The MSc in Marketing and Consumer Psychology


Dr. Ricky Szeto


The Master of Science in Marketing and Consumer Psychology Programme launched by the Department of Business Administration of Hong Kong Shue Yan University in October 2013 is a pioneering programme in Hong Kong because it combines theories and techniques of marketing and consumer psychology to give graduates a career advantage in the present and upcoming business environment, according to Dr. Ricky Szeto, Director of the master programme and Administrative Head of the Business Administration Department.

The MSc of Science in Marketing and Consumer Psychology Programme is a two year part-time programme. The minimum number of credits required is 30 credits. Most classes will be offered on Fridays and in weekends.

According to Dr. Szeto, the programme is designed to provide an employment-focused curriculum to give its graduate a career advantage in consumer marketing; traditional areas in marketing as well as psychological knowledge and practical skills are covered.

“This master programme will provide a gateway to careers in business organizations, non-profit companies, market research companies, advertising agencies and a wide range of other employers who need well-trained professionals in both market research and consumer psychology. And we adopted a practical approach to learning that includes real-world projects enabling students to apply their knowledge and skills to enhance their value in the job market. Curriculum is also designed in conjunction with industry professionals and based on the needs of employers.” Dr. Szeto said.

The courses in the programme consist of three main areas: core knowledge, contemporary marketing practices, and research and analytical techniques.

Core knowledge Subjects (12 credits) include:

- Consumer Psychology

- Marketing Communication and Brand Management

- Applications of Psychology to Marketing

- Strategic Innovation and Marketing Management

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

- Digital Marketing and Internet Consumer Behavior

- Chinese Psychology and Marketing

- Customer Relationship Management

- Global Marketing

- Organizational Marketing

Research and Analytical Techniques (12 credits) include:

- Research Methods and Design

- Marketing Analytics

- Master’s Project

Applicants for admission to the MSc in Marketing and Consumer Psychology Programme must: (1) be in possession of a bachelor’s degree with first or second class honours in Business Administration or in related areas from a recognized local or overseas university or an equivalent qualification from an institution recognized for this purpose by the University; and (2) have at least two years work experience in marketing or business administration or a related area.

Moreover, applicants must have some training in quantitative methods and marketing. If an applicant has not taken any quantitative methods and/or marketing course before, she/he needs to take summer bridging course(s): (1) Quantitative Methods and/or (2) Principles of Marketing.

First round application begins from April to May 10, and second round begins in May 11 to June 15. Those interested in finding out more are encouraged to visit the Department’s website: http://www.hksyu.edu/ba/mcp.

Source: April Issue 2013

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