Bachelor of Business Administration with Honours in Marketing
PROGRAMME CODE
JUPAS: JS9266
DIRECT APPLICATION: BBAHMKTJ1
ENTRY
YEAR-1 ENTRY
STUDY DURATION
4-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.
Students shall have attained either
In Chinese Language
In English Language
In Mathematics (Compulsory Part)
In Citizenship and Social Development
in the HKDSE OR an equivalent qualification
Students admitted to the programme through Year-1 Entry are required to successfully complete at least 120 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.
Term | Course Code | Course Title | No. of Credit-units |
|---|---|---|---|
Autumn | BUS 2000BEF* | Integrated Business Foundation | 24 |
UNI 1012ABW | Social Responsibilities | 1 | |
General Education course # | 3 | ||
Spring | BUS 2000BEF* | Integrated Business Foundation | 24 |
UNI 1002ABW | University Core Values | 2 |
Term | Course Code | Course Title | No. of Credit-units |
|---|---|---|---|
Autumn | BUS 2020BEF* | Integrated Business Functions | 24 |
General Education course # | 3 | ||
Spring | BUS 2020BEF* | Integrated Business Functions | 24 |
UNI 2002BEW | Effective Communication and Teamwork | 3 |
Term | Course Code | Course Title | No. of Credit-units |
|---|---|---|---|
Autumn | BUS 4088BEF | Business Sustainability: Theory and Practice | 3 |
DB 3047BEF | Digital Marketing | 3 | |
MKT 3066BEF | Marketing Communications | 3 | |
UNI 3002BEW | Entrepreneurial Mindset and Leadership for Sustainability | 3 | |
One Business Elective | 3 | ||
Spring | BUS 3068BEF | Business Issues and Ethics | 3 |
MKT 3062BEF | Marketing Research and Analytics | 3 | |
MKT 3063BEF | Consumer Behaviour | 3 | |
MKT 4077BEF | Brand Management | 3 | |
One Business Elective | 3 |
Term | Course Code | Course Title | No. of Credit-units |
|---|---|---|---|
Autumn | BUS 4028BEF* | Investigating Entrepreneurial Opportunities | 6 |
MKT 4063BEF | e-Retailing | 3 | |
One Marketing Concentration Elective | 3 | ||
Two Business Electives | 6 | ||
Spring | BUS 4028BEF* | Investigating Entrepreneurial Opportunities | 6 |
MGT 4098BEF | Business Strategy | 3 | |
MKT 4062BEF | Strategic Marketing | 3 | |
One Marketing Concentration Elective | 3 | ||
One Business Elective | 3 |
Internship Route
If students pick BUS 3098BEF (say, in Year 3 Summer), the study plan in Year 3 and Year 4 will be as follows, whilst the study plan in Year 1 and Year 2 will remain unchanged:
Term | Course Code | Course Title | No. of Credit-units |
|---|---|---|---|
Autumn | BUS 4088BEF | Business Sustainability: Theory and Practice | 3 |
DB 3047BEF | Digital Marketing | 3 | |
MKT 3062BEF | Marketing Research and Analytics | 3 | |
MKT 3066BEF | Marketing Communications | 3 | |
One Business Elective | 3 | ||
Spring | BUS 3068BEF | Business Issues and Ethics | 3 |
MKT 3063BEF | Consumer Behaviour | 3 | |
MKT 4077BEF | Brand Management | 3 | |
BUS 3900BEF | Entrepreneurial Mindset and Leadership | 3 | |
One Business Elective | 3 | ||
Summer | BUS 3098BEF | Business Internship | 6 |
Term | Course Code | Course Title | No. of Credit-units |
|---|---|---|---|
Autumn | BUS 4028BEF* | Investigating Entrepreneurial Opportunities | 6 |
MKT 4062BEF | Strategic Marketing | 3 | |
MKT 4063BEF | e-Retailing | 3 | |
One Business Elective | 3 | ||
Spring | BUS 4028BEF* | Investigating Entrepreneurial Opportunities | 6 |
MGT 4098BEF | Business Strategy | 3 | |
Two Business Electives | 6 |
It is compulsory for students to complete the Global Immersion Programme.
* Course carry-over from Autumn Term
# General Education course:
Students should take General Education courses from fields of study which are different from those of their programmes.
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.
UG-GIP comprises four non-credit bearing courses: GIP 100BEF (Year 1), GIP 200BEF (Year 2), 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
