Page 168 - HKSYU Prospectus 2018-19

Shue Yan University Prospectus 2018-19

product development, pricing, distribution, and promotion.

BUS 540 Strategic Innovation and Marketing Management
1 Term; 3 Credits

This course focuses on how innovation affects the competitive dynamics of product
strategy, how marketers should strategically manage innovation, and how marketers should
best create and implement strategies to maximize chances for success and create value to
customers. Students will learn the principles underlying innovation and problem-solving in the
modern business context and develop an appreciation of the strategic implications and
opportunities resulting from dynamic innovation. It aims to enhance students’ ability to
formulate a firm's innovation and collaboration strategy, and assess and resolve marketing
challenges in a rapidly changing environment.

Study Block 2: Contemporary Marketing Practices

BUS 521 Digital Marketing and Internet Consumer Behaviour
1 Term; 3 Credits

This course aims to introduce students to cutting-edge research in the intersecting areas
of consumer psychology and new media marketing. It provides students with advanced
knowledge of the fundamental and critical impact of the Internet and how it changes consumer
psychology, behaviour and traditional marketing practices. Major features of Internet
consumer behaviour will be identified and explained. Prevailing techniques in understanding
e-marketing opportunities, challenges, and strategies, and the design of e-marketing plans will
be included. Common strategies for the marketing of goods and services via Internet and
social media will be discussed and evaluated.

BUS 522 Chinese Psychology and Marketing
1 Term; 3 Credits

This course aims to familiarize students with the important knowledge, frameworks and
concepts of marketing from a Chinese psychological and cultural perspective. It draws on
knowledge of cultural, cross-cultural, and social psychology from abroad, and tests this
against the experience and behaviour of Chinese people. It will apply relevant psychological
principles and methods to the study of Chinese psychology and behaviour in order to develop
students’ capacity in applying marketing strategies to a given situation in the China market.

BUS 523 Customer Relationship Management
1 Term; 3 Credits

This course aims to familiarize students with the important knowledge, frameworks and
concepts of customer relationship management. Making use of the concepts of consumer
psychology, the course will examine how to measure long-run customer profitability, how to
create value for customers, how to acquire, develop, and retain customers, and how to build

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