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Master of Science in Marketing with Digital Strategy

Awarded by
Edinburgh Napier University, United Kingdom
Course Code
Application Code
Study mode
Start Date
07 Oct 2024 (Mon)
24 months to 28 months
Course Fee
HK$99,000 (payable in two instalments)
Deadline on 07 Sep 2024 (Sat)
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The MSc in Marketing with Digital Strategy is a two-year part-time programme jointly offered by Edinburgh Napier University and HKU SPACE. The programme equips students with the digital skills and strategic marketing knowledge to meet current demand for people who can thrive in the digital business environment. Suitable for those with no previous marketing knowledge, this higher degree will increase students’ employability, empowering students to have the confidence and knowledge to meet employers’ present and future digital and marketing needs, and give students the advanced digital skills necessary to develop new business and marketing opportunities.

Programme Details

The programme is offered three times a year in February, June and October, students can choose to start in February, June or October.

Students will enroll on two modules per trimester and may complete the programme within a minimum of two years. The maximum study period is 12 trimesters i.e. four years. 

Upon successful completion of the following modules, student will be awarded a Master of Science in  Marketing with Digital Strategy degree conferred by Edinburgh Napier University, which is equivalent to the corresponding degree conferred upon Edinburgh Napier graduates in the UK.


Principles and Practice of Marketing


Consumer Insights


Digital Analytics Strategy


Social Media and Content Marketing


Strategic Brand Management


Digital Marketing Strategy


Research Methods



Exemption up to 4 modules might be given to holders of Postgraduate Diploma in Digital and Social Media Marketing, Postgraduate Diploma in Fashion Marketing and Management, and Postgraduate Diploma in Luxury Services and Brand Management awarded by HKU SPACE.

Exemption up to 3 modules might be given to holders of Postgraduate Diploma in Corporate Branding and Event Management awarded by HKU SPACE.

Exemption of 1 module might be given to holders of Postgraduate Diploma in International Live Entertainment and Event Management awarded by HKU SPACE.





This course is accredited by The IDM has over 30 years’ experience helping marketers reach the next level in their career by offering a portfolio of qualifications and training courses, all informed by industry and underpinned by core principles and best practice. Students taking an IDM accredited course are eligible to sit a 2-hour online exam to achieve the IDM Certificate in Digital and Data-Driven Marketing.  

Application Code 2250-MK079A Apply Online Now
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  • Any HKU SPACE Learning Centres
Non-Local Higher and Professional Education (Regulation) Ordinance

This is an exempted course under the Non-local Higher and Professional Education (Regulation) Ordinance. It is a matter of discretion for individual employers to recognise any qualification to which this course may lead.


Module Description

Principles and Practice of Marketing

The module will explore key marketing management principles and theories with a focus upon practical marketing management issues. Within Principles and Practice of Marketing, we will step through levels of the organisation, from corporate level, through business level, and to operational level. This approach will allow the students to view and evaluate organisational decisions across the organisation and understand issues of communication, culture, and change management amongst others. The first section of the module will consider Marketing Planning incorporating elements of environmental scanning, developing and setting organisational and marketing objectives, and developing organisational and marketing strategy. Later sections of the module will focus upon marketing implementation which includes elements of media decisions, operations management, and marketing measurements. Applying this knowledge, students will critically evaluate the macro and micro environment for the launch of a new product or service, identify appropriate strategies, logistics, pricing and communications, and outline ways of evaluating and measuring success.

Consumer Insights

Consumer insights was designed to help you understand people in their role as  customers and the underlying reasons as to why they buy goods and services. The  module  will  explore  the  context  in  which  marketers  operate  (e.g.,  organisational  contexts,   differences   in   needs/wants/values   and   segmentation,   targeting   and  positioning) and the key factors that influence consumer dynamics both individual (e.g.,  motivation,  learning,  perception,  attitudes,  lifestyles)  and  group  (opinion  leaders,  reference groups).  

Digital Analytics Strategy

The module develops an in-depth understanding of the theory, practice and managerial implications of using Digital Analytics as part of an organisation’s marketing strategy. The syllabus will introduce students to key principles and challenges, including the analysis and evaluation of data from social media, websites and search marketing to improve marketing performance. Students will engage with a range of literature to reflect critically on contemporary issues and evaluate the role of big data ethics in an organisational context. In addition, they will get hands-on experience in key Digital Analytics tools used by marketing practitioners, resulting in strong strategic and applied knowledge in Digital Analytics upon successful completion of the module.

Social Media and Content Marketing

This module explores key theories and practices related to social media marketing and content marketing. The structure of the module follows a well-established model developed by Solomon and Tuten (2020) that focuses on 4 zones of social media marketing.

Strategic Brand Management

This module will develop students’ critical understanding of strategic brand management theory and their ability to evaluate the value of such theory to organisations. It will provide students with an understanding of branding from cultural and global perspectives, design and implement brand strategy, and creating and sustaining brand equity long term. It will also provide an opportunity for students to be creative in creating and sustaining a brand.

Digital Marketing Strategy

This module introduces the theory, principles, and practice of digital marketing strategy. Using contemporary frameworks and recent case studies students will learn about paid, earned and owned media and their role in digital marketing strategy. Students will investigate recent changes in online consumer behaviour and their impact on marketing practice. Some of the key topics discussed in this module will include: social media marketing, digital advertising, digital PR, online market research, user-generated content, mobile marketing, eCRM, content marketing strategy, email marketing, and online Public Relations.

Research Methods

This module covers research methodologies, critically reviewing literature, research design and ethics, data collection methods (qualitative, quantitative and mixed), analysis methods, research writing and dissemination.


This module covers individual research, production of a dissertation, reflection on work undertaken. The work on a typical dissertation will consist of the following stages: carrying out a literature review, a selective gathering of data, analysis of data, application of appropriate theoretical concepts from relevant subject disciplines to the accumulated data, critical analysis of the problem, development of conclusions and recommendations from the analysis; and compilation of a dissertation of 15,000 words that are presented in a manner which is appropriate to a Master's Programme and may be useful to any organisations involved.

Most modules have 15 hours of lectures and 15 hours of tutorials taught by Edinburgh Napier and/or HKU SPACE academic staff.

Assessment is based on coursework and/or final examination.

Class Details

Classes will be held on weekday evenings and weekends


Application Fee

HK$200 (Non-refundable)

Course Fee
  • HK$99,000 (payable in two instalments)

Entry Requirements

Applicants should hold:

  • An undergraduate degree at Honours level from a recognised university; OR

  • An undergraduate degree from a recognised university PLUS no less than one year’s experience in marketing or sales or three years general working experience; OR

  • An appropriate professional qualification e.g. CIM Diploma in Marketing, HKU SPACE Diploma in Marketing awarded within the HKU system through HKU SPACE, PLUS no   less than one year’s experience in marketing or sales or three years general working experience.

Entry as an Affiliate Student:

If you do not meet the above requirements, but have five or more years of marketing experience, you may enter as an Affiliate Student. Your application will be reviewed individually and, if successful, will allow you to study the two modules in the first trimester of the programme, Principles and Practice of Marketing and Consumer Insights, as an Affiliate Student. If you pass these modules, you will be able to proceed with the rest of the programme.


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Enrolment Method
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Application Procedure

All applicants are required to complete the application form and submit it with a set of the following supporting documents together with application fee of HK$200 to any of the HKUSPACE enrolment centres:

1.Certified true copies* of full educational certificates and transcripts;

2. Original / Certified true copies* of testimonials or other documentary proof of the applicant’s working experience;

3. Photocopy of Hong Kong Identity Card#;

*Certified true copies: Original certificates and transcripts together with the copies are required to be presented to any HKUSPACE enrolment centres for verification.

Partner Details

Edinburgh Napier University, Scotland, UK

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Edinburgh Napier’s foundations were laid in 1964 and it became a university in 1993. Edinburgh Napier University takes its name from the 16th Century mathematician, John Napier, who is best known for the invention of logarithms. It is now one of the largest higher education institutions in Scotland with more than 19,500 students. The 2008 Research Assessment Exercise reported that many areas of Edinburgh Napier’s research are world-leading or of international excellence. In 2009, Napier became Edinburgh Napier University, changing its name to better reflect its location in Scotland’s capital and to strengthen its appeal worldwide. The Queen’s Anniversary Prize 2009 was awarded to the University’s Building Performance Centre for its innovative work on the reduction of noise transmission in new homes. The prize is the most distinguished award that can be made to a UK institution for higher or further education and Edinburgh Napier was the only university in Scotland to receive the prize on this occasion. In 2011, Edinburgh Napier was described as one of Scotland’s top universities for graduate employability by the Higher Education Statistics Agency. The University motto is “NISI SAPIENTIA FRUSTRA” – meaning ‘Without wisdom, all is in vain’.

The Business School's reputation for academic excellence is enhanced and supported by considerable research and consultancy in business and the strong links it maintains with industry. Around 2,400 of the Business School's students are in Hong Kong, where it is long-established. Edinburgh Napier University is the largest provider of UK education in Hong Kong.