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APPENDIX - Details of Elective Courses

COURSE TITLE Consumer Behaviour
COURSE CODE CQC7024
At the end of the course, students are able to:
1. Examine concepts and theories in consumer behaviour.
2. Interpret consumer behaviour models in the global contexts.
LEARNING
OUTCOMES 3. Demonstrate the internal and external influences affecting
consumer behaviour.
4. Integrate theories of consumer behaviour to determine market
opportunities.
The course will focus on the psychological factors influencing individual
consumption behaviour. The major topics in this course are: information
processing; behavioural learning; personality and psychographics;
SYNOPSIS
consumer beliefs, attitudes, and behaviour; consumer decision making
process, situational influences, group processes, cultural processes, and
global issues in consumer behaviour.

COURSE TITLE Global Branding
COURSE CODE CQC7026
At the end of the course, students are able to:

1. Examine concepts and theories in branding.
LEARNING
OUTCOMES 2. Demonstrate the various approaches in developing brand equity.
3. Coordinate a global brand audit using suitable research approach.
4. Explain various strategies for a sustainable global brand.

This course will expose students to theory and practice of brand
management. The course is divided into four parts: (i) introduce concept of
brand and brand management, (ii) identify and establish brand positioning
SYNOPSIS and values, (iii) describes the planning and implementation of brand
marketing programmes, and (iv) discusses how brand performance could
be measured and interpreted. Particular attention will be given to
international issues and global branding strategies.

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