MKT 3006BED
MKT 3006BED |
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Understanding Customers |
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Course Coordinator:
Lam Ki, BBA (HKMU); MSc (HKU)
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:
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:
| Session | Date |
| 1 | 5 October or 6 October 2024 (Saturday or Sunday) |
| 2 | 2 November or 3 November 2024 (Saturday or Sunday) |
| 3 | 15 February or 16 February 2025 (Saturday or Sunday) |
| 4 | 12 April or 13 April 2025 (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 three 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.
