MSc in Entrepreneurship and Global Marketing (MScEGM)

The programme is designed for students who seek graduate education in order more easily to advance into management and other leadership roles or to start a career as an entrepreneur. Applicants from all countries will be considered if they can demonstrate the necessary language skills.

Programme Aims

• Provide students with entrepreneurial knowledge and skills for handling complex, dynamic and global business issues encountered by an organization.
• Develop students’ understanding of marketing theory and practices to enable them to build and critically evaluate strategies that meet the business challenges of globalisation.
• Develop students’ innovative thinking to address issues and problems arising in an organisation and in the social environment.
• Provide students with a unique opportunity to experience high-quality international education delivered by two research-led business schools, where they will interact with faculty and students from different cultures.

Grenoble École de Management

Founded in 1984, Grenoble École de Management (GEM) in Grenoble, France is ranked the 6th Best French School (Le Point 2018, 2019) and 21st Best European Business School (Financial Times 2017), and has the expertise in Technology and Innovation Management to become a world leader which is based in the world’s fifth-most inventive city (Forbes magazine). Grenoble École de Management offers 50 programmes from undergraduate to doctoral levels and has 8 international campuses, such as Berlin, London, Moscow.

Learning Goals

• Solutions: Students will demonstrate an understanding of entrepreneurship theory, tools and business models by applying them to propose integrative solutions to business problems.
• Marketing: Students will demonstrate an understanding of the marketing knowledge required by conducting marketing activities in a global context.
• Analytical: Students will apply analytical, critical and creative thinking for managing change and creating new businesses.
• Teamwork: Students will demonstrate teamwork and oral and written communication skills in managing innovation and solving business problems.

Double Degree

The Master of Science in Entrepreneurship and Global Marketing double degree will be granted to students who have completed and passed all the 12 required core courses and the Business Project with a total of 48 HKBU units, and have met the requirements of both HKBU (including a minimum cumulative GPA of 2.5) and GEM in their respective semesters.

Single Degree

The Master of Science in Entrepreneurship and Global Marketing single degree will be granted to students who have completed and passed all the 12 required core courses and the Business Project with a total of 48 HKBU units, and have met the requirements of HKBU (including a minimum cumulative GPA of 2.5).

The curriculum has been carefully designed to embrace a global view with global case studies and a business project addressing the principles and practices of entrepreneurship and international marketing management. More importantly, having the students spend one semester in France and one semester in Hong Kong will generate synergies between two institutions steeped in the business practices of very different regions of the world. For the students, this will bring the best sort of global exposure.

Programme Structure

The programme has 33 Hong Kong Baptist University units of taught courses. The business project (or academic dissertation) accounts for 15 Hong Kong Baptist University units. Requirements of the programme are as follows:

January Semester (18 units)

• MKTG 7010 Startup Creation Process and Entrepreneurial Ecosystem (3 units)
• MKTG 7020 Entrepreneurship and Business Opportunities (3 units)
• MKTG 7030 New Venture Business Planning, Small and Family Business (3 units)
• MKTG 7040 Accounting and Finance for Entrepreneurs (3 units)
• MKTG 7050 Strategic Management (1.5 units)
• MKTG 7060 Marketing Planning (1.5 units)
• MKTG 7110 Socially Responsible Entrepreneurship in an International Context (3 units)

September Semester (15 units)

• MKTG 7070 Advanced Effective Sales, Negotiation & Intercultural Communication (3 units)
• MKTG 7080 Corporate Entrepreneurship and Business Development (3 units)
• MKTG 7090 Leadership and Team Building for Entrepreneurs (3 units)
• MKTG 7100 Digital Marketing Strategy (3 units)
• MKTG 7120 Global Marketing (3 units)

Dissertation Period

• MKTG 7130 Business Project / Academic Dissertation (15 units)

Business Project (BP)

The student will be required to complete a BP of approximately 20,000 words in length. To successfully complete the BP, the student is required to develop a new business start-up proposal, including Market, Product and Benchmark Analysis, and provide roadmap and action plan to assist during the decision-making process for the development and introduction to the market of this new business. The BP should be the culmination of the students' postgraduate programme. This is their opportunity to apply the knowledge acquired during the course of their programme to a specific business problem in their field.

Academic Dissertation

This course requires the student to research a topic appropriate to the field of entrepreneurship and global marketing. The dissertation should involve engagement with theoretical concepts and practical application to an entrepreneurship and/or global marketing issue.

Total Units: 48 units

Remark: The study curriculum may change from time to time.

The programme is designed for students who seek graduate education to advance into managerial and leadership roles or to start an entrepreneurial career. We generally wish to prepare students for careers as:

• Global Brand Manager
• Global Sales and Marketing Manager
• Global Strategic Marketing Manager
• Entrepreneurs
• Project Managers
• Research and Development (R&D) Managers
• Any managerial position in e-business and high-tech industries
• Global Customer Service Manager
• Global Digital Marketing Manager
• Global MarCom Manager
• Successors to family-owned businesses
• Business Developers
• Business-to-Business (B to B) Product Managers

This is a 15-month full-time taught postgraduate programme. For double degree, students study in Hong Kong for semester 1 and in France for semester 2. For single degree, students may opt to study the whole programme in Hong Kong and graduate with a single Master's degree, awarded by HKBU.