Global Marketing Management

Program Overview:
The Bachelor of Business Administration with a concentration in Global Marketing Management at Hong Kong Baptist University offers students a comprehensive education in the principles and practices of international marketing. This innovative program is designed to equip students with the essential knowledge, skills, and global perspectives needed to succeed in the dynamic world of international commerce. Throughout the course of study, students will explore core topics such as market research, consumer behavior, branding, digital marketing, and strategic planning, all within the context of global markets. Emphasis is placed on understanding cultural differences, adapting marketing strategies for diverse audiences, and analyzing global economic trends to make informed business decisions.

Students will benefit from a multidisciplinary approach, integrating insights from business management, communication, and cultural studies to develop a well-rounded understanding of global marketing environments. The program also emphasizes practical experience through case studies, group projects, internships, and industry seminars, fostering critical thinking and real-world problem-solving skills. In addition, students are encouraged to engage with international markets through diverse coursework, enabling them to develop culturally sensitive marketing strategies and appreciate the complexities of global supply chains and regulatory environments.

The curriculum is constantly updated to reflect the latest trends and technological advancements in marketing, including digital marketing strategies, data analytics, social media engagement, and e-commerce. By the end of the program, graduates will be prepared to pursue careers in multinational corporations, marketing agencies, export/import firms, and global consulting firms, or to undertake further studies in business or marketing disciplines. The program also aims to cultivate strong ethical standards and social responsibility, ensuring graduates are equipped to promote sustainable and ethical marketing practices worldwide.

Hong Kong Baptist University’s strategic location in Hong Kong, a major international business hub, provides students with unmatched opportunities for networking, internships, and industry exposure. Faculty members are experienced professionals and scholars dedicated to mentoring students and fostering an innovative learning environment. With a rich multicultural campus life and strong industry partnerships, the program offers a vibrant ecosystem for aspiring global marketing professionals to thrive. Whether students aspire to lead marketing campaigns across borders or develop innovative solutions for international markets, this program provides the foundational expertise and global outlook required for a successful career in global marketing management.

Academic Qualification

1. A good degree in any subject (an upper second class (2:1) honours or higher; or equivalent); or
2. Approved professional qualification combined with a desire to learn about principles and practices of marketing.

Applicants do not need prior marketing or management experience.

Language Proficiency Requirement

A national (or university graduates) of a majority native English speaking country do not need to complete a specific English language qualification.
Other than students from native English speaking countries, an English language qualification is required: IELTS is our preferred test of language. You need at least an IELTS overall band score of 6.5 or equivalent, but 7.0 with at least 6 in all the component tests is desirable. If you are unable to sit the IELTS, you should take TOEFL. If you take TOEFL, please note that the internet-based test (iBT) is the only TOEFL qualification that we accept.  TOEFL iBT’s equivalent: 88.
 

Want to improve your English level for admission?

Prepare for the program requirements with English Online by the British Council.

• ✔️ Flexible study schedule
• ✔️ Experienced teachers
• ✔️ Certificate upon completion

📘 Recommended for students with an IELTS level of 6.0 or below.

Enroll in the course

MScGMM Academic Scholarships
Scholarships of HK$10,000 will be granted to students with outstanding academic performance at the end of the programme. Students do not need to apply for the scholarship under this merit-based scholarships scheme.

MScGMM Global Exposure Award
Applicants with global exposure can apply for the MScGMM Global Exposure Award. The amount of HK$20,000 will be granted to each awardee. Applicants will be assessed based on their extent and degree of cultural experience, including but not limited to international education or working experiences and participation in prominent international organisations or events. The result will be announced before they are admitted to the programme. This award will be issued by the HKBU Department of Marketing in semester two. 

Life-long Learning Award
Graduates (associate degree or above) of HKBU, HKBU-SCE and UIC are entitled to a Life-Long Learning Award of HK$10,000 if they are being admitted to this programme. This award will be issued by the HKBU Department of Marketing in semester two.

There are a number of scholarships from the University of Sheffield ranging from £1,000-£5,000.

The Bachelor of Business Administration with a major in Global Marketing Management at Hong Kong Baptist University is a comprehensive program designed to prepare students for the dynamic and competitive field of international marketing. This programme typically combines core business principles with specialized courses that focus on global marketing strategies, consumer behavior, digital marketing, brand management, and international market research. Students are encouraged to develop critical thinking, analytical skills, and cross-cultural competencies essential for managing marketing operations across diverse markets.

Throughout the course of study, students will gain practical experience through case studies, projects, internships, and opportunities for international exchanges or fieldwork, enabling them to understand real-world marketing problems and develop innovative solutions. The curriculum emphasizes contemporary marketing tools such as digital marketing platforms, social media, data analytics, and e-commerce, reflecting current industry trends. Additionally, the programme aims to foster soft skills such as communication, leadership, and teamwork, which are vital for successful marketing management in a global context.

The faculty comprises experienced academics and industry experts who bring a mixture of academic rigor and practical insights into the classroom. The programme is designed to be flexible, offering various elective courses that allow students to tailor their studies according to their interests within the broad field of global marketing. Upon graduation, students are well-equipped for careers in marketing management, brand development, market research, advertising, and sales in multinational corporations, non-profit organizations, or entrepreneurial ventures. The degree also provides a solid foundation for those who wish to pursue postgraduate studies in business or marketing-related fields.

The university maintains strong links with industry partners and offers students networking opportunities, career counseling, and workshops to enhance their professional development. The global-oriented nature of the program reflects Hong Kong Baptist University’s commitment to preparing graduates for the increasingly interconnected and competitive global economy. The programme’s interdisciplinary approach integrates business fundamentals with marketing expertise, ensuring graduates can adapt to changing market conditions and employ innovative strategies to achieve organizational goals.