Bachelor of Commerce (Honours) in Marketing
Programme Director: Dr LI, Connie
This honours degree programme is a four-year full-time programme consisting of a wide range of fundamental marketing and business courses, with a particular emphasis on social enterprise, small business and digital marketing. It aims to provide students with solid undergraduate education required for pursuing career or further study in the marketing field. The programme is designed and tailor-made primarily for the graduates of AD programmes from the College of International Education (CIE), Hong Kong Baptist University (HKBU) as well as those of other local AD programmes in the business-related disciplines who would be admitted directly into the third year of the programme, with the first and second year of study being exempted. Students who do not meet the University’s General Education Courses, as well as Programme Prerequisites Courses requirements will be asked to make up relevant courses and to meet all course requirements as set for the First and Second Year study of the programme.
The structure of the curriculum is as follows:
| I) | Core Courses | 39 units |
| II) | Required Courses | 21 units |
| III) | Elective Courses | 30 units |
| IV) | General Education Courses | 38 units |
| 128 units |
Requirements
| I. | Core Courses | 39 units |
| ACCT1005 Principles of Accounting I* | 3 units | |
| ACCT3005 Cost and Management Accounting I* | 3 units | |
| BHRM2045 Organisational Behaviour* | 3 units | |
| BHRM3035 Business Ethics and Corporate Social Responsibility* | 3 units | |
| BMKT4005 BCom Marketing Project | 3 units | |
| BUSI3036 Business Communications for Marketing | 3 units | |
| BUSI4026 Strategic Management | 3 units | |
| ECON1016 Principles of Microeconomics* | 3 units | |
| ECON1017 Principles of Macroeconomics* | 3 units | |
| FINE2015 Financial Management for Marketing Professionals | 3 units | |
| ISEM2007 Information Systems for Marketing Decisions* | 3 units | |
| LLAW2006 Legal Aspects of Marketing | 3 units | |
| MKTG2005 Marketing Management* | 3 units | |
| II. | Required Courses | 21 units |
| BMKT3005 Business and Marketing Research Methods | 3 units | |
| BMKT3015 Consumer Behaviour | 3 units | |
| BMKT3035 Global Marketing | 3 units | |
| BMKT3045 Qualitative Marketing Research | 3 units | |
| BMKT3055 Socially Responsible Marketing | 3 units | |
| BMKT4015 Entrepreneurial Marketing | 3 units | |
| BMKT4025 Strategic Marketing | 3 units | |
| III. | Elective Courses | 30 units |
| BHRM3125 Entrepreneurship and New Ventures | 3 units | |
| BHRM3165 Applied Social Psychology in Organisations | 3 units | |
| BMKT3105 BCom Global Marketing Field Study | 3 units | |
| BMKT3115 Integrated Marketing Communications | 3 units | |
| BMKT3125 International Business: Market, Operations and Strategies | 3 units | |
| BMKT3135 Marketing Internship | 3 units | |
| BMKT3145 Marketing Practicum | 3 units | |
| BMKT3155 Services Marketing | 3 units | |
| BMKT3165 Sports Marketing | 3 units | |
| BMKT3175 International Marketing Internship | 3 units | |
| BMKT3185 Strategic Digital Marketing | 3 units | |
| BMKT3195 Social Venture Planning | 3 units | |
| BMKT3205 Fundamentals of Social Entrepreneurship and Social Impact | 3 units | |
| BMKT3215 Marketing Field Study for Social Entrepreneurship | 3 units | |
| BMKT4115 Brand Management | 3 units | |
| BMKT4125 Business to Business Marketing | 3 units | |
| BMKT4135 Case Analysis for Marketing Decision Making | 3 units | |
| BMKT4145 Customer Relationship Management | 3 units | |
| BMKT4155 Event Marketing | 3 units | |
| BMKT4165 Marketing for Social Enterprise | 3 units | |
| BMKT4175 Marketing in China | 3 units | |
| BMKT4185 Retailing | 3 units | |
| BMKT4195 Sales Management | 3 units | |
| BMKT4205 Seminar in Contemporary Marketing Issues | 3 units | |
| BMKT4215 Marketing Practicum for Social Entrepreneurship | 3 units | |
| BMKT4225 Community Development for Social Entrepreneurship | 3 units | |
| IV. | General Education Courses | 38 units |
| 128 units |
* Graduates from associate degree and higher diploma programmes in business or related disciplines can be exempted from Year 1 and Year 2 courses if they have studied relevant courses in their previous studies. All unit transfer or course exemption shall be considered on a case-by-case basis upon admission.
