Bachelor of Arts (Hons) Marketing
市場學(榮譽)文學士Course Code: 1745-DP074A (CE 68-836-00/91)
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.
• Identical Bachelor’s degree awarded by the University of Hull;
• A unique UK honours degree programme available in Hong Kong that offers a curriculum of studies combining marketing with management;
• Face-to-face teaching by both Hull and local lecturers;
• Graduates are highly recognised by employers and graduates reported satisfactory job offers from large organisations and government departments.
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).
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
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. This programme designs for the marketing portfolio acknowledged some specific marketing themes to lead students to become emerging professional marketers.
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 9 modules over three terms of study for graduation. The 9 modules are:
|Year 2||Term 1 (Sep - Dec)|| |
Integrated Marketing Communications and Branding
Consumer and Business Buyer Behaviour
Social and Not-for-Profit Marketing
|Year 3||Term 2 (Jan - Apr)|| |
Digital Marketing and Social Media
Strategic Marketing Planning and Auditing
|Year 3||Term 3 (May - Aug)|| |
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.
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 intensive seminars, lectures and tutorials. Face-to-face intensive seminars and local lectures/tutorials by Hull or local lecturers are available.
Assessment is based on a variety of assessment methods including student assignments and reports, and final end-of-term examinations. Details are listed below.
|Integrated Marketing Communications and Branding||Yes||No|
|Consumer and Business Buyer Behaviour||Yes||Yes|
|Digital Marketing and Social Media||Yes||No|
|Social and Not-for-Profit Marketing||Yes||No|
|Strategic Marketing Planning and Auditing||Yes||Yes|
Programme Teaching Staff
- Programme Leader
LIU, Wen-Ling BA, MBA, MSc Webster; PhD De Monfort SIT, Ronnie H.H BBA CUHK; MSc Lond
- Teaching Staff - The University of Hull
LIU, Wen-Ling BA, MBA, MSc Webster; PhD De Monfort HARNESS, David BSc Aston; MPhil Central England; PhD Huddersfield RATNAYAKE, Boraluwe Nilanthi MSc Nottingham; PhD Coventry YEUNG, Fannie BA, MBA, PhD Nottingham RHODES, Paul Fearnley BA Manchester; MBA Leeds Nicholson, Margaret
- Teaching Staff - HKU SPACE
SIT, Ronnie H.H. BBA CUHK; MSc Lond LAM, Tina M.H. BComm WSyd; MBA UTS TAM, Christine T.K. BA, MPhil PolyU HK; MA HK TANG, Cindy W.Y. BBA BUHK; MA HKUST; MCIM; Chartered Marketer YIP, Anthony W.H. BSocSc HK; MSc Napier; Chartered Marketer TAM, Vivian W.Y. BBA CUHK; MSc UST; MBA UST
Students who have successfully completed the programme will be awarded the Bachelor of Arts With Honours in Marketing by The University of Hull.
Hong Kong Institute of Marketing
The Chartered Institute of Marketing
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).
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.
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 University of Hull Business School, or at other universities worldwide.
The tuition fee* for 2019/20 intake is HK$12,500 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.
*The tuition fee is reviewed annually and is subject to change without prior notice.
CONTINUING EDUCATION FUND
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 2018/19 academic year were announced in October 2018. In the 2018/19 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.
(for all CC and HPSHCC AD/HD Graduates)
Applicants from HKU SPACE CC/HPSHCC graduates or alumni are entitled to a scholarship of HK$5,000 for enrolling an IC undergraduate programme in 2019/20. If you achieve a CGPA of 2.8 or above in your sub-degree programme, you will be awarded an additional incentive of HK$5,000 (total scholarship amount: HK$10,000).
To be eligible for the scholarship and/or the incentive, you are required to pay the deposit as stipulated in the conditional offer letter or the tuition fee as stipulated in the final offer letter, whichever applicable, on or before the payment due date. The total scholarship amount (either HK$5,000 or HK$10,000) will be disbursed to you after the commencement of the programme on which you have successfully enrolled.
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;
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.
HKU SPACE 國際學院全日制市場學(榮譽)文學士
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。
裝備加入香港創意工業： Leo Burnett HK公司考察
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。
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”
- “When you reach for the stars you may not quite get one, but you won’t come up with a handful of mud either.”
- 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."
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.
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.