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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
Management of Organisations*
Data Analysis for Decision Makers
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

^ Changes in programme structure are subject to approval, please click here for more information.

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
Nov 2019 - Intake 15

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$ 15,300
2nd Instalment of tuition fee HK$ 15,300
3rd Instalment of tuition fee HK$ 15,300
4th Instalment of tuition fee HK$ 15,300
5th Instalment of tuition fee HK$ 15,300
6th Instalment of tuition fee HK$ 15,300
Total: HK$ 91,800
Grand Total: HK$ 94,800^

Students who do not comply with the fee schedule will not be permitted to proceed with the programme.

^Programme fee of 2020 intake is subject to possible adjustments.


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 2019, Times Higher Education World University Rankings 2019)
  • Ranked 23rd in European Business School (European Business School Rankings 2018 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

"It was such a memorable summer school experience from UCD in Ireland, where I made many new friends from different countries and gained valuable learning experiences.  My English skills have greatly improved as the classes and group discussions were all in English. I wanted to further study in business field after high school and understood that UCD has a reputable university ranking in the world. I am very glad that I have chosen this programme.  BBS have greatly helped me in my current job at a medical equipment company, which I have to take many different responsibilities, such as HR, sales and promotion, business development, and procurement!"

Bonbon Lau, Intake 8, Awarded Best Student

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 Programme Management Team assigns dedicated programme manager for each programme as the bridge between students and universities.

The duties of Programme Management Team:

  • Preparation of Study Materials
  • Seminar Facilities & Resources
  • Programme Updates (e-Newsletter)
  • Assignment Collection
  • Exam Management
  • Graduation Co-ordination
  • 24-hour response