School of Business

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 emphasizing 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

Concentration Required Courses				15 units
	MKTG	3005	Marketing Research Methods	3 units
	MKTG	3006	Global Marketing	3 units
	MKTG	3007	Consumer Behaviour	3 units
	MKTG	3015	Socially Responsible Marketing	3 units
	MKTG	4005	Strategic Marketing	3 units

Concentration Elective Courses				6 units
	BUSI	3017	International Business	3 units
	BUSI	3035	Service Learning & Community Engagement	3 units
	GLCB	2005	Understanding Chinese Business Environments	3 units
	MKTG	3016	Marketing Internship	3 units
	MKTG	3017	Services Marketing	3 units
	MKTG	3025	Marketing Communications & Online Media	3 units
	MKTG	3026	Strategic Digital Marketing	3 units
	MKTG	4006	Customer Relationship Management	3 units
	MKTG	4007	Brand Management	3 units
	MKTG	4015	Sales Management	3 units
	MKTG	4016	Retailing	3 units
	MKTG	4017	Business to Business Marketing	3 units
	MKTG	4025	Marketing in China	3 units
	MKTG	4026	Leisure Marketing	3 units
	MKTG	4055	Event Marketing	3 units
				───────
				21 units