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.

Programme Features

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.

International Immersion

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.

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

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

Entrepreneurs

Be entrepreneurs managing art-related businesses (e.g. artists who wish to set up their own businesses); or

Marketing roles

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).