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ENGLISH

Code Module Credits Duration Prerequisite(s)
YEAR 3 (Cont.)

ENGL3101 English V 3 45 hrs ---
This is the first of the two upper-intermediate English courses. The course aims to

improve students’ use of the four language skills (speaking, listening, reading, writing),
as well as to develop their knowledge of grammar and vocabulary, at the internationally
accepted standard of upper intermediate. It focuses on the accurate communication of
information in a business environment. The integration of authentic materials also
enhances the usefulness of the course. Topics include: communication, international
marketing, building relationships, risks and e-commerce. Communication skills include:
dealing with communication breakdown; negotiating; handling difficult situations;
reaching agreements and presentations, etc.
ENGL3102 English VI 3 45 hrs ---

This is the second of the two upper-intermediate English courses. The course aims to
improve students’ use of the four language skills (speaking, listening, reading, writing),
as well as to prepare the students for Advanced level courses. It focuses on improving
students’ ability to communicate in English in a wide range of business situations. The
integration of authentic materials also enhances the usefulness of the course. Topics
include: team building, raising finance, crisis management, takeovers and mergers, etc.
Communication skills include: resolving conflict; asking and answering difficult
questions; putting people at ease; summarizing in presentations, writing reports, etc.
MRKT2120 Consumer Behaviour 3 45 hrs ---

This course reviews contributions from marketing and the behavioural sciences to
analyze and predict purchasing behaviour. It draws specific attention to the factors
affecting consumer behaviour, the stages in the purchase decision process, and models
of consumer behaviour.

MRKT3120 Retail Management 3 45 hrs ---
This course explores the basic areas of retail management: buying, merchandising, retail
promotion, store location, store layout, credit management, and inventory control. It
emphasizes on practical application of retail management principles.

MRKT3140 Advertising and Promotion 3 45 hrs ---
This course provides an overview of the advertising/promotion process as it applies to

marketing in organizations. It focuses on understanding integrated marketing
communications, planning for integrated media, planning for integrated marketing, and
measuring plan performance.
MRKT3150 Services Marketing 3 45 hrs ---
This course provides an examination of current literate and cases related to the

distinctive needs and problems of service organizations. Topics include the nature and
characteristics of services; the way they need to be marketed due to their intangible
core; the role of services in manufacturing organizations, and quality-related issues.
MRKT3160 Marketing Research 3 45 hrs ---

This course provides an introduction to the methodology and analysis of marketing
research by exploring the uses of marketing research in management decision making. It
focuses on how to design, conduct, analyze and present the results of marketing
research projects.

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