Elective Courses (Any 12 Credits)
The brief descriptions of all the elective courses are provided below.
1. Legal Issues for eBusiness (3 credits):
This course does not presume any legal knowledge on the part of the students. Students will be taught the salient features of the Hong Kong legal system, with particular emphasis on the sources of Hong Kong law, law courts and the two branches of the legal profession. Students will then be introduced to certain legal issues in eBusiness, including the definition of eBusiness and an explanation of how writing and signature requirements are fulfilled in the eBusiness environment. This is followed by a discussion on electronic contracts with regard to how the three essential requirements of a paper-based contract are satisfied in the Internet environment and the factors that affect the validity of a valid contract. Contract for the sale of goods will also be covered. Finally, certain other important issues with regard to eBusiness, such as consumer protection and domain name disputes will also be examined.
2. Electronic Marketing (3 credits):
This course is mainly about the impact of information technologies including the convergence of the Internet and mobile communications on consumer behavior, market segmentation, and communication strategies. It also discusses different marketing/promotion strategies for firms within a supply chain, which intend to take advantage of information technologies to expand their market shares and improve profitability.
3. Social Media for eBusiness (3 credits):
This course is about the fundamentals of social media for eBusiness and the steps involved in incorporating social technology into an eBusiness platform. It equips students with a comprehensive understanding of social media applications and their contribution to the formulation and corporate strategies.
4. Project Management with Software (3 credits):
The principles of project management, largely developed and tested on engineering projects, are being successfully applied to projects of all sizes and types within the business world. Furthermore, the role of project management in a cross section of applications such as information technology, product development, and construction is now emphasized. This course addresses the fundamental principles of project management, and the tools and techniques at our disposal to help achieve our goals. Topics covered include: project definition and start up; project attribute estimation; planning and scheduling; resource selection and allocation, implementation; post-project evaluation; project management as a career; skills and knowledge required by professionals, including decision-making and resource allocation appropriate to project phases; integration with other disciplines, including accounting and finance. The Microsoft Project software tool will be introduced for project scheduling and management.
5. Purchasing and Logistics Management for eBusiness (3 credits):
This course explores the principles and practices of purchasing and logistics in the eBusiness context. It examines the potentials of strategic purchasing to increase profitability through quality-driven approaches to sourcing, buyer-supplier relationships, and cost and logistics management, with a focus on the use of information technology for efficient purchasing and logistics management. This course provides general and specific purchasing and logistics management information that will serve to strengthen the student’s ability to participate in today’s global business environment.
6. Business Decision Making with Software (3 credits):
Organizations often need to make decisions in their best interests in different situations, and Microsoft Excel is one of the most popular software that business people use to assist their decision making. This course introduces commonly used quantitative analysis techniques that facilitate scientific and systematic decision making. Students will learn how to employ appropriate decision-making techniques to obtain the best solutions for a variety of business problems, and learn about the best-practices of spreadsheet modeling for clarity and communication. Through practicing these techniques and Excel functions, students will develop analytical and computer-based problem-solving skills, which can help them improve their performance at work or in daily life.
7. E-Commerce Implementation: Planning, Platform Selection, and Execution (3 credits):
This course is designed to introduce students about e-Commerce implementation in planning, e-Commerce platform selection, and hands-on execution of the chosen e-Commerce software. Particularly, various approaches and software platforms in e-Commerce development as well as the associated technologies will be introduced. The state-of-the-art and easy-to-use e-Commerce platform in the marketplace will be used in the course to implement fully functioning e-Commerce stores. The essential steps involved in designing, developing, administering, analyzing, and promoting the constructed e-Commerce stores will also be explored. Besides, students will have exposure to the various supporting technologies such as databases, HTML, and CSS to customize the business rules and control transactional processing to improve the e-Commerce stores.
8. Comparative and Cross-culture Management (3 credits):
This course prepares students with an understanding of the challenges of managing in a global world. It not only aims at providing students with the potential value differences between people from diverse societies, but also tries to help students to understand the implications of various approaches for cross-cultural management issues. Through the 3 course, students are expected to improve their understanding of the impact of Chinese thoughts and values on management practices, both within Chinese culture and in cross-cultural contexts, and thus will be equipped with relevant competence and understanding to handle such cultural issues in their future careers.
9. Integrated Marketing Communications (3 credits):
This is an application oriented course and it is designed to provide students with a theoretical and practical appreciation of the role of integrated marketing communications (IMC) in today’s business environment. The programe focuses on connecting the target customers with the brand and activating their needs by deploying the strategic mix of advertising, sales promotion, public relations, event marketing and direct response promotions along with mass and two-way communication.
10. E-Commerce and Social Media Marketing (3 credits):
As the growth of Internet and the popularity of social media among consumers, firms can now communicate with consumers in a non-traditional fashion. This course provides the knowledge and theories in this growing areas by illustrating topics such as E-commerce, E-marketing strategy, social media marketing strategy, social consumers in digital communities, and measuring the impact of social media marketing. The primary focus of the course is to understand how marketing activities can be implemented via Internet and social media to reach their target customers and strategic objectives.
11. Financial Services Marketing (3 credits):
Given the financial-infrastructure linkages between Hong Kong and mainland China, the role of marketing financial services is strategically important to future growth. This course not only provides students with an appreciation of concepts and techniques of managerial marketing management, but also offers an overview of industry trends, market opportunities, strategic issues and management challenges critical to business performance.
It ultimately aims to foster awareness that effective marketing in the sector will require marketers to go beyond the traditional marketing boundaries, understand the service-dominant marketing logic, and manage customers’ service participation behaviour so as to co-create value. Furthermore, the value-oriented marketing approach will be adopted for this subject to supplementing the traditional marketing perspective. This allows students to better understand customers and service firms’ service behaviour and learn how to design a marketing mix to support the chosen marketing strategy that aims to integrate customers, suppliers, and other partners into the service firm’s marketing process.