Bachelor of Business (Marketing) (Hons)

With great competition in markets arising from deregulation, technological change and globalisation, an understanding of marketing is becoming increasingly crucial for professionals in both private and public business areas. In a competitive world, graduates with the ability to add value to products and services have an edge over others. This programme is designed to provide students with a sound background in business, together with an understanding of marketing’s role within and between organisations.

In the face of the exponential growth of computer technology, we realize the need to transform the undergraduate business education by incorporating relevant subjects that ensure readiness for survival in the Digital Frontier. Our newly minted new tracks for marketing major which include Digital Business track and E-Commerce track will fulfill this Digital Transformation by equipping our students with effective skills and an efficient mindset.

Upon completion of the programme, graduates would acquire decision-making skills and be innovative in their approach in problem-solving. Furthermore, the programme develops critical thinking and communication skills so that graduates may deal effectively with the continually changing business environment. To achieve these aims, the programme integrates the development of practical skills and knowledge, with a strong emphasis on understanding current theories and the latest research.

9 COMPULSORY SUBJECTS

ACC101 Financial Accounting 1
ACC103 Management Accounting 1
ECO101 Principles of Microeconomics
ECO102 Principles of Macroeconomics
ITC101 Information Technology for Business
LAW101 Business Law
MGT101 Principles of Management
MKT101 Principles of Marketing
QBM101 Business Statistics

MARKETING (14 COMPULSORY SUBJECTS)

FIN201 Business Finance
HRM201 Managing Human Resources
MKT201 Consumer Behaviour
MKT203 Distribution & Logistics Management
MKT205 Sales Management
MKT207 Product Management
MKT209 Digital Marketing
MKT301 Integrated Marketing Communications
MKT302 Strategic Global Marketing
MKT303 Marketing Research
MKT304 Competitive Marketing Planning & Strategy
MKT306 Services Marketing
MKT311 Innovative Product Development and Management
MGT400 Graduation Project

And choose 3 electives from any Year 2 or Year 3 subjects*

*Students have a choice to choose between digital marketing track, e-commerce track or the main marketing track. Please refer to the Faculty for more information.

PARTIAL LIST OF ELECTIVES (FOR ALL SPECIALISATIONS)