Programmes

Self-funded Undergraduate Programmes

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


Major Core Courses (39 units)

Principles of Accounting I* [ACCT1005] (3 units)
This course aims at providing students with a general understanding of the basic financial accounting concepts, accounting cycle (bookkeeping), principles and their applications in some beginning financial accounting topics including cash, current assets and current liabilities, inventory, non-current assets, partnerships, corporations, non-current liabilities, and investments.

Cost and Management Accounting I* [ACCT3005] (3 units)
ACCT1005 Principles of Accounting I
This course aims to introduce students to the basic concepts and techniques in cost and management accounting; to develop students’ ability in using relevant accounting data for management policy determination, decision making and performance evaluation; and to enable students to design and evaluate different cost accounting systems for operational planning and control.

BCom Marketing Project [BMKT4005] (3 units)
MKTG3027 Business and Marketing Research Methods
This course provides a focus for the application of 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.

Organisational Behaviour* [BUSI2005 ] (3 units)
The objective of this course is to introduce theories and concepts related to understanding people’s behaviour in organisations. Students will study the behaviour of individuals and groups within organisations in order to gain both a theoretical understanding as well as practical knowledge that can be applied in a work setting.

Business Ethics and Corporate Social Responsibility* [BUSI3006] (3 units)
The course covers a range of ethical issues to promote students’ ethics awareness in government and business. These ethical issues include technology and privacy, CSR, ethics and marketing, whistle blowing, corporate governance, and environmental sustainability. This course helps students understand that if organizations want to improve their ethical climate, the focus should not be on a compliance-based ethics code. Rather, it should be on designing a value-based organization system. The course not only explores the role philosophies have played for handling ethics but also presents frameworks for moral decision making applied to functional business settings such as management, human resources, accounting, marketing and finance. Emphasis will be on applying moral thinking, moral analysis, and a stakeholder approach to solve the problems facing businesses today.

Business Communications for Marketing [BUSI3036] (3 units)
GECR2102 Thought and Writing II or equivalent
This course aims at further enhancing students' essential business communication skills and techniques in coping with contemporary business needs. To groom marketing 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., sales proposal, persuasive and negative business messages) to further heighten students' busienss 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 [BUSI4026] (3 units)
ACCT1006 Principles of Accounting II, BUSI2005 Organisational Behaviour, ECON1006 Principles of Economics II and MKTG2005 Marketing Management
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 I and Year II.

Principles of Microeconomics* [ECON1016] (3 units)
This course provides a comprehensive introduction to the nature and functioning of a market economy. Concentrating on both private and public economics, the course attempts to equip students with fundamental microeconomic principles for the analysis of business and economic problems. Wherever appropriate the course relates economics to business in Hong Kong.

Principles of Macroeconomics* [ECON1017] (3 units)
This course provides a comprehensive introduction to the nature and functioning of a market economy from a macro perspective. Problems and issues on transitional economy will also be introduced. The course attempts to equip students with fundamental macroeconomic knowledge for the analysis of business and economic problems. Wherever appropriate the course relates economic and business problems in Hong Kong and Mainland China.

Financial Management for Marketing Professionals [FINE2015] (3 units)
ACCT1007 Introduction to Financial Accounting or ACCT2015 Introduction to Management Accounting or Equivalent
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.

Information Systems for Marketing Decisions* [ISEM2007] (3 units)
The purpose of this course is to provide students with an overview of information systems in the business world and its applications in marketing areas. It presents an organisational view of how to use information technology to obtain organisational efficiencies, increase individual effectiveness, gain competitive advantages, manage global organisations, and provide useful products and services to customers. Topics covered include organizational foundations of information systems, strategic use of information systems, development of information systems, social and ethical issues involved with information systems. Emphasis will be put on how these are related to marketing functions.

Legal Aspects of Marketing [LLAW2006] (3 units)
GCLA1009 University English II or equivalent
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, Law of Tort, Agency Law and Laws relating to Intellectual Property Rights.

Marketing Management* [MKTG2005] (3 units)
The objective of this course is to introduce to students the basic marketing concepts and their application in real business situations. The orientation is primarily managerial and real-life examples will be drawn whenever applicable. Specifically, this course examines the importance of marketing concepts in an organization, the marketing management functions of planning, organization, and control, and the need to satisfy the consumers through the development of an effective marketing mix. Emphasis is on the entire marketing program in order to develop the basic skills required to make optimal marketing decisions.

Major Required Courses (21 units)

Business and Marketing Research Methods [BMKT3005] (3 units)
This course provides students with the knowledge and skills needed to conduct business and marketing research. Students will gain a good understanding of the importance of research and have a broad overview of business and marketing research methods. Students will be equipped with the statistical tools and analytical skills to conduct business and marketing research projects. Learning in this course will be accomplished through lectures, inclass exercises, group project and presentations.

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 behaviour, 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 behaviour on marketing will be emphasized.

Global Marketing [BMKT3035] (3 units)
MKTG2005 Marketing Management
Global marketing addresses global issues that challenge today’s international marketer 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 wide spread bankruptcy of highly leveraged firms that had taken on an enormous burden of dollar debt to finance of dubious expansion projects. These are not simply news reports but changes that affect the practice of business worldwide.

Qualitative Marketing Research [BMKT3045] (3 units)
MKTG3027 Business and Marketing Research Methods
This course enables students to build up solid theoretical and practical foundations of qualitative marketing research (QMR). Specifically, students will learn to distinguish the roles and limitations of qualitative and quantitative research and determines occasions when qualitative research is appropriate. Students will also learn how to systemically apply qualitative research methods in collecting and analyzing data to assist marketing decision making. Apart from lectures and discussions, students can obtain field experience by conducting a qualitative research project.

Socially Responsible Marketing [BMKT3055] (3 units)
MKTG2005 Marketing Management
This course introduces students to the fundamental concepts of socially responsible marketing (SRM). By taking a critical reflection on the nature of marketing practice, the course explores the interrelated areas of corporate social responsibility, marketing ethics and societal marketing. Advancing socially responsible marketing is considered in terms of the roles and responsibilities of consumers, firms and the government. The effect of marketing activities on a broad range of societal constituencies is considered, and how these marketing activities can be used in a positive way to generate advancement and well-being for the global society.

Entrepreneurial Marketing [BMKT4015] (3 units)
MKTG2005 Marketing Management
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.

Strategic Marketing [BMKT4025] (3 units)
MKTG2005 Marketing Management
This course focuses on providing students with the knowledge and experience of planning and executing marketing strategies. This course balances theories and practices. Apart from lectures and tutorials, it also utilises other means, such as case studies, guest talks, to enhance students’ critical thinking abilities, problem solving capabilities and effective communication skills. To familiarize students with current marketing situations, marketing issues in Hong Kong and China are examined.

Major Elective Courses (30 units)

Entrepreneurship and New Ventures [BHRM3125] (3 units)
The focus of the course is to investigate, understand and internalise the process of founding a startup firm. Key areas include: (1) matching individual skills with the management needs of a new venture, (2) evaluating the business model of the new venture, (3) financing new ventures, (4) starting up a company, (5) operating a new venture, (6) recruiting and retaining management, and (7) creating value and liquidity for investors and management. This course provides tools and insights, which improve the chances for success as an entrepreneur in a highly competitive and ever changing environment.

Applied Social Psychology in Organisations [BHRM3165] (3 units)
This course is designed to introduce students to social psychology in organizations. Students will learn about how people think about, influence, and relate to one another within the organizational context. In particular, students will examine the impact of person, situation, and cognition on behaviour.

BCom MKT Field Study [BMKT3105] (3 units)
MKTG3006 Global Marketing
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.

Integrated Marketing Communications [BMKT3115] (3 units)
MKTG2005 Marketing Management
This course aims to equip students with the necessary knowledge, skills and independence of thought so that they can appreciate the role of marketing communication within its broader context, and critically evaluate marketing communication theories and models before applying them in a responsible manner to practical marketing situations. Particular attention is drawn to the increasingly important role of social media in marketing communications.

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 corporations 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 reallife 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 an “S” grade for satisfactory completion of the course or a “U” grade for unsatisfactory performance.

Marketing Practicum [BMKT3145] (3 units)
MKTG2005 Marketing Management
This course aims to provide students an opportunity to acquire real-life hands-on business experience related to various issues and activities associated with an organization’s marketing function. Under the guidance of both a faculty member and a project sponsor (a for-profit or non-profit organization), students will form a practicum team and engage in an ad hoc project that is primarily related to the sponsor’s marketing activities. The practicum placement is expected to take up no less than 120 hours to complete, and it may or may not be paid. Students will be given an “S” grade for satisfactory completion of the course or a “U” 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 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.

Sports Marketing [BMKT3165] (3 units)
MKTG 2005 Marketing Management
This course examines the world of sports as a business and will focus on the applications of marketing strategies germane to the sports industry. The objective is two-folded: marketing of sports products and marketing non-sports products through sports events. It will begin with an overview of the sporting policy and organizational structure followed by an understanding of sports consumer behaviours, customer voluntary performance, fans motivations and identification and the operation of sports fans club. It will discuss the strategic application of marketing mix in sports products and the sponsorship-based strategies for nonsports products. Students will learn how to develop a sponsorship proposal and make sales presentation to sponsors. This course will end with a discussion of corporate and ethical issues facing the sports industry.

Brand Management [BMKT4115] (3 units)
MKTG2005 Marketing Management
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.

Business to Business Marketing [BMKT4125] (3 units)
MKTG2005 Marketing Management
The business-to-business arena entails a complex market of commercial enterprises, public organizations and government institutions. This course aims to teach the student to market products or services to other companies, government bodies, institutions, and other organizations. 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.

Case Analysis for Marketing Decision Making [BMKT4135] (3 units)
To be confirmed.

Customer Relationship Management [BMKT4145] (3 units)
MKTG2005 Marketing Management
This course introduces students to the theories and practices of customer relationship management. Students learn how to translate the CRM business strategy into marketing and how to build analytical CRM and enable organizational processes. Emphasis is placed on customer profiling, buyer motivation, customer communications, customer service centre operations, customer databases, different CRM strategies, and the role of measuring and managing customer satisfaction and loyalty.

Event Marketing [BMKT4155] (3 units)
MKTG2005 Marketing Management
The aim of this course is to provide an understanding of the dynamic nature of event marketing. It illustrates how the different institutions can make use of the marketing functions to accomplish the various event objectives.

Marketing for Social Enterprise [BMKT4165] (3 units)
MKTG2005 Marketing Management
This course offers a survey of marketing functions and a framework for organizing, planning, and implementing marketing strategies in social enterprise. Special treatment is given to the important areas of marketing research and marketing communications. The course also provides in-depth treatment of the most important marketing activities such as direct marketing, fund raising, special events, attracting major gifts, and volunteer recruitment.

Marketing in China [BMKT4175] (3 units)
MKTG2005 Marketing Management
This course aims at providing students with an understanding of the marketing environment and practices in China. Emphasis will be placed on the socio-cultural environment and marketing mix elements in China. Problems and prospects of doing marketing in China will also be examined.

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 business world and how retailing can be coordinated with other marketing mix elements to further enhance the marketing functions. 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.

Seminar in Contemporary Marketing Issues [BMKT4205] (3 units)
MKTG2005 Marketing Management
This course serves as a capstone course to provide students with an opportunity to explore and discuss more “cutting edge” and specialized topics in marketing, particularly those related to the Hong Kong marketing environment.