In collaboration with Edinburgh Napier University in Britain, the School of Professional and Continuing Education at the University of Hong Kong offers a master of science degree in marketing, with festival and event management, to equip marketers to thrive in the unpredictable and often fast-changing festival and event management industry.

Programme leader John Revuelta says: "Hong Kong has always been strong in the Meetings, Incentives, Conventions and Exhibitions (Mice) sector and, with developments in cultural, arts, music and sporting festivals, a festivals industry is burgeoning alongside the established events industry."

Students come from the Mice, festivals and related industries. The programme is suitable for graduates who are keen to start a career in marketing or festival or event management. It also caters for experienced marketers. "Many of our students work in conference centres, tourism organisations, arts and sport organisations, conference organisers and hotel groups," Revuelta says. 

Applicants should hold an undergraduate honours degree from a recognised university.

The course includes a dissertation and an extensive academic project.

Graduates with appropriate practical experience are eligible for the Chartered Institute of Marketing membership and for progression to Chartered Marketer status.

Course student Vicena Chiu, marketing and sales deputy manager at the Hong Kong Convention and Exhibition Centre, praised the programme for its balance between academic concepts and practical case studies. "I gained a lot of insights from the programme, in particular from the international conference management and international festival and event management modules."