SCHOOL OF BUSINESS AND MANAGEMENT
DEPARTMENT OF MARKETING
DEPARTMENT OF MARKETING
Faculty
Professor and Head of Department:
Wilfried R. VANHONACKER, Licentiate UnivFaculties St. Ignatius, Antwerp; PhD Purdue
Visiting Professors:
Gerald ALBAUM, BA, MBA Univof,Washington; PhD Univof Wisconsin, Madison Noel CAPON, BA Manchester Business School; MBA Harvard; PhD Columbia Arieh GOLDMAN, BA HebrewUnivofJerusalem; PhD UnivofCalifornia, Berkeley Jacob HORNIK, BA, MA Hebrew Univ of Jerusalem; PhD Syracuse
Allan D. SHOCKER, BS Stanford; MSIA, PhD Carnegie-Mellon
James B. WILEY, BS Oregon; MBA Portland State; PhD Univ of Washington Senior LecturerlAssociate Professor:
Kristiaan HELSEN, Licentiate Univ Faculties St. lgnatius, Antwerp; MBA Cornell;
PhD Pennsylvania Lecturers/Assistant Professors:
Jin Kyung HAN, AB Brown; MPhil, PhD Columbia
Sangman HAN, BA Seoul National MBA, MSc Stanford; PhD Columbia Michael K. HUI, BBA Chinese Univ of Hong Kong; CAAE Univ of Aix-Marseilles;
PhD London Business School
Namwoon KIM, BA Yonsei; MS Korea Advanced lnst of Sci & Tech; PhD Univ of Texas, Austin
Robert E. KRIDER, BSc, MSc British Columbia; MBA Calgary; PhD British Columbia
A. V . MUTHUKRISHNAN, BA, MA Madras; PhD lndian lnst of Tech, Bombay;
PhD Florida
Lydia J. PRICE, BS Miami; MS Cincinnati; PhD Columbia
(Joint teaching duties in Department of Information and Systems Manage- ment)
Priya RAGHUBIR, BA Delhi; MBA lndian lnst of Management, Ahmedabad;
MPhil, PhD New York
Seshan RAMASWAMI, BSc Bombay; PGDM lndian lnst of Management, Ahmedabad; PhD Florida
Luc RFG WATHIEU, BA, MSc Namur; PhD INSEAD Visiting LecturerlAssistant Professor:
Willem P. BURGERS, BA Erasmus; MBA, PhD Michigan State Visiting Scholars:
Niraj DAWAR, B Comm Panjab; PGDBM XLRl lnst of Management and Labour Studies, Jamshedpur; PhD Pennsylvania State
Annamma JOY, BA, MA Madras; MA British Columbia; MBA Concordia; PhD British Columbia
Philip M. PARKER, BSc California Poly State Univ; DEA Univ d'Aix-Marseille;
MA, PhD Pennsylvania
Department of Marketing School o f Business and Management
Undergraduate Programme Notes:
Marketing is an activity that facilitates exchange. As such, the success of an organisation (whether for-profit or not-for-profit) often depends on the effectiveness of its marketing efforts. Therefore, marketing includes strategy decisions about the
~roduct or service to offer, advertising and promotional methods for communication,
(1) Students entering with grade B or above in AL Economics take ECON 191 ; those with grades C to E in AL Economics take ECON 11 1 ; all other students can choose to take either ECON 11 0 or 11 1.
(2) Students entering with HKCEE Mathematics only, or those who scored below grade C in HKCEE Additional Mathematics, take MATH 005 and MATH 006 in the Fall and Spring semesters respectively. All others take a science elective of at least three credits in each semester.
(3) Of these courses, at least one course in Humanities and one in Social Science are required.
(4) Students entering without grade C or above in AS Use of English will be required to take and pass this course during the first semester of attendance.
brices to charge, and the distribution sistem to utilise for delivery. Central to marketing is consumer behaviour [since consumers are whv oraanisations exist) and marketina research (since it provides an informational link between consumers and the decision makers within an organisation). Courses cover all aspects of marketing and provide students with knowledge of the analytical tools to understand marketing problems and the skills to solve practical problems they will encounter in the profession.
Curriculum for BBA in Marketing
A minimum of 100 credits is required for the BBA programme in Marketing.
Students must take additional course(s) andlor elective(s) of higher-than-required credit value to meet this minimum total of 100 credits.
Core courses
Recommended pattern of study for the curriculum ACCT 101
ACCT 122
lstyear Fall C ACCT101,ECON1101111/191,lSMT111;
R MATH 0051SCIE; LANG 101 Business Communication
(2) MATH 005 Algebra and Calculus l (2) MATH 006 Algebra and Calculus ll
(Total: 17 credits) 3rd year Fall E two MARK, two FREE, H&SS (Total: 16 credits)
Elective courses Spring C MARK321;
E two FREE, H&SS (Total: 13 credits) Minimum Minimum
no. of courses total credits Elective t v ~ e s
C
= core course; R = required course; E = elective course; 0 = other course MARK Marketing electiveENGG Engineering elective
(3) HBSS Humanities and Social Science elective SBLM Business and Management elective (2) SClE Science elective
Faculty Research Interests
Professor Wilfried R. VANHONACKER, Head of Department
Dynamic choice modelling; data transferability; comprehensive modelling of purchase timing, purchase quantity, and brand choice (including cross-national comparisons);
choice setlconsideration set formation process modelling; brand loyalty development and customer satisfaction measurement; cross-cultural marketing issues, with special focus on the PRC.
Additional requirement
(4) LANG 001 Language Skills Enhancement l
School of Business and Management
Professor Gerald ALBAUM, Visiting Professor
Research methodology issues such as measurement and scaling; international market- ing (strategic alliances; country-of-origin effects); management style and decision making. Much of the work is cross-national/cultural in nature.
Professor Noel CAPON, Visiting Professor
Marketing strategy and strategic planning; corporate financial performance; organisa- tional decision making in marketing.
Professor Arieh GOLDMAN, Visiting Professor
International retailing; internationa~marketin~; retail systems in international context;
marketing channels and distribution; marketing in developing countries.
Professor Jacob HORNIK, Visiting Professor
Marketing communications; sutvey research; the consumption of time.
Professor Allan D. SHOCKER, Visiting Professor
Consumer-based perceptions of product-market competition; the effects of co-branding products; modelling the effects of choice criteria on choice; new product design and development.
Professor James B. WILEY, Visiting Professor
Marketing strategy and policy; market segmentation; consumer decision making;
modelling; cross-cultural marketing research.
Dr Kristiaan HELSEN, Associate Professor
Marketing strategy; global marketing; promotions; new products.
Dr Jin Kyung HAN, Assistant Professor
Brand equity; comparative advertising; categorisation; context effects; advertisement effects; information processing; corporate identity.
Dr Sangman HAN, Assistant Professor
Price and promotion strategy; consumer segmentation and market structure; diffusion models.
Dr Michael K. HUI, Lecturer
Services marketing; consumer behaviour; cross-cultural consumption behaviour; China business.
Dr Namwoon KIM, Assistant Professor
Use of quantitative methods and modelling techniques in marketing decision making;
new product diffusion models; consumer brand choice models; impact of perceived risk and information on consumer choice behaviour; organisational buying behaviour.
Dr Robert E. KRIDER, Assistant Professor
Competition dynamics; consumer choice; retailing; entertainment industries.
Dr A. V. MUTHUKRISHNAN, Assistant Professor Consumer decision making.
Dr Lydia J. PRICE, Assistant Professor
Multivariate statisticslapplied marketing research; consumer psychology; product war- ranties.
Department of Marketing
Dr Priya RAGHUBIR, Assistant Professor
Psychological aspects of promotions and pricing; cognitive aspects of survey method- ology; attribution theory and biases; visual information processing.
Dr Seshan RAMASWAMI, Assistant Professor
Behavioral and quantitative models of consumer response to pricing; promotions and advertising; consumer and managerial decision making; market structure analysis;
product line pricing; meta-analysis.
Dr Luc RFG WATHIEU, Assistant Professor
Decision theory; quasi-rational economics; promotion and advertising.
Dr Willem P. BURGERS, Visiting Lecturer
International marketing; strategy; coorperative behaviour among firms Dr Niraj DAWAR, Visiting Scholar
Brand management; consumers' use of market information to infer productlbrand quality; cross-cultural research on consumer behaviour.
Dr Annamma JOY, Visiting Scholar
Culture, consumption and markets; cross-cultural consumption and marketing; arts marketing; qualitative research; ethnographic methods; ethics in consumer behaviourl marketing.
Dr Philip M. PARKER, Visiting Scholar
Innovation diffusion; information economics; physioeconomics; international market- ing.
School o f Business and Manaeernent Postaraduate Proprammes
POSTGRADUATE PROGRAMMES IN THE SCHOOL OF BUSINESS