Marketing

MARKETING BANNER

Marketing

Registration Number: 261570

The marketing curriculum includes both descriptive and analytical approaches to marketing. The major gives the student the needed marketing skills for all areas of business, as well as governmental and not-for-profit organizations.

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Our students are eligible to apply for membership in

  • Hong Kong Institute of Marketing

Marketing Major (6 modules, total 18 credits)

Credits
BA358 Consumer Behavior 消費者行為
This course provides a survey of research findings on consumer behavior drawn from marketing, economics, sociology, psychology, and anthropology. Emphasis is placed on applications of research to consumer satisfaction and on developing an understanding of the consumer decision-making process. Prerequisite for Marketing majors: BA 208. Recommended for all majors: BA 208 and PSY 190 or SOC 110.
3
BA451 Marketing Research 市場調查學
This course is an examination of the information link between organizations and the consumers they seek to serve. Emphasis is placed on developing an understanding of the nature of marketing problems, types of research available, sampling techniques, applied statistics and questionnaire formulation. The steps of the research process are explored in depth. Prerequisites: Completion of all other marketing/ business core requirements.
3
BA456 Marketing Cases 市務實例
This course provides an in-depth exposure to strategic planning for marketing, using cases as illustrative examples. Emphasis is placed on extensive situation analysis, objective and criterion formulation, and alternative selection and implementation. Prerequisite: Completion of all marketing/business core requirements.
3

One of the followings:

Credits
BA424 Global Marketing 環球市場學
This course builds on topics from Marketing Principles, as applied to global situations. Emphasis is on the development of an appropriate marketing mix for international target markets. The importance of consumer orientation is stressed; international marketing research, consumer behavior and cultural sensitivity are examined. Prerequisites: BA 358 and completion of all business core requirements.
3
BA488 Economics of International Business 國際商業管理學
Understanding of the global economy and an awareness of the political, historical, and social environment in which international business operates. Prerequisites: BA 161 and BA 208.
3

One of the followings:

Credits
BA315Sales Management 銷售管理學
This course provides an introduction to the recruitment, training, motivation and management of a sales force. Included is an introduction to basic personal selling techniques. Emphasis is placed on sales as an integral element of the promotional mix. Prerequisites: BA 208 and BA 210.
3
BA317International Management 國際管理學
Presents a cross-cultural perspective on managing global organizations. Focuses on understanding the influence of culture on international management, and how managers in multinational organizations address such issues as strategic analysis, organizational structure, global coordination and control, communications, inter-organizational cooperation, and human resource management. Prerequisites: BA 210 and general education cultures requirement.
3
BA337Personal Selling 個人銷售
Examines the role of personal selling in the consumer and industrial marketplace. Describes selling processes and customer relations. Includes role playing and time management exercises, instruction in proper dress and field experience in sales. Prerequisites: BA 208 and Junior status.
3
BA355Retailing 零售學
This course is an introduction to retail marketing institutions and their operations. Stress is placed on a consumer orientation to facility location decisions, buying, pricing, staffing, promotion and management. Prerequisites: BA 208 and BA 210.
3
BA363Advertising and Integrated Marketing Communications 廣告及綜合市場傳意學
This course examines integrated marketing communication and its role in marketing. Included is a survey of the history of advertising, the media and communication models, and an introduction to the creative side of advertising. Emphasis is placed on the formulation of objectives for integrated marketing communication programs. Prerequisite: BA 208 suggested, but not required for non-marketing majors.
3
BA380Marketing Management 市場管理學
This course focuses on strategy, concepts, and techniques involving the marketing function in organizations, with emphasis on marketing planning and decision making. Prerequisite: BA 358
3
BA414New Product Development 新產品研發
This course will take learners through each phase of new product development-Problem/Opportunity Analysis, Ideation/Concept Generation, Concept Evaluation, Market Testing and Market Launch. Prerequisite: BA 208.
3
BA424Global Marketing 環球市場學
This course builds on topics from Marketing Principles, as applied to global situations. Emphasis is on the development of an appropriate marketing mix for international target markets. The importance of consumer orientation is stressed; international marketing research, consumer behavior and cultural sensitivity are examined. Prerequisites: BA 358 and completion of all business core requirements.
3
BA445Contemporary Topics Management 當代管理話題
This course description may change each term it is offered to cover the most contemporary management issues. Prerequisite: BA 210.
3
BA459Contemporary Topics in Marketing 當代市場話題
This course description may change each term it is offered to cover the most contemporary marketing issues.
3
BA488Economics of International Business 國際商業經濟學
Understanding of the global economy and an awareness of the political, historical, and social environment in which international business operates. Prerequisites: BA 161 and BA 208.
3

Capstone

Credits
BA460Strategic Management 策略管理 3

Business Core Requirements (12 modules, 36 credits)

Credits
BA160Microeconomic Principles 微觀經濟學
This course explores consumer choice and producer behavior, price theory, monopoly/oligopoly and competitive market structures, production costs, labor and wages. Prerequisite: MATH 105 or above.
3
BA161Macroeconomic Principles 宏觀經濟學
A look at unemployment and inflation, fiscal and monetary policies, GDP, poverty and income distribution, exchange rates and international trade. Prerequisite: BA 160.
3
BA201Accounting Principles I 會計學概論 I
A study of accounting theory, record keeping, and the accounting cycle, with emphasis on accounting for the assets and related revenues and expenses reported on financial statements of a business organization.
3
BA202Accounting Principles II 會計學概論 II
A continuation of BA 201, with emphasis on accounting for the liabilities, owners’ equity and related revenues and expenses reported in financial statements of a business organization; and preparation and analysis of financial statements and an introduction to managerial accounting including product costing using job orders and process costing systems and cost-volume-profit relationships. Prerequisite:
3
BA208Marketing Principles 市場學概論
This course surveys the role of marketing and its place in society, in profit and not-for-profit organizations. Emphasis is placed on consumer orientation, the marketing concept, product, price, distribution and promotion. The course provides a basis of understanding for advanced marketing courses.
3
BA210Management Principles 管理學概論
A look at modern management theory, including both functional and behavioral approaches to the administration of business enterprises. 133
3
MATH220Elementary Statistics 基本統計學
An introduction to the simpler problems of statistical inference; descriptive statistics, probability distributions, estimation of parameters and level of significance, regression and correlation. This course may not be completed for additional credit by students who have completed MATH 226. Prerequisite: Pass (MATH 105 or above) or ((pass MATH 095 or ACT math score ≥ 19) and pass MATH 100) or ACT math score ≥ 24 or an alternative placement as approved by the math department or instructor approval.
3
BA222Management Information Systems 資訊系統管理
A study of the procedures involved in the accumulation, processing and dissemination of various types of information within an organization. Prerequisites: BA 210 and MIS 101 or CS 102.
3
BA302Business Law I 商業法 I
An introduction to the nature and sources of law, and the methods by which laws are made; basic principles of contract law and property law as the foundations for business enterprise; tort law governing business relationships.
3
BA341Corporate Financial Management 企業財務管理
An introduction to corporate financial management. Topics include financial statement analysis, time value of money, risk and return, bond valuation, stock valuation, capital budgeting and the capital asset pricing model. Prerequisites: BA 161 and BA 202 or permission of instructor.
3
BA356Quantitative Decisions in Business 商業量化判斷
This course is designed for business students who have a good foundation in pre-calculus mathematics, algebra, and elementary statistics. Topics will include an introduction to business quantitative methodology, decision making and planning under conditions of uncertainty, resource allocation, distribution and scheduling, inventory management, and business simulation. This course will be case-driven as part of the learning process. Prerequisites: MIS 101 or CS 102 and MATH 220. 134
3

One of the followings:

Credits
BA225Business Ethics 商業倫理
A course that seeks to recognize the distinctive set of problems encountered in the work environment, to study contrasting theories currently being used to make ethical decisions, and to apply those theories through examples and case studies.
3
PHIL202Contemporary Ethics 當代倫理
This course covers some of the main threats to doctrines and ideas of moral philosophy, including nihilism, relativism, egoism, utilitarianism, the categorical imperative, virtue, and the social contract. Rather than keeping these as pure theoretical constructs, these ideas will be applied to real life, practical situations, such as those involving ethics in the workplace, and important current debates. Meets the humanities requirement.
3

General Education Requirements (13 modules, 39 credits)

Credits
藝術與人文Arts and Humanities 6
溝通Communication Studies 9
電腦Computer Skills3
數學Mathematics3
自然科學Natural Sciences6
社會科學Social Sciences 6
文化Cultures3
批判思維Critical Thinking 3

Open Electives (Any 9 modules, Total 27 credits)

It is a matter of discretion for individual employers to recognize any qualification to which this course may lead.