BBA Marketing (Streams: Global Marketing / Marketing Analytics)

CityUHK BBA Marketing stands out from other BBA and Marketing programmes by providing a pioneering approach “i-Marketing + Global Marketing & Marketing Analytics”:

i-Marketing +

• The “i” element of our programme refers to INTERACTIVE, INTERNATIONAL and INTELLIGENCE. 
• Our programme is practical and digital marketing-oriented. With its discovery-enriched curriculum design, students in CityUHK Marketing interact and connect with world-class professors, top business leaders, experienced alumni, and executives from partner companies. They are strong in teamwork, presentation, problem-solving, and communication with people of different backgrounds and cultures. As key technologies and trends will drive changes in the marketing industry, our various digital marketing courses are set to prepare students for facing the challenges of the digital marketing environment.
   

CityUHK BBA Marketing consists of two main streams:

Global Marketing Stream

The stream aims to equip students with marketing knowledge in a global context. Students are expected to be outgoing and culture-sensitive, and prepared to be exposed to marketing strategies and institutions in various regions and countries. They have to complete a foreign language course and may have a chance to join more than one exchange program during their study period.  All of these efforts ensure students are well-equipped and possess a strong foundation to succeed in the future world of work.

Marketing Analytics Stream

The stream aims to prepare students to be big data marketing experts with advanced data analysis skills. They are capable of interpreting and utilizing data to develop effective marketing strategies.  Students are expected to be strong in numeric skills and statistical knowledge and be proficient in social media and digital marketing.  Students may participate analytics-related internships and professional certification courses outside the program to become certified professionals in the field. 

Joint Degree Programs with ESSEC Business School (ESSEC) and National Taiwan University (NTU)

The Department of Marketing distinctly encourages students to broaden their horizons, and to engage actively in exchange and overseas internship programs. In line with its aspirations, the Department organizes joint degree programs with top universities - ESSEC Business School and National Taiwan University (NTU) - for elite students to obtain two internationally recognized degrees within 4 years. Students, through the program, could sharpen their sense of culture, while building all-rounded competitive strengths and developing their blueprint for future career development. The Department is committed to supporting students in pursuit of academic excellence. Scholarships are available for students admitted to the joint programmes

• ESSEC Business School (ESSEC) is one of the top Business Schools in Europe and one of those few Business Schools well-recognized by all EQUIS, AMBA, and AACSB. It is ranked the top among Bachelor Degrees in France by ‘Le Point’ (a French magazine) in 2022. ESSEC provides internationalized education: one-third of its students are from 98 countries and it has been receiving over 500 inbound exchange students around the globe every year.
• National University of Taiwan (NTU) is the top one university in Taiwan ranked 68th on QS World University Ranking in 2022, being the only university ranked within the Top 100 Universities in the World. NTU is the alma mater of many eminent Taiwanese, including the Nobel Prize winner.
• More can be found at https://www.youtube.com/watch?v=yPry_IU-qjk&t=11s
   

市場營銷學系提出嶄新的「i-Marketing + Global Marketing & Marketing Analytics」培訓概念，致力於培育營銷專才及商業領袖：

i-Marketing +

•  “i” 意思指 INTERACTIVE, INTERNATIONAL 及 INTELLIGENCE
• 課程涵蓋如何應用各種互聯網工具，實戰為本，課題活潑生動，強調學生、商界和導師三方交流；透過每年舉辦的「傑出學生巿場顧問計劃」，讓學生掌握更多實戰經驗；學系特別鼓勵學生多參加交換生計劃及海外實習，擴闊國際視野。

市場營銷 -環球市場營銷

旨在鼓勵學生積極面向世界，了解各地文化特色, 培養學生成為具環球視野的營銷精英，將來為企業靈活制定相關地區和國家的營銷策略。學生須修讀一門外語，並有機會參加多次海外交換生計劃，讓學生具備充分的能力和堅實的基礎，在未來職場環境中取得成功。

市場營銷 - 營銷數據分析

旨在培養學生成為大數據營銷專才，擁有極強的數據分析力，能解讀及利用數據制定具成效的營銷策略。學生具備數學和統計學的專業知識，精於社交媒體和數碼營銷，為企業從大數據中發掘商機。學生更可參加與數據分析相關的實習和專業認證課程，成為未來數據營銷領域中具認證的專才。

與法國和台灣著名學府合辦雙聯學士學位課程

學系特別鼓勵學生擴闊國際視野，多參加交換生計劃及海外實習，學系更分別與頂尖的法國高等經濟商業學院(ESSEC)和國立台灣大學 (NTU)合辦雙學位課程，讓優秀的學生在四年內獲取兩個國際性的學位，培養多元文化觸覺，打造全方位的職場競爭力，開拓自己的事業版圖。

• 法國高等經濟商業學院(ESSEC) 是歐洲最頂尖的商學院之一，被稱為「巴黎三大高商」，是少數獲得「商學院三重認證」的院校，更是法國雜誌 ‘Le Point’ 的 Bachelor Degree in France 2022 Ranking獲得第一名。ESSEC非常國際化，有1/3學生為來自98個國家的國際學生，每年有逾500位國際交流生。
• 國立台灣大學 (NTU)是台灣排名第一的大學，於2022年QS世界大學排名是68，是全台灣唯一入選QS 排名前100名的大學，不少台灣名人都於台大出身，亦是台灣諾貝爾獎得主所在的學府。
• 詳情可瀏覽 https://www.youtube.com/watch?v=yPry_IU-qjk&t=11s
   

The CityUHK BBA Marketing programme not only provides students with an interactive Internet-related learning environment and international exposure, but also with practical opportunities through which they can address real business issues by working collaboratively with local and global companies and peers. Students can combine classroom learning with on-site internships by working in top companies. 

CityUHK BBA Marketing is your best choice, setting you apart from other marketing graduates in the industry.

The College of Business is among the top three business schools in Asia (https://www.cb.cityu.edu.hk/About-the-College/Accreditation-and-Rankings/International-Rankings)

Entrance scholarships of up to HK$265,000 are available for elite students (https://www.cb.cityu.edu.hk/ug/admissions/apply/scholarships)

Overseas exchange and summer programmes are offered at over 200 partner universities around the globe! (https://www.cb.cityu.edu.hk/ug/admissions/exchange)

Over 80% of students secure local and global internship opportunities in areas including banking, accounting, IT and consulting.

For details of the programme’s curriculum structure, please visit the 'Undergraduate Catalogue'.

Marketing careers are not only exciting and rewarding, but can also lead to top management positions. Marketing is an ideal field for those who enjoy working in teams and formulating strategies for company growth.

Business Career Services

The Business Career Service is committed to helping you enhance your employability by guiding you through all stages of the career development process, and by providing you with personalised career consultation with a coordinated team of advisors, plus career development workshops and career fairs, recruitment events, and up-to-date career related information. We offer students unique opportunities to build sustainable networks with industry communities. We aim to achieve these goals through providing

• Personalised service
• Up-to-date information
• Sustainable networks
• Coordinated advisors

Mr Kunal Parwani

Head or Risk, Asia-Pacific (Regulated Businesses)
Amazon

“The Marketing Programme has equipped me with the skills and knowledge necessary to embark on an illustrious career. The many academic and co-curricular opportunities, combined with the unfailing support and guidance from the Department’s renowned academics, provide a platform enabling ambitious students to excel and to realise their dreams”.

Mr Vincent Ha

Co-founder & CEO
VeTrackr Limited

“I really enjoyed the courses in CityU Marketing, and the lecturers were very good at both equipping us with the necessary knowledge in business and marketing and helping us to plan our careers. The most impressive thing about this programme is that all students have the chance to practise their marketing skills in the real business world during the final year projects. It was a valuable experience, and we worked with senior executives from multinational corporations. I am proud to be an alumnus of CityU Marketing”.

Ms Sherry Cheung

Managing Director
Ad Hoc Marketing Communication Limited

“Let me take this opportunity to thank everyone in the Department of Marketing. The professors and lecturers in the programme inspired me in terms of entrepreneurship, creativity and business ethics. Equipped with this valuable knowledge, I started my second business in sustainable education and kids’ soccer training, and now I am the Principal of the school. My first business was a marketing agency that I ran for 13 years”.

More alumni sharing can be found at:

https://www.youtube.com/watch?v=D3kNZR-wOXM

https://www.youtube.com/watch?v=zbHvmO6yQFE&t=5s

https://www.youtube.com/watch?v=DGodevmY6BU&t=8s

https://www.cb.cityu.edu.hk/mkt/bbamkt/Fruitful-U-life/Student-Alumni-Sharing/
 

Company Consultancy Project

We emphasize current issues in Marketing and provide ample learning opportunities for students to gain professional competence and create their own success stories. Our students work as professional consultants, and their tasks involve understanding consumer buying behavior, analyzing key competitors, and formulating creative and cost-effective marketing strategies to explore new business opportunities.

Details can be found at https://www.youtube.com/watch?v=P737v2TtZNU

Some of our Company Partners

The Company Consultancy Projects are well recognized in the industry and widely reported in the media. All of the participating companies highly commend the students for their creativity and presentation skills. Every year, many outstanding students have received Company Consultancy Project Awards for their innovative strategies and contributions.

Internship Programme

Our students gain rich work experience through internship programmes, which include the Disney Cultural Exchange and Business Practice Internships organised by the College of Business. They enjoy the numerous opportunities offered to them in prominent advertising firms and in the marketing departments of global brands.

Business Leader Forum

To provide students with a more concrete and in-depth understanding of the real business environment, we regularly invite marketing professionals and business leaders from different sectors to share their unique work experiences and success stories with students. Dinner events with the speakers are arranged, to provide students with valuable opportunities to interact with business leaders. Past guest speakers include Mr Wing-Ching Shih (Founder of Centraline Property Agency Limited), Ms Ming Chan (General Manager of Hong Kong Airlines) and Ms Lily Au (Managing Director of General Mills Hong Kong and Taiwan).

Overseas Summer Programmes 

It is Derek Fung’s exchange story at the University of Bath in UK. He celebrated Holi Festival with his friends!    
“No matter where you are, led your colorful life!”

It is Chelsi Chan’s exchange story at the University of New Hampshire in US. She spent a relaxing afternoon on the Brooklyn Bridge.    
“Endeavor something remarkable when you are young.”

Orientation Camp 

Strategic Marketing Committee

More can be found here.

Department of Marketing  
College of Business  
Undergraduate Catalogue 
CityU Talents Programme  
CityU Scholarships for Hong Kong Talents