Academic Programme

Master of Entertainment Media Management and Communication

Message from Programme Director

Master of Entertainment Media Management and Communication

The Master of Arts in Entertainment Media Management and Communication (MA-EMMC) offers a specialized curriculum designed to equip students with integrated knowledge for success in the dynamic entertainment media industry. Emphasizing the management, merchandising, marketing, and communication aspects of entertainment media products in both digital and mass media contexts, the programme fosters a robust understanding of business operations within the creative and entertainment sectors. Supported by extensive corporate networks in media and creative industries, it aims to cultivate ethical professionals who can navigate the entire value chain of the entertainment media industry, addressing gaps in existing programmes focused on journalism, communication studies, or multimedia design.

Key Features:

Combines theoretical knowledge with practical skills in entertainment media management, including production management, merchandising, and stakeholder engagement.
Develops proficiency in designing communication strategies and applying business acumen to entertainment contexts.
Promising employability stemming from local and overseas keen demand for graduates skilled in management, marketing, and communication to drive innovation in entertainment media and creative industries.

Programme Characteristics

Provides specialized training that sets it apart by targeting the unique aspects of entertainment media, such as merchandising, marketing, and business operations, rather than general media production or creative performance.
Cutting-edge theories and concepts in entertainment media management and communication, empowering you to stay ahead in a fast-evolving industry.
Hands-on application of knowledge in real-world business contexts across digital and traditional platforms, preparing you to tackle industry challenges with confidence.
Mastery in crafting and executing communication strategies that captivate stakeholders and drive success in entertainment sectors, boosting your professional edge.
Building ethical leadership and digital media literacy skills, transforming you into a responsible innovator ready to make a positive impact.
Seamless integration of HSUHK’s renowned business education heritage and vast industry networks, opening doors to exciting opportunities in Hong Kong’s thriving creative and entertainment landscapes.

Productive and Enriching Learning Experiences

Prepares students for the evolving entertainment media landscape by blending theoretical foundations with hands-on practice in areas like merchandising, event management, and digital public relations.
Includes interactive and collaborative teaching methods, supported by state-of-the-art facilities, to foster creativity, critical thinking, and practical skills.
Enables students to analyze audience behaviors, design campaigns, and implement strategies, while promoting ethical awareness and responsible citizenship.
Offers access to dedicated resources such as multimedia studios, computing labs, and a Cinema and TV Production Centre, along with mentorship from industry professionals via corporate networks.
Provides specialized support for diverse students, including career counselling, networking opportunities, and orientation programmes, to enhance global perspectives and career readiness in the post-COVID recovery era.

Recommended Audience

Suitable for:
- Creative individuals passionate about entertainment media, seeking to build expertise in management, merchandising, and communication.
- Practitioners in media, communication, or creative industries looking to advance skills in business operations, marketing, and stakeholder engagement.
- Business professionals aiming to enter or strengthen their role in entertainment sectors, such as film distribution, event management, or celebrity handling.
- Recent graduates from communication studies, journalism, business, or related disciplines to gain specialized knowledge and boost employability.
- Career changers transitioning into entertainment media roles, acquiring formal training in areas typically learned on-the-job.

Programme Objectives

Enhance students’ knowledge and understanding of the theories and concepts related to entertainment media management and communication.
Develop students’ ability to apply theoretical knowledge and communication skills related to entertainment media management and communication in a business-related context.
Foster students’ proficiency in designing and implementing communication strategies that effectively engage with stakeholders in the entertainment media and communication sectors.
Train students to become ethical professionals and responsible citizens through digital and media literacies which are important components of entertainment media management and communication.

Programme Learning Outcomes

Demonstrate advanced understanding of entertainment media theories, audience analysis, and media representation to inform management decisions.
Apply practical skills in merchandising, marketing, and business operations of entertainment media products across digital and traditional platforms.
Design and execute effective communication strategies, including corporate communication, campaign planning, and digital public relations, for stakeholder engagement.
Exhibit ethical decision-making and media literacy in professional contexts, contributing responsibly to the entertainment industry.
Integrate interdisciplinary knowledge to address industry challenges, such as volatile markets and post-pandemic recovery, through capstone projects or practicums.

Career Prospects

Graduates can pursue diverse opportunities in the growing entertainment media sector, driven by the promising overseas and local demands in entertainment and creative industries, including media distribution, merchandising, and marketing.

Career Choice

Entertainment Media Manager
Merchandising Specialist
Marketing and Campaign Strategist
Event and Expo Manager
Celebrity and Talent Manager
Digital Public Relations Officer
Corporate Communication Consultant
Entertainment Journalist
Finance and Operations Analyst in Media

Industries / Companies

Film and Cinematic Industries
Media Distribution and Promotion
Creative and Cultural Enterprises
Advertising and Public Relations
Event Management and Exhibitions
Digital Platforms and Social Media
Hospitality and Tourism (Entertainment Venues)
Non-Governmental Organizations in Arts
Government Cultural Initiatives
Consultancy Firms in Entertainment Business

Education Pathways

Graduates of the Programme may pursue further study at the relevant Master of Philosophy or PhD level.

Programme Structure

Duration: 1 year (Full-time); 2 years (Part-time)

Study Mode: Full-time/ Part-time

Curriculum:

Comprises core and elective modules, totaling 24 credits (8 modules, each worth 3 credits) for graduation.

Core Modules

EMC5001 Communication and Entertainment Media Management
EMC5002 Media Studies and Audience Analysis
EMC5003 Entertainment Journalism and Media Representation
EMC5004 Merchandising of Entertainment Media Product

Elective Modules (choose four modules)

EMC6001 Corporate Communication of Entertainment Media
EMC6002 Expo and Event Management Practicum
EMC6003 Campaign Strategies and Planning for Entertainment Media
EMC6004 Financing of Entertainment Media
EMC6005 Celebrity Studies
EMC6006 Digital Public Relations and Entertainment
EMC6011 Capstone Project

Admission Requirements

Hold a bachelor’s degree from a recognised university or equivalent; and
Fulfil one of the following Chinese language proficiency requirements:

Hold a recognised degree for which the medium of instruction is Chinese; or
Attained Level 3 in Chinese Language of HKDSE or ≥100 in Chinese Language of JEE; or
Attained Level 5（第五級）in Hanyu Shuiping Kaoshi (HSK)（漢語水平考試）; or
Possess other equivalent qualifications in Chinese language

Note: Applicants may be required to attend an interview to demonstrate their suitability for the programme.

Graduation Requirements

To be eligible for the award of the Master of Arts in Digital Media for Online Communication, students are required to satisfy the following:

Pass 4 core modules and 4 elective modules (24 credits) with a Grade D or above; and
Obtain a cumulative GPA of at least 2.0.

Tuition Fee

For 2026/27 entry:

Local Students: HK$120,000 per programme
Non-local Students: HK$146,400 per programme

Application

We are now inviting applications for Autumn admission of 2026/27.

Application

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Programme Brochure

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