In the internet age, the world has become increasingly globalised. Customers are no longer limited by their geographical location but are able to get access to products and services offered around the globe. This change in consumer behaviour shifts the economy in most parts of the world from a supply-driven to a demand-driven one. And marketing is playing a vital part in developing strategic niches in companies in response to all these challenges in the new era.

This programme introduces to students the fundamental principles of marketing and the role of marketing in an organization. Students will be guided to discuss and analyze the marketing strategy, market positioning, and advertising strategy of a company. Substantial marketing and business cases will be used to introduce the principles of consumer behaviour and corporate strategy in today's customer-centric business environment.

Another distinctive feature of this programme is the comprehensive and broad-based curriculum in all major disciplines of business administration. In the first year of study, you will be equipped with the fundamental knowledge of all major business areas, including Accounting, Economics, Finance, Management and Marketing. This not only enriches your horizon but also provides you with an integrated view of various business functions in the commercial world. In the second year, you will specialize in a study theme for a more in-depth training in that particular area.

This programme has an excellent track record of assisting our graduates to enter into government-funded undergraduate programmes in various local universities. In the 2008-09 academic year, 189 students were admitted to a wide range of bachelor programmes in local universities after they had finished their first year or second year study in the Associate of Business Administration programme. Selected bachelor programmes to which our students have been admitted include HKU's BBA (Accounting & Finance), Economics & Finance, Information Management, Social Sciences, Statistics, Arts, Language Education, Nursing, and other local universities' BBA, Public Administration, Supply Chain Management, Logistics, and Information Systems programmes.

Graduates are eligible for admission to the full-time top-up degree programmes offered locally by HKU SPACE Centre for International Degree Programmes in collaboration with the following universities:

An effective marketing strategy and a clear market position is of pivotal importance to the long-term success of a company. Upon completion of this programme, students are equipped with the practical knowledge of marketing planning and management, which enables them to develop their future careers in advertising, marketing, sales, market research, public relations and other management roles in an organization.