Department of Marketing, City University of Hong Kong
AACSB International EQUIS - European Quality Improvement System
BBA Marketing

Programme Structure

CityU BBA Marketing stands out from other BBA and Marketing programmes by providing a pioneering approach that consists of 1) Practical and digital marketing-oriented education, 2) Design Thinking and Innovation components, and 3) Analytics applications.

Throughout the 4-year curriculum, our programme provides students with both core and elective marketing courses to help them acquire a fully integrated set of marketing skills. The programme provides academic learning opportunities in the following areas:

Component(s) Course(s) No. of Course(s) No. of Credits
Gateway Education Electives 7 21
English 2 6
Chinese 1 3
College of Business College required Courses and Electives 14 42
Major 10 30
Free Electives/Minor 6 18
Mini. Total: 40 Courses 120
Max. Allowable: 48 Courses 144

Core Courses of BBA Marketing

Consumer Behavior
Digital Marketing
Marketing Research
Strategic Marketing
Advanced Marketing Seminar I
Active Learning for Professional Marketing

Electives offered by BBA Marketing

Marketing Communication
Selling and Sales Management
Advertising Management and Integrated Marketing Communications
Fundamentals of Public Relations
Event Marketing
Innovation and Design
Creativity and Design Thinking in Marketing
Designing Brand and Customer Experience
Designing and Developing Innovative Products
Marketing Analytics
Marketing Intelligence and Applications of Analytics
Customer Analytics
Customer Relationship Management
Other Electives
China Business Workshop
Marketing Internship/ Business Practice Internship
Marketing in China
International Marketing
Services Marketing
Retail Management
Cultural Advertising
Marketing Diagnostic Residential Trip
Advanced Marketing Seminar II
Social Media Marketing