Master of Science (MSc) in

Marketing for the Creative Economy


It is a one-year full-time programme offered by the Department of Management, Marketing, and Information Systems in collaboration with the Academy of Visual Arts (AVA), Hong Kong Baptist University.

Trends of Creativity

Master of Science (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).

Art x Marketing

It provides an interdisciplinary platform to nurture "Art x Marketing" talented individuals who are capable of managing, operating, administering, and promoting creative initiatives, projects, and policies within a globally competitive ecology by providing the necessary expertise in business and marketing to excel in this field.


Year Full-time programme


Courses Units

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 up to HK$5,000 (based on actual expenses) 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 an overseas field trip* during the summer term to broaden their experience and understanding of creative economies at an international level. A subsidy up to HK$10,000 will be provided to every student for this field trip;

* Alternatives will be provided if the field trip must be cancelled, rescheduled or downsized.

Job Prospects

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, Xiqu Centre, Film Archive, etc.); or


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).


The MScMCE programme has 18 units of core taught courses (incl. 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)

  • MKTG7140 Strategic Marketing Management
  • MKTG7150 Brand Development and Sponsorship
  • MKTG7160 Digital Marketing Strategies
  • MKTG7170 Entrepreneurship in the Creative Economies

Semester 2 (6 units)

  • MKTG7180 Seminars in Contemporary Marketing Issues in Creative Economies
  • MKTG7190 Creative Service-Learning Project

Summer (3 units)

  • *MKTG7200 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 cancelled, rescheduled or downsized. The programme will provide a subsidy (up to HK10,000/student) for the field trip. For details, please consult the Programme Office.
*Students are only allowed to take either ACCT7960 or ACCT7060 but not both to fulfill the graduation requirements.

Elective Courses (9 units)
Semester 1 (3 units)

  • VACC7010 Research Methodology for the Visual Arts
  • VACC7030 Critically Engaged: Creative Practices in Context
  • *ACCT7060 Business Accounting
  • *ACCT7960 Interpreting Financial and Accounting Information

Semester 2 (6 units)

Courses offered by MMIS (1 out of 2 Courses)

  • MKTG7110 Socially Responsible Entrepreneurship in an International Context
  • MKTG7210 Services Marketing Management
Courses offered by AVA (1 out of 2 Courses)
  • VACC7020 Visual Arts Theory & Criticism
  • VACC7040 Arts & the Public: Interpretation & Presentation

Scholarships and Awards

Outstanding Academic Performance Award
Up to 10 scholarships will be granted to applicants with outstanding academic performance, depending on qualifications.
Financial assistance to students
While the tuition fee does not cover the cost of the overseas field trip, a subsidy up to HK$10,000 will be provided to each student for the field trip. A subsidy up to HK$5,000 (based on actual expenses) will be provided to each student to support the Creative Service Learning Project.
For Oversea Student

International Postgraduate Scholarships

Eligible international applicants will be automatically considered for the International Postgraduate Scholarship based on their all-round record and interview performance. Recipients will receive a full tuition waiver and a living allowance of HK$100,000 (approx. US$12,820).


Marketing for the Creative Economy
Degree awarded
Master of Science
Degree type
Taught Master
Programme duration
12 months [Full-time]
Tuition fee

  • Local students: HK$200,850/ programme
  • Non-local students: HK$257,500/ programme

*Travel-related expenses will be incurred for both local and non-local students if an overseas field trip is scheduled.

Admission requirements

  • Academic Qualification

    Applicants should possess a bachelor’s degree from a recognized university or comparable institution, or an equivalent qualification;

  • Language Proficiency Requirement

    Applicants are expected to meet at least one of the following qualifications:

    1. A bachelor’s degree earned from a recognized English-medium institution; or
    2. TOEFL scores of 79 (internet-based); or
    3. A band score of 6.5 or above in IELTS; or
    4. Other language requirements as set by the University

Application procedures

Career Services

School & University Level

Career Services Section aspires to nurture business students into future leaders in a global marketplace. Students will be prepared to accelerate their career growth by developing a professional portfolio developed through participating in a wide range of customised career development events and coaching. By being kept abreast of market information and being exposed to international opportunities, they will be ready for the career world upon graduation.

The Career Centre, acting as a bridge among students, academic staff and employers, aims to facilitate students’ career development and job search. Staff of the Career Centre have established strong links with students’ prospective employers to keep abreast of the current employment market situation. It offers two distinct programmes for Taught Postgraduates.

According to the HK immigration guidelines (Immigration Arrangement for Non-local Graduates “IANG”), non-local graduates of the programme may apply to stay and work in Hong Kong for 12 months after obtaining bachelor/master qualified degree.

Immigration Arrangement for Non-local Graduates (IANG)

Non-local graduates who apply for IANG within six months after the date of graduation (i.e. the date of graduation shown on the school letter) are classified as fresh graduates. Fresh graduates may apply to stay and work in Hong Kong without having secured an offer of employment upon application. Further details about IANG, please refer the Non-local Higher and Professional Education (Regulation) Ordinance (Cap. 493) which can be found at the Hong Kong Immigration Department and their FAQ information page.

Note: The IANG is quota-free and non-sector specific. The IANG does not apply to nationals of Afghanistan, Cuba, Laos, Korea (Democratic People's Republic of), Nepal and Vietnam.