Important Update: (Updated 10:04 am, Thursday, June 3)

Our University has announced the learning, teaching and assessment (LTA) arrangements for Semester One, 2021/22. Please click here for details.


Bachelor of Business Administration (Honours) in Marketing

Sept 2021 Entry

Programme code: JS3894

Duration & Credit Requirement

Duration and Credit Requirement

Mode of Study
Normal Duration

4 years

Credit Required for Graduation

120 (plus 3 training credits)

Programme Intake
Fund Type
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 & Characteristics

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, Social Media Marketing, Marketing Research, Services Marketing, Digital Marketing and Marketing Management in China.


All students in the Faculty of Business are encouraged to participate in the Whole Person Development Programme (WPDP), which includes a wide range of extracurricular activities such as leadership training camps, peer tutoring mentorship, and overseas and Chinese mainland exchanges. Each student is assigned a professional mentor, who is an experienced executive or manager in the business world. Mentors 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 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 100 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.

Recognition & Prospects

Recognition and Prospects

Professional Recognition*

This programme is recognised 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 Membership and gain access to a wide range of membership benefits and online resources.
  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.



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 Business Analytics, Introduction to Economics, Introduction to Statistics for Business, Introduction to Marketing, along with Language and Communication Requirements subjects.

From Year Two onwards, students continue their general business education with subjects such as Management and Organisation, 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, Services Marketing, Digital Marketing, Sales and Distribution Management and Strategic Brand Management. Students also have the chance 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.

Information on the subjects offered can be obtained at

Entrance Requirements & Subject Weightings

Entrance Requirements and Subject Weightings

Satisfy the University's General Entrance Requirements.

There is no compulsory subject requirement. Preferred subject(s) with the highest weighting for admission score calculation include(s):

  • English Language
  • Mathematics

Admission Score Calculation

Admission Score Calculation

Admission Score Calculation Mechanism for the Current Admission Exercise

Any Best 5 Subjects

(Click here for an explanation)

Average HKDSE Scores of Admittees

2020-21: 21.7 (Any Best 5 Subjects)

(Click here for an explanation)



For further programme information, please contact:
The General Office (tel: 2766 7114/2766 7370; email:

Student Message

Student Message

Thank you, PolyU, for offering me a rewarding university life. I was very lucky to be given the chance to study at Yonsei University in South Korea as an exchange student. The journey was definitely fruitful. I got the opportunity to broaden my horizon by meeting students all over the world and exchanging my ideas with Korean professors. The experience made me a more proactive and independent person. The school also encourages students to participate in different internship programmes. The career support provided by the school is very beneficial. Teachers are also friendly and willing to give career advice to students. During my 4-year study at PolyU, I took part in three internship programmes, which helped me turn things that I had learned in lessons into practical skills at work. I am sure that the experience has helped me to become a more competitive candidate in society.

LEE Ching Wun

My four years of university life were well-spent at PolyU. Not only did I receive a holistic education, but I was also lucky enough to explore the world. Such experiences broadened my horizons.


An exchange to Georgia State University in the US allowed me to interact with people from different countries. I had both exhilarating and frustrating experiences living abroad, but such moments shaped me into a more adaptive and independent person.


PolyU emphasises not only academic performance but also civic responsibility. By joining service learning courses, one of which allowed me to travel to Inner Mongolia, I was able to make use of my knowledge to serve others, putting theory into practice and polishing my language skills. This brought me a huge sense of satisfaction.

Ng Chuk Man, Blair

My time at PolyU provided me with a wide range of experiences. I was given the chance to explore different countries, engage with business people, develop an international business mindset and improve my public speaking skills.


I was selected to attend the HK-US Business Council Roundtable Conference in Seattle with Professor Alexander Wai (Vice-President of PolyU). I also spent a semester as an exchange student at Aston University in Birmingham, UK. At the Department of Management and Marketing, I was given the opportunity to organise several events for the benefit of other students, learning to appreciate the planning and teamwork necessary for success. I also worked as an intern Marketing Assistant at the Sing Tao News Corporation.


I studied hard and was awarded three scholarships, which motivated me to aim even higher. As I went through the same process as a student, I found it a pleasure to provide support and guidance to other students on their education journeys.

Ho Ming Ho









過去四年的校園生活可謂豐富多彩,帶來很多美好的回憶。課堂上,教授們活用生活上的實例向我們說明各種理論,學習知識變得有趣且實用,激發我們的學習動力課餘時,學系鼓勵同學參加校內外的商業挑戰,讓我們學以致用。在 HKFBS CSR Challenge 2017」比賽中,我和兩名市場學系的同學組成團隊,有幸在數百名參賽者當中脫穎而出,取得冠軍。這些體驗不但鞏固我們在課堂上所學的知識,還讓我們有機會跟各大院校的學生一起學習、互相切磋,留下快樂的時光。此外,理大提供不少機會讓學生跳出香港,擴闊視野我曾參加海外交換生計劃,在奧地利維也納就讀一段時間,亦曾到中國內地知名企業實習。這些體驗和學習機會都讓我得以提升自我獲益良多。

Ip Wing Lam

“To learn and to apply, for the benefit of mankind” is the motto of The Hong Kong Polytechnic University. PolyU encourages students to learn and explore new ideas and different avenues, and to address challenges. In the last four years, I have gained a deeper understanding of this motto.


During my time at PolyU, I became independent and more responsible for my learning. I gained a place on the Dean's List for my outstanding academic performance. The excellent lecturers and study environment at PolyU helped me to learn faster and better.


In addition, student exchange and internship opportunities trained me to become a competent team player in the workplace. During my internship at Shanghai Advertising Ltd., I was able to apply what I had learned and advance my communication skills in the workplace. This was also a valuable opportunity for me to work in mainland China.

Chan Wai Man

Additional Documents Required

Additional Documents Required

No information is available at present.

Interview Arrangement

Interview Arrangement

Date: In June
Mode:Individual interview (online)

To evaluate the academic potential, motivation and suitability of applicants for the programme.


10 minutes


Selected applicants will be invited for interview. No make-up interviews or earlier interviews will be arranged for applicants who failed to attend the scheduled interviews.