School of Business

Marketing Concentration

The aim of the Marketing concentration is in continuous pursuit of new marketing knowledge. Students are prepared for careers in diversified marketing areas, such as product and services management, advertising, retailing, marketing research, business to business marketing, sales management, and global marketing. Students in the Marketing concentration are educated in logical, analytical and critical thinking and to develop their ability to apply that thinking to solving real and practical business problems in the marketing world.

The objectives of the Marketing concentration are:

a)	To enable students to build a solid foundation in understanding the basic structure of business;
b)	To instil in students the unique characteristics and underlying principles of the marketing mix;
c)	To educate students in areas of both theoretical and practical functions in the diversified field of marketing; and
d)	To emphasize logical and creative processes and to train students to be versatile and decisive marketing executives.

Requirements

Core Courses					39 units
	ACCT	1210	Principles of Accounting I		3 units
	ACCT	1220	Principles of Accounting II		2 units
	BUS	1190	Mathematics for Business		2 units
	BUS	1200	Statistics for Business		2 units
	BUS	1240	Business & Corporate Social Responsibility		3 units
	BUS	2130	Business Communications		2 units
	BUS	2170	Principles of Law		3 units
	BUS	2210	Organizational Behaviour		3 units
	BUS	3200	Strategic Management		3 units
	BUS	3570	BBA Project		2 units
	ECON	1210	Principles of Microeconomics		2.5 units
	ECON	1220	Principles of Macroeconomics		2.5 units
	FIN	2230	Financial Management		3 units
	Either
	ISEM	2450	Management Information Systems	)
	Or			)	3 units
	ACCT	2510	Accounting Information Systems	)
	MKT	2310	Marketing Management		3 units

Concentration Required Courses					9 units
	MKT	2350	Consumer Behaviour		3 units
	MKT	3110	Marketing Research Methods		3 units
	MKT	3320	Strategic Marketing		3 units

Concentration Elective Courses*					12 units
	BUS	2340	International Business		3 units
	MKT	2770	Marketing Internship		3 units
	MKT	3310	Marketing Communications		3 units
	MKT	3620	Customer Relationship Management		3 units
	MKT	3630	Brand Management		3 units
	MKT	3810	Sales Management		3 units
	MKT	3820	Retailing		3 units
	MKT	3830	Global Marketing		3 units
	MKT	3840	Business to Business Marketing		3 units
	MKT	3850	Marketing in China		3 units
	MKT	3860	Services Marketing		3 units

Complementary Studies Courses				36 units
	Core Requirements
	I.T.	1120	Business Information Systems	3 units
	LANG	1480	University Chinese	3 units
	LANG	1491-2	English I & II	6 units
	U.L.	1121-2	University Life	0 unit
	Physical Education Courses			0 unit
	Values and the Meaning of Life Course			3 units
	Distribution Requirements
	Any two courses outside Business, of which one must be Science course			6 units
	Any two courses outside 1st concentration			6 units
	Free elective courses*			9 units
				──────
				96 units

*	Students are required to take at least 12 units of Level III courses from Concentration Elective Courses and/or Complementary Studies Courses.