Page 169 - HKSYU Prospectus 2018-19

Business Administration

up a close and loyal relationship with customers. It aims to develop students’ practical skills in
using customer relationship management principles to analyse customer data, create
solutions for a specific business, and develop a close relationship with customers.

BUS 524 Global Marketing
1 Term; 3 Credits

This course aims to provide students with an understanding of the fundamental concepts
and issues of international marketing. Students will appreciate the psychological differences of
customers across cultures and learn how multinational corporations (MNCs) operate and
compete across borders. The course examines the impact of economic, cultural, political,
legal, and other environmental influences on international marketing. It will discuss how to
identify and analyse worldwide marketing opportunities and examine marketing strategies
across different cultural contexts. The course will focus on the decision-making processes in
the areas of foreign market analysis, target identification, product planning, promotion and
channels of distribution.

BUS 525 Organizational Marketing
1 Term; 3 Credits

This course aims to enhance students’ understanding of the nature of managing busi-
ness relationships in business to business markets. They will be able to analyse how
organizations make buying decisions, and understand the organizational influences and the
variety of methodologies for addressing the various concerns of these influences. Concepts
including strategic alliance, networking, supply chain management, outsourcing, and issues
and impacts of globalization, will be introduced. With value created and delivered in the
marketplace as its cornerstone, this course equips students with the necessary marketing
tools to deal with issues related to business markets.

Study Block 3: Research and Analytical Techniques

BUS 531 Research Methods and Design
1 Term; 3 Credits

This course prepares students to apply statistics and probability concepts to marketing
decisions. Students learn important criteria for developing effective research questions,
research design, data collection and analysis and presentation of results. It aims to build up
students’ abilities to: 1) define research problems, 2) utilize relevant sources of data from
traditional and electronic information sources, 3) demonstrate the use of research information
in solving managerial problems, and 4) become an effective decision maker.

BUS 532 Marketing Analytics
1 Term; 3 Credits

This course aims to provide students with an understanding of the roles of statistics,
analytical techniques and computer models in enhancing marketing decisions in the modern

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