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課程介紹

自資學士學位課程

Bachelor of Commerce (Honours) in Marketing
市場學商學士 (榮譽) 學位課程



Major Core Courses (15 units)

Business Communications [BHRM3045] (3 units)
English II or equivalent
This course aims at further enhancing students’ essential business communication skills and techniques in coping with contemporary business needs. To groom students with core business communication skills and competencies, the followings will be emphasized: 1. Critically read, comprehend, analyze and discuss business cases and documents of various kinds (e.g., persuasive and negative business messages) to further heighten students’ business sense and acumen and sharpen students’ audience-sensitive writing skills. 2. Proficiently deliver eloquent and business-like Elevator Pitch to present sound and feasible business ideas in an assertive and effective manner.

Strategic Management [BHRM4056] (3 units)
Organisational Behaviour, Cost and Management Accounting I, Marketing Management or Principles of Macroeconomics
This course aims to prepare the student for a successful business career with a broad understanding of the importance and complexity of strategic decisions and the way they integrate other aspects of business operations. It examines the rationale of decisions that determine the future direction and effectiveness of organisations. The perspective taken is that of the general manager – the owner, CEO, president, or management consultant. It focuses on the skills required of the general manager in diagnosing and finding solutions for critical problems in complex business situations and implementing them. In that regard, it integrates the knowledge gained in previous functional courses from year 1 and year 2.

Financial Management for Marketing Professionals [BMKT2005] (3 units)
Very often, companies assign a group by product line or geographical basis. The group is responsible for all aspects of business, including marketing, vital to bring in revenue, and finance, essential for company to operate and reward its stakeholders. This course enables students to (1) understand the fundamental concepts in finance; (2) assess alternative investment possibilities, including real investment in the context of various disciplines of business, including marketing; and (3) evaluate different sources of financing projects. On completion of this course, students should have a good understanding how to choose among the variety of investment and financing possibilities that are available in the market and how these decisions are related to other non-finance areas, including marketing.

Legal Aspects of Marketing [BMKT2015] (3 units)
This course introduces to students the principles of Hong Kong legal system and the common law, and how the various branches of Hong Kong law are evolved and integrated over time. Special emphasis is placed on laws relating to marketing including the Law of Contract, Competition Law, Consumer Protection Law and Compliance Management.

BCom Marketing Project [BMKT4005] (3 units)
This course provides a focus for the application of both local and international marketing knowledge, qualitative and quantitative marketing research skills acquired from the programme. The project provides an opportunity for students to apply the knowledge and skills to a marketing problem, and to prepare themselves for the transfer from the academic to the work situation. The project should be undertaken on team basis, with one to three students forming a project team.

Major Required Courses (21 units)

Marketing Research Methods [BMKT3005] (3 units)
This course provides students with a fundamental understanding of marketing research techniques employed by major corporations, as well as small and medium enterprises, in Hong Kong, mainland China, and abroad. The course will focus on both the theoretical and practical underpinnings of these techniques, using current examples and cases to illustrate important concepts and topics. The course culminates with a group project where students get an opportunity to use marketing research methods in solving business and marketing issues faced by their chosen organization.

Global Marketing [BMKT3035] (3 units)
Global marketing addresses global issues that challenge today’s international marketers and describes the concepts relevant to all international marketers regardless of the extent of their international involvement. This course aims at students up-to-date with the changes facing businesses now and into the future. As global economic growth occurs, understanding marketing in all cultures is increasingly important. Progress toward the single market in Europe has continued, the former communist countries have continued to embrace free markets, a number of symptoms including major declines in currency values and widespread bankruptcy of highly leveraged firms that had taken on an enormous burden of dollar debt to finance dubious expansion projects. These are not simply news reports but changes that affect the practice of business worldwide.

Socially Responsible Marketing [BMKT3055] (3 units)
Socially Responsible Marketing (SRM) introduces students to major ethics and social-responsibility challenges encountered by marketing practitioners and consumers. Through a critical reflection on the role of marketing in society, students can appreciate the complex dynamics between marketers and consumers as well as the influence of other major stakeholder parties, such as business partners, competitors, regulatory bodies, and the third sector. We further enrich the interrelated areas of marketing ethics, marketing citizenship, and societal marketing using real-life examples. After completing this course, students should be equipped with the necessary theoretical and practical knowledge to formulate marketing strategies that balance organizational objectives (e.g., profitability) and societal well-being.

Strategic Digital Marketing [BMKT3185] (3 units)
The Internet, mobile technologies, and social media have given marketers more tools to satisfy customer needs with global reach, round-the-clock service, and meaningful customer interactions. The big question is, how could these tools be integrated into existing marketing strategies in the “Digital Economy”? This course is designed to guide future marketing experts in using internet-based technologies to develop and implement digital marketing strategy, with a specific focus on global brands and markets.

Social Venture Planning [BMKT3195] (3 units)
This course helps students develop a viable social enterprise that solves a particular social problem. By the end of the course, students will have a good understanding of the realities of founding a social enterprise and be prepared for every step of the process—from idea generation, to planning, and to launch. Students will learn how to use the Social Lean Canvas to develop a business plan for a new social venture. In addition, students will be able to identify and compare different funding alternatives and choose the option that’s most appropriate for their social venture.

Strategic Marketing [BMKT4025] (3 units)
This course focuses on providing students with the knowledge and experience of planning and executing marketing strategies through working on a real marketing plan while learning the strategic marketing concepts in the local and global context. Students will learn how to apply knowledge into practice. Apart from lectures, case studies and guest talk, students are required to take up a real-world company-based coursework project and eventually deliver a report and a presentation to the instructor and the sponsoring company. This company-based coursework project aims to enhance students’ ability in preparing a full business proposal, critical thinking, problem solving and effective communication as well as time management.

Brand Management [BMKT4115] (3 units)
This course focuses on providing students with the knowledge and experience of brand building and management. On successful completion of this course, students should understand the nature and importance of branding building in marketing practice. In addition, they should also possess the strategic thinking and techniques in developing and managing brands that enhance an organization’s marketing competence.

Major Elective Courses (27 units)

Developing Managerial Skills [BHRM4085] (3 units)
BHRM3045 Business Communications or equivalent
The course prepares participants to handle critical issues in managerial communication and helps them master skills needed to achieve their potential as leaders and executives. The goal is to equip them with the personal, interpersonal and group skills needed to manage their own lives as well as relationships with others. The course teaches strategic approaches to managerial communications that can be applied to a variety of situations.

Consumer Behaviour [BMKT3015] (3 units)
MKTG2005 Marketing Management
The purpose of this course is to study the overall consumer decision making process. Consumer decision determines the sales and profits of a firm; through the understanding of consumer behavior, students are better equipped for more sophisticated marketing decision making. Major areas covered are: the consumer as an individual, consumers in their social and cultural settings, and the consumer's decision-making process. The implications for the effects of consumer behavior on marketing will be emphasized.

BCom Global Marketing Field Study [BMKT3105] (3 units)
BMKT3035 Global Marketing
International knowledge and experience are essential for professional marketers as they prepare for the global business economy. Developing a global mindset through academic programmes and business trips will provide a more effective marketer, who, with cross-cultural business and marketing skills, will be more favourably positioned for success in the business world. This course is designed to respond to the need for undergraduate marketing students to develop a competitive edge by expanding their knowledge of global culture and multinational businesses through experiential learning. The course provides unique opportunities for BCom in Marketing students to gain international experience through marketing field study, with pre-trip and post-trip class/seminar/presentation sessions. Students will experience the culture of the destination country/city, by visiting and participating in the norms, rituals and communications in the destination country/city, with highlights on cultural and business visits. Course destinations will change every semester. To minimize interruption to students’ attendance of other courses, this course will normally be offered during semester break in summer or winter. The course will adopt a three-phase approach. Attendance and punctuality at all scheduled meetings in the Pre-Trip, Business Trip, and Post-Trip Phases are mandatory.

Integrated Marketing Communications [BMKT3115] (3 units)
MKTG2005 Marketing Management
This course aims to equip students with the necessary knowledge, skills and independence of thought to appreciate the application of integrated marketing communications (IMC) planning process within its broader context, and to critically evaluate marketing communication theories and models before applying them to practical marketing situations. Particular attention is drawn to the increasingly important role of social media in marketing communications both in local and global context.

International Business: Market, Operations and Strategies [BMKT3125] (3 units)
The primary objectives of this course are: (1) to provide students with a basic understanding of the theories and concepts of international business; (2) to discuss the economic, cultural and political factors in shaping the international business environment; (3) to introduce different functional areas of international corporation management with reference to problems and issues of doing business with developing countries.

Marketing Internship [BMKT3135] (3 units)
MKTG2005 Marketing Management
This course aims to provide students an opportunity to gain real-life working experience related to the various issues and activities associated with an organization’s marketing function. Under the guidance of both faculty and workplace supervisors, students will work in an organization as interns and complete work assignments that are primarily related to the organization’s marketing activities. The internship assignment is expected to take up no less than 120 hours to complete, and it may or may not be paid. Students will be given a “S” grade for satisfactory completion of the course or a “F” grade for unsatisfactory performance.

Services Marketing [BMKT3155] (3 units)
MKTG2005 Marketing Management
This course provides students with the up-to-date philosophies and practices of both local and international services marketing. An overview of the services marketing process and its differences from the marketing of customer products will be presented. Topics will also include the issues of quality control and customer satisfaction.

Marketing Field Study for Social Entrepreneurship [BMKT3215] (3 units)
BMKT3195 Social Venture Planning
Social entrepreneurship is a growing movement around the world which has the power to change the way we do business and resolve societal challenges. Responding to the needs of undergraduate marketing students to develop a social entrepreneurial mindset with global sensitivity, this course shapes deeper understanding of social entrepreneurship through pre-field trip seminars, the trip itself, and post-field trip presentations. This three-phase approach will allow students to spot social entrepreneurial opportunities, learn social innovation strategies by interacting with social entrepreneurs in different countries, and provide value-added marketing solutions to social ventures abroad. This course will be offered either in the summer or winter semester break to minimize interruption to students’ attendance of other courses. Attendance and punctuality at all scheduled meetings in the Pre-Trip, Field Trip, and Post-Trip Phases are mandatory.

Entrepreneurial Marketing [BMKT4015] (3 units)
This course aims to introduce key marketing concepts relevant to entrepreneurs in the start-up and growing process of their enterprises. Focuses are put on marketing strategies which are suitable for small business with limited marketing resources.

Business to Business Marketing [BMKT4125] (3 units)
MKTG2005 Marketing Management
The business-to-business arena entails a complex market of commercial enterprises, public organisations and government institutions. This course aims to teach the student to market products or services to other companies, government bodies, institutions, and other international organisations. It also provides the student an overall understanding of the different components in the B2B market. Last but not least, it enables the student to learn the theories and practical skills in designing and managing the B2B marketing strategy effectively.

Event Marketing [BMKT4155] (3 units)
MKTG2005 Marketing Management
The course provides students with an understanding of how marketers can leverage event marketing to grow brands and promote cites or countries. Such events include meetings, incentive travels, conventions, exhibitions, sporting events, cultural events, and business events. In view of the rise of new forms of events, such as virtual ones and hybrid ones, the course emphasizes how event trends impact different stakeholders and event designs. The course also covers how events are conceptualized, planned, and evaluated.

Retailing [BMKT4185] (3 units)
MKTG2005 Marketing Management
This course aims at providing students with the understanding of the critical role that retailing plays in the global business world and how retailing can be coordinated with other marketing mix elements to further enhance the marketing function. Both the current retailing practices and the general retailing theories are described in order to provide students with the necessary insight to operate a retail establishment successfully.

Sales Management [BMKT4195] (3 units)
MKTG2005 Marketing Management
Effective management of a company’s sales force is essential to the successful implementation of its overall marketing plan. This course provides students with overall understanding of the roles of sales management in a corporation and the theories as well as the empirical practices in managing a sales force effectively in the local and global context.

Community Development for Social Entrepreneurship [BMKT4225] (3 units)
BMKT3195 Social Venture Planning
The transformations in social ecosystem require citizens to have the vision and adopt the mission of ‘social innovation’ to drive change. In addition to the government and social entrepreneurs’ effort to inspire social minds and promote the concept of social innovation, students can serve as change agents who take up the responsibility to drive for a better world. Getting students involved in community development for social entrepreneurship is the first step to bring positive changes to a local community. This course is designed to enrich students’ understanding on social entrepreneurship and social innovation, and empower them to develop training plans for nurturing social minds in their communities.

Marketing Analytics [BMKT4235] (3 units)
This course aims to equip students with the necessary skills and knowledge in the ethical use of marketing analytics. As marketers are increasingly expected to use analytics to inform and justify marketing decisions, the course endeavours to better prepare students for a future career in Marketing. Marketing analytics enables marketers to measure, manage, and analyze marketing performance to maximize the effectiveness of marketing strategies. Students are expected to apply marketing analytics tools and techniques to real-world problems through the use of case studies while considering the ethical implications of their recommendations. This course also provides students with the necessary background to make data-driven marketing decisions as they pursue a marketing role in a modern organization.

Advanced Seminar in Contemporary Marketing Strategies [BMKT4255] (3 units)
MRTG2301 Marketing Principles or Equivalent
This course aims to equip students with the knowledge and skills necessary to thrive in the ever-changing marketing landscape of today’s competitive marketplace. Through a blend of case study analysis, industry visits, and guest lectures, students will gain insights, practical skills, and contemporary marketing philosophies from experienced marketing and business practitioners. The course will cover a diverse range of topics, each addressing crucial aspects of modern marketing. For example, students will learn about leveraging big data for brand positioning and customer segmentation, as well as exploring emerging trends in digital marketing like social media, content marketing, and online advertising. They will also study the intersection of AI and marketing innovation, understanding how AI technologies can personalise marketing efforts and enhance customer experiences. Additionally, the course examines the impact of ESG performance on consumer behaviour and marketing strategies, emphasising the importance of sustainability and ethical practices. By the end of the course, students will have a deep understanding of advanced marketing concepts and practical skills to excel in the competitive marketplace.

Media Business Environment [ICMT3125] (3 units)
This course addresses basic issues of the contemporary media business environment from the economic, political, and organizational perspectives. Cases and strategies related to the performance of the traditional and digital media industry in global and local environments will be discussed.

Strategic Public Relations Management [ICMT4125] (3 units)
ICMT3017 INTRODUCTION TO PUBLIC RELATIONS AND ADVERTISING
This course aims to equip students with the strategic public relations skillsets required for a young manager. It goes beyond the traditional perspective on public relations executions by emphasizing strategic elements of public relations in the digital era. It focuses on relationship of public relations management to organizational structure, communication functions, and organizational effectiveness. The challenges of the public relations industry with rapid technology advancement in the digital era will also be covered.

Marketing in Sport and Recreation [SRLP4055] (3 units)
This course aims to provide students with the basic knowledge of marketing theories and an understanding of the differences between service and merchandise marketing. The role and strategies of marketing in sport and recreation will also be discussed.

General Education Capstone Course (3 units)

Marketing Practicum for Social Entrepreneurship* [GCAP3835] (3 units)
This is a service-learning course that integrates student academic knowledge and skills and applies them in a social entrepreneurial setting. This course helps students develop practical skills to articulate, design and implement social innovation strategies. By adopting an interdisciplinary perspective, students will analyse how different environmental forces affect a social enterprise (SE) and non-governmental organization (NGO). They will serve in a consulting capacity to provide innovative solutions to marketing problems and evaluate opportunities for improvement in SEs/NGOs in Hong Kong. Students are expected to plan and/or implement a project negotiated between the academic supervisor and the workplace supervisor within the host organization for no less than 120 hours, which may not be a paid position. Students will work in groups of four or five under the guidance of both supervisors. Throughout the practicum, students are expected to take the lead discussing with their workplace supervisor regarding allocating the work hours, the nature of their tasks, the expected deliverables and learning outcomes of their tasks. Specifically, this practicum involves an internship with an SE or NGO. Students are expected to engage in marketing and business projects related to the host organization’s business activities, such as market research and analysis, marketing plans, media strategies and event plans, and daily administration. Students may have to make a formal presentation of the recommendations to the workplace supervisor when necessary.