Page 170 - HKSYU Prospectus 2018-19

Shue Yan University Prospectus 2018-19
enterprise, and an understanding of consumer psychology and behaviours. It aims to examine
how marketers improve performance with the use of quantitative tools and techniques, and
utilize different marketing decision models to plan, forecast, analyse and find solutions.
Students then acquire better marketing decision-making skills in solving a variety of problems,
such as product positioning and customer targeting. Ethics in marketing decision-making
will also be emphasized. The aim is to foster and enhance students’ skills in making
IT-intensive marketing decisions.
BUS 541-2 Master’s Project

2 Terms; 6 Credits
This course is designed to allow students to demonstrate their abilities in performing
independent research and development work, and to develop expertise in a chosen area of
marketing strategy and consumer psychology through the application of theories and
techniques they have learned in their coursework. The research may be quantitative or
qualitative in nature, but must include original inquiry and analysis and a review of the
literature. In undertaking the project, students should demonstrate initiative and intellectual
achievements and an understanding of the subject matter and of the principles being applied.
Students should also be able to present the results of the investigation in a precise, profes-
sional and well-organized manner in the form of a dissertation.

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