School of Business

Bachelor of Commerce (Honours) in Marketing

Programme Director: Prof Siu Wai Sum

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 Mainland China, small business and social enterprise. It aims to provide students with solid undergraduate education required for pursuing career or further study in the related fields. 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	38 units
		───────
		128 units

Requirements

I.	Core Courses			39 units
	ACCT	1005	Principles of Accounting I	3 units
	ACCT	3005	Cost & Management Accounting l	3 units
	BMKT	4005	BCom Marketing Project	3 units
	BUSI	2005	Organisational Behaviour*	3 units
	BUSI	3006	Business Ethics & Corporate Social Responsibility*	3 units
	BUSI	3036	Business Communications for Marketing	3 units
	BUSI	4026	Strategic Management	3 units
	ECON	1016	Principles of Microeconomics*	3 units
	ECON	1017	Principles of Macroeconomics*	3 units
	FINE	2015	Financial Management for Marketing Professionals	3 units
	ISEM	2007	Information Systems for Marketing Decisions*	3 units
	LLAW	2006	Legal Aspects of Marketing	3 units
	MKTG	2005	Marketing Management*	3 units

II.	Required Courses			21 units
	BMKT	3005	Business & Marketing Research Methods	3 units
	BMKT	3015	Consumer Behaviour	3 units
	BMKT	3035	Global Marketing	3 units
	BMKT	3045	Qualitative Marketing Research	3 units
	BMKT	3055	Socially Responsible Marketing	3 units
	BMKT	4015	Entrepreneurial Marketing	3 units
	BMKT	4025	Strategic Marketing	3 units

III.	Elective Courses			30 units
	BHRM	3125	Entrepreneurship & New Ventures	3 units
	BHRM	3165	Applied Social Psychology in Organisations	3 units
	BMKT	3105	BCom MKT Field Study	3 units
	BMKT	3115	Integrated Marketing Communications	3 units
	BMKT	3125	International Business: Market, Operations & Strategies	3 units
	BMKT	3135	Marketing Internship	3 units
	BMKT	3145	Marketing Practicum	3 units
	BMKT	3155	Services Marketing	3 units
	BMKT	4115	Brand Management	3 units
	BMKT	4125	Business to Business Marketing	3 units
	BMKT	4135	Case Analysis for Marketing Decision Making	3 units
	BMKT	4145	Customer Relationship Management	3 units
	BMKT	4155	Event Marketing	3 units
	BMKT	4165	Marketing for Social Enterprise	3 units
	BMKT	4175	Marketing in China	3 units
	BMKT	4185	Retailing	3 units
	BMKT	4195	Sales Management	3 units
	BMKT	4205	Seminar in Contemporary Marketing Issues	3 units

IV.	General Education			38 units
				──────
				128 units

Graduates from associate degree and higher diploma programmes in business or related disciplines can also be exempted from Year 1 and Year 2 courses if they have studied relevant courses in their previous studies to be assessed and approved for exemption by the Programme.

*	Graduates from associate degree and higher diploma programmes in business or related disciplines are normally admitted directly into Year 3 of the Programme, with Year 1 and Year 2 of study being exempted.