The programme includes key courses that are designed to provide students with the knowledge and skills they need to develop a successful career in the field of consumer marketing. It consists of three main areas: Core knowledge, Contemporary Marketing Practices, and Research and Analytical Techniques.

Core knowledge Subjects (12 credits)

  • Consumer Psychology (CEF course code: 21Z097741)
  • Marketing Communication and Brand Management (CEF Course code: 21Z09775A)
  • Applications of Psychology to Marketing
  • Strategic Innovation and Marketing Management

Contemporary Marketing Practices (6 credits – any 2 out of 5 courses)

  • Digital Marketing and Internet Consumer Behavior
  • Chinese Psychology and Marketing
  • Customer Relationship Management
  • Global Marketing
  • Organizational Marketing

Research and Analytical Techniques (12 credits)

  • Research Methods and Design
  • Marketing Analytics
  • Master's Project


  • North Point Campus

    Hong Kong Shue Yan University
    10 Wai Tsui Crescent, Braemar Hill,
    North Point, Hong Kong

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