Bachelor of Business Administration (Honours) in Marketing

Sept 2017 Entry

Programme code: JS3894

Duration and Credit Requirement

Mode of Study
Normal Duration

4 years

Credits Required for Graduation

120 (plus 3 training credits)

Fund Type
Consider Second Choice Applications
Programme Leader(s)

Programme Leader

Dr TAM Lai-ming Jackie

BSc, MSc, PhD


Deputy Programme Leader

Dr CHEN Siok-ngoh Ivy

BAcc, MBA, PhD


  • This programme is offered within the BBA(Hons) Scheme.
  • The credit requirements of this programme are indicative only. They are subject to review.
  • All BBA(Hons) students must complete a short work placement during their studies, either in the summer or during semester time. The Department provides assistance in finding suitable placements.

Aims and Characteristics

Programme Aims & Learning Outcomes

This programme provides students with:

  • a well-rounded business education;
  • competence in the analysis, planning, implementation and control of marketing decisions;
  • analytical ability and research competence;
  • the ability to communicate, interact and intervene in the integrative role that is ascribed to marketing;
  • appreciation of the responsibilities of marketing professionals within broader environmental and international contexts; and
  • literacy in the use of information systems and technology that is relevant to marketing.


Programme Characteristics

The programme focuses on the development of practical skills and academic and professional knowledge. It places a strong emphasis on interactive and student-centred learning methods, including case studies, role playing and simulation exercises. It offers a wide range of subject choices, including Consumer Behaviour, Integrated Marketing Communications, Market Research, Services Marketing, Internet Marketing and Marketing Management in China.


All students within the Faculty of Business are encouraged to participate in the Whole Person Development Programme, which includes a wide range of extracurricular activities such as leadership training camps, peer tutoring mentorship, and overseas and Chinese mainland exchanges.


Students can be attached to mentors, experienced executives or managers in the business world who provides advice and support and helps students to plan their careers and prepare for their first jobs after graduation.


Subject to availability, BBA students can spend a semester studying at another university overseas or in the Chinese mainland and have the credits counted towards their PolyU degree.


Marketing students are well equipped with both theoretical and practical experience upon graduation. Our students and graduates have a remarkable track record of obtaining awards in open competitions.


Work-Integrated Education (WIE)

To graduate, every student must complete 300 hours (3 training credits) of WIE. The Department has developed opportunities for students to work in firms either during the summer or as part-timers. Summer placements can be found in Hong Kong, the Chinese mainland or overseas. These, and other forms of work experience, can count towards the WIE requirements.


This is a very flexible programme that offers opportunities to study various marketing areas.


Year One covers the university core curriculum and fundamental business subjects, such as Healthy Lifestyle, Leadership & Intra-Personal Development, Introduction to Psychology, Introduction to Sociology, Introduction to Economics, Introduction to Statistics for Business, Introduction to Marketing, along with General Education and Language and Communication Requirements subjects.


From Year Two onwards, students continue their general business education with subjects such as Management & Organization, Corporate Social Responsibility, and study marketing in greater depth through subjects such as Consumer Behaviour, Marketing Research, Global Marketing, Business to Business Marketing, Marketing Strategy and Product Management. They can structure their own study paths through a selection of Electives including Further Marketing Research, Marketing Channel Management, Internet Marketing, Sales Management and Strategic Brand Management. Students also have the chance of integrating their marketing knowledge through a sizable Marketing Capstone Project.


Along with a Major in Marketing, students can take a Minor, either in another business discipline or in a non-business discipline.

Recognition and Prospects

Professional Recognition

Subject to accreditation assessment, graduates can gain direct entry into the Professional Diploma in Marketing of the "Chartered Institute of Marketing (CIM)" or meet the qualification criterion for the Chartered Postgraduate Diploma in Marketing. (Note: Senior marketing management experience is required.)


Graduates can also receive exemption from relevant subjects in the professional examinations of both the Association of Chartered Certified Accountants (ACCA) and the Chartered Institute of Management Accountants (CIMA).


Career Prospects

Marketing graduates qualify for a wide variety of employment opportunities, including in account management, advertising, marketing research, marketing/product/brand management, customer service, public relations, consumer affairs and protection.

Entrance Requirements

Please click here to view the entrance requirements for international applicants.


For further programme information, please contact:

The General Office (tel: 2766 7114/2766 7370; email:

Student Message

My three years of university life were just like a dream – short but sweet. I am really thankful that PolyU gave me the chance to study in Hong Kong and provided me with many opportunities to broaden my horizons. Studying marketing courses at PolyU was not only about the theories and tactics, we were also encouraged to be as creative as possible and to always come up with new ideas. At PolyU, I was given the opportunity to work with three well-known companies to solve their business problems. In addition to my academic experiences, all of the friends I met at PolyU were awesome. As we came from different countries, we exchanged views and explored and experienced different cultures. Studying at PolyU made me realise that the world is a very big stage, and to be excellent performers we need to keep improving ourselves and never stop learning.



Chong Yan (张晏)

Studying business administration in Hong Kong provides international students with a tremendous advantage. Students can relate what they study to what they see happening in the booming consumer and financial-based economy here. The university has also worked with numerous companies and organizations, through events and internship, to provide its students with the relevant experience and exposure. The university’s priority of developing the students professionally, academically, and ethically, has a definite positive effect on the preparation of every individual's future career path.


The student exchange programme has provided me with an invaluable experience of discovering an alternative way of life across the other half of the globe for an extended period of time. Such insights and understanding of the culture there cannot be obtained as a tourist, but only as an individual who devotes a significant amount of time living in that location.


The exchange programme had no doubt opened my eyes to the world of wonders, particularly in Europe, as well as opened up countless options for my future career in terms of cultural & business knowledge in the geographical region. The network I had built as an international student in PolyU, and as an exchange student in Norway is my most treasured social investment for my future career.

Chan Fan Hui Johnny

Additional Documents Required

Transcript / Certificate


Interview Arrangement

No information is available at present.