In today’s rapidly evolving market, where consumer demands are constantly shifting and brand value has become a core asset for businesses, the need for marketing professionals with both innovative thinking and practical skills is more pressing than ever. In response to these industry trends, the Bachelor of Science in Marketing and Brand Management programme at UTM offers bilingual streams in both Chinese and English. The programme adopts a hybrid learning model that integrates traditional and digital marketing knowledge, aiming to nurture professionals with strong brand leadership, strategic marketing acumen, and entrepreneurial potential.
Small-Class Teaching Enhances Student Engagement
Year 4 student Katherine Chen Xiaolin highlighted the benefits of UTM’s small-class teaching approach, which fosters closer interaction between students and instructors. Professors are able to offer more personalised guidance, addressing the individual learning needs of each student. She also noted that the programme not only covers essential business knowledge but also encourages critical thinking from multiple perspectives.
Throughout her four-year academic journey, Katherine has actively engaged in extra-curricular learning opportunities, including academic conferences. She also served as President of the PATA Macao Chapter - Student Club, significantly enhancing her leadership and communication skills while deepening her understanding of the industry ecosystem.
“After graduation, I plan to pursue further studies abroad. This programme has given me a clearer understanding of my strengths and career direction, and has laid a solid foundation for my future development,” she remarked.
A Balance of Theory and Practice
Year 3 student Lanny Ye Kelan particularly appreciates the programme’s emphasis on the development of professional skills. For instance, she has been trained to proficiently use tools such as Excel and SPSS for data analysis and has acquired essential techniques in market research.
Thanks to internships and other practical learning experiences, Lanny has gained a clearer understanding of her professional strengths and future career direction and has also been inspired to pursue further studies in the field. Guided by faculty, she also attended international academic conferences during her studies. These experiences strengthened her academic profile and laid the foundation for her future graduate studies.
“This programme has not only provided me with solid theoretical knowledge but also equipped me with practical skills in brand management and marketing operation, providing me a competitive edge in both academic and professional settings,” she said. “My journey at UTM is shaping me into a well-rounded professional.”