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BBS (Hons) Marketing Pathway (Day-time)

Bachelor Programme

BBS (Hons) Marketing Pathway (Day-time)

Course Registration No. 270489

Day Time

Bachelor of Business Studies (Hons) Marketing pathway

Marketing plays a vital role in the success of all businesses. The Bachelor of Business Studies (Hons) in Marketing from University College Dublin (UCD) incorporates the essential marketing principles and theories regarding the prevailing business trends. Topics to be covered include international marketing, marketing research, data analysis methodology and marketing communications.

Marketing is interconnected and interdependent with other corporate functions all over the world. It plays a prominent role in all business-related activities. This top-up degree programme aims not only to foster the industry knowledge of practising marketing professions, but also develop future marketing professionals. Students will be trained to take an analytical view of a wide array of workplace situations such as consumer behaviour forecast, research methods, and international marketing operations. This programme will give an edge for students who look for career advancement or expand their career options in the marketing, advertising and public relations fields.

Why UCD BBS (Hons) in Marketing pathway at UCD?

  • Customised for Day-Time Students:

    4th Term: Overseas learning experience at UCD in Ireland for 2 weeks during summer holiday
    6th Term: Stand a chance to attend the lessons at UCD in Ireland again
    After the end of academic year: Attend UCD graduation ceremony in Ireland

  • Career Focused: Aims to transform the career prospects and employability of participants through a multi-faceted re-skilling programme which promises sustainable and enhanced skills development.
  • Internationally Accredited: The UCD Business School is among just 86 business schools around the world to hold the “triple crown” of accreditations (American, European and International) in quality assessment, improvement and accreditation of higher education institutions in management and business administration.

Programme Details

Programme Highlights
An honours Degree at University College Dublin takes three academic years to complete (over three ‘Stages’). In the case of the Bachelor of Business Studies (Hong Kong), the duration of the programme is as follows:

Stage 1: Exemption granted due to Accredited Prior Learning
Stage 2: One academic year
Stage 3: One academic year

The programme consists of 8 core courses and 4 specialist pathway courses. The 12 courses can be completed in 18 months in Hong Kong as follows:


Programme Structure
Term 1- 3
(Stage 2)
Human Resource Management
The Future of Work and Organisations*
Digital Business
Economic Policy & the Global Environment
Marketing Management
Cross Cultural Management*
Term 4 - 6
(Stage 3)
Business Strategy#
Project Management#
Marketing Communications & Digital Marketing
Global Marketing 
Strategic Marketing Management
Consumer & Buyer Behaviour

Please note that courses and programme intakes shall be offered subject to satisfactory enrolment of each respective pathway and solely at the discretion of the University.

* This course has been included in the list of reimbursable courses for Continuing Education Fund (CEF course code: 21Z07375-3).

This course has been included in the list of reimbursable course under the Continuing Education Fund (CEF course code: 21Z06858-A).

The Office of the Continuing Education Fund does not have record of registration of this course under the Qualifications Framework.

Stage 2 and 3 can be completed in 18 months (two academic years)

Medium of Instruction

Honours Award
Honours in the degree will be awarded based on the overall grade point average in accordance with the University's course regulations.

Teaching Mode

  • Face-to-face tuition in Hong Kong

Assessment Method
Each module is assessed by:

  • Assignments
  • Presentation
  • Examination


It is a matter of discretion for individual employers to recognize any qualification to which this course may lead.


Programme Start Date
No longer accepting new applications until further notice. Programmes with similar subjects are available. Enquire Now

Entry Requirement

  • Diploma / Higher Diploma / Associate Degree in business, management, accountancy, banking, finance, industrial management or equivalent
  • Applicants holding other Diploma level qualifications will be assessed on a case-by-case basis

English Language Proficiency Requirement

  • If an applicant's native language is not English or he/she has not completed their prior qualifications through the medium of English, he/she will be required to undertake an English language test and satisfy the following; a minimum score of 600 TOEFL (250 computer based, with test of written English at 475+) or 6.5 IELTS (minimum of 6.0 in each band). 

Programme Fee

Application Fee
HK$ 500
Registration Fee
(Pay upon successful application & non-refundable)
HK$ 2,500
Total: HK$ 3,000
1st Instalment of tuition fee HK$ 16,000
2nd Instalment of tuition fee HK$ 16,000
3rd Instalment of tuition fee HK$ 16,000
4th Instalment of tuition fee HK$ 16,000
5th Instalment of tuition fee HK$ 16,000
6th Instalment of tuition fee HK$ 16,000
Total: HK$ 96,000
Grand Total: HK$ 99,000^

Students who do not comply with the fee schedule will not be permitted to proceed with the programme.
^ Programme fee of 2021 intake is subject to possible adjustments and final approval.


Enjoy HK$1,500 Early Bird rebate, vaild for 31 Aug 2021

  • The rebate will be awarded based on applicants’ successful enrolment, paid the 1st installment of the tuition fees and successfully completed the 1st term.


Refund Policy

  • The programme allows for a full refund of tuition fee (excluding application fee and registration fee) if withdrawal notice is received in writing by the Kaplan Higher Education (HK) Limited 2 weeks prior to the start of each of the terms. There will be no refund of tuition fee if withdrawal notice is received after the start of each of the terms
  • All fees paid less application fee will be refunded if the course is withdrawn or not offered
  • On premature cessation of the course, all fees and charges that have been collected in respect of any part of the course failing to be conducted on or after the date of the cessation will be refunded within 1 month of the premature cessation
  • In case of hardship and deferral (students are required to complete the course within the maximum length of 48 months) cases, the University and Kaplan Higher Education (HK) Limited will consider the refund arrangement on an individual and case-by-case basis. Students who have obtained course exemptions will have to pay for the same amount of the tuition fee as indicated above


Originally known as the Catholic University of Ireland and subsequently as the Royal University, the University became UCD in 1908 and a constituent college of the National University of Ireland (NUI). UCD has produced numerous Irish Presidents and Taoisigh (Prime Ministers) in addition to generations of Irish business, professional, cultural and sporting leaders. 

Today UCD is Ireland’s largest university with almost 30,000 students. Its international standing has increased rapidly in recent years and the University is currently ranked within the top 1% of institutions worldwide in the Times Higher Education rankings.

University Ranking
UCD is placed as the top world University among other prestigious Universities around the world. 

University Excellence

  • Ranked Top 1% of the Universities in the World (QS World University Rankings 2021 Times Higher Education World University Rankings 2021)
  • Ranked 23rd in European Business School (European Business School Rankings 2021 by Financial Times)
  • A Triple-Accredited Business School (Triple Crown Accreditation), only 1% of the world's business schools awarded AACSB, AMBA & EQUIS accreditations

Why are rankings and accreditations important?
(YouTube video )

Learn more about UCD overseas programme
(YouTube video )

Graduate Sharing

Graduate Sharing


“The programme gave me the chance to attend summer school in Ireland and I was able to experience the atmosphere at the UCD campus. The programme incorporates many real-life cases and practical knowledge which I find to be useful for my current and future career.” Annika has become more confident through the 18-month bachelor programme, it has inspired her to apply and work in the marketing field. Within four months after graduating, she was hired by a successful European healthcare, beauty and fitness startup as a Junior Project Manager.


Annika Elmberg, Intake 12

Programme Management

Our programmes are strictly complying with the regulatory requirements of Hong Kong Education Bureau. We are actively working with our partner universities to deliver high quality programmes which can be integrated into student’s practical needs. Apart from the lecturers who come from our partner universities, our international associates are highly-qualified with relevant academic qualifications, practical and teaching experiences.

Conductive study environment, thoughtful programme management and administrative services are the key promises which Kaplan Higher Education is proud to deliver. Our Program Management Team assigns dedicated programme manager for each programme as the bridge between students and universities.

Annika Elmberg

Annika Elmberg

Junior Project Manager,

Invincible Brands

BBS (Hons) Marketing Pathway (Day-time) | 2019 Graduate

The 18-month programme was very suitable to me, as I was able to obtain a bachelor’s degree in a shorter time and therewith start my career much earlier.

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