Page 162 - HKSYU Prospectus 2023-24

Shue Yan University Prospectus 2023-24

for a specific business, and develop a close relationship with customers.

BUS 524 Global Marketing
1 Term; 3 Credits
This course aims to provide students with an understanding of the fundamental concepts
and issues of international marketing. Students will appreciate the psychological differences of
customers across cultures and learn how multinational corporations (MNCs) operate and
compete across borders. The course examines the impact of economic, cultural, political, legal,
and other environmental influences on international marketing. It will discuss how to identify
and analyse worldwide marketing opportunities and examine marketing strategies across
different cultural contexts. The course will focus on the decision-making processes in the areas
of foreign market analysis, target identification, product planning, promotion and channels of
distribution.

BUS 525 Organizational Marketing
1 Term; 3 Credits
This course aims to enhance students’ understanding of the nature of managing business
relationships in business to business markets. They will be able to analyse how organizations
make buying decisions, and understand the organizational influences and the variety of
methodologies for addressing the various concerns of these influences. Concepts including
strategic alliance, networking, supply chain management, outsourcing, and issues and impacts
of globalization, will be introduced. With value created and delivered in the marketplace as its
cornerstone, this course equips students with the necessary marketing tools to deal with issues
related to business markets.

Study Block 3: Research and Analytical Techniques

BUS 531 Research Methods and Design
1 Term; 3 Credits
This course prepares students to apply statistics and probability concepts to marketing
decisions. Students learn important criteria for developing effective research questions,
research design, data collection and analysis and presentation of results. It aims to build up
students’ abilities to: 1) define research problems, 2) utilize relevant sources of data from
traditional and electronic information sources, 3) demonstrate the use of research information
in solving managerial problems, and 4) become an effective decision maker.

BUS 532 Marketing Analytics
1 Term; 3 Credits
This course aims to provide students with an understanding of the roles of statistics,
analytical techniques and computer models in enhancing marketing decisions in the modern
enterprise, and an understanding of consumer psychology and behaviours. It aims to examine

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