Page 151 - HKSYU Prospectus 2023-24

Business Administration

introduced. The students will also gain hands-on experience to implement analytical models in
various ways (e.g., 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). Moreover, some commonly used tools for data analytics in the industry
will be demonstrated.

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.

BUS 383 e-Business Management
1 Term; 3 Credits
This course describes the basic principles of e-business management. Upon the
completion of this course, students should have a knowledge of e-business concepts,
applications and technologies (e.g. e-business marketplace, e-Commerce, B2B e-business,
e-learning, e-government and online payments). In addition, they will understand how to initiate
and launch online business; understand the differences between e-business and e-commerce,

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