Marketing
Concentration
The Marketing Concentration
of the BBA (Hons) Degree Programme educates students
to think logically and critically so they can solve
the challenging business problems faced by today's marketing
managers. The specific objectives are:
1. To enable students to build a solid understanding
of the basic structures of business.
2. To educate students the unique characteristics and
underlying principles of the marketing mix.
3. To educate students in both the theoretical and practical
functions of marketing.
4. To encourage logical and creative thinking so that
graduates can become versatile and decisive marketing
executives.
Concentration Curriculum
Core Courses
- BBA Project
- Business and Corporate Social Responsibility
- Business Communications
- Financial Management
- Management Information Systems / Accounting Information
Systems
- Marketing Management
- Mathematics for Business
- Organisational Behaviour
- Principles of Accounting I
- Principles of Accounting II
- Principles of Law
- Principles of Microeconomics
- Principles of Macroeconomics
- Statistics for Business
- Strategic Management
Concentration Courses
- Brand Management
- Business to Business Marketing
- Consumer Behaviour t
- Customer Relationship Management
- Global Marketing
- International Business
- Marketing Communications
- Marketing in China
- Marketing Research Methods
- Retailing
- Sales Management
- Services Marketing
- Strategic Marketing
Complementary Studies Courses
- Business Information Systems
- University Chinese
- English I & II
- University Life
- Two Physical Education courses
- Values and the Meaning of Life course
- Any two courses outside Business, of which one
must be Science course
- Any two courses outside 1st concentration
- Any three free elective courses
What makes
a good Marketing student?
A good Marketing student should have a sound academic
record. In addition, this Concentration would equip
students who like to accept challenges in managing and
solving complex marketing problems. He or she should
be interested in learning how to be a versatile and
decisive marketing executive. Good marketing students
need to be dynamic, well organised and have good communication
as well as interpersonal skills.
What are
the career opportunities of graduates?
Graduates can develop careers in product management,
advertising, retailing, marketing research, sales management,
business-to-business marketing and global marketing.
What professional
recognition can graduates get?
1. Chartered Institute of Marketing (CIM)
Graduates can directly enter the Advanced Certificate
Stage 3.
2. The Hong Kong Institute of Company Secretaries (HKICS)
and The Institute of Chartered Secretaries & Administrators
(ICSA)
Exemptions are granted from all subjects in the Foundation
Programme of the HKICS/ICSA.
3. International Institute of Management (IIM)
Enrolled students and graduates are eligible to register
as Associate Members of the Institute.
Career Paths after Graduation
