BBA(Hons) Marketing

Programme Aims

The programme emphasizes on developing students' knowledge in identifying, understanding and satisfying customers in various contexts, through learning skills in marketing analysis, planning and implementation.

On completion of the programme, graduates will have competence in professional marketing knowledge, language proficiency, analytical skills, critical thinking, leadership and teamwork.

• Admission Requirements (Minimum)
  To be eligible for admission, you must satisfy the general entrance requirements of the University and the following programme specific entrance requirements:
  Grade D or above in HKCEE Additional Mathematics or Mathematics or
  Grade E or above in AS Level Applied Mathematics, or Further Mathematics, or Mathematics and Statistics, or Mathematics with Applications, or Pure Mathematics, or Statistics or
  Grade E or above in AL Applied Mathematics, or Further Mathematics, or Pure Mathematics
  (Preference will be given to students who have attained Grade C or above in AS Level Use of English)
  
  
• Career Prospects
  Graduates will be prepared for entry-level managerial position in marketing, working in the professional with obvious advantages in firm theoretical background, excellent communication and analytical skills, as well as thorough understanding of local and global business practices. They will be confident in facing the challenges in Hong Kong, China or a global business environment.
  
  

This three-year Marketing programme consists of several advanced level courses:

• Advanced Marketing Seminar
  The year-long course integrates business knowledge students have learnt from accounting, finance, economics, information management, marketing research, consumer behavior and management courses taken in year 1 and 2. It aims to provide students perspectives in identifying major factors and trends in the current market environment, train their thinking and develop their presentation skills with prompt responses to critical questions raised in the presentation. It also aims to assist students to apply various marketing management tools to evaluate and formulate marketing strategies for client companies.
  
  Every year students help various companies acquire market information, develop marketing strategies and plan the implementations. IBM, Kodak, Swire Properties, NorthWest Airline and TCL were among the clients in the past.
  
  
• Marketing in China
  As one of the first courses of this kind in local universities, its purpose is to provide students with knowledge of marketing in China through studying academic works and management practices. The evolution of marketing philosophies in China, practitioners' views of marketing and usage, and the ethics of marketing in China are among the topics covered in the courses. Through working in groups to design marketing plan for a company in China, students gain enriched knowledge of the current marketing practices in the region.
  
  
• Integrated Marketing Communications (IMC)
  The aim of the course is to help students understand how business organizations communicate with the markets. The nature and role of Integrated Marketing Communications (IMC) are described so that students can integrate various communication tools to achieve different promotional goals.
  
  Through planning a marketing communication program for a company in Hong Kong and through cases studies, students can create their own ideas, improve their analytical skills, and apply theoretical knowledge to real-life business.
  
  In addition to practical planning, students are encouraged to interact with experienced practitioners in the field of marketing communication in order to learn from them. Guest speakers from various organizations are invited to give talks in order to keep students updated on the dynamic field of marketing communication.
  
  
• e-Marketing
  This course is about Internet Marketing. The aim of this course is to explore how marketers are taking advantage of the opportunities made possible by the Internet and the World Wide Web to conduct electronic business. After completion of the course, the students should be able to understand marketing environment issues related to the Internet, particularly security, ethical and legal concerns; know about the consumers who grow up in the digital era; and acquire the skills to implementing marketing strategy through the Internet.
  
  As one of the first courses of this kind in local universities, it is designed to write the students to the marketing activities and new business models of modern enterprises in twenty-first century. It primarily explores the business implications of the emergence of online marketing and the fascinating development in the field. The course focuses on understanding the process of marketing management in the context and the new challenges arisen.
  
  With a practical approach, the course relies heavily on term project and hand-on Web activities. Basic skills for navigating the cyberspace are assumed. Besides this, students are required to have their trials of creating web pages or even a virtual store. As e-marketing is still at its introduction stage, our students will gain definite competitive advantages after acquired the ability to learn how to keep abreast of the technology and appraise its potential as a marketing tool.

Inquiry
Dr Vincent Fok
BBA Marketing Program Leader
Email : mkfokv@cityu.edu.hk
Tel : 27887973