Understanding Customers

Home Admissions Course Information Understanding Customers

MKT 3006BED

More information: Course Guide
Understanding Customers

MKT 3006BED

More information: Course Guide

Understanding Customers

Course Start Date
N/A
Course Level
N/A
Length in Terms
N/A
Credits
N/A
Language
N/A
Fees ($) (including lab fees)
N/A
Future Terms
Quota and Schedule
Course Start Date
Course LevelLength in TermsCredits
Language
Fees ($) (including lab fees)
Future Terms
N/A
N/AN/AN/A
N/A
N/A

Course Coordinator:

Lau Wan Man, BBA (Hons), MSc (CUHK); MBRM (HKMU)

Aims

This course aims to provide students with core concepts, frameworks and tools used by marketers when analysing, interpreting and predicting consumer responses to marketing efforts, and the opportunity to apply these in marketplace situations.

Contents

The course covers the following topics:

  • Introducing customer behaviour
  • The individual consumer
  • Attitude and motivational processes
  • Customers in society
  • B2B buying behaviour

Learning support

There will be eight two-hour online lectures, 32 one-hour online surgeries, and four six-hour compulsory face-to-face day schools. The dates for the compulsory face-to-face day school are as follows:

SessionDate
17 or 8 October 2023 (Saturday or Sunday)
24 or 5 November 2023 (Saturday or Sunday)
39 or 10 March 2024 (Saturday or Sunday)
427 or 28 April 2024 (Saturday or Sunday)


The timetable displayed above is provisional and is subject to change without prior notice. You should check the confirmed timetable via MyHKMU of the HKMU website (Current Students) before the term starts.

Assessment

There are four assignments, application-based assessments during day schools, lecture polls during online lectures, and one compulsory oral presentation. Assignments should be prepared with Microsoft Word and submitted to Turnitin for plagiarism checking via the Online Learning Environment (OLE).

Set book(s)

Online study materials will be provided.