(Hons) in Marketing - The Hong Kong Polytechnic University

BBA (Hons) in

Marketing JUPAS Code: 3894

Aims

This programme provides you with

A rounded business and marketing education

The knowledge and skills for a professional career in

marketing and related areas

Training in analysis and planning, making marketing

decisions and monitoring implementation

Development in analytical thinking and research

application

Practice in communication and other interpersonal skills

necessary for marketing

Appreciation of the responsibilities of marketing

professionals within broader international contexts

Up-to-date knowledge of information systems and

technology relevant to marketing

Characteristics

Students are by default enrolled on a Major / Minor

study pathway.

Depending on the available places, you can also opt for a

Double Major in Marketing and Design (Advertising).

There is a wide range of elective subjects.

There are visits to Mainland China and overseas

companies and students may make presentations at an

annual marketing symposium after such visits

(optional).

Emphasis is placed on practical marketing skills and

sound professional knowledge.

Student-centred interactive learning is encouraged.

For direct work experience before graduation, each

student is required to complete 300 hours (3 training

credits) of Work-Integrated Education (WIE).

Students are encouraged to participate in the Whole

Person Development Programme (WPDP) which

includes a range of extra-curricular activities such as

leadership training camps, peer tutoring, mentorship,

overseas and Mainland China student exchanges.

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Subjects in BBA (Hons) in

Marketing

COMMON SUBJECTS for all BBA students

Business Finance

Corporate Social Responsibility

Financial Accounting

Global Economic Environment

Information Technology for Business

Introduction to Business Law

Introduction to Economics

Introduction to Marketing

Management Accounting 1

SPECIALIST SUBJECTS

Management & Organisation

Operations Management

Quantitative Methods for Business

Strategic Management

University English for Business Students

Workplace English for Business Students

Putonghua for Business & Administration

Personal Skills Development

2 General Education Subjects

BBA (Hons) with a Major in Marketing Other Marketing Electives

Consumer Behaviour

Business Negotiation

Distribution Management

Business Plan for E-Business

Integrated Marketing Communications

Business to Business Marketing

International Marketing

E-Commerce for Management

Marketing Research

Further Marketing Research

Marketing Strategy

Gender and Organisations

Product Policy & Management

Internet Marketing

Management Practice Through Real

World Projects

Two Study Options

1. Major / Minor - Major in Marketing and Minor in another discipline of the

Faculty of Business or another faculty (3 years; 99 credits);

Market Decision Analysis

Marketing Management in China

Marketing Project

Marketing Symposium

Retailing and Merchandising

Sales Management

Services Marketing

Strategic Brand Management

2. Double Majors - BBA (Hons) Major in Marketing and BA (Hons) Major in

Design (Advertising), depending on places available. The first three years of

study is UGC-funded and the fourth year is self-financed. (4 years; 142 credits).

Career Prospects

Graduates build a professional career in account management, advertising,

marketing research, marketing / product / brand management, customer

service, public relations, consumer affairs and protection.

Entrance Requirements

For entry with HKALE qualifications, local applicants must satisfy the General Minimum Entrance Requirements of the

University:

E in HKALE Chinese Literature, or E in HKALE (AS-Level) Chinese Language & Culture, or (for applicants who have not

taken Chinese since Secondary Five) D in a HKCEE language other than Chinese and English;

AND

E in HKALE (AS-Level) Use of English;

AND

E in two other HKALE subjects, or E in one other HKALE subject and two other HKALE (AS-Level) subjects;

AND

E in five HKCEE subjects.*

* For attempts at English Language and Chinese Language in 2007 and after, at least Level 2 is required.

Specific subject requirement of this programme:

Grade E in HKCEE Mathematics or Additional Mathematics

For details of non-JUPAS and non-local applications, please refer to Study@PolyU

website www.polyu.edu.hk/study.

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Double Major in Marketing

and Design (Advertising)

This option is jointly offered by the Department of Management

and Marketing and the School of Design. A student admitted to

the BBA (Hons) in Marketing programme (02002–AMK) and

intends to take the four-year double Major option must go

through a selection process for assessing aptitude for design and

other qualities. Application may be supported with a design

portfolio. The limited quota will be filled as determined by the

two departments.

Characteristics

This Double Major programme is a new option aimed at making

Hong Kong a design hub in Asia as envisioned by the HKSAR

government. Graduates equipped with both marketing and

design expertise are expected to contribute directly to their

employers. Creativity, innovation, entrepreneurship, strategic

thinking, customer-orientation and competitive strategy are

some of the main ingredients of the programme.

Aims

Prepare students for a career in marketing with a strong

design orientation

Make students competent in research and analysis, making

marketing decisions that involve design and monitoring

implementation

Help students learn product innovation design and

advertising through practice

Encourage critical and analytical thinking, enhance business

acumen and entrepreneurial skills for interfacing design with

other business functions

Increase students’ creative and intellectual abilities and their

appreciation of design

Optional Routes

With satisfactory academic results at the end of Year Three, a

student may decide not to proceed to Year Four and graduate

with a Major in Marketing and a Minor in Design (Advertising).

With satisfactory results at the end of Year Four, a student will

graduate with a Major in Marketing and a Major in Design

(Advertising).

Selection Procedures

Students admitted for the BBA (Hons) in Marketing programme

and intend to take this double Major option must lodge an

application before commencement of the academic year. The

form can be obtained from the Department of Management and

Marketing General Office. There are a limited number of places

available.

The selection procedure includes an aptitude test and / or

portfolio screening and an interview with applicants meeting

the minimum entrance requirements of the Department of

Management and Marketing and the School of Design.

Students entering this Double Major programme must take at

least 6 credits of Design subjects in Year One.

At the end of Year One, the two departments will consider

whether the selected students should continue with their option

for Marketing and Design.

Enquiries

On Admission: (852) 2333 0600

On Programme: (852) 2766 7114

Email: msmm@polyu.edu.hk

Website: http://www.polyu.edu.hk/mm

Other Information

Mode of Study: Full-time

Programme Duration: 3 years for BBA (Hons) in Marketing

Credits Required: 99 academic credits plus 3 training credits

from WIE for BBA (Hons) in Marketing

Fund Type: Government-funded

Intake Number: 63

Programme Leader: Dr Susan Tai

Deputy Programme Leaders: Dr Ivy Chen & Dr Flora Gu

The information in this leaflet is correct at the time of printing (September 2010), and is subject to review and change.

This leaflet is printed on environmental friendly paper.