Page 156 - SYU Prospectus

Shue Yan University Prospectus 2021-22

supply chain. After completing this course, students will be able to understand the financial
impacts of supply chain decisions, evaluate how supply chain decisions influence the income
statement, balance sheet and cash flow statement, and assess the cost, risk and benefit of
different supply chain financing instruments.

BUS 351 Data Analytics for Marketing
1 Term; 3 Credits
This course aims to provide students with data analytical techniques in making decisions
on digital marketing strategies. Topics covered include a wide variety of media and customer
data, and the processes it requires to transform such data to knowledge and strategic
decisions. Real life examples include monitoring tools to help brands formulate promotion
strategies, capitalize on product usage data for segmenting consumers, analyse data to help
media outlets make content and engagement decisions, and conduct market, competitor and
consumer research to formulate strategic decisions.

BUS 352 HR Analytics
1 Term; 3 Credits
This course provides an overview of Human Resource (HR) analytics that is available to
support today’s professional. HR analytics is expected to drive HR professionals’ transition to
new strategic roles and raise their competency in management. This course aims to provide
students with the knowledge and analytical techniques to evaluate and resolve HR issues. It
also helps students acquire knowledge and skills in the use of data analytics and make data-
driven decisions.

BUS 360 Consumer Behaviour
1 Term; 3 Credits
The course aims to equip students with the knowledge of the underlying consumer
behavioural concepts and guiding principles. Through this course, students will learn the
knowledge and skills required to diagnose consumers’ behaviours, formulate different
marketing strategies, and practically applied the consumer behaviour concepts. Students
would review the key personal, social, and cultural factors influencing consumer decisions and
develop the basic techniques of understanding consumers’ behaviour.

BUS 380 Digital Game Marketing
1 Term; 3 Credits
This course aims to serve as an introduction to the digital game industry by examining
the implications of cultural, social and economic factors on the industry. This course will look
at the industry from three perspectives: developer, player and spectator. This course will
discuss relevant topics including brand building, game development, game mechanics and
social marketing. By analysing, playing selected games, attending guest speakers’ sharing,
reading and writing, students will gain insight into the socio-cultural implications, customer
experience and challenges of future game development.

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