Program Overview

Introduction to the Bachelor of Science in Marketing Analytics and Technology (BSc(MAT)) Programme

The Bachelor of Science in Marketing Analytics and Technology [BSc(MAT)] programme is designed to equip students with quantitative skills, technology know-how, and business marketing acumen to pursue a career in the digital economy and modern businesses. This interdisciplinary programme targets both STEM students with an interest in business and business students interested in the technology space.

Programme Overview

The BSc(MAT) programme aims to nurture future leaders in the field of technology and marketing who are able to use the latest technology, science, and data analytics to support business and marketing decisions in the digital world. Students will gain a solid foundation in cutting-edge technical areas, including computer programming, data science, and technology, by excelling in courses from the Faculty of Engineering and Faculty of Science. In addition, students will master digital business, marketing, and leadership through courses at the HKU Business School.

BSc(MAT) Curriculum Structure

Students are required to complete a total of 240 credits of courses in the 4-year curriculum, of which:

• 96 credits are courses for Major in Marketing Analytics and Technology
• 18 credits are language enhancement courses
• 36 credits are Common Core courses
• The remaining 90 credits are for free electives, optional second major and/or minor(s)

Marketing Analytics and Technology (MAT) Major Programme Structure

The programme structure consists of:

• Faculty Core Courses (24 credits)
• Disciplinary Core Courses (48 credits)
• Disciplinary Electives (Marketing Technology and Strategy) (12 credits)
• Disciplinary Electives (Marketing Analytics) (12 credits)

Faculty Core Courses

Students must complete all of the following courses:

• ACCT1101: Introduction to Financial Accounting
• ECON1210: Introductory Microeconomics
• Statistics requirement: choose one of the following courses
  • ECON1280: Analysis of Economic Data
  • IIMT1640: Probability and Statistics for Business
• FINA1310: Corporate Finance

Disciplinary Core Courses

Students must complete all of the following courses:

• COMP1117: Computer Programming
• MKTG2501: Introduction to Marketing
• IIMT2641: Introduction to Business Analytics
• MKTG3501: Consumer Behaviour
• MKTG3502: Marketing Research
• MKTG3528: Marketing Analytics
• MKTG3530: Big Data Marketing
• MKTG4501: Quantitative Marketing (Capstone course)

Disciplinary Electives (Marketing Technology and Strategy)

Students must complete two of the following courses:

• MKTG3511: Advertising Management
• MKTG3524: Digital Marketing
• MKTG3526: Innovation and New Product Development
• MKTG3527: Pricing Strategies
• MKTG3529: Social Media Marketing

Disciplinary Electives (Marketing Analytics)

Students must complete two of the following courses:

• COMP2119: Introduction to Data Structures and Algorithms
• ECON2280: Introductory Econometrics
• IIMT3601: Database Management
• MKTG3532: Platform Business Models and the Sharing Economy
• MKTG3602: Retail Analytics
• COMP3314: Machine Learning

Exciting Opportunities

There are ample opportunities for students to participate in exchange programmes at world-class universities and to gain internship experience from large multi-national companies, Hong Kong or Mainland China companies, or exciting start-ups. Students can also access HKU resources to start their own company.

Career Prospects

Graduates of the BSc(MAT) programme will be well-prepared to join the workforce in digital marketing, entrepreneurship & start-ups, gaming, digital platforms, e-commerce, IT, consulting, finance, and other industries with a focus on analytics, data, and technology.

Programme Leadership

• Programme Director: Prof. Hui LI
• Deputy Programme Director and Admissions Tutor: Prof. Vincent Peng ZHANG