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Undergraduate Programmes

Marketing Management

Bachelor of Arts (Hons) Marketing


Course Code: 2245-DP074A (CE 68-836-00/41)
QF Level
  • QF Level: 5 QR Registration No.: 15/002103/L5 Validity Period: 01/09/2015 to 31/08/2024
Continuing Education Fund Reimbursable Course

Continuing Education Fund Reimbursable Course (selected modules only)
Some modules of this course have been included in the list of reimbursable courses under the Continuing Education Fund.

Ms Abbey Tsui
T: 2867 8325


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.




Programme Highlights

programme Highlight

Hull Business School

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 aacsb   amba

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, named Hull University Business School among the UK’s top 50 universities for research power (research quality x number of staff submitted). It is also ranked 47th in the subject area of Business, Management and Marketing in the Guardian University League Table 2023 and 37th in the list by the Center for World University Rankings (CWUR) in 2022/23. 

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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)一項針對大學研究的全國性評估,赫爾大學商學院被評為英國研究能力排名前50的大學 (研究質量 x 提交的人員數量)。還在2023年衛報大學排行榜中的商業、管理和營銷學科領域排名第47位,在2022/23年世界大學排名中心 (CWUR) 的榜單中排名第37位。

Welcome Message

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


More Programmes:

Content and

Programme Structure

In the UK, the entire Bachelor of Arts (Hons) Marketing programme comprises 18 modules or 360 credits. 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:

*Programme may be modified without prior notice. 

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

Integrated Marketing Communications and BrandingCEF

Consumer and Business Buyer BehaviourCEF

Social and Not-for-Profit Marketing

Year 3 Term 2 (Jan - Apr)

Research Methods

Digital Marketing and Social Media CEF

Strategic Marketing Planning and AuditingCEF

Year 3 Term 3 (May - Aug)

Research Project

Services MarketingCEF

International MarketingCEF

CEF24 Some modules of this course have been included in the list of reimbursable courses under the Continuing Education Fund. 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

Face-to-face teaching 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. Each module is delivered by Hull academics and supported by local staff.


Assessment is based on a variety of assessment methods including student assignments and reports, and final end-of-term examinations. Details are listed below.

* Programme and assessment may be modified without prior notice. 

Module Credit Coursework Examination
Integrated Marketing Communications and Branding 20 Yes No
Consumer and Business Buyer Behaviour 20 Yes Yes
Research Methods 20 Yes No
Digital Marketing and Social Media  20 Yes No
International Marketing 20 Yes Yes
Research Project 20 Yes No
Social and Not-for-Profit Marketing 20 Yes No
Services Marketing 20 Yes No
Strategic Marketing Planning and Auditing 20 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
    NICHOLSON, Margaret MBA, PHD Lincoln
    ANDREWS, Peter BA Humberside; PgDip CIM
    KRONEMANN, Bianca PhD UOB; MSc SU; BSc SDU Denmark
  • Teaching Staff - HKU SPACE
    SIT, Ronnie H.H. BBA CUHK; MSc Lond
    TAM, Christine T.K. BA, MPhil PolyU HKMA HK
    TAM, Vivian W.Y. BA, MPhil PolyU HKMA HK
    LEUNG, Dora P.K. BBA, MSc CUHK
    TSE, Theresa S.M. BA York; MBA PolyU HK
    CHENG, Eric, C.H. PhD UniSA; MSc CUHK; MAB CityU
    CHAN, Jeremy C.Y. BA SFU; MSc UCD

Award and


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


QF level logos

Professional Recognition

Hong Kong Institute of Marketing 123

Graduates of this programme meet the education requirement for full membership of Hong Kong Institute of Marketing (HKIM).

Career Opportunities

In the highly competitive business environment in HK, more employers demand graduates with broad business knowledge and related specialism, such as marketing and management as well as digital marketing and social media. The two Bachelor Degree programmes of Hull provide students with a strong foundation of extensive scope of business disciplines which uplift the employability of the graduates who intend to establish their career in digital marketing, social media, mobile marketing, brand management, marketing research, advertising or public relations, retail management and a whole host of careers in commercial and public sectors.

Further Studies

The University of Hull qualifications are recognised internationally. Graduates with an honours degree of the two programmes would qualify for admission to the following programmes offered by College of Business and Finance, HKU SPACE: 

1. MSc Marketing/ MSc Marketing with Festival and Event Management in collaboration with the Edinburgh Napier University, UK; 
2. MSc Marketing in collaboration with the University of Leicester; 
3. MsC Digital and Social Media Marketing in collaboration with University of Plymouth; and 
4. Postgraduate Diploma in Marketing 

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.


Fees and

Tuition Fee

The tuition fee* for 2024/25 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. 


Some modules of this programme has been included in the list of reimbursable courses under the Continuing Education Fund. 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

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

HKU SPACE IC Scholarships

Scholarships for the 2023/24 academic year were announced in October 2023. In the 2023/24 academic year, there is one scholarship for BA (Hons) Marketing and Management programme and BA (Hons) Marketing programme respectively. The amount of each scholarship was HK$10,000.

IC Entry Scholarships 

more Details 


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;


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


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


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。



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


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.




Continuing Education Fund Reimbursable Course Some modules of this course have been included in the list of reimbursable courses under the Continuing Education Fund.

This course is recognised under the Qualifications Framework (QF Level 5).

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.