Programme Overview

Bachelor of Science in Marketing and Brand Management is a four-year degree programme, offering knowledge and skills in marketing operation and brand management, in both physical and digital format. The programme aims at preparing learners for their future careers in the marketing industry with upward developing potential, via 1) preparing learners with business basics such as accounting, economics, language and communication skills, and digital competence; 2) cultivating problem identifying and solving skills in the marketing and brand management settings; 3) developing a sustainable, innovative and strategic way of thinking in the marketing and brand management context. Upon graduation, the learners will be able to operate and manage a brand in a sustainable manner, offer innovative business solutions to  clients, and even pursue an entrepreneurial career by developing new brand from scratch where opportunities exist, in tourism destinations. The programme available in both English and Chinese medium, and it adopts a blended learning mode, integrating theoretical learning in classrooms and practical learning in labs and industry operational sites. In addition, marketing projects with real clients are a shining part of the programme. All students are required to complete a six-month internship programme in or outside Macao in their third year of study. Furthermore, final year students are required to complete a thesis or a capstone project.

(* Revised programme to be launched in academic year 2024/2025.)


Programme Aim

The programme aims to become a premier choice of higher education in marketing and brand management that develops students into sound professionals with practical, research and analytical skills, as well as socially responsible individuals who are suitable for taking managerial and leadership roles in the industry.

Programme Objectives

  1. To provide a marketing and brand management education that is interdisciplinary, based on contemporary principles and standards, and that are relevant for the successful management of a brand.
  2. To equip students with comprehensive knowledge and skills required to operate a brand, and design and execute marketing and brand strategies.
  3. To develop students into professionals with social consciousness that contributes to the sustainable development of brand and retail businesses.

Programme Learning Outcomes

Upon successful completion of the Bachelor in Marketing and Brand Management programme, students will be able to:

KnowledgeExpand / Collapse
  • K1: Understand the key conceptual and organisational aspects of the retail and brand operation, including strategic planning and management.
  • K2: Apply the principles, practices, and concepts used in marketing and managing a retail and brand operation.
  • K3: Understand the key conceptual approaches and strategies used to analyze retailers' and brands' problems and provide relevant solutions.
  • K4: Describe the basic marketing principles and techniques of managing and promoting retail and brand products, services, and organisation based on changing consumer needs in the market.
SkillsExpand / Collapse
  • S1: Apply research and analytical skills in solving common and practical brand-related marketing and management problems, address a marketing phenomenon in diverse contexts and help the organisation make an informed decision.
  • S2: Apply technology including the web and relevant software to set up a retail business and brand, apply design elements to illustrate the visual aspects of a brand, generate creative solutions to enhance communication effectiveness and conduct marketing and management of retail organisations and brand in an increasingly digital and global environment.
  • S3: Communicate ideas and concepts related to products, services, organisations and human resources orally, graphically, physically, and in writing.
Attitudes and valuesExpand / Collapse
  • A1: Adhere to the principles of Global Code of Ethics for Tourism and other general codes of conduct.
  • A2: Value and respect the rights and choices of the people they work with or of those who might be affected directly or indirectly.

Programme Structure

Tourism Retail and Marketing Management (academic year 2021/2022 and before)Expand / Collapse
Tourism Retail and Marketing Management (from academic year 2022/2023)Expand / Collapse

IFTM reserves the right to change, adapt, or replace certain courses in the programme depending on resources and industry needs.

How we Learn?

Training Facilities - iRetail Lab

At IFTM, we adopt different learning approaches to achieve the intended learning outcomes by incorporating business projects, project presentations and site visits in the course delivery. To know more about our approaches, please refer to the below links: