www.cityu.edu.hk/ce/bbaThis is an exempted programme under the Non-local Higher and Professional Education

(Regulation) Ordinance (ref. number: 411601). It is a matter of discretion for individual employers to recognize any qualification to which this programme may lead.

Programme Code: 123-19100

Bach

elor

Bachelor’s Degree(Top-Up) Programme

Bachelor of

Business Administration

Full-time Year 2012 6th Intake

CRICOS Provider Code 00002J

Ranked among Australia's Top 10 and within the Top 40 in the Asia-Pacific Region(Shanghai Jiao Tong University Academic Rankings of World Universities 2011)

Programme AimThe programme aims to provide a comprehensive preparation for students wishing to pursue a career in business management, teach students all the business skills upon which modern management relies, help students to develop an analytical and enquiring mind so as to respond creatively to the problems and opportunities facing modern business, and prepare students for pursuing Master’s programmes at Macquarie University or at other overseas or local universities.

The BBA programme is board and covers majors areas of business such as marketing, human resources, strategic management and finance & quantitative methods. Students will be equipped with modern business skills for career development.

Special Features1. GOOD quality programme

• The BBA programme is regularly audited by the Australian Universities Quality Agency (AUQA)

• Macquarie University teaching staff will conduct face-to-face lectures for some courses

• Each course offered is closely moderated by a designated Macquarie University teaching staff member.

2. STRONG equivalence of local BBA study to that offered in Sydney

• Graduates will be awarded the SAME graduation certificate and SAME academic transcript as those issued in the Sydney campus

3. SAME BBA programme offered IN PARALLEL to that currently offered at the Sydney campus

• BBA students in Hong Kong can choose to switch to study at the Sydney campus

• Many successful cases of local students who have transferred their study to Sydney

4. MANY further study opportunities available both local and overseas

• Eligible graduates can apply for appropriate one-year master degree programmes offered by Macquarie University

• Graduates had completed successfully or are studying for master degrees at

5. GOOD connection with the well-established

Macquarie University Alumni Association in Hong

Kong

• Students/graduates will participate in activities organized by the Alumni Association

Shape your future

A world-class reputationMacquarie is ranked among the top two per cent of universities in the world.

Graduate outcomesFor more than a decade, Macquarie graduate starting salaries have been ranked among the highest in Australia (The Good Universities Guide 1998-2011).

Expert staffAcademic staff across the Faculty of Business are consistently recognized as award winners (Australian Learning and Teaching Council) and opinion leaders at local, national and international levels.

Research ExcellenceMacquarie has long been known for its research excellence. Based on data from the Australian Government’s Excellence in Research for Australia results in 2011, 80 percent of Macquarie’s research activity is judged to be at world-standard or higher.

Macquarie University

Want to know more about the latest news of Macquarie?

www.international.mq.edu.au

The Bachelor of Business Administration provides a rigorous, broad and comprehensive preparation for students wishing to pursue a career in business management. The programme covers all the important disciplines of management such as accounting, finance, marketing, strategy, economics and human resource management.

Welcome Message

Prof. Greg Elliott, Programme DirectorMacquarie University

University of Sydney, Australia

University of London, United Kingdom

Hong Kong Baptist University

City University of Hong Kong

Lily Poon

• Graduateof1st intake (2007/08 Cohort)

• SecretaryoftheMacquarieUnivesityAlumniAssociation(HK Chapter)

• Currentlyworkingasamarketerinalocalbank

• StudyingforamasterdegreeinmarketingatCityUniversity of HK

“I’m pleased to share with you my working experience after graduation. The qualified academic background gives me a competitive edge in pursuing my career. I enter into banking industries and perform some marketing roles. The promotion in bank is performance basis. The major business skills I learnt from accounting, finance, marketing and quantitative methods well prepared me to respond to problem solving and performing marketing jobs. I’m confident to my career development and I consider applying postgraduate program this year as well.”

Sophie Ng

• Graduateof1st intake (2007/08 Cohort)

• CompletedamasterdegreeinmarketingattheUniversityofSydney,Australiain2011

• Currentlyworkingasanadministratorinalocaleducational institution

“It is my pleasure to share my feelings and happiness about my school life. The days in Macquarie BBA programme are full of cheers and joys. In the past two years, I have built up good relationship with teachers and fellow classmates. Undoubtedly, I have not only gained academic knowledge through the program but also feel teachers’ care and coursemates’ love. One important thing is that it helps with my further study. I am now studying master degree in the University of Sydney and I believe one of the reason I was able to get a place there is that I finished my bachelor degree at the Macquarie University which has gained good reputation in Australia. Macquarie teachers and local teaching staff of the Macquarie BBA(HK) programme work closely and dedicate the best-fit courses for students, therefore I can easily catch up the studies when I am taking my master degree in Sydney.”

Hazel Tsui

• Graduateof2nd intake (2008/09 Cohort)

• RecentlycompletedamasterdegreeinmarketingattheUniversity of London, United Kingdom

“The Macquarie Bachelor of Business Administration (BBA) programme covers major subjects relating to marketing and management. They offered me a broad and comprehensive knowledge. It helped me to develop analytical and enquiring mind in responding to any problems and opportunities in businesses. The BBA course — Business Project allowed me to improve my communication and social skills which are very important in managing businesses and having negotiations with partners in future. As I’ve already acquired with good business knowledge during my previous BBA study, it is much easier for me to understand the subjects better for my current postgraduate study at UK.”

Donald Kwoon

• Graduateof3rdintake(2009/10Cohort)

• HastransferredhislocalstudytoSydney

• Currentlyworkingasanadministratorinasportswearcompany

“In July 2010, I have been grateful to transfer my studies to Sydney to continue the last two semesters of my courses in Australia, instead of studying those in Hong Kong. I put much effort on my study in Sydney on campus and feel great to get a good academic result in the third semester. It is a good chance for those who are interested in transferring to Sydney to enjoy the life of studying without stress of academic result.

The reason why I consider transferring my studies in Australia is that being a student of business administration, we should not only learn the knowledge on the textbook, but also need to broaden our horizons to the world. We can develop good Interpersonal and communication skills by cooperating with foreign people and understanding the learning cultural as well as developing a wide network with people from different countries. All of these are very important for us to become a successes businessman in the future.

The last but not the least, if you are interested in studying in Australia, we highly recommend you to join us and gain valuable experience with quality education provided by Macquarie University.”

Our Graduates

Macquarie BBA Annual Term Dinner (November 2009)

Ngai Chun Ying

• Graduateof3rdintake(2009/10Cohort)

• AwardeeofCityUSCOPEDirector’sList2010

• AwardeeofMacquarieUniversityAwardforOutstandingAcademicPerformance2011

• CurrentlyworkingasamarketerinanITcompany

“I am grateful to have such opportunity to share my views and feelings about Macquarie BBA programme. This programme provides courses covering almost all major areas in business such as accounting, finance and marketing. This gave me an advantage of acquiring an all round business sense. There are also some elective courses in the programme for students to choose from to let students to acquire a more in depth knowledge in the areas which they are interested in. As I remembered, most of the elective courses I chose were in marketing field. Those courses further aroused my interest in marketing field and made me determined to develop my career in marketing field in the future. I am now working a marketing position in an online retail company and which I found the communication, interpersonal and analytical skill I learned during my university life also greatly helped me to cope with working in such a fast paced working environment.”

Bachelor of Business Administration

Programme Structure & ContentThe full-time top-up programme is delivered over 4 terms in around 16 months. Generally, students will receive up to 24 credit points for recognised previous studies and are required to take 16 out of the below 18 courses leading to a total of 48 credits, equivalent to the last two years of the 3-year BBA degree. Depending on academic backgrounds, the required combination of the 16 courses may vary for different students.

Macquarie Teaching Staff

Term1

ACCG106 Accounting Information for Decision MakingACST101 Techniques and Elements of FinanceBUSL250 Business LawECON111 Microeconomics Principles

MKTG203 Consumer Behaviour

Term 2

ACCG200 Fundamentals of Management AccountingBBA216 Business CommunicationsHRM107 Introduction to Human ResourcesSTAT170 Introductory StatisticsMKTG207 Services Marketing

Term3

AFIN253 Financial Management

BBA350 Strategic Management

ENV200 Environment and Sustainability

MKTG308 Customer Relationship Management

Term 4

AFAS300 Principles of Financial Literacy

BBA340 Cross Cultural Management

BBA360 Business Project

MKTG311 Brand Management

Professor Greg ElliottQualifications : MCom, PhD (UNSW) Position : Associate Dean, International,

Department of Marketing and Management

Course taught : Services Marketing

Dr. Lawrence AngQualifications : BSc, Hons Class 1 (University of New

South Wales), PhD (University of New South Wales, AGSM)

Position : Associate Professor of Marketing, Department of Marketing and Management

Course taught : Customer Relationship Management

Dr. Chris BaumannQualifications : Economist SEBA (Switzerland),

MBA (Simon Fraser), DBA (MGSM), PG Cert Higher Education (Macq)

Position : Senior Lecturer, Department of Marketing and Managementt

Course taught : MKTG311 Brand Management

Dr. David GrayQualifications : B. Com (Hons) (Economics) UNSW, B. Com

(Accounting) (UNSW), M. Com (Hons) (Economics) (NSW)

Position : Senior Lecturer, Department of Marketing and Management

Course taught : Strategic Management Business Project

Ms. Deborah Howlett Qualifications : B. Com (UWS) and M.Com (UWS)

Position : Associate Lecturer, Department of Marketing and Management

Course taught : Strategic Management Business Project

Dr. Meena ChavanQualifications : BCom, MCom, PhD

Position : Senior Lecturer, Department of Marketing and Management

Course taught : Cross Cultural Management

Dr.StevenD’AlessandroQualifications : PhD (UWA), M.Commerce (Curtin),

B.Commerce, Hons. (UWA), Cert. Tertiary Teaching (Murdoch)

Position : Senior Lecturer, Department of Marketing and Management

Course taught : Consumer Behaviour

Dr. Troy SarinaQualifications : Bachelor of Economics (Social Sciences),

Bachelor Of Laws (Hons ), PhD

Position : Lecturer, Department of Marketing and Management

Course taught : Human Resources Manangement

Course Description

Accounting Information for Decision Making(ACCG106)

This unit equips students to understand accounting as a useful tool for management decision making. Students develop an understanding of the principles of financial and management accounting from a user perspective. Topics include: the environment of accounting; recording business transactions; information on the income statement and balance sheet; analysis and interpretation of financial reports; budgeting; cost-volume-profit analysis; and financing a business. Students are able to explain the usefulness of financial and management accounting information and describe different types of accounting information for both internal and external users. Students develop graduate capabilities in a range of areas including critical analysis of accounting information, problem-solving skills and written and oral communication skills.

BrandManagement(MKTG311)

Firms of nearly all types have come to the realisation that one of the most valuable assets they have is their brand. This course explores branding across goods and services and introduces relevant theory used to design effective branding strategies. Besides discussing appropriate theories and models, the course will also incorporate practical branding cases, so that students should be able to make and evaluate branding decisions in the future. Particular emphasis is placed on understanding the psychological principles at the consumer level that will improve managerial decision-making with respect to brands. The course will cover the importance of brand equity and the application of the marketing mix to brand strategies.

BusinessCommunications(BBA216)

This course covers the principles of effective organisation and presentation of ideas in written and oral contexts for a range of administrative applications. The course will be project based, working as far as possible with material from other courses in the programme. Assessment will take into account individual performance as well as group work. In all, students will be encouraged to explore the intricate relationship between text, technology and audience to maximise the impact of their business presentations.

Business Law (BUSL250)

This is the foundation business law course for students undertaking professional studies in the accounting and financial management areas. It is also a required course for the Business Law major. The course, through a range of assessment tasks, seeks to develop each student's knowledge of the Australian legal system. Subject areas include contract, tort, property, and agency law.

BusinessProject(BBA360)

This course provides a platform for students to exercise the knowledge and skills that have been gained in previous courses, particularly BBA350. The major component of the course is a business-based project. Group work will engage students in the challenges of interpersonal communication, task allocation, coordination and control.

ConsumerBehaviour(MKTG203)

This course examines the external and internal factors that influence people's behaviour in a buying situation. It provides a conceptual understanding of consumer behaviour, integrating theories from psychology, sociology, and economics. Topics covered include: marketers' and consumer views of consumer behaviour; market segmentation and product positioning; understanding consumer motivation; consumer personality, values, and involvement; consumer perception; consumer learning; habit, and brand loyalty; consumer attitudes; cultural, social, situational, household influences on the consumer; the influence of salespersons and advertising on the consumer; pre-purchase, purchase and post-purchase decision processes of the consumer; organisational buying behaviour.

CrossCulturalManagement(BBA340)

This course examines the challenges to managing effectively in business environments when diverse cultures interact, both within and between firms. Particular attention will be paid to managing increasingly diverse workforces in the Australian context, as well as to Australian firms that conduct business in Asia and beyond.

Customer Relationship Management (MKTG308)

Conventional marketing theory and corporate mission statements lead us to believe that today's organisations should understand and serve customers well. The reality of our experiences as customers is often quite different; conflicting goals, the interests of stakeholders and even traditional management theory all conspire to ensure that customers are left wondering why they "can't get no satisfaction" (Mick Jagger, 1965).Customer Relationship Management (CRM) has grown in fertile soil over the last two decades. Even though the term was first coined in 1991, organisations still wrestle with CRM programmes, and in many cases the returns have not justified the investment. In this course we explore what CRM is really about, and present a proven, managerially-relevant approach to succeeding with CRM programs. CRM normally requires software implementation, but more importantly it involves the alignment of strategy, people, processes and information technology with a strategic focus on customers in order to succeed. Key topics include customer strategies, customer value, loyalty, experience, lifecycle management, sales force automation, marketing automation, service automation, customer profitability, benchmarking and program implementation. The project in this course allows you to conduct some simple research based on your own experience as a customer of various organisations.

Environmental and Sustainability (ENV200)

With an emphasis on the Australasian situation, this exciting interdisciplinary unit explores human attitudes to, relationships with and impacts on the environment. The unit is designed to be self-contained and interesting for a wide range of students, including those without scientific backgrounds. The concepts of environment and sustainability are explained, and conflicting priorities are discussed along with the difficulties of incorporating environment into current socio-economic systems. The major physical (atmosphere, aquatic, terrestrial) and biological systems that make up the planetary environment are explained. These are then related to current issues such as population pressure, energy use, land degradation, climate change, water resources and biodiversity loss as well as transport and urban living.The current management processes and planning frameworks, including the legal and legislative mechanisms are also considered, with suggested strategies to alleviate existing and predicted problems. The role of sustainable development in managing environmental issues and the role of planning for a more sustainable future are discussed. Students are engaged in learning through interaction with guest lecturers, who are experts in their fields, as well as participatory small-group discussions in tutorials.

FinancialManagement(AFIN253)

This introductory course in corporate finance focuses on the financing and investing decisions made by the finance manager of an organisation. While the emphasis is on the theory of the firm, students are also given exposure to current issues affecting corporate finance in Australia. Satisfactory completion of the course will equip students with a grasp of the following principals of financial economics: the relation between risk and expected return, the time value of money and valuation of securities via discounted cash flows. The course also provides an introductory coverage of derivative securities and no arbitrage valuation. The course provides a standalone introduction to finance for students not planning to continue with study in the area. For students intending to further their study of finance, the course provides a conceptual basis needed for more advanced courses. Analytical, quantitative and generic skills are emphasised.

Fundamentals of Management Accounting (ACCG200)

This course examines how cost information is generated and used in organisations for decision-making purposes. To this end a number of different costing and budgeting techniques are explained, and demonstrated. In addition the appropriateness of the various techniques is explained, which depends partly on the business situation and partly on the decisions that are made with the information. There are three main parts to the course: (i) costing techniques (job/process costing and cost allocations); (ii) budget setting and evaluating performance against the budget; and (iii) using costs for decision-making.

IntroductiontoHumanResources(HRM107)

This course examines the broader macro issues related to managing people and managing change. The scope of inquiry extends to the macro-economic environment including the economic, political, social, and institutional specific context for managing people. The course also explores the role of government and agencies that establish various frameworks for industrial awards, systems of conciliation and arbitration, and conflict resolution in the workplace. Students will examine the role of unions, employer associations and employers; the impact of change and reform directions.

IntroductoryStatistics(STAT170)

This unit provides a broad introduction to statistical concepts and data analysis techniques, and is concerned with the development of an understanding of statistical practice and is illustrated by a study of those techniques most commonly used in the sciences, social sciences and humanities. The aim of statistical practice is to make the scientific research process efficient; for this reason statistics is used in disciplines ranging from accountancy to zoology and most in between. Topics covered include: data collection methods; data quality; data summarisation; and statistical models like the normal distribution, followed by sampling distributions and statistical inferences about means, proportions and quantities. Also studied are methods of analysis relating to comparisons, counted data and relationships, including regression and correlation. Statistical computer packages are used for handling and analysing data along with word processing for reporting results. However, no prior computing knowledge is assumed.

MicroeconomicsPrinciples(ECON111)

This unit aims to provide an introduction to the main ideas and concepts involved in modern economics; and attempts to provide students with an understanding of how the economy works, what type of problems economists attempt to solve, and how they set about trying to solve them. The unit is primarily concerned with the analysis of individual decision-making units, and the behaviour of firms and industries in the economy, i.e. with microeconomics. Topics covered include: consumer choice and demand analysis; the firm and its production and costs; market structures from perfect competition to monopoly; factor markets; income distribution, poverty and discrimination; welfare economics; and market failure and microeconomic reform.

PrinciplesofFinancialLiteracy(AFAS300)

This unit develops financial literacy to enable students to understand what is needed to achieve a lifestyle that is financially sustainable, ethical and responsible. The key areas of financial goals, budgeting, investments, superannuation and common contracts and employment structures are explored. On completion of the course students will be able to set financial goals, establish a working budget, understand and distinguish between different investment instruments, understand the key features of superannuation in Australia and understand the implications of common financial contracts and employment structures. These outcomes aim to develop students' discipline specific knowledge, research and problem solving skills, personal judgement and an understanding of the need for continuous learning.

Services Marketing (MKTG207)

This course has been developed in recognition of the size and growing importance of the services sector and of the distinctive characteristics of "services" (in contrast with tangible "goods"). The course will seek to apply the principles of services marketing to organisations in the private, public and not-for-profit sectors. It will also examine the characteristics and the unique problems

caused by the differences between the marketing of tangible goods and the marketing of services. It will endeavour also to communicate the need for a detailed understanding of consumer behaviour as it applies to the purchase of services and to the interaction between customers and service providers. Finally, the course will communicate the fact that the successful marketing of services and the successful delivery of customer service are critical elements in the development of customer satisfaction and the long-term success of an organisation. In this regard, the concept of service quality and its measurement will be discussed, as will the link between service quality and customer satisfaction. In addition to formal lectures, the course will employ case studies and group project work and will examine contemporary business examples and best practice.

StrategicManagement(BBA350)

The purpose of this course is to equip the student with the ability to approach complex business problems from the cross-functional and multi-dimensional perspective of the general manager. The process of formulating and implementing competitive strategy at the business-level requires the systematic analysis of a firm's internal resources and capabilities in conjunction with a structured examination of the various dimensions of its (external) macro- and industry environments. Once this is achieved, management can develop appropriate strategies with which to pursue sustainable competitive advantage in domestic and international markets.Students will learn how to use several diagnostic models to evaluate a firm's relative strengths and weaknesses, the threats and opportunities in its external environment, and the key issues that influence how the firm should compete. Case analysis will be used extensively to link concepts and frameworks to real-world examples. Group work will engage students in the challenges of interpersonal communication, task allocation, coordination and control.

Techniques and Elements of Finance (ACST101)

This course aims to assist students to:• understand the basic concepts of mathematics of

finance (present value and accumulated value) and their application to both single payments and annuities;

• apply these basic mathematical concepts in valuing a range of financial instruments including savings and investment accounts, promissory notes, mortgage loans, personal loans, bonds and debentures, etc.; and

• know the functions of the Australian financial system, and the financial institutions (banks, insurance companies, finance companies, credit unions, etc.), financial instruments (bills, bonds, debentures, shares, etc.) and financial markets which form part of it. A background of HSC Mathematics or equivalent numerical competency is desirable.

Programme DeliveryAbout half of the courses will be lectured by Macquarie academic staff and the remainder will be conducted by local teaching staff. All tutorial classes are conducted by CityU SCOPE staff.

Teaching and LearningClassesEach course normally consists of 26 lecture hours and 13 tutorial hours.

VenueClasses will be held at SCOPE Learning Centres in Kowloon Tong and/or other designated venues.

Student SupportStudents will have access to the CityU Library, CityU Computing Services Centres and the online resources provided by Macquarie University.

Assessment and AwardAssessment for the courses is based on a combination of assignments, tests, projects, case studies and examinations. Individual teaching staff may modify the assessment components and/or the weighting so as to better reflect the learning outcomes.

A student will be awarded a Bachelor of Business Administration conferred by Macquarie University upon successful completion of the programme in accordance with the programme requirements.

Further Study OpportunitiesStudents who have completed this programme may be considered for further education at the postgraduate level. Macquarie University offers a variety of one-year master degree programmes taught in Australia and Hong Kong. For details, please visit the website: www.international.mq.edu.au/study

Admission RequirementsApplicants should possess a recognised associate degree/higher diploma in business-related disciplines or equivalent qualifications. Depending on academic background, some students may be required to provide proof of English language proficiency.

FeesApplication Fee : HK$140

(to be paid at the time of application)

Tuition Fee : HK$86,400 (to be paid in four equal installments)

Additional fees will be charged in case of re-assessment and / or re-taking

of courses.

EnquiriesSchool of Continuing and Professional Education

Location : LG/F., Academic Exchange Building, City University of Hong Kong

Telephone : General enquiries 3442 4978/ 3442 7423 Academic enquiries 3442 7172 (Dr. Francis Yue, Programme Leader) 3442 7673 (Ms. Winnie Kwok, Deputy Programme Leader) 3442 7964 (Mr. Daniel Sun, Deputy Programme Leader)Fax : 3442 0399 Email : team3@scope.edu

Financial AssistanceContinuing Education FundSome courses of the programme have been included in the list of reimbursable courses under the Government Continuing Education Fund (CEF). Eligible applicants will be reimbursed 80% of the course fees, subject to a maximum sum of HK$10,000, on successful completion of the courses. For more information, please visit the government’s website: www.sfaa.gov.hk/cef/ or call the government’s 24-hour hotline at 31422277.

Education LoanSuccessful applicants are eligible to apply for the Non-means Tested Loan Scheme (NLS) administered by the Student Financial Assistance Agency (SFAA) of the HKSAR government. The maximum financial assistance under the NLS is equivalent to the total tuition fees payable for the programme. For more details and enquiries, please call 2150 6222 or visit SFAA’s website: www.sfaa.gov.hk

ApplicationA completed application form, together with the following documents should be sent to SCOPE on or before the application deadline:

■ Proof of application fee payment; and

■ TWO sets of copies of Academic certificates (e.g. HKCEE certificate; Associate Degree/Higher Diploma transcript and certificate).

•For those non-CityU applicants, they are required tosubmit the course outline/teaching outline of EACH course they have studied/is currently studying in their associate degree/higher diploma programme.

•The course outline/teaching outline should list out thetopics covered and textbook(s) used in the course.

Online Enquiries of Application StatusAn acknowledgement of your application will be sent to you via email. Enquiries about your application status can be made at our website: www.cityu.edu.hk/ce/enrol/que 7 working days after submission of your application form.

Application Deadline13 July 2012As class size is limited, it is advisable for interested applicants to submit their applications as early as possible. Qualified applicants are accepted on a first-come, first-served basis.

CommencementEarly September 2012

SCOPE/1/12/02/076

Bachelor of

Important Dates

Business Administration