BBA (Hons) in Digital Marketing
Programme Details

Programme Information

Mode of Attendance: Full Time
Duration of Programme: Four Years
Minimum Credits Required for Award: 125 Credits
Admission Requirements and Procedures (HKDSE): For English version, please click here.
For Chinese version, please click here.
Admission Requirements and Procedures (Others): For English version, please click here.
For Chinese version, please click here.
University Admissions Office:       


Note: The medium of instruction for all BUS courses is English.

Special Features of the Programme

The programme aims to equip students with knowledge of business operations, digital marketing and multimedia applications, and to integrate them with critical thinking, innovation and entrepreneurship capabilities. It enables students to acquire a wide range knowledge and skills in operating online business, designing digital marketing strategies, and working with multimedia applications.

I. FOUR key areas of knowledge in BBA (Hons) DM

Fundamental Business Courses 


Online Business Courses

Marketing and Digital Marketing Courses

Multimedia Application Courses

8 Core Courses

  1. Business Communication
  2. Business Ethics and Corporate Social Responsibility
  3. Financial Accounting
  4. Introduction to Economics
  5. Legal Environment of Business
  6. Organizational Behavior
  7. Principles and Practice of Management
  8. Quantitative Methods for Business

5 Core Courses


  1. Creativity, Innovation and Change
  2. Digital Entrepreneurship
  3. eBusiness Management
  4. Internet of Things
  5. Management Information Systems

9 Core Courses


  1. Capstone Project
  2. Consumer Behaviour
  3. Customer Insights and Experiences
  4. Data Analytics for Marketing
  5. e-CRM
  6. Internet and Social Media Marketing
  7. Marketing Research
  8. Marketing Strategy
  9. Principles of Marketing
5 Related Electives
  1. Advertising Strategies and Design
  2. China Marketing
  3. Digital Game Marketing
  4. Public Relations Disciplines in the Digital World
  5. Social Media and Networked Communication

3 Core Courses

  1. Digitization and Interactive Multimedia
  2. I.T. Applications in Business
  3. Media Aesthetics
6 Related Electives
  1. Audio-Visual Production
  2. Computer Animation in Journalism and Communication
  3. Computer Graphic Design and Publishing
  4. Technological Change and Human Communication
  5. Visual Communication
  6. Web Page Development

II. Capstone Project (Internship and Project Report Writing)

The programme includes one core course in Year 4 – Capstone Project – which includes Internship and Project Report Writing. Students will obtain practical experience in the related industries through a planned and supervised internship arrangement in relevant commercial companies. In addition, the course provides an opportunity for students to familiarize themselves with business project research procedures and settings and to write up an individual project report of their relevant disciplines in their internship companies.



For the PDF version, please click here.