Page 160 - HKSYU Prospectus 2023-24

Shue Yan University Prospectus 2023-24

Research and Analytical Techniques (12 credits)
BUS 531 Research Methods and Design ........................................................................ 3
BUS 532 Marketing Analytics .......................................................................................... 3
BUS 541-2 Master’s Project ................................................................................................ 6

The total number of credits required for graduation is 30.

DESCRIPTION OF COURSES (MSc PROGRAMME)

Study Block 1: Core Knowledge

BUS 501 Consumer Psychology
1 Term; 3 Credits
This course aims to build up students’ abilities to evaluate and analyse the key theoretical
concepts in consumer psychology and to apply these concepts to solving marketing problems.
Students would review the key psychological, social, and cultural factors influencing consumer
decisions and develop the basic techniques of understanding consumers’ psychology. Making
use of case-analysis, students can develop their analytical skills in applying consumer
psychology research in real world settings. Marketing ethics and social responsibility of firms
and consumers will be discussed.

BUS 502 Marketing Communications and Brand Management
1 Term; 3 Credits
This course aims to develop and enhance students’ knowledge base and skills with
theories and practices in the planning, implementation and evaluation of effective Integrated
Marketing Communication (IMC) campaigns and brand development programmes in the
international and local contexts. By the end of the course, students are expected to be able to
apply concepts to practice, analyse real cases from an IMC perspective, develop IMC plans
and present them in a professional manner, and make use of IMC plans to build strong brands.
Making use of case-analysis, students can develop their analytical skills in applying consumer
psychology research in different marketing communication settings.

BUS 503 Applications of Psychology to Marketing
1 Term; 3 Credits
This course is a survey of psychological principles applied to the workplace and market.
It is a practical course in which knowledge of business and psychology are welded together to
tackle the challenges faced by business organizations. It aims to introduce to students the
psychosocial, interpersonal, and behavioural dynamics of people in markets, develop students’
abilities in utilizing systems and skills in psychology to analyse issues in marketing, and
critically review business issues in marketing strategies such as positioning, branding, product
development, pricing, distribution, and promotion.

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