(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.

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.

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.