Bachelor of Business Administration with Honours in Marketing

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.

Year 1 Entry
Senior Year Entry^#

General Structure

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.

Programme Structure

Year 1 Courses

Term	Course Code	Course Title	No. of Credit-units
Autumn	BUS 2000BEF*	Integrated Business Foundation	24
	Autumn	UNI 1012ABW	Social Responsibilities	1
	Autumn		General Education course #	3
Spring	BUS 2000BEF*	Integrated Business Foundation	24
Spring	Spring	UNI 1002ABW	University Core Values	2

Year 2 Courses

Term	Course Code	Course Title	No. of Credit-units
Autumn	BUS 2020BEF*	Integrated Business Functions	24
Autumn	Autumn		General Education course #	3
Spring	BUS 2020BEF*	Integrated Business Functions	24
Spring	Spring	UNI 2002BEW	Effective Communication and Teamwork	3

Year 3 Courses

Term	Course Code	Course Title	No. of Credit-units
Autumn	BUS 4088BEF	Business Sustainability: Theory and Practice	3
	Autumn	DB 3047BEF	Digital Marketing	3
		Autumn	MKT 3066BEF	Marketing Communications	3
			Autumn	UNI 3002BEW	Entrepreneurial Mindset and Leadership for Sustainability	3
				Autumn		One Business Elective	3
Spring	BUS 3068BEF				Business Issues and Ethics	3
	Spring	MKT 3062BEF			Marketing Research and Analytics	3
		Spring	MKT 3063BEF		Consumer Behaviour	3
			Spring	MKT 4077BEF	Brand Management	3
				Spring		One Business Elective	3

Year 4 Courses

Term	Course Code	Course Title	No. of Credit-units
Autumn	BUS 4028BEF*	Investigating Entrepreneurial Opportunities	6
	Autumn	MKT 4063BEF	e-Retailing	3
		Autumn		One Marketing Concentration Elective	3
			Autumn		Two Business Electives	6
Spring				BUS 4028BEF*	Investigating Entrepreneurial Opportunities	6
	Spring			MGT 4098BEF	Business Strategy	3
		Spring		MKT 4062BEF	Strategic Marketing	3
			Spring		One Marketing Concentration Elective	3
				Spring		One Business Elective	3

Remarks

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.

General Structure

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.

Programme Structure

Core Courses

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

Concentration Core Courses

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

Concentration Elective Courses

		No. of Credit-units
Concentration Elective Courses		6

Business Elective Courses

		No. of Credit-units
Business Elective Courses		12

University Core Courses

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

GIP Courses

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

Remarks

^# 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.

Year 1 Entry
Senior Year Entry

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. Details can be found here.

*GIP 300BEF includes a study tour. Students are responsible for incidental expenses such as airfare and accommodation.

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. Details can be found here.

*GIP 300BEF includes a study tour. Students are responsible for incidental expenses such as airfare and accommodation.

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. Details can be found here.

*GIP 300BEF includes a study tour. Students are responsible for incidental expenses such as airfare and accommodation.

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. Details can be found here.

*GIP 300BEF includes a study tour. Students are responsible for incidental expenses such as airfare and accommodation.