Aims and Characteristics

Programme Aims

This programme provides students with:
 

• A well-rounded business education;
• Competence in the analysis, planning, implementation and control of marketing decisions;
• Analytical ability and research competence;
• The ability to communicate, interact and intervene in the integrative role that is ascribed to marketing;
• Appreciation of the responsibilities of marketing professionals within broader environmental and international contexts; and
• Literacy in the use of information systems and technology relevant to marketing.

Characteristics

The programme focuses on the development of practical skills and academic and professional knowledge. It places a strong emphasis on interactive and student-centred learning methods, including case studies, role playing and simulation exercises. It offers a wide range of subject choices, including Consumer Behaviour, Integrated Marketing Communications, Social Media Marketing, Marketing Research, Services Marketing, Digital Marketing and Marketing Management in China.
 

All students within the Faculty of Business are encouraged to participate in the Whole Person Development Programme (WPDP), which includes a wide range of extracurricular activities such as leadership training camps, peer tutoring mentorship, and overseas and Chinese mainland exchanges.
 

Students can be assigned mentors, experienced executives or managers in the business world who provide advice and support and help students to plan their careers and prepare for their first jobs after graduation.
 

Subject to availability, BBA students can spend a semester studying at another university overseas or in the Chinese mainland and have the credits counted towards their PolyU degree.
 

Marketing students are well equipped with both theoretical and practical experience upon graduation. Our students and graduates have a remarkable track record of obtaining awards from open competitions.
 

The Department has also developed opportunities for students to work in firms either during the summer vacation or as part-timers to fulfil 100 hours (3 training credits) of Work-Integrated Education (WIE) requirement. Summer replacements may be found in Hong Kong or the Chinese mainland or overseas. These, and other forms of work experience, can count towards the WIE requirement.