Page 166 - HKSYU Prospectus 2018-19

Shue Yan University Prospectus 2018-19

Master of Science in Marketing and Consumer Psychology

The MSc in Marketing and Consumer Psychology is a programme that prepares young
professionals from different backgrounds and industries for careers in marketing of products
and services for businesses as well as non-profit-organizations.

This is a pioneering programme that not only covers traditional areas in marketing, but
also psychological knowledge, and practical skills that are required for career success. The
programme is designed to provide an employment-focused curriculum to give its graduates a
career advantage in consumer marketing.

Programme Aims

Upon successful completion of this programme, students should:
1. have developed a comprehensive understanding of marketing and consumer psycholo-

gy;
2. be able to critically review theories and techniques of marketing and consumer psy-

chology and assess their potential use in business situations;
3. have developed a range of effective analytical and synthetical skills, as well as planning

techniques required in solving real-life marketing problems; and
4. be able to design marketing programmes and manage market research projects in

consumer-led businesses.

Programme Curriculum

The programme includes key courses that are designed to provide students with the
knowledge and skills they need to develop a successful career in the field of consumer
marketing. It consists of three main areas: Core Knowledge, Contemporary Marketing
Practices, and Research and Analytical Techniques. Students can choose to study in
one-year full-time mode or two-year part-time mode.

Number of Credits

Core Knowledge Subjects (12 credits)

BUS 501 Consumer Psychology...................................................................................... 3

BUS 502 Marketing Communications and Brand Management....................................... 3

BUS 503 Applications of Psychology to Marketing .......................................................... 3

BUS 540 Strategic Innovation and Marketing Management ............................................ 3

Contemporary Marketing Practices (6 credits – any 2 out of 5 courses)

BUS 521 Digital Marketing and Internet Consumer Behaviour ........................................ 3

BUS 522 Chinese Psychology and Marketing ................................................................. 3

BUS 523 Customer Relationship Management ............................................................... 3

BUS 524 Global Marketing .............................................................................................. 3

BUS 525 Organizational Marketing.................................................................................. 3

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