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


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.

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