Marketing, BA

Top↑Program Description

Introduction

Marketing is increasingly important as businesses compete on a global basis. The study of marketing is concerned with understanding how customers and consumers behave, how markets function and evolve and how businesses relate to these markets.  You will acquire knowledge and skills in key areas such as market research and segmentation, consumer behaviour, brand positioning and e-commerce, whilst developing an appreciation for the differences that exist between marketing to Chinese and Western consumers.

What knowledge and skills will I acquire? By the time you graduate, you should:

• understand the difference between the needs and wants of the customer;
• understand the elements of a good marketing campaign;
• be able to devise appropriate marketing objectives around customer acquisition and retention;
• be able to plan and execute research projects.

What are my career prospects? 

There are plenty of career opportunities open to marketing graduates and the variety of skills and specialist knowledge you acquire during your studies will be highly attractive to employers.  Graduates will typically follow careers in advertising, media planning and buying.

What will I study? 

At level 1, you will develop a broad understanding of business principles, studying:

• organisations and management
• international business and management
• principles of microeconomics
• fundamentals of marketing, communications and consumer behaviours
• finance

At level 2, you will build on this foundation and learn about:

• corporate social responsibility
• e-business systems and e-marketing
• services marketing
• entrepreneurship
• market research

In your final year, you will undertake a substantial research project, spanning both semesters.  Alongside your project, you will select from optional modules including psychological approaches to decision-making, business in the Asia-Pacific region, international economic relations and e-business strategy.  You will also learn about:

• international marketing
• relationship marketing
• marketing strategy, and
• strategic management and business policy.

Top↑Entry Requirements

Academic Requirements:

The University accepts a wide variety of school, college and foundation qualifications such as A-Level, AS-Level, IB and other equivalent overseas qualifications.

English Language Requirements:

All students must have acceptable English language qualifications to study at the University. Various English qualifications are acceptable including:

• IELTS 5.5 for year 1 entry , or 6.5 for advanced standing; or
• TOEFL 520 (paper-based), or 190 (computer-based) or 75 (iBT) for year 1 entry; or
• TOEFL 570 (paper-based), or 230 (computer-based) or 88 (iBT) for advanced standing, or
• XJTLU English test.

Top↑Application Materials

1. Photocopy of valid passport
   With name, passport number & expiration date, and photo included
2. Passport photo
   A recent passport-sized photo of the applicant
3. English proficiency test certificate
   For example, IELTS or TOEFL, only for applicant whose native language is not English.
4. Letter of recommendation
   From professor or associate professor or equivalents
5. High school academic transcript
6. High school graduate certificate
   Graduation certificate in languages other than Chinese or English should be translated into Chinese or English and be certified by notarization.

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