Course Information
Schedules
- 16 May 2026 (Sat) 7:00 PM - 10:00 PM
Registration period
2 Mar 2026 (Mon) - 30 Apr 2026 (Thu)
Price
HKD 102,500
(Tuition fee
HK$102,500
HK$97,500 (submit application before April 24, 2026))
(Tuition fee
HK$102,500
HK$97,500 (submit application before April 24, 2026))
Study Mode
Duration
18 Month(s)
Language
English
Location
The Hong Kong Management Association 16/F Tower B Southmark 11 Yip Hing Street Wong Chuk Hang
Certificate
- Available
- *The delivery and distribution of the certificate are subject to the policies and arrangements of the course provider.
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Course Overview
Overview
An exciting opportunity to develop your professional skills and managerial capabilities, our MA Design, Innovation & Brand Management course gives you the opportunity to study a combined curriculum that will significantly enhance your skillset to become leading brand, design and innovation managers.
Our 18-month course encourages you to consider the value of branding in today’s competitive global environment, where organisations continue to compete in overcrowded markets. As consumers become more sophisticated and the plethora of products more similar, the need to differentiate through emotional attachment has become increasingly important, and this is where UCA’s bespoke MA Design, Innovation and Brand Management course steps in to help future leaders develop one-of-a-kind products and fresh campaign strategies.
The key to successful brand development is an understanding of its synergistic relationship with innovation. The popular view has been that branding is connected with logos, advertising and manipulation, whilst innovation is to do with more process-orientated development. UCA has developed this MA course to address all aspects of product design, brand management and the innovation factors that lie as a foundation for its success.
What You’ll Learn
Module Description
Behavioural Studies & Consumption (15 credits)
In this unit, you will overview main behaviour theories from marketing, sociology and psychology, and their recent trends, to analyse and get acquainted with the decision-making processes of consumers, and their main factors, with a particular application to cultural and creative goods.
Creative Thinking (15 credits)
This unit introduces you to definitions and concepts of creativity. It allows you to explore what creativity is, and reflect methods of creativity with concepts of taste, consumer need as well as user interfaces. As a result of being exposed to various models and methods, you will become more adept in idea generation, lateral thinking and linking ideas to solve marketing related problems.
Digital Marketing Analytics (15 credits)
This unit explores the evolution of digital marketing and technologies, theories and practice of marketing, and the digital consumer. You will analyse trends and digital communications to innovate, explore and create digital marketing/media strategies and plans to reach various audiences from stakeholders and clients to consumers.
Global Creative Industries (15 credits)
This unit will give you comprehensive knowledge of current theories and practices for managing business and process in a global context in the creative sectors. There is a strong focus on contemporary business and marketing concepts enabling you to position yourself and your practice within this constantly changing and demanding landscape.
Human-centred Innovation & Design (15 credits)
Human-centred design (HCD) is a creative way to solve problems. It is a process of designing for people that begins with the people for whom you are developing ideas and ends with individual solutions to meet their needs. You will learn how to design and develop systems by applying HCD and innovation principles and techniques through various relevant activities in planning and management to satisfy user needs and requirements in business, social and global contexts.
Marketing, Design & Communications (15 credits)
If we can understand branding as strategic, we can understand marketing as the tactical force employed to achieve specific business objectives sent from the brand. This unit is about how to understand branding in this way, so you can improve your own marketing, design and communication skills and investigate solutions to current issues within this industry sector.
Principles of Advertising (15 credits)
Understanding the history and evolution of advertising enables us to understand the established infrastructure of this industry and how it might develop in the future. This unit covers the history of the industry, the anatomy of an advertising agency, understanding clients, the concepts of advertising and the role of brands, and the current issues facing the industry.
Products & Prototyping (15 credits)
This unit will focus upon self-directed practice in which you will define and develop individual rationales and methods of working. Research and practice will be directed towards a Literature Review and Project Proposal in which you negotiate and review your practice with your tutor. Prototyping ideas and concepts will allow you to build, visualise, learn, and test design outcomes.
Masters Project (60 credits)
The Masters Project is the culmination of your studies and is divided into two parts – a research proposal, and your final project. Both parts represent an in-depth investigation and requires you to approach a real problem or opportunity in your specialist area, analyse it, and then develop a tangible strategy and implementation plan, while applying contemporary concepts and frameworks from your studied programme.
