School of Business

Bachelor of Business Administration (Hons) - Marketing Concentration

Programme Code


Year of Entry

Year 3

Mode of Study

Full Time

Duration of Study

4 Years

Medium of Instruction

The medium of instruction for classroom teaching (in all forms) at HKBU is English, except for those courses that are granted exemption.

Fund Type

Government Funded

Class Start Date

September 2024

Annual Tuition Fees

HK$42,100 (local); HK$145,000 (non-local) i

Credits Required for Graduation


Programme Description

The Bachelor of Business Administration (Hons) Programme (Marketing Concentration) nurtures students to become competitive and ethical business leaders in the global marketplace. We emphasize the linkage between theory and practice by connecting students with the industry. Our pedagogical approach equips students with up-to-date marketing knowledge and practical experience through various activities including seminars, field studies, internships, service learning, etc. The department aims at realizing students' conceptual ability to resolve marketing problems and contribute to the well-being of the society.

Unique Features

  • To enable students to build a solid foundation in understanding the role marketing plays in a business.
  • To instill in students the unique characteristics and underlying principles of marketing management.
  • To equip students with necessary theoretical knowledge as well as real-life experience to manage marketing programmes through credit bearing marketing internship, global marketing field study courses, and company based final year honour projects.
  • To provide students with knowledge in managing a number of specialized marketing areas, such as strategic digital marketing, sales management and service marketing.
  • To nurture a sense of ethics and social responsibility that prepares students to be visionary marketing leaders.
  • Students can pursue additional graduation options including Double Concentration within BBA, or a Minor in non-business discipline.

Student Learning Experiences

  • All BBA students are required to complete at least 120 hours of experiential learning activities (exchange/internship/service learning) before graduation.
  • All BBA students must have completed 20 hours of courses on LinkedIn Learning platform during their studies at HKBU to be qualified for graduation.

Career Opportunities

Graduates can develop careers in advertising, brand management, digital marketing, event marketing, marketing research, product management, public relations, retailing, and sales management.



  1. Subject to University annual review.

We adopt a holistic approach in selecting applicants on individual merits. Applicants are required to meet the University entrance requirements, English Language requirements and Programme entrance requirements (if any).


Associate Degree/ Higher Diploma Students/ Holders

Local final year students or graduates of an Associate Degree/ Higher Diploma programme at an institution recognised by the University are eligible for publicly-funded senior year places.


Transfer Students

Transfer students who are currently enrolled in a Bachelor’s degree or higher degree programmes at a local or non-local university may apply. 

Please note that according to the guidelines of the University Grants Committee (UGC) on inter-institutional transfer of students, repeating of UGC-funded undergraduate study across institutions, irrespective of whether there is a change of programme or discipline, is generally discouraged unless under very exceptional circumstances.