教與學

Bachelor of Business Administration in Marketing caters for students who would like to begin their careers in the commercial world, especially in the field of marketing. Through theoretical study and practical experience, it prepares students for a career in marketing, advertising and promotion in public and private sectors. The major learning modules cover academic areas related to marketing such as consumer behavior, advertising and promotion, marketing research, global marketing, services marketing and retail management. The curriculum combines theoretical studies and experiential learning and equips students with adequate language and communication skills. (Graduates are eligible for direct admission to postgraduate studies at the University of Coimbra in Portugal under the credit waiver arrangements.)

The objective of this programme is to provide a solid foundation in business administration. It fosters knowledge and skills through the education of both theories and their applications. Students explore the role of marketing in modern business environment while developing skills in analysis, effective communication and decision-making. Graduates shall be competent for a wide range of career options, or be able to pursue postgraduate studies.

Upon completion of the programme, students are expected to have achieved the following learning outcomes in terms of academic contents, disciplinary skills, and attributes. The goal of the programme is to cultivate business professionals who are competent in marketing communications and its relevant fields. Graduates are able to start their careers in various public and business sectors in the application of market forecasting, research methods, integrated marketing communications and services marketing.

Academic contents 學術內容

Disciplinary skills‐ able to 學科技能

Attributes 特質

Mapping of Graduate Attributes to Programme Intended Learning Outcomes & Learning Modules 
畢業生理想特質與課程預期學習成效及學科單元之關聯表

Students will acquire the learning outcomes expected from various learning modules in the programme through lectures, group projects, in-class discussions, quizzes, tutorials, case studies, as well as other learning activities such as field visits.

Both formative and summative methods are used in student assessment. Modules are assessed by a combination of assignments, quizzes, projects, mid-term and final examinations. Coursework requirements for each module are given. Examination papers will be reviewed by internal moderators and external examiners.

The programme is delivered over eight semesters spanning four years. Students are required to acquire 139 credits for graduation. The first and the second year cover fundamental knowledge in business administration as well as in general education. The third year is designed to extend the knowledge and concepts of marketing. The fourth year is designed to enhance students’ theoretical and analytical thinking in marketing by completing a graduation report. During the second, the third and the fourth year, students can choose electives to acquire more in-depth knowledge in marketing or other fields of studies.

According to Article 3 of Academic Regulations Governing Bachelor's Degree Programmes of MPU,

1. An applicant shall be considered for admission to a bachelor’s degree programme of the University if s/he 
   a) holds a qualification not lower than Grade 12 or the equivalent, and
   b) fulfils other admission criteria prescribed by the programme of study concerned.
    
2. An applicant of age 23 or above, proven to possess relevant capabilities (especially in the entrance examination(s) of MPU), shall be considered for admission to a bachelor’s degree programme with a waiver on the requirement in item a) of above point.

Each student is allocated a year tutor who provides general academic and pastoral support throughout the four years of study. 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 on 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 faculty or respective departments.

Students will receive an orientation about their four years of study at the beginning of the first year. Students may seek academic advice from their year tutors or programme coordinators regarding their learning path/plan and registration of learning modules. Students' learning engagement and performance are mentored on a regular basis. In addition, counselling services, career 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, field trips etc.) are available via the Student Affairs Office. Students may make full use of the variety of learning opportunities, both curricular and extracurricular, to develop their academic and holistic capabilities for their future careers or further studies.

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Macao Polytechnic University has in place a university-wide policy 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.

The programme invites industry experts, professionals and senior business executives to share their academic and industrial experience with students so as to enrich students' learning experience. Meetings with the advisory board members are arranged regularly to receive industrial opinions and keep abreast of emerging needs / trends in the market.