This course aims to introduce learners to the concepts of marketing in the business environment, and to provide them with the opportunity to apply marketing principles, theories and concepts in real cases based on the organizational objectives and other reasonable conceptual frameworks faced by marketers. The course also aims to equip learners with the skills to develop a marketing plan within the Hong Kong marketplace.


This course aims to provide students with theoretical perspectives and related course concepts for the study of organizational processes and issues.


This course aims to enhance students' ability to view business as an integrated whole. It provides students with understanding of the factors that contribute to the long-term performance of a business, and introduces various tools and frameworks for strategic analysis and management. The course also helps students to better comprehend the ways that business entities can develop and maintain competitive advantages.

This course aims to develop learners' awareness of the linkages between strategic business imperatives, human resource management strategies and their implementation. It provides learners with an understanding of the importance of external and internal organizational environments and how they shape the management of human resources. The course also enhances learners' understanding of the linkage between a strategic approach to managing human resources and successful organizational performance.


This course aims to develop in learners a through understanding of the marketing research process; research design; data collection and measurement; sampling design; and data analysis, interpretation, and presentation.


This course aims to provide students with core concepts, frameworks and tools used by marketers when analysing, interpreting and predicting consumer responses to marketing efforts, and the opportunity to apply these in marketplace situations.


This course aims to equip students with an understanding of relevant tools, techniques, theories and frameworks needed by marketers to develop an integrated marketing communications (IMC) strategy and a corresponding promotional mix.