BUS News

MScMCE Students Dive into the Creative Pulse of Singapore

20 Jun, 2024

The Master of Science in Marketing for the Creative Economy (MScMCE) students embarked on an enlightening "Art x Marketing" field trip to Singapore in May. This tour offered a captivating exploration of the convergence of art, marketing, culture, and technology, led by the Programme Director Dr. Tracy ZHANG, and the Associate Programme Director. Ms. Elaine NG.

During the trip, students and faculty members enjoyed various exceptional tours of diverse museums, galleries, and organisations. Outlined below are some key highlights of the field trip. One of the days commenced with a visit to the National Gallery Singapore. Here, the canvas of marketing and experience was unfurled by Ms. Susie WONG, the Chief Marketing, Experience and Promotions Officer. She shared the museum’s palette of strategies, transforming diverse visitor groups into loyal patrons, adding depth to the students’ understanding of marketing in the art world. 

Another day sculpted a new perspective at the Mapletree Business City. Students explored the architectural masterpiece of public art shaping the future of urban life. The day culminated in an interactive session with Mr. WAN Kwong Wen, the Executive Director and Group Chief Corporate Officer of Mapletree, who shared the philosophy behind creating public art. 

Then, on a different day, students explored the intersection of art, science, culture, and technology at the ArtScience Museum. They were immersed in a mosaic of exhibitions, including the life and works of Frida KAHLO and the innovative “Future World: Where Art Meets Science” exhibition by teamLab. This hands-on experience allowed them to witness firsthand how technology can be woven into the tapestry of art, enriching their knowledge of the creative industry.

For more information about the MScMCE programme, please visit: https://mscmce.hkbu.edu.hk/