MA Design, Innovation and Brand Management

MA Design, Innovation and Brand Management


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.

Aug 13
Online Information Session
13:00 - 14:00

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Sep 02
Information Session
19:00 - 20:00
South Seas Centre

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Oct 17
Online Information Session
19:00 - 20:00

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Information at a Glance

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Tuition fee

HK$97,500 (submit application before September 9, 2024)

Medium of Instruction:

Brochure Application Form

University for the Creative Arts

As a specialist arts institution, UCA is 100% creative. Students develop their skills and thinking in environments that replicate the studios found within the creative industries, alongside peers on courses spanning arts, business and technology.

Oscar-winning film makers and animators, world-renowned fashion designers, television presenters and Turner-Prize nominees are just some of UCA’s high-profile graduates who have enriched the world with their creative talents.


UK’s top specialist art and design university for world-leading research outputs in the most recent Research Excellence Framework.


Specialist Creative University in the UK for 2024, according to The Guardian.


Programme Structure and Assessment

The programme combined creative development with the innovative, high-level professional understanding needed to
embrace the specialised leadership challenges and opportunities within the creative industries.

Module Credits Assessment Components
Behavioural Studies & Consumption 15 Portfolio
Creative Thinking 15
  1. Written assignment
  2. Oral assessment including presentation
Digital Marketing Analytics 15 Portfolio
Global Creative Industries 15
  1. Written assignment
  2. PowerPoint Presentation
Human-centred Innovation & Design 15 Portfolio
Marketing, Design & Communications 15 Portfolio
Principles of Advertising 15 Portfolio
Products & Prototyping 15 Portfolio
Masters Project 60
  1. Written Research Project Proposal
  2. Final Project
Total: 180  

100% coursework, no examinations.

Module Description
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.

Graduation requirements

Upon successful completion of all 9 modules (total 180 credits), a Master of Arts Design, Innovation and Brand Management will be awarded by the University for the Creative Arts.

Programme Advisors

Dr Tai-Keung KAN, SBS, BBS

Dr Kan studied art and design and started his design career in 1967. He played an important role in the New Ink Movement in the 1970s. Dr Kan has won numerous prestigious awards around the world. He was elected as one of the Hong Kong Ten Outstanding Young Persons in 1979. Other important awards include the Urban Council Fine Art Award (1981); the Gold Awards, International Art Competition, Los Angeles (1984); and the Outstanding Artists and Designers of the 20th Century in the UK (2000). In 2005, he was conferred an Honorary Doctor of Design by The Hong Kong Polytechnic University. In 2016, he was awarded the HKDA Lifetime Honorary Award by the Hong Kong Designers Association. His works have received critical acclaim and are frequently exhibited around the world and collected by prominent museums. He was the Dean of the Cheung Kong Art and Design School of Shantou University (from 2003 to 2011) and is now engaging in various industrywide advisory teams.


Dr Darwin CHEN, SBS

Dr Chen was responsible for the establishment of several professional arts companies, public libraries and museums while serving as Director of Cultural Services of the Hong Kong Government in the 70’s and 80’s. He subsequently served in various civil appointments. He was former Chairman of the Hong Kong Arts Development Council and currently serves as President of the UNESCO Hong Kong Association and Honorary President of the Hong Kong Children’s Choir.

Awarded the degree of Doctor of Social Sciences (honoris causa) by the University of Hong Kong, Chen is also an Honorary Fellow of the Hong Kong Academy for Performing Arts, Honorary University Fellow of the University of Hong Kong. He was awarded the Silver Bauhinia Star by the Hong Kong SAR Government in recognition of his community service.


Prof Eric C. Yim, JP

Prof Eric C. Yim is a Cambridge-trained architect-turned-furniture designer who has successfully built up his business from a small local company to become a global brand in the office furniture industry. In addition to running his own business, Prof Yim serves as Chairman of the Design Council of Hong Kong, Chairman of the Hong Kong Furniture & Decoration Trade Association, Director of the Hong Kong Design Centre, and is a Council Member of the Vocational Training Council and an adviser to the Hong Kong Design Institute. Prof Yim was named “Young Industrialist of Hong Kong 2005” and “Leader of Excellence 2006”. In 2009, he was also honoured with the Asia Pacific Outstanding Entrepreneur Award. In 2012, Prof Yim founded the Ming Foundation with the objectives of advancing design education and research, and supporting other initiatives that would make our society a better
place to live in.


Expert Speakers invited in the past

Alan Yip

Founder and Director, Yip Design Ltd.; Chairman, Hong Kong Design Trade Association; Visiting Professor, Chengdu University & Xihua University, China

Alan founded Yip Design Ltd. in 1990. He is an international renowned product designer and owns over 40 international design and invention patents. International clients include: Philips, Emerson, RCA, VS Sassoon, Nintendo, Hitachi, Akai, Sansui, Daewoo, Hyundai, Toma, Towngas and more. One of the awards he received was the 2008 IF Design Award. He served the community as Chairman of the Hong Kong Designers Association and many more.

For more information about Alan, please click here.

Meggy Cheng

Executive Director, Hong Kong Dance Company Limited

Meggy has over 20 years of experience managing marketing and communication in both commercial and art sectors. Some of the renowned global brands she managed include Procter & Gamble (Greater China) and McDonald’s (Hong Kong). Meggy was awarded the Hong Kong Scholarship for “Clore Leadership Programme 2018/19” by Hong Kong Arts Development Council to undertake the Clore Leadership Programme in the United Kingdom. She was also awarded the HKMA/TVB Marketing Excellence 2019 “Distinguished Marketing Leadership Awards” and named “Marketer of the Year 2019” by Hong Kong Management Association.In 2023, she led the marketing team on “Yayoi Kusama: 1945 to Now” campaign and awarded the “Now TV Gold Award” at the HKMA/ViuTV & Now TV Awards for Marketing Excellence 2023.

For more information about Meggy, please click here.

Angie Chung

General Manager, Central Market, Chinachem Group

Angie has comprehensive experiences in branding, marketing, strategic planning, event management, public relations and crisis management. She plays a key role in promoting Lee Tung Avenue; a joint venture project owned by Sino Group, Hopewell Holdings and Urban renewal Authority and obtained awards for launching varies “talk of the town” projects. She previously managed campaigns for Hong Kong Jockey Club, Link Asset Management and Swire Properties. She has been awarded as the Distinguished Marketing Leadership of the HKMA/TVB Awards Marketing of Excellence in 2018 and was appointed as the Committee member of Hong Kong Association of Youth Development and Wan Chai District Youth Programme.

For more information about Angie, please click here.

Albert Jin

Senior Director and Head of Marketing and Communications, Greater China, Cushman & Wakefield

Albert has served as a key member of the management team in multiple internationally listed companies. His areas of focus include: marketing strategy and channel optimization, marketing platform development and result management, content creation and new media development, strategic branding and visual consultancy, user experience enhancement, digital marketing and e-commerce, and partnership development. Albert is Co-Chairman of the Manchester Business School China Alumni Association and member of both the American Chamber of Commerce Shanghai and the British Chamber of Commerce China.

For more information about Albert, please click here.

Daryl Choy

Director, Oh Wow Corporation Limited

Daryl comes with 20+ years of business experience. His most notable achievement would be turning a water brand into market leader. Daryl has been a pioneer in experience design for over 10 years, and has helped MNCs and SMEs design integrated brand, customer, and employee experiences for lasting improvements to performance. He is partner of Joe Pine, the author of The Experience Economy. His book Experience Wave is well received in China. Daryl holds a BA (Hons) in Economics from the University of Western Ontario, and Master in Marketing from the Chinese University of Hong Kong.

For more information about Daryl, please click here.

Annie Ling

ALPS annie ling is a fashion label provides modern contemporary clothing underlay with sports and technology inspired elements. The brand focuses in timeless designs with unexpected details using high quality and high innovative materials.

For more information about Annie, please click here.

James Law

James Law JP, is an architect, technologist and entrepreneur. Renowned for creating the philosophy of Cybertecture in which a better world is designed with technology to alleviate suffering for mankind, his company’s projects cover buildings, spaces, technologies, education and social design.

For more information about James, please click here.

James Choi

James is the Senior Associate of a Hong Kong IP specialist law firm, ELLALAN. Qualified in Hong Kong as a practising solicitor, he specialises in handling IP enforcement, contentious and advisory matters.

For more information about James, please click here.

Kade Chan

Chan Pak Hei, Kade, Founding Chairman of Hong Kong Origami Academy, who is a professional origami artist and product/graphic designer, graduated from The Hong Kong Polytechnic University – School of Design (Bachelor of Arts (BA) – Industrial and Product Design). Kade Chan has more than 300 original origami designs and over 15 years experience on origami teaching, also organized more than 500 public events/exhibitions and collaborated with many famous brands such as Ferragamo, Lamborghiniand Bottega Veneta.

For more information about Kade, please click here.

Hear from our Graduate

Ms Peggy Yeung
2020 Graduate

“In 16 months, I completed a Master’s Degree with Distinction, met a lot of new and amazing people from different backgrounds, sharpened my knowledge, explored my capabilities, and even designed a mobile app in my area of interest. After 7 years of working as an Executive Assistant, I received an offer and am now on my way to pursue a PhD degree in Social and Public Health in UK. All of these things happened thanks to my decision to apply to the MA Design, Innovation and Brand Management programme offered by the University for the Creative Arts which is organised by the Hong Kong Management Association.”




Payment Schedule

  • HK$23,500 x 4 instalments plus HK$ 8,500 for the Masters Project Module

*This course is an eligible course under the Extended Non-means-tested Loan Scheme.

Entry Requirements

Applicants should possess an honours degree (2:1 or above) or equivalent qualification in the subject or related disciplines.

Consideration will also be given to the following applicants, and are subject to an admissions interview and portfolio review:

  • Holders of an honours degree with a lower classification or sub-degrees, either in the subject or related disciplines, with ample work experience
  • Applicants with relevant work or life experience demonstrating an ability to study at postgraduate level.

English Language Requirements

Completion of an academic qualification equivalent to a Bachelor’s degree or above which was taught in English; or

IELTS 6.5 with a minimum of 5.5 in all components or equivalent; or

Pass English oral and writing test for the programme.


Course Details

Ms Jenny Pong
Ms Polly Chan
Phone: 2774 8537

General Enquiry

Phone: 2774 8500 / Ivy Ng 3468 6023 / Shino Choi 3468 6024 / Windy Ng 3468 6025
Email: /
Fax: 2365 1000

It is a matter of discretion for individual employers to recognise any qualification to which this course may lead.