Marketing Management

Program Description: Marketing Management at The Hong Kong Polytechnic University

The Bachelor of Business Administration (Hons) in Marketing Management at The Hong Kong Polytechnic University is a comprehensive undergraduate programme designed to equip students with the essential knowledge, skills, and practical experience needed to excel in the dynamic field of marketing. This programme offers students a solid foundation in core business principles while providing specialized training in marketing strategies, consumer behavior, digital marketing, brand management, and market research. Through a combination of theoretical learning and practical applications, students gain an in-depth understanding of how marketing functions within various industries and global markets.

Our curriculum emphasizes experiential learning, including case studies, internships, and project-based assignments, enabling students to apply theoretical concepts to real-world scenarios. Students will explore the latest trends and innovations in digital marketing, social media, data analytics, and e-commerce, preparing them to navigate the rapidly evolving marketplace. The programme also fosters critical thinking, creativity, and strategic planning skills necessary for developing effective marketing campaigns and managing brand identities.

Students benefit from our strong industry connections and internship opportunities with leading companies locally and internationally, giving them valuable work experience and professional networks. The programme is delivered by experienced faculty members who are actively involved in research and consulting, ensuring that students receive up-to-date knowledge and practical insights.

Graduates of the Marketing Management programme will be well-equipped for diverse career opportunities in marketing, advertising, sales, market research, brand management, digital marketing agencies, and consulting firms. They will also possess the entrepreneurial mindset to develop their own ventures or innovate within existing organizations. With a curriculum aligned to industry standards and the needs of the global market, this programme aims to foster future marketing leaders who can adapt to technological advancements and cultural diversity.

Overall, the Bachelor of Business Administration in Marketing Management at The Hong Kong Polytechnic University offers an excellent platform for students passionate about understanding consumer behavior, creating compelling marketing strategies, and contributing to the growth of businesses worldwide. The programme prepares graduates not only for immediate employment but also for lifelong learning and professional development in the ever-changing landscape of marketing and business.

Compulsory Subjects

• Marketing Management
• Marketing Economics
• International Marketing
• Introduction to Customer Value
• Consumer Behaviour

Elective Subjects

Any 5 subjects from

• E-Commerce
• Marketing Strategy
• Services Marketing
• Business to Business Marketing
• Sales Management
• Innovation and Product Management
• Marketing Research
• Brand Management
• Promotion and Advertising
• Marketing Management in China

Any 1 subject from

• E-Commerce
• Marketing Strategy
• Services Marketing
• Business to Business Marketing
• Sales Management
• Innovation and Product Management
• Brand Management
• Promotion and Advertising
• Marketing Management in China 

Plus Dissertation Subjects

• Marketing Research
• Marketing Management Dissertation 

Ethics Subject 

• Business Ethics

Requirements

• To be eligible for admission to the programme, you should have a Bachelor's degree or equivalent academic/professional qualifications. There is no restriction on your previous background – business, engineering, social sciences, natural sciences, humanities, law and others are all acceptable.
• Priority will be given to those with relevant work experience. 
• An overall score of at least 6.5 (with score for the writing component at 6.0 or above) in the International English Language Testing System (IELTS); or
• For TOEFL, 575 or above in paper-based test (with a score of at least 4 out of 6 in the Test of Written English); or 90 or above in internet-based test (with a writing score of 23 or above)
• Alternatively, consideration will be given to acceptable scores in other internationally-recognised public examinations, such as the Graduate Record Examination (GRE) or the Graduate Management Admission Test (GMAT).
• Suitable candidates may be invited to attend admission interviews.

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

Summary of Financing Studies for the MSc in Marketing Management at The Hong Kong Polytechnic University:

The MSc in Marketing Management program at The Hong Kong Polytechnic University is designed to provide students with in-depth knowledge of marketing theories, strategic planning, consumer behavior, digital marketing, and data analytics. As an internationally recognized institution, PolyU offers a comprehensive curriculum supported by state-of-the-art facilities, experienced faculty, and strong industry connections. The program’s cost structure includes tuition fees, which are set annually and vary slightly depending on the academic year. For international students, the tuition fee is approximately HKD 150,000 per year, while local students benefit from subsidiation schemes, reducing the financial burden significantly. In addition to tuition, students should budget for living expenses in Hong Kong, which include accommodation, food, transportation, and personal expenses; average living costs are estimated at HKD 40,000 to HKD 60,000 per month, depending on lifestyle and accommodation choice.

Financial aid options are available for eligible students through university scholarships, grants, and external bursaries. The Hong Kong Polytechnic University offers various merit-based scholarships aimed at outstanding students, covering partial or full tuition fees. Students are encouraged to apply early and meet specific academic criteria to qualify. Apart from scholarships, students may consider student loans offered by financial institutions in Hong Kong, which facilitate tuition fee payments and living expenses. Some students also seek part-time employment opportunities on or near campus, which are regulated by university policies, to supplement their income during studies.

Furthermore, the university's Career Services Centre provides guidance and support in securing internships and part-time jobs aligned with students’ career objectives, helping to offset expenses. International students should also consider additional costs such as visa application fees, health insurance, and travel expenses. The university provides guidance on health insurance plans compatible with student visas. Overall, financing studies for the MSc in Marketing Management at PolyU involves covering tuition fees, living expenses, health insurance, and personal costs, with various scholarships and financial support schemes available to assist students financially.

The Bachelor of Business Administration (Honours) in Marketing Management at The Hong Kong Polytechnic University is a comprehensive undergraduate program designed to equip students with the essential knowledge and skills necessary for a successful career in marketing and related fields. The curriculum emphasizes both theoretical foundations and practical applications, ensuring that graduates are well-prepared to meet the dynamic challenges of the global marketplace. Students will explore core areas such as consumer behavior, market research, digital marketing, brand management, product development, sales strategies, and strategic marketing planning. The program also integrates aspects of business management, finance, and communications to foster a holistic understanding of how marketing functions within the broader organizational context.

Throughout the course of study, students have the opportunity to engage in hands-on learning experiences through case studies, group projects, and internships with industry partners. These real-world applications foster critical thinking, creativity, and problem-solving skills that are highly valued by employers. The university's strong links with commercial enterprises provide students with networking opportunities and exposure to current industry practices. Furthermore, the program includes modules that focus on the use of digital and social media tools, reflecting the importance of online platforms in contemporary marketing strategies.

Graduates from the program are prepared for diverse roles within marketing departments, advertising agencies, public relations firms, and market research companies. Career options may include marketing executive, brand manager, digital marketing specialist, market analyst, and sales manager. The program’s design also encourages entrepreneurial thinking, enabling students to start their own ventures or work in innovative start-up environments.

The faculty members are experienced professionals and academic experts dedicated to providing quality education and mentorship. The university offers state-of-the-art facilities, including digital marketing labs and research centers, to support student learning and research activities. The program is aligned with current industry standards and trends, ensuring relevance and employability for graduates.

Students can expect to develop strong communication, teamwork, and leadership skills, which are critical in the fast-paced world of marketing. Additionally, the program fosters ethical practices and a global outlook, preparing students to navigate and succeed in international markets. By the end of the program, graduates receive a degree recognized for its academic rigor and practical emphasis, opening doors to international career prospects and further studies in business and marketing disciplines.