Page 163 - HKSYU Prospectus 2023-24

Business Administration

how marketers improve performance with the use of quantitative tools and techniques, and
utilize different marketing decision models to plan, forecast, analyse and find solutions.
Students then acquire better marketing decision-making skills in solving a variety of problems,
such as product positioning and customer targeting. Ethics in marketing decision-making
will also be emphasized. The aim is to foster and enhance students’ skills in making IT-intensive
marketing decisions.

BUS 541-2 Master’s Project
2 Terms; 6 Credits
This course is designed to allow students to demonstrate their abilities in performing
independent research and development work, and to develop expertise in a chosen area of
marketing strategy and consumer psychology through the application of theories and
techniques they have learned in their coursework. The research may be quantitative or
qualitative in nature, but must include original inquiry and analysis and a review of literature. In
undertaking the final report, students should demonstrate initiatives and intellectual
achievements, understanding of the subject matter, and of the principles being applied.
Students should also demonstrate the ability to present the results of the investigation in a
precise, professional and well-organised manner in the form of a final report.

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