Bachelor of Business Administration with Honours in Marketing
PROGRAMME CODE
BBAHMKTJS
ENTRY
SENIOR YEAR ENTRY
STUDY DURATION
2-YEAR
MODE OF STUDY
FULL TIME,
FACE-TO-FACE
The Marketing programme is meticulously designed to prepare students for dynamic careers in marketing communications, product and brand management, advertising, public relations, and beyond. In addition to foundational marketing knowledge, the curriculum delves into the latest and emerging trends in digital marketing. A significant focus is placed on the applications of artificial intelligence and big data, exploring how AI-driven tools and technologies can revolutionize e-retailing, marketing research, and data analytics. Students will gain hands-on experience with AI-powered platforms, marketing tools and predictive analytics, enabling them to harness the power of AI to optimize marketing strategies and drive business growth. Graduates will emerge with cutting-edge expertise and practical skills, ready to make strategic and impactful marketing decisions in today’s fast-paced, AI-enhanced digital business environment.
Applicants of Senior Year Entry to the programme must satisfy the following entry requirement:
An Associate Degree / Higher Diploma (or its equivalent) in a business-related discipline from a tertiary institution recognised by the University;
OR
An Associate Degree / Higher Diploma (or its equivalent) in a non-business related area from a tertiary institution recognised by the University upon completion of a bridging programme offered by HKMU.
Applicants are required to fulfill the English language requirements of the University and may be required to attend an admission interview and/or written test.
Students pursuing this programme are required to successfully complete at least 63 credit-units of which at least 24 credit-units should be taken at 3000-level and another 24 credit-units at 4000-level.
In order to prepare students for the challenges in the international business environment, the Global Immersion Programme is incorporated in the study programme to provide students with opportunities to study and travel abroad, gain exposure to the language of global business, engage with international issues and eventually become empowered global citizens. This programme is compulsory.
Course Code | Course Title | No. of Credit-units |
|---|---|---|
BUS 3068BEF | Business Issues and Ethics | 3 |
BUS 4028BEF | Investigating Entrepreneurial Opportunities | 6 |
BUS 4088BEF | Business Sustainability: Theory and Practice | 3 |
MGT 4098BEF | Business Strategy | 3 |
Course Code | Course Title | No. of Credit-units |
|---|---|---|
DB 3047BEF | Digital Marketing | 3 |
MKT 3062BEF | Marketing Research and Analytics | 3 |
MKT 3063BEF | Consumer Behaviour | 3 |
MKT 3066BEF | Marketing Communications | 3 |
MKT 4062BEF | Strategic Marketing | 3 |
MKT 4063BEF | e-Retailing | 3 |
MKT 4077BEF | Brand Management | 3 |
No. of Credit-units | ||
|---|---|---|
Concentration Elective Courses | 6 | |
No. of Credit-units | ||
|---|---|---|
Business Elective Courses | 12 | |
Course Code | Course Title | No. of Credit-units |
|---|---|---|
UNI 1002ABW | University Core Values | 2 |
UNI 1012ABW | Social Responsibilities | 1 |
UNI 2002BEW | Effective Communication and Teamwork | 3 |
UNI 3002BEW | Entrepreneurial Mindset and Leadership for Sustainability | 3 |
Course Code | Course Title | No. of Credit-units |
|---|---|---|
GIP 300BEF | Global Immersion Programme (Undergraduate Year 3) | 0 |
GIP 400BEF | Global Immersion Programme (Undergraduate Year 4) | 0 |
# Students may be required to complete a bridging programme which consists of selected 1000- and/or 2000- level course(s) and/or a summer bridging course.
Course Code | Course Title | No. of Credit-units |
|---|---|---|
BUS 3098BEF | Business Internship | 6 |
DB 3074BEF | Consumer Lifestyle and User Experiences | 3 |
FINT 4052BEF | Business Applications of Artificial Intelligence and Big Data | 3 |
IB 4061BEF | International Marketing | 3 |
MGT 4056BEF | Innovation Management | 3 |
MKT 3065BEF | Services Marketing | 3 |
SPM 3056BEF | eSports Ecosystem | 3 |
Course Code | Course Title | No. of Credit-units |
|---|---|---|
ACT 3011BEF | Financial Accounting | 3 |
BUS 3090BEF | Environmental, Social and Governance Issues | 3 |
DB 4027BEF | Digital Transformation | 3 |
FIN 3086BEF | Financial Management | 3 |
FINT 2030BEF | Introduction to FinTech | 3 |
FINT 3038BEF | E-payment Systems, Cryptocurrencies and Cyber Security | 3 |
IB 3091BEF | International Business Environment | 3 |
IB 3092BEF | Managing International Business | 3 |
IB 4096BEF | Asia Pacific Issues in Management | 3 |
IB 4097BEF | Global Issues in Management | 3 |
MGT 3042BEF | Training and Development | 3 |
MGT 3044BEF | Theory and Design of Organisations | 3 |
MGT 3045BEF | Organisational Behaviour | 3 |
MGT 4041BEF | Strategic Human Resource Management | 3 |
MGT 4044BEF | Negotiation and Conflict Management | 3 |
Being able to work effectively with foreigners and foreign organisations has become a very important contributor to career success in the internationalised economy. The Undergraduate Global Immersion Programme (UG-GIP) is designed to support B&A students in developing their potential in the internationalised environment. UG-GIP aims to instill in students a deeper understanding of a foreign culture and its society and environment, and expose students to a broader overview and understanding of international business.
For senior year entry students, UG-GIP comprises two non-credit-unit bearing courses: GIP 300BEF (Year 3)*, and GIP 400BEF (Year 4). These courses are designed to enhance students’ intercultural awareness and communication skills and help students to develop a global mindset.
*GIP 300BEF includes a study tour. Students are responsible for incidental expenses such as airfare and accommodation.
Career Prospects
Graduates can seek employment as a digital marketer, eCommerce manager, market researcher, public relations specialist, brand manager, social media manager, event manager, and more.
Further Studies
Opportunities are available for the graduates of this programme to pursue postgraduate studies in Hong Kong and abroad. Students may continue to study for a Master of Business Administration or other master’s degrees in Marketing or other business-related areas.
About Admission Procedures
About Programme
