The Bachelor of Business Administration in Marketing programme aims to train students for entry-level positions in market development and promotion, product sales, advertising management, etc. while laying a solid foundation of knowledge and expertise in executive positions in all aspects of the industry in the local community. The programme is designed with the following objectives:

1. Enable students to acquire the core knowledge of marketing and related disciplines;
2. Fosters students’ abilities to integrate and apply the acquired knowledge in business settings;
3. Prepare students to be self-motivated and become lifelong learners;
4. Equip students with professionalism and Ethical Values in the modern business environment.

Knowledge and Understanding

On completion of this programme, students will be able to demonstrate understanding of:

Skills and Attributes

On completion of this programme, students will be able to:

By attaining these PILOs, students will have attained the graduate attributes of the University as demonstrated below:

In this programme, students will work towards attaining the PILOs through the following teaching and learning activities:

The entry requirements are defined in the University’s Academic Regulations Governing Bachelor’s Degree Programmes. An applicant shall be considered for admission if s/he:

• holds a qualification not lower than Grade 12 or the equivalent, and
• fulfils other programme-specific admission criteria.

An applicant of age 23 or above, proven to possess relevant capabilities (especially in the entrance examination(s) of the University), shall be considered for admission to a bachelor’s degree programme with a waiver on the qualification requirement stated above.

More details about admission are available here.

Each student is allocated a year tutor who provides general academic and pastoral support throughout the whole period of study. Year tutors are the first point of contact in matters stated above. Various communication channels are available for students to express their opinions and suggestions, such as via their respective year tutors, student representatives, programme coordinators and assistant programme coordinators, and dialogue meetings at different levels. The dialogue meetings serve as platforms for consultation and discussion between students and respective personnel ranging from the programme, the faculty, the academic support and administrative units, to the university management. Feedback is made by respective personnel to every issue raised by the students during the meeting with follow-up actions tracked. Student surveys are conducted in every learning module on a semesterly basis to collect students’ opinions regarding the delivery of the modules. User satisfaction surveys are conducted annually on central student services. Feedback collected via these surveys will be followed up by the academic units or respective departments.

Students will receive an orientation about their four years of study at the beginning of the first year. Year tutors are appointed to individual students upon admission to provide academic and pastoral support throughout the period of study in the programme. Students may seek academic advices from their year tutors or programme coordinators regarding their learning path/plan and registration of learning modules.

In individual learning modules, the instructors’ office hours and contact information are made accessible to students for any questions regarding their study. Students’ learning engagement and performance will be reviewed on a regular basis by year tutors and programme coordinators to identify learning needs and provide relevant support. Students’ learning performance and progression will also be reviewed by the programme examination board to ensure their learning is adequately supported and their progress is on track.

Counselling services, careers services and student support services are accessible to all students through the Student Affairs Office. A wide variety of extracurricular activities (e.g. seminars, workshops, exchange opportunities, fieldtrips etc.) are available via the Student Affairs Office. Students may make full use of the variety of learning oppportunities, both curricular and extracurricular, to develop their academic and holistic capabilities for their future careers or further studies.

A university-wide policy is in place to ensure that all student needs are taken care of and a supportive and accessible learning environment is maintained. When cases of special needs are notified or identified, special arrangements are made on a case-by-case basis with the joint effort of the programme and various student support services of the University, such as the Registry, the Student Affairs Office, the Information Technology Department and the Campus Management and Development Department, etc. to provide the necessary support.

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