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Undergraduate Programmes

Marketing

Bachelor of Arts (Hons) Marketing

市場學(榮譽)文學士

Course Code: 1545-DP074A (CE 68-836-00/71)
  • QF Level: 5 QR Registration No.: 15/002103/L5 Validity Period: 01/09/2015 to 31/08/2019
enquiries
Ms. Tina Lam
T: 2910 7619

Programme
Overview

Programme Overview

This programme is designed for those wishing to pursue a range of careers in the private and public sectors.

The Bachelor of Arts (Hons) Marketing programme provides students with a thorough knowledge and understanding of both the philosophy and functions of integrated marketing communications and brand management. Students will develop core marketing skills such as analysing consumer behaviour, designing market strategy, developing effective integrated marketing communications plans and formulating advertising and public relations strategies. Students will learn to recognise and respond to the complexities of the modern global business environment with a sense of social responsibility.

This programme balances academic knowledge and vocational skills with a broad-base training in order to prepare students to work within a wide variety of organisations in both business and non-profit contexts. The programme also aims to equip students with generic competencies which are applicable in the work place and transferable between jobs that are highly valued by employers. For example, on completion of the course, students will be able to formulate and solve business problems, analyse information, think critically, communicate effectively and possess a range of interpersonal skills.

這個榮譽學位課程專為有志投身私人或公共機構相關職位的學生而設。

市場學(榮譽)文學士課程旨在授學生全面的市場學理論和應用知識。課程內容涵蓋最新的整合市場營銷及品牌管理學的實踐及經驗。通過授分析消費者行為、設計市場策略、制訂整合市場營銷計劃和各項廣告及公關策略,針對性地提升學生於環球市場上的市務策劃能力和對社會責任的認知。

由於課程結合了多元化的學術知識及實用技巧,學生日後可學以致用,從事不同界別的工作,包括:品牌管理、市場研究、客戶管理、顧客服務、公關、人力資源管理、零售管理,以及一概有關消費者或公司與公司之間、甚至非牟利機構的市場推廣。

Programme Highlights

Identical Bachelor’s degree awarded by the University of Hull;

A unique UK honours degree programmes available in Hong Kong that offers a curriculum of studies combining marketing with management;

Face-to-face teaching by both Hull and local lecturers;

Satisfactory employability: over 95% graduates secured first job in less than 3 months upon graduation (2015 IC Graduate Survey);

Graduates are highly recognised by employers and graduates reported satisfactory job offers from large organisations and government departments.

 

Hull

The University of Hull

University of Hull

Established in 1927, the University of Hull encompasses world-class teaching, research, impressive facilities, and a strong support network for more than 16,000 students.

Independent surveys have repeatedly shown that our undergraduates are some of the most satisfied students in the UK, who enjoy the sense of community on our attractive 125-acre campus. We were awarded 5 stars for teaching, employability and facilities by world university ranking experts QS. And the most recent Research Excellence Framework named us among the UK’s top 50 universities for research power.

Hull University Business School

Hull University Business School offers a wealth of opportunities to pursue undergraduate and postgraduate study and research, all designed to enhance your professional or academic development. Our degrees all build a strong understanding of the complexities of the global business environment to help you develop into a responsible, resourceful business leader.

Recognition from two of the leading global accreditation systems for business schools (AACSB and AMBA) has confirmed our status as a leading business school. AACSB accreditation is an internationally recognised accreditation specialised for business schools, and is held by less than 5% of the world’s 13,000 business programmes. This places us in a select group of UK business schools, assures students of our commitment to providing an outstanding experience and further enhances the value of their degree in the global employment market. In the most recent Research Excellence Framework (REF), a nationwide assessment of research at universities published in December 2014, Hull University Business School was placed 37th among 101 UK business schools for research power (research quality x number of staff submitted).

Read More

highlights

赫爾大學

英國赫爾大學於1927年成立,學府的師資、學術研究均達國際級水平;大學設置一流的設施,為全校超過16,000名學生提供強大的支援網絡。赫爾大學持續在獨立調查中,成為本科學生最滿意的英國大學之一。其教學、就業率及設施方面,均被QS世界大學排名評為五星。最近期的英國卓越研究框架(REF)報告亦顯示,赫爾大學的研究能力為全英前50名。

赫爾大學商學院

赫爾大學商學院提供多個學士、碩士與研究生課程,為學員提供專業或學術發展的途徑。商學院享負盛名,同時獲得兩項國際權威認證(AACSB及AMBA)。其中,AACSB 是一項專門為商學院而設的認證,全球13,000個工商課程中僅少於5%課程獲得此項認證;說明赫爾大學商學院持續為高等育的質量提供保證,以及不斷提升其學位在國際就業市場的價值。英國卓越研究框架(REF)2014年的報告顯示,其研究能力(研究質量x提交研究的人員數目)為全英101家商學院中排名37。

Welcome Message

Kathyryn
Professor Kathryn Haynes
Dean, Hull University Business School

I am delighted to be celebrating a decade of successful partnership between Hull University Business School and HKU SPACE.

Our collaboration has grown over the years and we are now offering internationally accredited undergraduate degree programmes – Bachelor of Arts (Hons) Marketing and Management and Bachelor of Arts (Hons) Marketing programmes.

At Hull University Business School we are dedicated to providing top quality education and are proud to hold independent international accreditations such as AMBA and AACSB, the latter of which is held by less than 5% of the world’s 13,000 business programmes.

This commitment to quality is reflected in our collaborative degrees in Hong Kong, all of which are accredited by the Hong Kong Council for Accreditation of Academic and Vocational Qualifications (HKCAAVQ). In addition our accounting degree has been accredited by the Hong Kong Institute of Certified Public Accountants (HKICPA), as well as achieving exemptions from many major international accounting bodies.

Ensuring our students are fully prepared for a successful future career in the global job market is the cornerstone of our provision. Teaching is delivered by Hull academics and is informed by their research, meaning that all our students learn cutting-edge theories and practice. Combined with the excellent facilities and support of the International College, students can be certain of developing key skills and knowledge to make them very desirable to employers.

Of course graduates from the programmes are invited to join a thriving community of Hull alumni in Hong Kong, as well as enjoying continued support from both HKU SPACE and Hull University Business School.

We look forward to continuing to develop our relationship with HKU SPACE for many years to come, playing our role at the forefront of education in Hong Kong.
I wish you well in your studies.

Professor Kathryn Haynes
Dean

 

Content and
Teaching

Programme Structure

The entire Bachelor of Arts (Hons) Marketing programme comprises 18 modules or 360 credits. Students are required to take 120 credits’ worth of modules each year and normally complete the entire programme in three years of full-time study in the UK. In Hong Kong, only the Second Year and Final Year modules are offered. Students are required to complete 9 modules over 3 terms of study for graduation (180 credits).

In Hong Kong, only the Second Year and Final Year modules will be offered. Students with relevant qualifications, such as the Higher Diploma in Business (Marketing and Management) approved by Hull University Business School, are qualified for direct admission to the Second Year of the programme. They are exempted from half of the programme and need to complete only nine modules over three terms of study for graduation. The nine modules are:

Year Semester Unit
Year 2 Term 1 (Sep - Dec)

Consumer and Business Buyer BehaviourCEF

Personal and Management Development CEF

Marketing Communications and Branding CEF

Year 3 Term 2 (Jan - Apr)

Social and Not-for-Profit Marketing

Services MarketingCEF

Independent Study

Year 3 Term 3 (May - Aug)

Strategic Marketing and PlanningCEF

International MarketingCEF

Advertising and Public RelationsCEF

CEF24 Selected modules have been included in the list of reimbursable courses for Continuing Education Fund (CEF) purposes. According to the terms and conditions of the CEF, students seeking reimbursement of the fees under CEF must not have obtained any other publicly-funded financial assistance, such as FASP, for the same programme/ modules to avoid double benefits.

Duration of Study

With maximum exemptions granted, students can complete the enrolled programme in one year in full-time mode.

Teaching mode

Lectures are delivered by Hull academic staff, following the curriculum of each of the on-campus modules. Each module comprises 42 contact hours in a combination of lectures and tutorials. Each module is delivered by Hull academics and supported by local staff.

Assessment

Assessment is based on a variety of assessment methods including student assignments and reports, and final end-of-term examinations. In addition, all students are required to undertake an independent study project on a topic of their choice. For the Independent Study module, there will be no written examination and students will be assessed 100% by coursework comprising an oral presentation and a written report.

Teaching Staff

  • Programme Leaders
    DEAN, Dianne BA Hull, PhD Stirling
    LAM, Sharon W.C. BBA CUHK; MSc Manc; MA HK
  • Teaching Staff - The University of Hull
    AKAMAVI, Raphael DMS London; PgCert HE HUll; MBA Missouri; PhD Leeds
    BRAUND, Steve BA, MPhil Huddersfield
    DAHL, Stephan BSc City; MA (cum laude) EU Barcelona; PhD Luton
    FAIRCLOUGH, Peter MA St Andrew’s
    HARNESS, David BSc Aston; MPhil Central England; PhD Huddersfield
    HOYLAND, Thomas BA, MSc, PhD Hull
    LIU, Wen Ling BA, MBA, MSc Webster; PhD De Monfort
    MUKHUTY, Sumona BCom, PgCert HE, MSc, MRes Hull
    RATNAYAKE, Boraluwe Nilanthi MSc Nottingham; PhD Coventry
    SHABBIR, Haseeb BSc LeedsMSc HuddersfieldPhD Leeds
    SAXENA, Gunjan BA, MA, Rajasthan; MSc, Aberystwyth; PhD, Staffordshire; PgCert HE Hull;
    YEUNG, Fannie BA, MBA, PhD Nottingham
  • Teaching Staff - HKU SPACE
    HO, Jonathan W.M. BSocSc CUHK; MBA SDSU
    HUNG, Yvonne L.Y BBA, MA, PgCertEd HK
    KONG, Michael Y.C. PDip PolyU HK; MBA Sheff; GDip Canberra; ATI; MHKITA
    JONES, Galen E. MSc NUI; CHE
    LAI, Robert K.S. MBA Sheffield; MSc HKUST; PhD Manchester
    LAM, Sharon W.C. BBA CUHK; MSc Manc; MA HK
    LAM, Tina M.H. BComm WSyd; MBA UTS
    SIT, Ronnie H.H. BBA CUHK; MSc Lond
    TAM, Christine T.K. BA, MPhil PolyU HKMA HK
    TANG, Cindy W.Y. BBA BUHK; MA HKUST; MCIM; Chartered Marketer
    YIP, Anthony W.H. BSocSc HK; MSc NapierChartered Marketer

Award and
Careers

Award

Students who have successfully completed the programmes will be awarded the Bachelor of Arts With Honours in Marketing by The University of Hull.

Grad

Professional Recognition

Hong Kong Institute of Marketing HKIM

The Chartered Institute of Marketing CIM

Graduates of this programme meet the education requirement for full membership of Hong Kong Institute of Marketing (HKIM) and will be eligible to apply for the Chartered Postgraduate Diploma in Marketing Programmes offered by The Chartered Institute of Marketing (CIM) and Postgraduate Diploma in Marketing offered by HKU SPACE subject to the fulfillment of work experience requirement.

Career Opportunities

Demand among employers for graduates with a broad business base and related specialism, such as marketing and management, as well as marketing communications, is increasing, as companies face an ever more competitive market environment. The BA (Hons) programme provides students with a strong platform from which to enter roles across a range of business disciplines. These might include brand management, marketing research, account management, customer service, public relations, retail management and a whole host of careers in consumer, business-to-business and non-profit marketing.

Further Studies

The University of Hull qualifications are recognised internationally. On completion of the programme, graduates are qualified for admission to the MSc Marketing offered by HKU SPACE in association with Edinburgh Napier University in the UK.

Graduates of the programme may also pursue further studies in marketing, management, communications, advertising or business-related disciplines at postgraduate level at the Hull University Business School, or at other universities worldwide.

 

Fees and
Funding

Tuition Fee

The tuition fee for 2016/17 intake is HK$12,300 per module covering charges for all lectures, seminars, tutorials, marking of assignments, examinations and registration. The tuition fee level is reviewed and agreed annually and published no later than June, before the next academic year starts.

CONTINUING EDUCATION FUND CEF

Selected modules in the programmes have been included in the list of reimbursable courses for CEF purposes. For details, please refer to Financial Assistance section.

According to the terms and conditions of the CEF, students seeking reimbursement of the fees under CEF must not have obtained any other publicly-funded financial assistance, such as FASP, for the same programme/ modules to avoid double benefits. For details, please refer to http://www.wfsfaa.gov.hk/cef.

Financial Assistance Schemes

Hull University Business School's Bachelor of Arts (Hons) Marketing/ Bachelor of Arts (Hons) Marketing and Management delivered in Hong Kong is successfully accredited by the Hong Kong Council for Accreditation of Academic and Vocational Qualifications (HKCAAVQ). Full-time students are eligible to apply for Hong Kong government grants and low-interest loans, i.e. Financial Assistance Scheme for Post-secondary Students (FASP) and Non-means tested Loan Scheme for Post-secondary Students (NLSPS). For details, please refer to www.wfsfaa.gov.hk/sfo.

University of Hull/ IC Scholarships

Scholarships for the 2016/17 academic year will be announced around October 2016. In the 2016/17 academic year, there were one scholarship for BA (Hons) Marketing and Management programme and BA (Hons) Marketing programme respectively. The amount of each scholarship was HK$12,300.

 

Entry
Requirements

Entry Requirements

An applicant shall hold:

1. a Higher Diploma in Business (Marketing and Management/ Sales, Marketing and Advertising/ Marketing and Media) or an Associate of Business Administration or other equivalent qualifications awarded within the HKU system through HKU SPACE with a GPA of 2.0 or above;

or

2. a related Higher Diploma or Associate Degree offered by HKU SPACE or a Higher Diploma or an Associate Degree from other tertiary institutions in the areas of marketing and/ or management which are recognised by the University of Hull.

Graduates of the HKU SPACE Higher Diploma and Associate Degree programmes recognised by the University of Hull are considered to have met the English requirement. In other cases, applicants should have proof of English proficiency by having:

i) a Grade E in the Use of English in HKALE; or

ii) Hong Kong Diploma of Secondary Education (HKDSE) Examination with minimum score of overall level 4 in English Language (with a minimum of level 3 in each skill); or

iii) IELTS with minimum score of overall 6.0 (with a minimum 5.5 in each skill); or

iv) Pearson Academic Test of English with minimum score of overall 54 (with a minimum 51 in each skill); or

v) recognised equivalent.

Applicants with other equivalent qualifications will be considered on individual merit.

 

Student Work
and Activities

Forum Visit

visit

HKU SPACE 國際學院全日制市場學(榮譽)文學士
了解社會使命對消費者市場的影響:世界社企論壇 2016

社會企業是建立和諧社區及包容的經濟體系,也需要具創意的營商模式和出色的市場策劃。

HKU SPACE 國際學院提供全日制市場學(榮譽)文學士和市場及管理學(榮譽),修讀課程的同學在9月得到參與機構的支持,參加今年在香港舉行的世界社企論壇2016。

同學除了有機會從來自世界各地的講者分享中,了解社企的國際案例和機遇外,更有機會學習香港社企發展的特色。社企重視社會的使命和對社會的影響力,修讀市場學的同學透過活動明白市場管理,也對社會共融、保存本土文化及關心社群發揮重要的角色。

市場學(榮譽)文學士市場及管理學(榮譽)文學士重視培育創意和市場學專業。課程會不時舉辦或參與業界嘉賓講座及公司考察,讓同學學術理論與實戰知識並重。

Firm Visit

HKU SPACE國際學院全日制市場學(榮譽)文學士
裝備加入香港創意工業: Leo Burnett HK公司考察

香港廣告媒體近年變化很大,廣告業百花齊放,不同類型的廣告及媒體公司也吸引不少市場學的畢業生入行。

HKU SPACE 國際學院提供全日制市場學(榮譽)文學士。修讀課程中之廣告及公關科的同學,在7月初到訪Leo Burnett香港公司進行公司考察,度過了一個非常充實的下午。同學除了有機會實地了解入行的要求和工作文化外,更有機會跟人力資源與文化、業務、創作和互動製作部的負責人學習。

Leo Burnett Worldwide是全球最大的跨國廣告公司之一,創立於1935年。作為獲獎無數的跨國傳訊集團,也是不少就讀市場學的同學希望畢業後加入的一家公司。

Leo Burnett 香港公司著重humankind的理念,無論創作作品,以致工作環境也重視人與人之間的互動。公司會議室像一個船艙,加上透明窗戶,營造開放的工作環境。公司內的pantry像一間cafe,還有寬敞的開放式露台,工作與娛樂並存,也鼓勵同事間多溝通。

市場學(榮譽)文學士市場及管理學(榮譽)文學士重視培育創意和市場學專業。課程會不時舉辦業界嘉賓講座或公司考察,讓同學學術理論與實戰知識並重。

1

最後,對市場學創意有興趣的朋友,不妨重溫一下Leo Burnett 的創作名言:

  • Curiosity about life in all of its aspects, I think, is still the secret of great creative people” 
    (在所有的方面,我認為對生活的好奇心,仍是偉大的創意人)
  • When you reach for the stars you may not quite get one, but you won’t come up with a handful of mud either.” 
    (伸手摘星,即使徒勞無功,亦不致一手污泥。)
  • The work of an advertising agency is warmly and immediately human. It deals with human needs, wants, dreams and hopes. Its 'product' cannot be turned out on an assembly line."
    (廣告代理的作品是温暖和人性化的,它觸及人們的需求、慾望、夢想與希望;這些作品,絕對不能在工廠的生產線上完成。)

4

CSM London Summer Study Programme

This programme organised by IC provides a valuable opportunity for students to enroll into a short course in Central Saint Martins College of Arts and Design (CSM), one of the world’s leading institutes for arts and design education with 150 years of history.

IC-ECNU Shanghai Winter Study Programme

This programme enables students to broaden their intercultural outlook by exploring Shanghai’s past and present, discovering local culture, lifestyle and art development. They can also experience East China Normal University’s campus, hall life and study with ECNU students.

 

Note(s)

QF This programme is recognised under the Qualifications Framework. For details of the QF level, registration number and validity period, please visit: www.hkqr.gov.hk.

This is an exempted course under the Non-local Higher and Professional Education (Regulation) Ordinance. It is a matter of discretion for individual employers to recognise any qualification to which this course may lead.