The programme is designed to equip students with business and marketing knowledge by application-oriented teaching at an internationally competitive level. Students are expected to be well prepared to adapt and contribute in various working environments in both China and global markets. it also enables students to integrate not just marketing knowledge but also a broader skills to solve real business problems for companies. The programme also emphasized on developing students' creative thinking, critical thinking, analytical ability, leadership and teamwork ability, students' language and communication skills will be enhanced through participating in various kinds of activities organized by the department. Students will be nurtured with a careful balance of intellectual, vocational and practical constituents making them a person with an inquiry mind, independent thinking, good work attitude and self-confidence.
Learning Outcomes:
On completion of the programme, students are able to:
Explain the ways to identify customers, create, communicate and delivering values to customers, and manage customer relationships;
Analyze marketplaces to identify the key issues of success in terms of market share and customer satisfaction;
Formulate marketing strategies to compete in globalized markets;
Design integrated marketing mix to implement the strategies;
Synthesize marketing knowledge to solve unseen complex marketing problems of companies in China and global markets;
Generate creative and actionable ideas in marketing management practices;
Communicate marketing ideas and implementation plans precisely and effectively with co-workers and stakeholders;
Learn actively and independently to equip business knowledge;
Work in harmony with teams with members from various backgrounds;
Respect different cultures and business practices in the globalized world.
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.
* Students are required to take 4 major electives selected from this list.
Other Requirement
Course Title
Credit Units
Chinese Civilization
6
University English Enhancement Courses or Equivalents
6/8
Minor/Free Electives
12/15
Total: 99 - 104 Credit Units
Class Photo
Year 2006
Year 2007
(Back) CHAN Lai Ying, CHEUNG Karen, CHUNG Chi Kin, CHENG Yu Kiu, CHOY Chun Pui, CHAN Wai Fong, AU Mei Chun, DU Tingting, DING Zhuowen
(Front) CHAN Chun Shing, CHAN Chi Fung, CHAU Pok Him, CHENG Pui Shan, CHAN Pui Yin, CHUI Lap San, CHAN Yuk Ting, FUNG Shuk Yu, FU Kam Yan, CHEUNG Choi Ki
(Back) LAM Wai Tong, LAM Wai Leong, LAM Yau Chung, LAM Ting, LAM Chun Pang, JIM Ka Chun, LAU Chun Ting, LAU Chung Laam
(Front) HUNG Ching Ting, HU Mingjun, LAI Yuen Ting, KEI Pui Tung, LAI Yee Ting, LAM Yin Ni, LAU Lap Wan, IP Hiu Tung, KWAN Hok Lam
(Back) LI Yuen Chung, LEUNG Yat Him, LI Chun Lung, MO Siu Lai, LIU Shiya, LEUNG Ching Luen, LO Yu Hin, MAK Ka Wai, LIU Jian
(Front) LUI Wan Hing, LIAN Miao, LI Yi Shan, LEUNG Yuen Yee, LEE Koon Wah, PANG Chi Wai, LO Chau King, LEUNG Nga Yan, LUO Qian, LOK Ka Yan
(Back) WONG Wing Chiu, TSE Hin Hong, YEUNG King Fai, TSE Wai Man, NG Man Kei, WONG Chung Ling, TO Yu Shing
(Front) SO Wing Lam, TANG Yee Lam, TANG Cheuk Ying, SO Lai Ying, WONG Sze Ngai, TSANG Man Ki, TSANG Wing In, YU Yiqiong, XU Shujing, WAN Shiyao
(Back) CHEUNG Ka Ying, CHOI Sin Ting, CHAN Shan Shan, POON Lik Fung, KWAN Chun Sing, SUN Kai Hon, HA Hiu Fai, LAI Wai Ting, TSANG Hiu Ching, KWOK Wing Sze
(Front) NG Yee Nga, CHAN Suk Ning, CHUNG Wai Man, FUNG Tsz Yan, LAU Chau Lin, KWAN Tik Sze, LO Man Sze, LAM Nga Yin
(Back) LEUNG Sze Nga, TO Wing Szei
(Front) TANG Yue Cheong, TSAI Chi Wai, YEUNG Tsz Kit, TANG Chun Man, KWAN Lok Yan, WONG Sze Lun, WONG Ging, WONG Tsz Yee
Year 2008
(Back) CHAN Hiu Tung, CHEUNG Yuen Ting, CHAN Hoi Tung, CHAU Ting, CHAK Ka Shun, CHAN Kin Chiu, CHAN Ka Hong, CHEUNG Kam Yuk, CHEUNG Pui Man, CHEN Zeling, CHAN Yan Yi
(Front) CHAN Pui Yin, CHAN Yuet Yui, CHAN Ngan Ying, CHAN Yuen Ting, CHENG Yee Ki, CHAU Yin Ni, CHAN Fong Ting, CHAN Hei Ming, LAM Wai Chi
(Back) HUNG Kwong Shing, LAU Kok Rui, HO Ngai King, CHOI Pui Shing
(Front) LAI Shuk Ling, HO Lai Fung, LAU Lai Sze, HUANG Lei, LAU Li Man, LAI Wing Suen Michelle, LEE Ming Wai, KWOK Man Kau Mendy
(Back) NG Tsz Fung Alvin, MAU Hin Chun, LI King Kwan, SUI Weijie
(Front) NG Sau Fong, SO Nga Man, TANG Pak Yu, SHING Sau Man, LING Yueyang, LI Na, SUN Hongyu, LIN Ye, SHU Huan
(Back) WONG Mei Sum Sandy, WONG Wai Ling, TONG Louis, YEUNG King Ho, WONG Hok Kan, WONG Fei Fan, CHUI Wing Yue, WONG Kwok Wing, WONG Suet Ting, LIU Junxiu
(Front) WONG Cleo Constance, WONG Sin Ting, YEUNG Kar Yan Karen, TSUI Yan Yu, WONG Wai Chu, WONG Wai Chun, ZHAO Luyao, WONG Nga Lam, YU Hiu Yee
(Back) AU-YEUNG Chun Hin, LEUNG Chiu Fung, LO Ka Yi Iris, LO Joe Man, CHEUNG Fong Wah Flora, LO Yat Chung, LIN Hon Keung, CHAN Chuen Yiu
(Front) CHOW Ka Yee, CHAN Yuen Yu, CHEUNG Wing Ki, CHAN Pui Yan, CHOI Pui Ying, LO Ka Lam, LEE Pui Man, KONG Man Wa, CHAN Tsz Kwan, LAU Ka Yee
(Back) TSANG Man Kit, WONG Man Sze Michelle, MA Ka Yan, YAU Mei Ying, LUI Sze Ming, WONG Wai Yan, WONG Nelson Yiu Ming
(Front) SIU Wai Sum, TAM Cheuk Man Connie, TSUI Sze Lai, PO Ka Yan, SHIU Po Yan, WONG Yui Ling, SHUM Pui Wan, WONG Kiu Chor Annalia, WONG Kai Yin, WOO Wai Ki Vicky
Enquiry:
Dr. Vincent Fok
Teaching Fellow
Programme Leader - BBA Marketing
Email: mkfokv@cityu.edu.hk
