Programme Code
One-Year Full-time/ A1M129
Programme Leader
Dr Tao Lei
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| Please note that this programme is subject to the University's approval and details of the programme may be subject to changes. Prospective students are advised to check back on this page for updates. |
Introduction
The Master of Arts in Digital Human Resource Management and Organisational Marketing is designed to equip students and professionals with dual expertise, combining Human Resource (HR) management with cutting-edge organisational marketing strategies in the digital age to drive overall business success.
Digital Human Resource Management Transformation
The rapid advancement of technology has profoundly transformed organizational practices and behaviors, urgently requiring practitioners to adapt and reshape their strategies for digital environments and marketplaces. For example, organizations increasingly rely on AI, analytics, and automation for talent acquisition, performance management, and employee engagement. This shift creates a pressing need to cultivate future talent capable of navigating digital trends and driving innovation in talent management. The program aims to respond to the digital transformation of human resource management by cultivating students who can leverage AI and other emerging digital tools to enhance talent management, organizational development, and employer branding.
Combination of Human Resource Management and Organisational Marketing
The programme emphasizes that, in the digital age, HR professionals need to understand how to utilize organizational marketing channels and tools to promote their organization as an employer of choice. This approach can help reduce recruitment costs and enhance talent retention. Furthermore, this integration prepares students to develop innovative HR strategies that incorporate organizational marketing techniques such as social media campaigns, content marketing, and online reputation management. These techniques are increasingly vital in the modern workforce landscape.
| Please note that this programme is subject to the University's approval and details of the programme may be subject to changes. Prospective students are advised to check back on this page for updates. |
Target Participants
The programme welcomes prospective applicants from all fields, provided they demonstrate an interest in human resource management, digital transformation, business management, organizational marketing, and related areas.
Programme structure
The Master of Arts in Digital Human Resource Management and Organisational Marketing is a 24-credit-point (cps) programme comprising four core courses and four elective courses. Each course carries three cps.
| Course Title | Cps |
|---|---|
| Core Courses (12 cps, 4 courses) | |
| Digital Human Resource Management and Strategy | 3 |
| Organisational Marketing and Social Media | 3 |
| Managing Organisation in the Digital Age | 3 |
| Employee Behavior and Well-being Management | 3 |
| Elective Courses (12 cps, choose any 4 out of the following 7) | |
| Strategic Marketing Communication and Brand Management | 3 |
| Financial and Performance Management | 3 |
| Business Research and Analytical Methods | 3 |
| Digital Leadership and Entrepreneurship in Organisations | 3 |
| AI and Emerging Technology in Business Management | 3 |
| Public Relations Strategies in the Digital Age | 3 |
| Capstone Project | 3 |
Programme Aims and Objectives
- Equip students with a dual skill set that combines digital human resource management and innovative organisational marketing strategies, enabling them to lead and adapt in complex, technology-driven business environments
- Bridge the gap between traditional HR practices and modern digital tools, fostering professionals capable of leveraging AI, business analytics, and social media to enhance talent management, organizational development, and employer branding
- Foster ethical and strategic decision-making by embedding core principles of HR ethics and digital accountability into organisational leadership
- Address global and local challenges in digital HR and organisational marketing, with a particular focus on Hong Kong, the Guangdong–Hong Kong–Macao Greater Bay Area, and Greater China business contexts
Disclaimer
- In the event of inconsistency between information in English and Chinese versions or where an interpretation of the programme content is required, the decision of the University shall be final.
- Every effort has been made to ensure the accuracy of the information contained in this website. Changes to any aspects of the programmes may be made from time to time as due to change of circumstances and the University reserves the right to revise any information contained in this website as it deems fit without prior notice. The University accepts no liability for any loss or damage arising from any use or misuse of or reliance on any information contained in this website.
- Any aspect of the courses and course offerings (including, without limitation, the contents of the course and the manner in which the course is taught) may be subject to change at any time at the sole discretion of the University if necessary. Without limiting the generality of the University’s discretion to revise the courses and course offerings, it is envisaged that changes may be required due to factors including staffing, enrolment levels, logistical arrangements, curriculum changes, and other factors caused by change of circumstances. Tuition fees, once paid, are non-refundable.
- The University is committed to uphold the educational quality and standard of the programmes it offers. The University, being funded by the University Grants Committee (UGC), is one of the nine self-accrediting institutions in Hong Kong. In addition, the quality of the educational experience in all programmes offered by the UGC-funded universities is subject to the quality assurance process administered by the Quality Assurance Council of the UGC.
- Individuals who wish to apply for qualification certification in Mainland China after graduation should contact the CSCSE (website: https://zwfw.cscse.edu.cn/cscse/lxfwzxwsfwdt2020/xlxwrz32/index.html) directly for updated details and confirmation. The certification in Mainland China is an independent process from the conferral of academic qualification in Hong Kong by the University. For the avoidance of doubt, no warranties are given in respect of individual graduate’s qualification certification or recognition in Mainland China or any other professional qualification or license outside Hong Kong.
- EdUHK, has not collaborated with any agency in Mainland China or Hong Kong on admission, and does not encourage students to entrust their applications to any third-party agents and we always contact applicants directly on updates regarding the applications. You must complete and submit your own application via the EdUHK online admissions system and provide your own personal and contact details. Please refer to the official EdUHK channels, such as programme websites and the admissions system, for the required information to complete your application.
- Students who are enrolled in any full-time award-bearing programmes (lasting for one year or longer) of the University are not permitted to simultaneously register for another qualification at the University or a post-secondary qualification at any institutions except with prior approval by the Board of Graduate Studies. Violation of this regulation will lead to discontinuation of studies from the University. In case of doubt, students should seek advice from the Board of Graduate Studies (via the Graduate School).
Medium of Instruction
Putonghua (supplemented with English)
Tuition Fees
$240,000 per annum (24 credits)
Fees subject to adjustment. The University reserves the right to make changes to tuition fee without prior notice. Tuition fees paid are normally not refundable or transferable. Extension fees will be charged to students who have to extend their studies beyond the normative period of study.
| Please note that this programme is subject to the University's approval and details of the programme may be subject to changes. Prospective students are advised to check back on this page for updates. |
General Admission Requirements
Applicants should normally hold a recognised bachelor’s degree or equivalent. Shortlisted applicants may be required to attend an interview
English Language Proficiency Requirements
Applicants from institutions where English is not the medium of instruction are required to demonstrate English proficiency that meets the programme’s established standards. They should fulfil one of the following English requirements:
- Overall score of IELTS 5.5 (academic version) #;
- TOEFL score of 59 (internet-based test) #;
- Band 6 in the College English Test (CET)# with a total score of 430;
- Grade C or above in GCSE/GCE O-Level English; or
- Other equivalent qualifications on a case-by-case basis
# The test should be taken in test centres and the result should be valid within two years.
TOEFL Home Editions, TOEFL MyBest Score, IELTS Indicator, IELTS Online, IELTS One Skill Retake, Duolingo and National Postgraduate Entrance Examination are NOT acceptable.
Chinese Language Proficiency Requirements
Applicants who obtained a bachelor’s degree from an institution outside of Hong Kong, Mainland China, Taiwan and Macau should have attained scores in one of the following Chinese Language or Chinese-related examinations:
- Level 3 / Grade E in Hong Kong Diploma of Secondary Education Examination (HKDSE) / Hong Kong Certificate of Education Examination (HKCEE) / Hong Kong Advanced Level Examination (HKALE);
- A score of 110 in the Joint Entrance Examination for Universities in the People’s Republic of China (JEE / Gaokao)(full marks 150);
- Grade E or above in GCE A-Level/AS-Level;
- Grade 4/Grade C or above in GCSE/IGCSE/GCE O-Level;
- Grade 4 or above in International Baccalaureate (IB); or
- Other equivalent qualifications on a case-by-case basis