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 an integrative way for effective marketing;
• an appreciation of the responsibilities of marketing professionals within broader environmental and international contexts; and
• literacy in the use of information systems and technology that are 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 play 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, which includes a wide range of extracurricular activities such as leadership training camps, peer tutoring mentorship, and overseas and Chinese mainland exchanges. Each student is assigned a professsional mentor who is an experienced executive or manager in the business world who provides advice and support and helps 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 graduates are well equipped with both theoretical and practical experience. Our students and graduates have a distinguished track record of obtaining awards in open competitions.
 

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