Associate of Business Studies (Marketing)

Key Features

  • Imparting fundamental marketing theories and principles as well as specialized knowledge of advertising and public relations
  • Placing a special emphasis on marketing in China
  • Preparing students to become professionals in marketing, public relations and advertising

Programme Objectives

  • Covers fundamental concepts, techniques and analytical skills of marketing

  • Equips students with knowledge of China’s business environment, marketing systems and business practices

  • Applies marketing principles and theories to real-life cases

Programme Learning Outcomes

Upon completion, students will be able to:​
  • communicate convincingly in speech, writing and presentation in both English and Chinese languages for further studies and work;
  • apply a range of IT applications and quantitative skills to support and enhance work;
  • ​apply critical thinking and reasoning skills, thus enhancing problem solving;
  • illustrate fundamental concepts in marketing and apply these in a dynamic marketing environment;
  • analyse, understand and interpret basic consumer research findings for managerial decision-making and public policy making.
  • describe the business practice and marketing systems in China;
  • explain the process of advertising and public relations campaign formulation, implementation, control and evaluation; and
  • explain the concept of information systems used in business organizations.


General Education (36 Credits)

  • General English

  • English for Oral Academic Communication

  • English for Academic Writing

  • Business Communication

  • Chinese Language (Putonghua) for Communication I

  • Chinese Language (Putonghua) for Communication II

  • Evolution of Chinese Language

  • Logic and Critical Thinking

  • Understanding Morality

  • Introduction to Information Literacy

  • Free Elective (Details​)

  • Free Elective (Details​)


Programme Specific Courses (24 Credits)

  • Principles of Marketing

  • Understanding Consumers

  • Economics for Business Studies

  • Information Systems Management

  • Introduction to Advertising and Public Relations

  • Statistics for Business

  • Introduction to Marketing in the Chinese Mainland

  • Business Specific Elective


Life Enrichment and Appreciation Programme (Details)

「2+1」Articulation Pathway

Earn a UK Degree in 3 years
Students who are admitted to Business or Tourism related programmes offered by CCLU/LIFE will be given a “conditional offer” from the University of Stirling. Upon graduation#, students can articulate to the 1-year Top-up Degree programmes offered by University of Stirling in collaboration with LIFE, including  
University of Stirling
  • One of world's top 400 universities (The Times Higher Education World University Rankings 2016)
  • 2nd in Scotland and 4th in the UK (The Times Higher Education 150 Under 50, 2016)
  • 384th in the World (QS World University Ranking 2015/16)
For details regarding University of Stirling, please click here.

#Students are required to meet the corresponding admission requirements. LIFE reserves the right in making the final decision to admit students to the top-up degree programmes offered by LIFE in collaboration with the University of Stirling.

The top-up degree programmes are exempted courses governed by the Non-local Higher and Professional Education (Regulation) Ordinance, Government of HKSAR. It is a matter of discretion for individual employers to recognize any qualification to which this course may lead.

Articulation Prospects

Graduates of this programme are eligible to apply for admission to the full-time top-up degree programmes offered at the Lingnan University campus by LIFE in collaboration with overseas universities:

*This is an exempted course governed by the Non-local Higher and Professional Education (Regulation) Ordinance, Government of Hong Kong Special Administrative Region. It is a matter of discretion for individual employers to recognise any qualification to which this course may lead.

The College has established an articulation agreement with the following Mainland and overseas universities for our graduates to articulate to the following degree programmes.

  • International Business, International school, Huaqiao University

  • International Economics and Commerce, Economics and Finance College , Huaqiao University

  • Business Administration, Business Administration College , Huaqiao University

  • Bachelor of Arts in Business Administration, Wesleyan College (Up to 50% of tuition scholarships will be given based on grades, recommendations and interviews.)

The College has established an articulation agreement with Chu Hai College for our graduates to articulate to the following degree programmes.

  • Bachelor of Business Administration (Hons) (Year 3)

  • Bachelor of Business Administration (Hons) in Finance (Year 3)

  • Bachelor of Business Administration (Hons) in Finance and Information Management (Year 3)

Some recent graduates of this programme were admitted to the local or overseas Bachelor’s Degree programmes in Business, such as:
  • Bachelor of Business Administration (Hons) – Marketing Stream, Lingnan University

  • Bachelor of Business Studies, University of Canberra in collaboration with LIFE

  • Bachelor of Business Administration (Hons) in Marketing, City University of Hong Kong

Career Prospects

  • Advertising
  • Public Relations
  • Customer Relationship Management
  • Customer Services
  • Event Management
  • Retailing
  • Sales and Marketing
  • Government or Non-governmental Organisations

Professional Recognitions

  • Students can apply for the Student Membership of the Hong Kong Public Relations Professionals’ Association Limited (PRPA)

  • Students can apply for the Student Membership of the Hong Kong Institute of Marketing (HKIM). Graduates are also eligible for exemption from certain subjects of the Professional Diploma in Marketing from HKIM.

  • Students can register as The Chartered Institute of Marketing (CIM) Affiliate (Studying) Member


  • Students have an opportunity of studying for one term in Mainland China or Taiwan.

Student Achievements

Teaching and Learning Support

嶺南「2+1」升學階梯 3年取英國大學學位


嶺南大學持續進修學院 University of Stirling合辦 體驗英式學習 一年制銜接學士課程

Business Week 2016 (Grooming Workshop and Wine Tasting Workshop)

Business Week 2016 was held by the Business Division of CCLU & LIFE for all business students in February 2016.

Proper grooming is important in workplace. To prepare our students for the career after graduation, the Business Division organized a Grooming Workshop to equipped our students with essential make-up skills so as to boost their self-confidence through a neat and tidy appearance. A professional make-up artist was invited to share with our students the grooming styles for different occasions and make-up skills required. Apart from the Grooming Workshop, a Wine Tasting Workshop was also held in the same week. A sommelier was invited to introduce the history and culture of wine and the skills of wine tasting to our business students.


Graduate Sharing



  • 2015年商學(市場學)副學士課程畢業生
  • 升讀嶺南大學工商管理(榮譽)學士課程三年級