Program Overview

Executive Master of Science in Marketing

1-year Program

As one of the most dynamic cities in the world, New York is the global capital of business, commerce and international media. It is also home to some of the world's most famous FMCG companies, advertising agencies, publishers, fashion houses and news media. Located on the Manhattan Island of New York City, Baruch College brings to the classroom an expertise of global perspective in marketing unmatched by many universities.

The Baruch Executive Masters of Science in Marketing Program provides students with the necessary knowledge and tools to be able to meet the challenges and succeed in this competitive, global marketing world.

The program covers a diversity of marketing subjects. The international business analysis focuses on key topics like evaluating foreign markets, operating in the global marketplace , managing an international marketing organization, financing foreign trade and investment and managing foreign exchange and political risks.

Emphasis is also placed on the area of international marketing with respect to the commercial exchange of materials, goods, and services among countries. Its study includes analyzing the global environment of international trade as well as the performance of such functions as importing, exporting, transportation, financing, foreign-exchange management, market research and the marketing function in multinational enterprises.

Marketing research using cutting-edge analytical and conceptual skills such as problem identification approaches, questionnaire construction, and the development of qualitative and quantitative research methodologies, to embark on critical market intelligence projects to advance market understanding. In the context of consumer behaviour, the psychological, economic, socio-cultural and decision-making influences on consumer attitude will be examined.

Advanced approaches and methodologies in terms of marketing management, marketing strategy formulation, marketing communications and advertising will also be presented with an aim of providving a all-round marketing knowledge platform for the success of modern marketers in the global village.

Program Structure

The entire Executive Master of Science in Marketing program comprises 10 graduate courses.

In compliance with university policy, students must complete all 10 courses in order to graduate. No exemption will be granted from any course of the program.

Each course of the program comprises 36 contact hours with the visiting university faculty.

All courses are taught by overseas faculty from Baruch College, City University of New York.

The classes for each course are usually conducted in the follow manner over a 2-week period:

Weekdays evenings:
7:00pm – 10:00pm

Saturday Afternoons:
2:00pm – 6:00pm

Sundays:
9:00am – 6:00pm

Program time schedule will be published prior to the commencement of the program, and the university will keep student informed of the detail timetable for each individual course.

Executive Master of Science in Marketing (Curriculum)

• 10 courses are offered in Executive Programs.
• Curriculum is subject to change by the school.

  MKT9750 Marketing Strategy
  Examination of marketing strategy as a tool for optimizing short-term and long-term organizational goals in the dynamic global marketing environment through an analysis of real-world cases. Lectures and text readings provide the basis for translating the cases into marketing strategy concepts.

  MKT9703 Marketing Management
  Examination of the nature and fundamentals of marketing management. The course focuses on the development of a marketing plan and the functional tools available to the marketing manager to implement the plan. It draws specific attention to the planning, organizing, directing, and controlling of the marketing function.

  MKT9702 Marketing Research
  Exploration of the development of market research studies through the setting of objectives, the design of surveys and other information-gathering techniques, the collection of data, the interpretation of findings, and the preparation and presentation of research reports.

  MKT9716 Consumer Behaviour
  Examination of the psychological, economic, socio-cultural, and decision-making influences on consumer behavior, including a discussion of consumer behavior applications to social marketing.

  IBS9760 International Business Analysis
  Analysis of the major characteristics of international business: of its economic, political, social, and cultural environments; of key international institutions; and of the problems, policies, and practices in this area. Studied in particular are: (1) evaluating foreign markets; (2) operating in foreign environments; (3) managing far-flung organizations; (4) financing foreign trade and investment and (5) handling foreign-exchange and political risks.

  MKT9780 Interactive Internet Marketing
  This course focuses on enabling students to analyze and develop sophisticated interactive marketing programs. The two main objectives are to introduce students to advertising and marketing theories and practices on the Internet and to give students the opportunity to apply this knowledge by developing a Web site for a client and to critique a variety of Web sites.

  MKT9701 Advertising And Marketing Communications
  This course will provide a comprehensive understanding of the rapidly changing field of advertising and promotion from an integrated marketing communications perspective. The focus will be on how the various elements of an organization's promotional mix are combined to develop a total marketing communications program that sends a consistent message to customers. Those elements of the promotional mix will include advertising, direct and interactive marketing, use of the Internet and new media, public relations, trade promotion, and consumer promotion.

  MKT9715 Current Issues In Marketing
  Seminar focusing on current marketing issues, such as environmental marketing; social responsibility in marketing, political marketing; ethical aspects of selling, advertising, and marketing research; and the role of government regulation.

  MKT9730 Channels of Distribution
  Examination of the various channels of distribution through which goods flow from manufacturer to final user, including distributors, wholesalers, retailers, brokers, manufacturers' representatives, sales agents, and others. The course examines the effects of channel decisions on other components of the marketing mix (i.e., pricing and product decisions, promotion, and target consumers).

  MKT9751 Practicum - New Product Planning and Development
  Comprehensive presentation of the techniques of product planning and development, including a team approach to product idea generation, concept development, technical and economic screening, and product concept testing and commercialization, including the development of business and marketing plans.
  

Program Delivery

The classes will be delivered via face-to-face lectures with professors from the United States. The professors will usually stay in Hong Kong for 2 to 3 weeks and are available for additional academic consultation with students outside classroom hours.

Hong Kong-based students will also enjoy online access to the award-winning William and Anita Newman Library in New York.

The library was awarded the Best College Library in America 2003 by ACRL.

Assessment

Students will be assessed using a combination of examinations, assignments and case studies.

The course professor will inform the students at the commencement of the class on the actual assessment methods that would be used for that specific course.

Different professors have different teaching styles and different assessment preferences.

However, students should expect the assessments to be rigorous and challenging, in keeping with the demands of an advanced degree program from a leading American university.

Grades awarded by the professor will be final and will be part of the official student record lodged at Baruch College, City University of New York.

Students should treat their course assessments seriously and put in the requisite time and efforts to secure a good grading in order to graduate.

Program Tuition

The program fee covers lectures, tutorials, textbooks, course materials, seminars, assignments, tests, examinations and academic assistance. The program is 100% taught by professional faculty from Baruch College, City University of New York. University professors are flown in on a scheduled basis to deliver the various courses in Hong Kong over the academic year.

Students may pay in 4 quarterly instalments over the period of the 1-year program, with the first instalment due upon acceptance into the program.

This program is eligible for the Hong Kong Government Non-means Tested Loan Scheme. Prospective students should enquire directly with the Student Financial Assistance Agency at http://www.sfaa.gov.hk/ for details.

Prospective students are advised to attend the program previews to get the latest;
information and updates.

Admission Requirements

To be eligible for admission to this program, candidates should possess at least the followings:

• A recognized undergraduate degree or its equivalent plus at least 3 years of working experience at an executive or management level; or,
• A 3-year Higher Diploma from an accredited university plus at least 5 years of working experience at an executive or management level, plus
• A satisfactory GMAT score

A limited number of candidates without a university degree or who do not meet the minimum academic requirements may be considered on the basis of the length and level of their management experience. Admission to the Program is competitive and the University will select those who demonstrate a high promise of success.

How to apply:

• A duly completed "Application for Admission" to Graduate Studies (click here to download the form)


• An up-to-date curriculum vitae
• Testimonial or proof of working experience
• Official transcripts of undergraduate or previously studies
• Two letters of recommendation
• Application fee
• Two recent photos
• Copy of HKID
• GMAT score report (if applicable)


When your application file is completed, please send the package to:-

Program Director
Charter Management Association
Official Exclusive Representative
City University of New York
Unit 4, 25/F, 168 Plaza,
168 Sai Yeung Choi Street,
Mong Kok, Hong Kong.
Tel: (852) 2308-1188
Fax: (852) 2038-1138

Graduation

To be eligible to graduate, students must complete all 10 graduate courses for a concentration (30 credit hours), maintain a GPA of 3.0 or higher, and satisfy all policies, rules and regulations of Baruch College, Zicklin School of Business.

Successful students will be awarded the Executive Master of Science degree from Baruch College, The City University of New York. This Master degree is identical to the degree awarded to on-campus students.

Graduation ceremonies are conducted in Hong Kong and New York on an annual basis.

Students can choose to graduate in Hong Kong or New York or both.

In the case of overseas graduation, traveling expenses will have to be borne by the students.