MSc in Marketing for the Creative Economy (MScMCE) Hong Kong Baptist University (HKBU) School of Business
Trends of Creativity
MSc in Marketing for the Creative Economy (MScMCE) rides on two rising trends in the markets:
- The rapid expansion of the creative economy in recent years (e.g., advertising, arts and crafts, music, design, video, computer games, interactive media);
- The trend of applying arts and cultural elements in business operations in industry practices (e.g., arts malls, music entertainment).
Arts x Marketing
This programme provides an interdisciplinary platform to nurture "Arts x Marketing" talented young individuals who are capable of managing, operating, administering, and promoting creative initiatives, projects, and policies within a globally competitive ecology by providing the necessary expert training in business and marketing to excel in this field.
A Unique and Interdisciplinary Programme
The programme aims to cultivate creative and cultural leaders with knowledge that can be applied in retail market, entrepreneurship, creative industries, and arts administration and management;
Creative Service Learning
Students get to solve real-life problems through the Creative Service-Learning Project. A subsidy of HK$5,000 will be provided to each student to support the Creative Service-Learning Project. Presentations will be conducted via a virtual symposium for students to exchange ideas with academics and practitioners across the globe.
The Programme offers overseas immersion, which gives students the opportunity to join a two-week overseas field trip* in the summer term to broaden their experience and understanding of creative economies at an international level. A subsidy of HK$10,000 will be provided to every student for this field trip;
* Alternatives will be provided if the field trip must be canceled, rescheduled or downsized.
Scholarships and Funding
International Postgraduate Scholarships (IPS)
Eligible international applicants will be considered for the International Postgraduate Scholarship based on their all-round record and interview performance. Recipients will receive a full tuition fee waiver and a living allowance of HK$100,000 (approx. US$12,820).
Competition for scholarships increases as the year progresses, so we recommend starting your application early.
Outstanding Academic Performance Award
Up to 10 scholarships will be granted to applicants with outstanding academic performance, depending on qualifications.
Targeted Taught Postgraduate Programmes Fellowships Scheme
A tuition reduction up to HK$120,000 to outstanding local applicants, depending on qualifications.
Financial assistance to students
While the tuition fee does not cover the cost of the 2-week overseas field trip, a subsidy of HK$10,000 will be provided to each student for the field trip. A subsidy of HK$5,000 will be provided to each student to support the Creative Service Learning Project.
The MScMCE programme has 18 units of core taught courses (including 3 units for a Creative Service-Learning Project), 9 units of elective taught courses, and 3 units for a required overseas field trip.
Core Courses (21 units)
Semester 1 (12 units)
- Strategic Marketing Management
- Brand Development and Sponsorship
- Digital Marketing Strategies
- Entrepreneurship in the Creative Economies
Semester 2 (6 units)
- Seminars in Contemporary Marketing Issues in Creative Economies
- Creative Service-Learning Project
Summer (3 units)
- 2-week Overseas field trip*
* Travel related expenses will be incurred if an overseas field trip is scheduled. Alternatives will be provided if the field trip must be canceled, rescheduled or downsized. The programme will provide a subsidy (HK10,000/student) for the field trip. For details, please consult the Programme Office.
Elective Courses (9 units)
Semester 1 (3 units)
- Critically Engaged: Creative Practices in Context
- Research Methodology for the Visual Arts
- Business Accounting
Semester 2 (6 units)
- Courses offered by the Department of Marketing of School of Business, HKBU(1 out of 2 Courses)
- Socially Responsible Entrepreneurship in an International Context
- Services Marketing Management
- Courses offered by the Academy of Visual Arts (AVA), HKBU (1 out of 2 Courses)
- Arts & the Public: Interpretation & Presentation
- Visual Arts Theory & Criticism
Program Tuition Fee
Upon graduation, our graduates are expected to
Administrative / Management roles
Take up administrative / management roles (e.g. museum management, art administrators) in cultural and creative industries, institutions, organizations or authorities (e.g. West Kowloon Cultural District in Hong Kong, Chinese Opera, Museums, Performing Arts); or
Be entrepreneurs managing art-related businesses (e.g. artists who wish to set up their own businesses); or
Work as marketing leaders (e.g., digital marketing manager/officer, marketing manager/director, brand manager) in corporate and consumer markets (e.g. retail market, destination and leisure marketing).