Ling U

Ling U

Ling U

Ling U

Ling U

Marketing

Major in Marketing addresses the Hong Kong society's dynamic manpower needs for efficient problem-solvers, creative decision-makers, and systematic strategic planners. Major in Marketing  equips students with a fundamental set of knowledge and skills comprising of theories explaining consumer behaviour, marketing research skills discovering customer attitudes and choices, as well as disciplined knowledge over strategic marketing management, brand building, promotion, retail and sales management.

Graduates of the Marketing Stream are well-prepared for entry-level managerial positions in banks, retail establishments, real estate agencies, tourist organisations, import and export companies, and multi-national enterprises, etc.

The Marketing Stream aims to develop students who can:

1. articulate marketing concepts to facilitate management decision-making;
2. apply theories of consumer behaviour to segmentation, targeting and positioning strategies and managerial decisions;
3. analyze business problems and identify market opportunities on the basis of market research and information;
4. uphold consumer rights and be aware of ethical and social responsibilities; and
5. recognise global marketing opportunities and develop international market entry and operational strategies.

Major Courses:

Major Required Courses:

• MKT3201 Buyer Behaviour
• MKT3203 Marketing Research

Major Elective Courses (9 credits to be taken):

• MKT2221 Marketing in the Chinese Mainland
• MKT2231 Advertising and Integrated Marketing Communications
• MKT2241 International Business Management
• MKT3311 Selling and Sales Management
• MKT3351 Retailing and Distribution Management
• MKT3353 Services Marketing
• MKT4312 Strategic Brand Management

Remarks:

1. All courses carry 3 credits.
2. Please click here for descriptions of the MKT-coded courses.