PolyU SPEED BA (Hons) in Marketing and Public Relations - Full-time
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Bachelor of Arts (Honours) in Marketing and Public Relations - Full-time

Bachelor of Arts (Honours) in Marketing and Public Relations - Full-time

Programme Code

84055-MPR (Full-time)

Credits Required for Graduation

Minimum 60 credits

Medium of Instruction

English (except for subjects with Chinese requirements)

Scheme Leader & Award Leader

Dr Aris LAM

BSocSc, MEd, PgCert, MSc, PhD

Commencement Date

30 Aug 2021

Normal Duration

2 years

Tuition Fee (Local students)

HK$2,625/ credit

Tuition Fee (Non-local students)

HK$2,885/ credit

Aims and Objectives

The programme is offered under the Bachelor of Arts (Honours) Scheme in Marketing which aims to equip students with the necessary knowledge and competencies for entry into a relevant career. 


The Scheme comprises the following programmes:

  • Bachelor of Arts (Honours) in Marketing and Digital Strategy
  • Bachelor of Arts (Honours) in Marketing Management
  • Bachelor of Arts (Honours) in Marketing and Public Relations


Online information session:

Programme Structure

Students are required to complete the following requirements with satisfactory results
for an honours degree:


General University Requirements (GUR)9 – 18 
2 Cluster Area Requirements (CAR) subjects (including 1 designated as China-related)+, 3 credits each6
1 Service Learning OR Free Elective subject3
Up to 3 Language and Communication Requirements (LCR)
subjects (2 in English & 1 in Chinese), 3 credits each

(for students who have not met the equivalent standard of
undergraduate degree LCR based on their prior sub-degree
studies only) 
0 – 9
Discipline Specific Requirements (DSR)
(Please refer to the table below for details)
51 – 54 
Foundation1 subject, 3 credits
(for students from non-business-related disciplines
0 – 3 
9 subjects, 3 credits each27
4 subjects, 3 credits each12
Elective4 subjects, 3 credits each12
Work-Integrated Education (WIE)
300 hours of work-based learning experience

(Relevant work experience accumulated during or after subdegree studies may be considered for fulfilment of WIE. Students will be invited to submit application for consideration after programme commencement.)
Total60 – 72 

Within these subjects, students need to fulfil the English and Chinese reading and writing requirements.

Students’ fulfilment of LCR will be assessed based on their academic records of sub-degree studies. They will be advised if they are required to take LCR subjects on admission.

Discipline Specific Requirements (DSR)


Foundation (for students from non-business-related disciplines only)

  • Introduction to Business


Scheme Compulsory 

  • Consumer Behaviour  CEF
  • Digital Marketing Strategy  CEF
  • Effective Professional Communication in English
  • Integrated Marketing Communications
  • Integrated Study (Marketing)
  • Marketing Research  CEF
  • Strategic Marketing CEF
  • Sustainability and Global Citizenship
  • Writing for Marketing in Chinese


Award-Specific Compulsory 

  • Crisis and Reputation Management
  • Marketing and Organizing Events
  • Public Relations Principles
  • Strategic Public Relations



  • Brand Management
  • Business Marketing
  • China Business and Marketing
  • Club Management and Marketing
  • Creative Visual Communication for Marketers
  • Financial Public Relations
  • Global Marketing
  • Luxury Marketing
  • Media Relations
  • Place Branding and Marketing
  • Professional Selling and Sales Management
  • Marketing Technologies
  • Services Marketing
  • Talent Management
  • Web Design for Marketers
  • Writing for Marketing and Public Relations Purposes in English 



Offering of any elective subjects is subject to sufficient enrolment.


This course has been included in the list of reimbursable courses under the Continuing Education Fund. The mother course (Bachelor of Arts in Marketing and Digital Strategy / Bachelor of Arts in Marketing Management / Bachelor of Arts in Marketing and Public Relations) of this module is recognised under the Qualifications Framework (QF Level [5]).



Entrance Requirements

Holder of a recognised Associate Degree, Higher Diploma or equivalent qualification in business-related areas. Applicants with qualifications in non-business-related areas will also be considered and, if admitted, are required to take appropriate foundation subject(s).



  1. The main medium of instruction of the study programme concerned should be English.  Applicant who has completed the programme with other languages as the main medium of instruction should attain the following English Language requirement: IELTS 6.0 or TOEFL 550 (paper based); 80 (Internet based).
  2. An applicant who does not possess the above-mentioned qualification but has reached the age of 25 before 1 September, in the year in which he/she seeks admission, may apply as a mature applicant.  A mature applicant should possess relevant work experience in senior positions and is expected to have completed some post-secondary studies in business-related areas. He/she will also be required to pass an admission test and demonstrate to the Admission Interview Panel his/her ability to complete the programme.  In addition, he/she may be required to take appropriate foundation subject(s).

Professional Recognition

Graduates of Bachelors of Arts (Honours) in Marketing and Public Relations are considered to have met the education requirements for full membership of the Hong Kong Institute of Marketing (HKIM)~.


HKIM reserves the right to change the requirements.

Career Prospects

Graduates are expected to possess managerial skills and knowledge essential for success as a manager in the fast changing and digitalised world today and be capable of embarking on employment in a relevant profession.


Scheme Leader and Award Leader

Dr Aris LAM

3746 0704

Assistant Programme Officer

Mr Heron CHAN

3746 0728

Administrative Assistant

Ms Alice CHOI

3746 0047