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 special focus on social entrepreneurship and digital marketing in an international context. 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) | Major Core Courses | 39 units |
| II) | Major Required Courses | 21 units |
| III) | Major Elective Courses | 27 units |
| IV) | University Core Courses | 13 units |
| V) | General Education Courses | 18 units |
| VI) | Free Electives | 10 units |
| 128 units |
Requirements
| I. | Major Core Courses | 39 units |
| BHRM4056 Strategic Management | 3 units | |
| BMKT2005 Financial Management for Marketing Professionals | 3 units | |
| BMKT2015 Legal Aspects of Marketing | 3 units | |
| BMKT3025 Business Communications for Marketing | 3 units | |
| BMKT4005 BCom Marketing Project | 3 units | |
| Pre-requisite core courses*: | ||
| Business Ethics and Corporate Social Responsibility | 3 units | |
| Cost and Management Accounting I | 3 units | |
| Information Systems for Marketing Decisions | 3 units | |
| Marketing Management | 3 units | |
| Organisational Behaviour | 3 units | |
| Principles of Accounting I | 3 units | |
| Principles of Microeconomics | 3 units | |
| Principles of Macroeconomics | 3 units | |
| II. | Major Required Courses | 21 units |
| BMKT3005 Marketing Research Methods | 3 units | |
| BMKT3035 Global Marketing | 3 units | |
| BMKT3055 Socially Responsible Marketing | 3 units | |
| BMKT3185 Strategic Digital Marketing | 3 units | |
| BMKT3195 Social Venture Planning | 3 units | |
| BMKT4025 Strategic Marketing | 3 units | |
| BMKT4115 Brand Management | 3 units | |
| III. | Major Elective Courses | 27 units |
| BHRM4085 Developing Managerial Skills | 3 units | |
| BMKT3015 Consumer Behaviour | 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 | |
| BMKT3155 Services Marketing | 3 units | |
| BMKT3165 Sports Marketing | 3 units | |
| BMKT3175 International Marketing Internship | 3 units | |
| BMKT3205 Fundamentals of Social Entrepreneurship and Social Impact | 3 units | |
| BMKT3215 Marketing Field Study for Social Entrepreneurship | 3 units | |
| BMKT4015 Entrepreneurial Marketing | 3 units | |
| BMKT4125 Business to Business Marketing | 3 units | |
| BMKT4155 Event Marketing | 3 units | |
| BMKT4185 Retailing | 3 units | |
| BMKT4195 Sales Management | 3 units | |
| BMKT4225 Community Development for Social Entrepreneurship | 3 units | |
| BMKT4235 Marketing Analytics | 3 units | |
| BMKT4245 Leisure Marketing | 3 units | |
| ICMT3125 Media Business Environment | 3 units | |
| ICMT4125 Strategic Public Relations Management | 3 units | |
| IV. | University Core Courses | 13 units |
| V. | General Education Courses | 18 units |
| VI. | Free Electives | 10 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.
