PolyU SPEED BA (Hons) in Marketing and Public Relations - Full-time

PolyU SPEED Articulation (Top-up) Degree Programmes

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Bachelor of Business Administration (Honours) in Marketing and Public Relations – Full-time

Bachelor of Business Administration (Honours) in Marketing and Public Relations – Full-time

Programme Code

84078-MPR (Full-time)

Medium of Instruction

English (except for subjects with Chinese requirements)

Programme Leader

Dr Aris LAM

BSocSc, MEd, PgCert, MSc, PhD

Commencement Date

02 Sep 2024

Normal Duration

2 years

Tuition Fee (Local students)

HK$3,000/ credit

Tuition Fee (Non-local students)

HK$3,300/ credit

Academic Division

Division of Business and Hospitality Management


The programme is retitled and restructured from Bachelor of Arts (Honours) in Marketing and Public Relations with effect from 2024/25.

Programme Features

  • The only marketing articulation degree scheme in Hong Kong offering you different specialisms
  • Nurtures talents in marketing technologies and entrepreneurial skills
  • Local and overseas internship opportunities: DDB Group Hong Kong, Hong Kong Youth Hostels Association, Luxasia, OSIM, Petrie PR, Savills Property Management, The Salvation Army, Webs s'up, and Zenith Media, etc.
  • Opportunities for pursuing postgraduate studies in reputable local and overseas universities
  • Training in different areas of marketing
  • Graduates have been highly competitive and employed by local and international organisations after graduation



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Division of Business and Hospitality Management

Professional Recognition

The Bachelor of Arts (Honours) in Marketing and Public Relations is accredited by the following professional institutes:

•         Hong Kong Institute of Marketing (HKIM): Graduates will be considered to have met the education requirements for associate membership of HKIM upon application+.


•         The Chartered Institute of Marketing (CIM): Graduates can have exemptions on some modules of CIM qualifications# +


  #  Applicable to graduates who are awarded First or Second Class Honours for up to five years after graduation. 
  +  The institute reserves the right to change the requirements.  Please check out the details from the website of the institute.  

Future Prospects

Career Prospect 

  • Graduates are able to pursue a wide range of careers, including Account Executive, Digital Marketing Executive, Marketing Executive, Media Executive and PR Executive in advertising agencies; Event Executive; Customer Relations Officer, etc. 
  • The average rate of employment or engaged in further studies of graduates from 2018 to 2020 was 90% *, with the average starting salary of HK$15.9K in 2020 *

*Source: PolyU SPEED Graduate Employment Survey


Further Study Opportunities

  • Past graduates have pursued postgraduate studies in famous local and overseas universities, such as The Hong Kong Polytechnic University, The University of Hong Kong, The Chinese University of Hong Kong and The Hong Kong University of Science and Technology 


Programme Structure

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


RequirementsMinimum Credits
General University Requirements (GUR)Note 19
Cluster Area Requirements (CAR)2 subjects, 3 credits each6
Service-Learning (SL) OR Free Elective1 subject, 3 credits3
Essential Components of General Education (non-credit bearing)-N/A

Discipline-Specific Requirements (DSR)Note 2

(Please refer to the table below for details)

6 subjects, 3 credits each18
6 subjects, 3 credits each18
Elective5 subjects, 3 credits each15

Work-Integrated Education (WIE)Note 3

300 hours of work-based learning experience


Discipline-Specific Requirements (DSR)


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

  • Introduction to Business


Scheme Compulsory (all 6 subjects)

  • Business Finance
  • Applied Business Research
  • Integrated Study (Business)
  • Environmental, Social and Governance Management
  • Effective Professional Communication in English
  • Business Communication in Chinese


Award-Specific Compulsory (all 6 subjects)

  • Integrated Marketing Communications
  • Consumer Behaviour
  • Public Relations Principles
  • Strategic Marketing
  • Crisis and Reputation Management
  • Marketing and Organizing Events


Elective Subjects (any 5 subjects) 

The subjects are grouped into different areas:



  • Auditing and Assurance 2
  • International Taxation

Convention and Event Management

  • Exhibition Management
  • e-Sports, Sports Tourism and Management


  • Advanced Corporate Finance
  • Derivative Markets
  • Financial Regulations and Compliance
  • Fixed Income Securities

General Business 

  • Marketing Management
  • Personal Financial Planning Practice

Health Services Management

  • Ethics and Legal Considerations in Health Care
  • Public Health and Epidemiology

Hospitality Management

  • Club Management
  • Resort and Spa Management
  • Wine and Spirit Studies

Human Resource Management

  • Employee Engagement
  • Employee Resourcing

International Business

  • Contemporary Issues in International Business
  • Managing Startups and Technology Ventures (IB)


  • Global Marketing
  • International Management
  • Luxury Marketing
  • Place Branding and Marketing
  • Professional Selling and Sales Management
  • Services Marketing
  • Social Media Marketing Strategy

Operations and Supply Chain Management 

  • Project Management
  • Quality Management and Practices

Travel Industry Management

  • Aviation Service Management
  • Cruise Line Operations and Management
  • Travel Agency Management


  • Artificial Intelligence and Data Analytics
  • Business Practicum
  • Entrepreneurial Marketing in Practice
  • Fintech and Blockchain
  • Innovation and Entrepreneurship



Offering of any elective subjects is subject to sufficient enrolment.



  1. Students who have not met the equivalent standard of undergraduate degree Language and Communication Requirements (LCR) under GUR are required to take up to 9 additional credits in LCR (2 subjects in English & 1 subject in Chinese, 3 credits each). They will be advised if they are required to take LCR subjects on admission.
  2. Students from non-business-related disciplines (i.e. holders of Associate Degree or equivalent qualification not in Accounting/ Business) with good academic results may also be considered for admission to this programme. These students will be required to take an additional foundation subject if they have not completed similar subjects before.
  3. Relevant work experience accumulated during or after sub-degree studies may be considered for fulfilment of WIE. Students will be invited to submit application for consideration after programme commencement.

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.  An 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. He/she must demonstrate sufficient motivation, knowledge and potential to indicate a high probability of being able to complete the programme successfully. In addition, he/she may be required to take appropriate foundation subject(s).