Bachelor of Business Administration (Honours) in Marketing

Sept 2020 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 CHAN Ting Yan Winslet



  • 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 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 are 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, Marketing 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 mentorships and overseas and Chinese mainland exchanges.


Students can be attached to mentors, experienced executives or managers in the business world who can provide advice and support and help 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 count 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 100 hours (3 training credits) of WIE. The Department has developed opportunities for students to work in firms either during the summer vacation 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 and Intra-Personal Development, Introduction to Psychology, Introduction to Business Analytics, Introduction to Economics, Introduction to Statistics for Business, Introduction to Marketing, along with Language and Communication Requirement subjects.


From Year Two onwards, students continue their general business education with subjects such as Management and Organization and 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 Social Media Marketing, Further Marketing Research, Marketing Channel Management, Internet Marketing, Sales and Distribution Management and Strategic Brand Management. Students also have the opportunity to integrate their marketing knowledge through a 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*

This programme is recognized by the following professional bodies:

  1. The Chartered Institute of Marketing (CIM)
  • BBA(Hons) in Marketing students are eligible to apply for CIM Affiliate Studying Members and gain access to a wide range of membership benefits and online resources.


  1. Chartered Institute of Management Accountants (CIMA)
  • Exemption from 4 papers (BA1, BA2, BA3 and E1)


  1. Association of Chartered Certified Accountants (ACCA)
  • On completion of the BBA(Hons) in Marketing programme, graduates are eligible to apply for exemption from some ACCA papers.

* Recognition is subject to accreditation assessment.


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

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 to offer events and internships that provide students with relevant experience and exposure. The university’s priority of developing students professionally, academically and ethically has a definite positive effect on the preparation of every individual's future career path.


The student exchange programme provided me with the invaluable experience of discovering an alternative way of life on the other side of the globe for an extended period of time. Such insights and understanding of another culture 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 wonders of the world, particularly in Europe, as well as opened up countless options for my future career in terms of cultural and business knowledge in the geographical region. The network I built as an international student at PolyU, and as an exchange student in Norway, is my most treasured social investment for my future career.

Chan Fan Hui Johnny

I have had many opportunities to explore the real world of business during my studies at the Department of Management and Marketing in the Faculty of Business. Work-Integrated Education (WIE) provided me with the opportunity to work for a Hong Kong-based business for one year and acquire hands-on experience in marketing and related fields.


The experienced academic advisors were extremely helpful. When I was selecting a Minor programme, my academic advisor gave me valuable advice, which helped me to make an informed decision. The professors were very supportive, and often available for consultation. The small class size allows teachers to give each student sufficient attention, and every student has the opportunity to consult with teachers about any issue. The training workshops and resources provided by the Office of Careers and Placement Services (CAPS) also helped us prepare for our future careers.


The extensive resources available to support the personal development and growth of students are also extremely useful. In my third year of study, I participated in the Generation Next: Global Leadership Programme. Professionals from Dale Carnegie Training were invited to train students in public speaking and leadership skills. Throughout the programme, I not only improved my soft skills, but also had the opportunity to work on a social enterprise project with my schoolmates. After I completed the programme, I was very fortunate to be able to participate in the Study Trip to Tokyo sponsored by the Faculty of Business.


Studying at PolyU's Department of Management and Marketing was invaluable for my personal and professional development. The ample resources of the faculty and the generous support from its members have equipped me well, and I am now confident to go on to my next stage of professional development.

Wang Tingting

Additional Documents Required

Transcript / Certificate


Interview Arrangement

Date: Between November 2019 and May 2020
Mode:Telephone Interview

To evaluate applicants' potential for and interest in the programme, and to test their language and communication skills.


About 30 minute


Suitable candidates will be invited for a 30-minute written test after the interview.