Bachelor of Arts (Hons) Marketing and Management - HKU SPACE: Marketing Communications and Branding, Digital and Social Media Marketing courses
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Marketing & HospitalityMarketing Communications and Branding

Bachelor of Arts (Hons) Marketing and Management

Awarded by
The University of Hull, United Kingdom
Course Code
Application Code

Study mode
Start Date
07 Sep 2019 (Sat)
Next intake(s)
September 2019
18 months to 36 months
How to Apply
Deadline on 26 Jul 2019 (Fri)
28678493 / 28678324

This top-up degree programme equips students with the latest marketing and management knowledge such as marketing communications, digital marketing, social media, brand management, strategic management, etc. It aims to uplift students’ competiveness and employability in job market. With professional training, students will be able to develop effective marketing and management strategies to solve business problems in competitive business environment.


QF level logos

This programme is a practically oriented general marketing and management degree designed for those wishing to pursue a range of careers in the private and public sectors.

The programme aims to provide students with a thorough knowledge and understanding of both the philosophy and functions of marketing, acquire up-to-date management practice and experience, develop core marketing and management skills such as designing market strategy and developing persuasive communications.

The programme balances academic knowledge and vocational skills, being broadly based in order to respond to the needs of working within a wide variety of organisations. The programme also aims to equip students with transferable skills that are highly valued by employers. On completion of the programme, students will be able to formulate marketing strategies and solve business problems, analyse information, think critically, communicate effectively and use a range of interpersonal skills.


Further Studies

The University of Hull qualifications are recognised internationally. Graduates with an honours degree of this programme would qualify for admission to the following programmes offered by College of Business and Finance, HKU SPACE:

  1. MSc Marketing/ MSc Marketing with Festival and Event Management/ MSc in Marketing with Sales Management in collaboration with the Edinburgh Napier University, UK;
  2. MSc Marketing in collaboration with the University of Leicester; and
  3. Postgraduate Diploma in Marketing

Graduates of the programme may also pursue further studies at postgraduate level at the University of Hull Business School, or at other universities worldwide in various fields:

  • marketing,
  • management,
  • communications,
  • advertising, or
  • business related disciplines.

The BA (Hons) Marketing and Management programme comprises 18 modules or 360 credits. Students are required to take 120 credits’ worth of modules each year and normally complete the entire programme in three years of full time study in UK. Under the Hull Business School’s admission policy, it is also possible to enter directly into the second or third year of the degree programme, depending on the level and content of the applicants’ previous qualifications or study.

In Hong Kong, nine modules will be offered. The modules are:

1)         Consumer and Business Buyer Behaviour   

2)         Personal and Management Development

3)         Strategic Marketing and Planning 

4)         Services Marketing 

5)        Marketing Communications and Branding 

6)        Strategic Leadership 

7)         International Marketing

8)         Strategic Management

9)         Independent Study


  • Minimum duration is 18 months for this part-time programme.

Non-Local Higher and Professional Education (Regulation) Ordinance

This is an exempted course under the Non-local Higher and Professional Education (Regulation) Ordinance. It is a matter of discretion for individual employers to recognize any qualification to which this course may lead.

Consumer and Business Buyer Behaviour

The aims of this module are to introduce students to the theoretical origins of consumer buyer behaviour, rooted in the academic disciplines of economics, sociology, psychology and anthropology from which buyer behaviour has been distilled; critically evaluate the current theory emanating from, for instance, feminists, Marxists, and post modernists whilst also evaluating the positivist/interpretivist debate; differentiate the buying behaviour of business customers from that of domestic consumers.

Personal and Management Development

This module will critically evaluate a range of approaches addressing personal and managerial understanding and development to sharpen individual competency, group competency and organisational development. The content will help students to reflect upon their own strengths and weaknesses, and to build on this self-reflection to design action plans to enhance personal abilities in the areas of stress and time management, conflict management, motivation and team building, creative problem solving skills, personal and organizational change, etc.

Strategic Marketing and Planning

The module encourages consideration of all marketing theory and practice studied in preceding levels of study. The module exercises both applied and critical levels of thinking. The module will introduce advanced models of strategic thinking as applied in marketing context. This module aims to develop a critical appreciation of strategic marketing, and marketing planning at strategic and tactical dimensions. At the end of this module, you should be able to apply marketing concepts and models in market analysis and strategies development to plan effective marketing campaigns at both strategic and tactical dimensions.

Services Marketing

Services are a distinct and important area of modern economies. This module prepares students to apply service marketing concepts such as service delivery process and environment, people management, relationship marketing, service innovation and technology, to build customer value. It examines the link between customer satisfaction and profitability and to discuss the importance of effective service recovery procedures.

Marketing Communications and Branding

This module concerns marketing communications through a combination of digital marketing, social media, public relations, advertising and promotion. It considers the ways in which organisations choose to communicate with markets and target audiences  to build brand value and experience. Students will be able to develop promotion mix consisting of tactical elements in an integrated approach. The module adopts an approach to develop theoretical foundation using an understanding of buyer behaviour.

Strategic Leadership

This module explores the relationship between leadership skills and abilities, and the continual development and evolution of organisations. Leadership is seen as proactive and incorporates organisational vision, processes, projects and often politics. Transformation of an organisation requires both individual leadership skills and conceptual understanding of all the elements necessary to ensure fulfilment of the vision.

International Marketing

An understanding of International marketing is crucial in today’s global market. Marketing activities must be planned, coordinated and integrated whilst recognising the need to understand the diversity of cultures when devising a strategy for market entry. This module examines how a firm internationalises its marketing functions, looking in detail at: methods of international market entry and development; the development of an international marketing strategy; the implementation and control of international marketing strategies.

Strategic Management

Increased economic and political interdependence is a feature of the modern economy. Organisations are part of this interdependence, raising questions for the contemporary manager about how best to decide upon the basis for competition. The key strategic questions, therefore, become ‘What business should the organisation be in?’and ‘How should the organisation compete in that business?’. This module seeks to answer those questions and provide a framework for analysing the competitive position of organisations.

Independent Study

Critical and independent study should be encouraged and supported at all levels of undergraduate work. This module aims to provide an opportunity for students to engage in a period of sustained study on a topic of their choice which may be examined at a local, national or international level. The research should be pursued within the context of the student’s individual programme of study. Whilst it is expected to have a theoretical orientation it may also contain some primary research. For this module, there will be no written examination and students will be assessed 100% by coursework comprising oral presentation and a written report.

• Face-to-face intensive seminars and local lectures by Hull or HKU SPACE lecturers are available.

Intensive Seminars

To be conducted on Fri, Sat, Sun (and some on Thu)

18 hours

Local Lectures

3 hrs x 6 lectures on weekdays

18 hours


3 hrs x 2 tutorials on weekdays

6 hours

All applicants must satisfy the admission requirements of the University of Hull before they may be considered for selection. An applicant shall hold:

1. a Higher Diploma in Business (Marketing and Management/Sales, Marketing and Advertising/Marketing and Media) or an Associate of Business Administration or other equivalent qualifications awarded within the HKU system through HKU SPACE* with a GPA of 2.0 or above;


2.  a related Higher Diploma or Associate Degree offered by HKU SPACE or a Higher Diploma or an Associate Degree from other tertiary institutions in the areas of marketing and/ or management which are recognised by The University of Hull.

Graduates of the HKU SPACE Higher Diploma and Associate Degree programmes recognised by University of Hull are considered to have met the English requirement. In other cases, applicants should have proof of English proficiency by having:

i)   a Grade E in the Use of English in HKALE; or

ii)  Hong Kong Diploma of Secondary Education (HKDSE) Examination with minimum score of overall level 4 in English Language (with a minimum of level 3 in each skill), or

iii)  IELTS with minimum score of overall 6.0 (with a minimum 5.5 in each skill), or

iv)  Pearson Academic Test of English with minimum score of overall 54 (with a minimum 51 in each skill) or

v)   recognised equivalent.

Applicants with other equivalent qualifications will be considered on individual merit.

* Applicants holding the above qualifications mentioned in 1) awarded within the HKU system through HKUSPACE recognised by The University of Hull are considered as having met its English proficiency requirement and are therefore not required to provide additional proof of English language proficiency.

Application Fee

HK$200 (Non-refundable)

Course Fee
  • HK$12,300 per module (Tuition Fee rates are reviewed and agreed annually and published no later than June in the year of the next academic year start.)
  • The CEF Institution Code of HKU SPACE is 100

CEF SectorBusiness Services

CEF Courses
Services Marketing (Module from Bachelor of Arts (Hons) Marketing and Management)
COURSE CODE 21Z06056-2 FEES $12,300 ENQUIRY 2867-8324
Consumer and Business Buyer Behaviour (Module from Bachelor of Arts (Hons) Marketing and Management)
COURSE CODE 21Z06057-0 FEES $12,300 ENQUIRY 2867-8324
International Marketing (Module from Bachelor of Arts (Hons) Marketing and Management)
COURSE CODE 21Z06058-9 FEES $12,300 ENQUIRY 2867-8324
Marketing Communications and Branding (Module from Bachelor of Arts (Hons) Marketing and Management)
COURSE CODE 21Z06059-7 FEES $12,300 ENQUIRY 2867-8324
Strategic Marketing and Planning (Module from Bachelor of Arts (Hons) Marketing and Management)
COURSE CODE 21Z06060-0 FEES $12,300 ENQUIRY 2867-8324
Personal and Management Development (Module from Bachelor of Arts (Hons) Marketing and Management)
COURSE CODE 21Z06062-7 FEES $12,300 ENQUIRY 2867-8324
Strategic Management (Module from Bachelor of Arts (Hons) Marketing and Management)
COURSE CODE 21Z06063-5 FEES $12,300 ENQUIRY 2867-8324
Strategic Leadership (Module from Bachelor of Arts (Hons) Marketing and Management (Part-time))
COURSE CODE 21Z09664-8 FEES $12,300 ENQUIRY 2867-8324
Continuing Education Fund reimbursable programme Continuing Education Fund reimbursable programme (selected modules only)
Some modules of this programme have been included in the list of CEF reimbursable programmes. Application for CEF has to be made before commencement of the modules.

Graduates of this programme meet the education requirement for various professional recognitions or courses, which include:

  • full membership of Hong Kong Institute of Marketing (HKIM)
  • the Chartered Postgraduate Diploma*in Marketing Programmes offered by The Chartered Institute of Marketing (CIM) and;
  • Postgraduate Diploma in Marketing*offered by HKU SPACE

*subject to the fulfillment of work experience requirement



Application Form Application Form

Enrolment Method

All applicants are required to complete the application form and submit it with ONE set of the following supporting documents together with application fee of HK$200 to any of the HKUSPACE enrolment centres:

1.Certified true copies* of full educational certificates and transcripts;

2. Original / Certified true copies* of testimonials or other documentary proof of the applicant’s working experience;

3. Photocopy of Hong Kong Identity Card#;

*Certified true copies: Original certificates and transcripts together with the copies are required to be presented to any HKUSPACE enrolment centres for verification.
#To study in Hong Kong, all non-local applicants are required to obtain a student visa issued by the Immigration Department of the HKSAR Government, except for those admitted to Hong Kong for employment or as dependants, who do not need prior approval before taking up part-time studies. It is the responsibility of individual applicants to make appropriate visa arrangements. Holding an acceptance letter to a HKU SPACE academic programme/course does not guarantee the issue of a student visa. Applicants may wish to note that part-time courses are generally not considered by the Immigration Department for visa purposes except for self-financed, locally accredited taught postgraduate programmes.
Payment Method


1. Cash or EPS

Course fees can be paid by cash or EPS at any HKU SPACE enrolment counters.

2. Cheque or Bank Draft

Course fees can also be paid by crossed cheque or bank draft made payable to "HKU SPACE". Please specify the programme title(s) for application, student's name, and student card number (if applicable).

3. VISA/MasterCard

Applicants may also pay the course fee by VISA or MasterCard, including "HKU SPACE MasterCard", at any HKU SPACE enrolment centres. Holders of HKU SPACE MasterCard issued by Bank of East Asia may enjoy a 10-month interest-free instalment for tuition fee of courses at HK$2,000 or above. The course must be enrolled under the cardholder’s name. For enquiries, please contact our staff at any of the enrolment centres.


  1. For general and short courses, applicants may be required to pay the course fee in cash or by EPS, Visa or MasterCard if the course is to start shortly.
  2. Fees paid are not refundable except under very exceptional circumstances, subject to the School’s discretion.  In exceptional cases where a refund is approved, fees paid by cash, EPS, cheque or PPS (for online payment only) will normally be reimbursed by a cheque, and fees paid by credit card will normally be reimbursed to the payment cardholder’s credit card account.
  3. In addition to the published fees, there may be additional costs associated with individual programmes. Please refer to the relevant course brochures or direct any enquiries of the relevant programme teams for details.
  4. Fees and places on courses cannot be transferred from one applicant to another. Once accepted onto a course, the student may not change to another course without approval from HKU SPACE. A processing fee of $120 will be levied on approved transfers.
  5. Receipts will be issued for fees paid but HKU SPACE will not be responsible for any loss of receipt sent by mail.
  6. For additional copies of receipts, please send a stamped, self-addressed envelope with a completed form and a crossed cheque for $30 per copy made payable to "HKU SPACE". Such copies will normally only be issued at the end of a course.
  7. All fees are subject to change without prior notice.


The University of Hull - Business School

Established in 1928, The University of Hull encompasses world-class teaching, research, impressive facilities, and a strong support network for over 20,000 students. The University is ranked among the top ten UK universities for student satisfaction in the National Student Survey and the 2010 International Student Barometer showed that the University continues to deliver first-class service to its international student body, with 88% of students satisfied or very satisfied with their experience here. The quality of careers advice, work experience opportunities for international students and the number of international societies in our students union' scored particularly highly.

Hull University Business School offers a wealth of opportunities to pursue undergraduate and postgraduate study and research, all designed to enhance your professional or academic career. Our degrees all build a strong understanding of the complexities of the global business environment to help you develop into a responsible, resourceful business leader. Marketing at Hull scored an impressive 98% overall satisfaction rate in the most recent National Student Survey (NSS) among final year undergraduate students studying the course which testify high teaching quality, innovative teaching, engaging lecturers, high level of student support, and connections with business.

Recognition from two of the leading global accreditation systems for business schools (AACSB and AMBA) has confirmed HUBS status as a leading business school. AACSB accreditation, an internationally recognised accreditation specialised for business schools, is held by less than 5% of the world’s 13,000 business programmes. The Hull MBA provides an internationally recognised qualification and is accredited by the Association of MBA. In Hong Kong, Bachelor of Arts (Hons) Marketing and Bachelor of Arts (Hons) Marketing and Management are accredited by the Hong Kong Council for Accreditation of Academic and Vocational Qualifications for a period from September 2015 to August 2019.

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