honors degree, upper division or an approved professional qualification) from a recognized university or comparable institution. Applicants do not need prior marketing or management experience.

English Language Requirements

If you are a national (or university graduates) of a majority native English speaking country, you do not need to complete a specific English language qualification.

List of majority native English speaking countries

For non-English native applicants:

You need to meet the English requirement as stipulated below:

How to apply → click here

Scholarship and Awards

MSc Global Marketing Management Programmes offers a number of scholarships to honour our outstanding academic merit and attracting high calibre students with outstanding academic backgrounds.

Students at Hong Kong Baptist University

Hong Kong Baptist Universtiy offers scholarship opportunities for talented students. Please feel free to visit the website here.

Scholarships and Awards for MScGMM programme by Hong Kong Baptist University

Outstanding Academic Performance Award

Scholarships of HK$10,000 will be granted to students with an outstanding academic performance at the end of the programme. Students do not need to apply for the scholarship under this merit-based scholarships scheme.

Global Exposure Award

MScGMM applicants with global exposure can apply for the MScGMM Global Exposure Award. A maximum of five awardees per year, each will be awarded with HK$40,000. Applicants will be assessed by a panel based on their extent and degree of multicultural experience, including but not limited to international education and working experiences, as well as participation in prominent international organizations or events. The result will be announced before semester one starts and be awarded by end of semester two. Apply Now.

Lifelong Learning Award

Graduates (associate degree or above) of Hong Kong Baptist University, Hong Kong Baptist University-School of Continuing Education and United International College are entitled to a Lifelong Learning Award of HKD10,000 if they are being admitted to this programme. This award will be issued by the Hong Kong Baptist University Department of Marketing in semester two.

Scholarships and Awards are offers by The University of Sheffield

For MSc Global Marketing Management applicants

Applicants to Global Marketing Management MSc will be considered automatically for the Global Marketing Management scholarship using the information supplied in the course application form. This award is exclusive to the Global Marketing Management programme and will be awarded to top academic achievers. The award is comprised of two elements. The first is a 50% waiver of the tuition fee payable to the University of Sheffield for semester 1. The second part will be awarded to the same 3 students and it is a travel grant of £1,000 to help with the costs of travel to and accommodation in Hong Kong in semester 2. This is payable at the end of semester 1 provided that award holders have achieved at least 60% in their first semester assessments.

Open to all students: Home, EU, and International. Note you must have received an offer to study with us by 31 May 2019.

The decision of the scholarship panel is final. No scholarship applications or decision appeals will be considered.

Eligibility and award criteria:

  • The University of Sheffield reserves the right to review and change scholarship provision.
  • You must hold an offer to study on the Global Marketing Management MSc course before 16:00 (UK time) on 31 May 2019.
  • You must accept an offer to study full-time on the Global Marketing Management MSc programme at the University of Sheffield before 16:00 (UK time) on 26 April 2019.
  • Your programme must commence at the University of Sheffield in September 2019.
  • For tuition fee purposes you must be self-funded and required to pay the home/overseas tuition fee.
  • You must not be a sponsored student *.
  • The scholarship cannot be awarded in conjunction with any funding from an external sponsor **, excluding a loan, which has to be paid back in full.
  • If you are selected for a scholarship and you fail to meet the conditions of your offer you will no longer be eligible to receive the award.
  • If you change your Masters programme during your studies your scholarship may be forfeited.
  • The decision of the scholarship panel is final. No scholarship applications or decision appeals will be considered.
  • All decisions made by the University are made in good faith. If a scholarship is awarded on the basis of predicted grades and you do not achieve the predicted grades or if the information provided is false, the University reserves the right to remove the scholarship.
  • If you are selected for the scholarship, you will be required to pay a tuition fee deposit by a fixed date.

* Sponsored student is defined as an individual who in receipt of a total sum of funds that matches or exceeds the original tuition fee required by the University.

** Government or governmental organisation – international, national or regional; research council; charity; private enterprise; or any similar organisation.


There are a number of scholarships ranging from £1,000-£5,000 which students may be eligible for, visit the following links for more information:

Regarding Sheffield's scholarships, all applicants who have been made a conditional or unconditional offer will be sent an email inviting them to apply for the relevant scholarship. The email will outline all scholarships that the applicant is eligible to apply for.

Read more on the details.

# The Scholarships may be offered subject to availability.

^ The scholarship nominations are subject to final scrutiny by and approval of the Programme Panel.

The above information is for reference only and is subject to change without prior notice. Hong Kong Baptist University reserves the right of final decision and interpretation in the case of any dispute.

Exempted Course at Non-local Courses Registry, Education Bureau (Reference number: 452359/452445). It is a matter of discretion for individual employers to recognize any qualification to which this course may lead.

Last updated November 2019

About the School

For more than half a century, Hong Kong Baptist University (HKBU) has been at the vanguard of business education in Asia, molding generations of business leaders. Steeped in a tradition of academic ex ... Read More

For more than half a century, Hong Kong Baptist University (HKBU) has been at the vanguard of business education in Asia, molding generations of business leaders. Steeped in a tradition of academic excellence, yet always looking forward to new intellectual horizons, HKBU prides itself in striving to always remain a true pioneer in business education. Located at the crossroads between the emerging countries of Asia and the West, HKBU is ideally situated to confront the changes impacting our world, be it the economic resurgence of China, the deepening impact of globalization or the need for new ethical standards in the age of sustainability. Read less