Aims and Characteristics

Programme Aims & Learning Outcomes

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 that is relevant to marketing.

Programme 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 in 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. Each student is assigned a professional mentor, who is an experienced executive or manager in the business world. Mentors 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 in open competitions.

Work-Integrated Education (WIE)
To graduate, every student must complete 100 hours (3 training credits) of WIE. The Department has developed opportunities for students to work in firms either during the summer or as part-timers. Summer placements can be found in Hong Kong, the Chinese mainland or overseas. These, and other forms of work experience, can count towards the WIE requirements.