The fast pace of digital disruption is transforming how marketing functions. Marketing technology not only automates and streamlines decisions, but also provides new means to reach and engage with target audiences. Companies are also increasingly aware of the value of technologies such as data analytics and artificial intelligence in developing more effective and intelligent marketing. In light of the resulting challenges and opportunities, the MSc Marketing Science (MMS) programme prepares our students to become the next generation of leaders in the marketing world. 

 

MMS is a one-year full-time programme that is uniquely designed to develop a holistic marketing expertise with the latest thinking, techniques and tools. The curriculum delivers the fundamental knowledge of marketing and consumer insights together with cutting-edge knowledge on marketing technology. While marketing has increasingly become a technology-powered discipline, it is not merely about knowing how to embed technology within marketing. It really starts with understanding consumers and utilizing the right technology to craft better campaigns. This programme aims to deliver a deep understanding of both areas through fundamental modules (e.g., Strategic Marketing and Branding) and unique modules on consumer insights (e.g., Consumer Psychology and Ethnography) and marketing technology (e.g., AI and Robotics, and Marketing Analytics). This programme will enable our graduates to start or advance their marketing career by equipping them with the requisite marketing knowledge and skills, which empowers them to lead marketing campaigns in this digital era. We aim to achieve this through a rigorous curriculum that includes courses led by renowned academics and industry practitioners who will provide models, methods and practical insights.