Page 159 - HKSYU Prospectus 2023-24

Business Administration

Master of Science in Marketing and Consumer Psychology

The MSc in Marketing and Consumer Psychology is a programme that prepares
professionals from different backgrounds and industries for careers in marketing of products
and services for businesses as well as non-profit-organizations.
This is a pioneering programme that not only covers traditional areas in marketing, but
also psychological knowledge, and practical skills that are required for career success. The
programme is designed to provide an employment-focused curriculum to give its graduates a
career advantage in consumer marketing.

Programme Aims
Upon successful completion of this programme, students should be able to:
1. develop a comprehensive understanding of marketing and consumer psychology;
2. critically review theories and techniques of marketing and consumer psychology and
assess their potential use in business situations;
3. synthesize skills and knowledge in marketing and consumer psychology, and develop a
range of effective analytical and planning techniques applicable in solving real-life
marketing problems; and
4. design and manage research projects and marketing programmes in consumer-led
businesses.

Programme Curriculum
The programme includes key courses that are designed to provide students with the
knowledge and skills they need to develop a successful career in the field of consumer
marketing. It consists of three main areas: Core Knowledge, Contemporary Marketing
Practices, and Research and Analytical Techniques. Students can choose to study in one-year
full-time mode or two-year part-time mode.

Number of Credits
Core Knowledge Subjects (12 credits)
BUS 501 Consumer Psychology ...................................................................................... 3
BUS 502 Marketing Communications and Brand Management ....................................... 3
BUS 503 Applications of Psychology to Marketing .......................................................... 3
BUS 540 Strategic Innovation and Marketing Management ............................................ 3

Contemporary Marketing Practices (6 credits – any 2 out of 5 courses)
BUS 521 Digital Marketing and Internet Consumer Behaviour ........................................ 3
BUS 522 Chinese Psychology and Marketing ................................................................. 3
BUS 523 Customer Relationship Management ............................................................... 3
BUS 524 Global Marketing .............................................................................................. 3
BUS 525 Organizational Marketing .................................................................................. 3

p. 155