Page 167 - HKSYU Prospectus 2018-19

Business Administration

Research and Analytical Techniques (12 credits)

BUS 531 Research Methods and Design ........................................................................ 3

BUS 532 Marketing Analytics .......................................................................................... 3

BUS 541-2 Master's Project................................................................................................ 6

The total number of credits required for graduation is 30.

DESCRIPTION OF COURSES (MSc PROGRAMME)

Study Block 1: Core Knowledge

BUS 501 Consumer Psychology
1 Term; 3 Credits

This course aims to build up students’ abilities to evaluate and analyse the key theoret-
ical concepts in consumer psychology and to apply these concepts to solving marketing
problems. Students would review the key psychological, social, and cultural factors influencing
consumer decisions and develop the basic techniques of understanding consumers’ psy-
chology. Making use of case-analysis, students can develop their analytical skills in applying
consumer psychology research in real world settings. Marketing ethics and social responsibil-
ity of firms and consumers will be discussed.

BUS 502 Marketing Communications and Brand Management
1 Term; 3 Credits

This course aims to develop and enhance students’ knowledge base and skills with
theories and practices in the planning, implementation and evaluation of effective Integrated
Marketing Communication (IMC) campaigns and brand development programmes in the
international and local contexts. By the end of the course, students are expected to be able to
apply concepts to practice, analyse real cases from an IMC perspective, develop IMC plans
and present them in a professional manner, and make use of IMC plans to build strong
brands. Making use of case-analysis, students can develop their analytical skills in applying
consumer psychology research in different marketing communication settings.

BUS 503 Applications of Psychology to Marketing
1 Term; 3 Credits

This course is a survey of psychological principles applied to the work place and market.
It is a practical course in which knowledge of business and psychology are welded together to
tackle the challenges faced by business organizations. It aims to introduce to students the
psychosocial, interpersonal, and behavioural dynamics of people in markets, develop
students’ abilities in utilizing systems and skills in psychology to analyse issues in marketing,
and critically review business issues in marketing strategies such as positioning, branding,

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