Marketing Concentration

The aim of the Marketing Concentration is to equip students with updated marketing knowledge as well as to nurture them to become competitive and ethical business leaders in the global marketplace. The Marketing Concentration balances theory and practice; students are provided with opportunities to apply learnt theories to resolve practical problems. Students are educated through a systematic pedagogical approach emphasising logical, analytical and critical thinking and to develop their ability to apply that thinking to solving real and practical marketing problems. Apart from fundamental marketing knowledge such as consumer behaviour, marketing research and strategic marketing, students can also pursue focused areas of marketing expertise, such as business to business marketing, marketing communication, campaign management, retailing management, sales management, and service marketing.

The objectives of the Marketing Concentration are:

1. To enable students to build a solid foundation in understanding the role marketing plays in a business;
2. To instill in students the unique characteristics and underlying principles of marketing management;
3. To equip students with necessary theoretical knowledge as well as real-life experience to manage marketing programmes;
4. To provide students with knowledge in managing a number of specialized marketing areas, such as sales management and service marketing; and
5. To nurture a sense of ethics and social responsibility that prepares students to be visionary marketing leaders.

Requirements