Learning Modules

Types

Hours

Credits

Year 1

Microeconomics

Compulsory

45

3

Introduction to Management

"

45

3

Sociology

"

45

3

Introduction to Gambling

"

45

3

Casino Table Games

"

45

3

Chinese Business Writing

"

45

3

English I  

"

45

3

English II

"

45

3

Information Technology

"

45

3

Constitution and Basic Law

"

30

2

Chinese History and Culture

"

30

2

Social Sustainable Development

"

30

2

Year 2

Marketing

"

45

3

Table Game Management

"

45

3

Casino Mathematics

"

45

3

Statistics

"

45

3

Financial Accounting

"

45

3

Business Communication and Public Relations

"

45

3

Critical Thinking

"

45

3

English III

"

45

3

English IV

"

45

3

Complete learning modules from Table II to gain a minimum of 6 credits

"

90

6

Year 3

Financial Management

"

45

3

Human Resources Management

"

45

3

Management Research Methods

"

45

3

Management for Slot Gaming Operation

"

45

3

English V

"

45

3

English VI

"

45

3

Complete learning modules from Table II to gain a minimum of 3 credits

"

45

3

Internship¹

"

＿

9

Year 4

Corporate Governance and Social Responsibility

"

45

3

Gambling Law and Regulation

"

45

3

Slot System and Management

"

45

3

Gaming and Recreation Management Seminars

"

45

3

Recreation Management

"

45

3

Equipment Management for Leisure Enterprises

"

45

3

English VII

"

45

3

English VIII

"

45

3

Graduation Project I

"

＿

3

Graduation Project II

"

＿

3

Total Credits

126

Learning Modules

Type

Hours

Credits

Psychology

Elective

45

3

Macroeconomics

"

45

3

Legal Environment of Business in Macao

"

45

3

Service Marketing and Management

"

45

3

Organizational Behaviour

"

45

3

Strategic Management of Gambling Companies

"

45

3

Code

Module

Credits

Duration

Prerequisite(s)

Year 1

BUSW1100

Chinese Business Writing

3

45 hrs

---

Designed to meet the common writing difficulties and needs of college students, this subject unit teaches students the writing techniques and rhetorical knowledge of various genres, so that students can further master writing skills and improve their writing ability. Writing teaching knowledge includes: rhetorical skills, article styles, different genres, grammar applications, etc., hoping that after training, students can improve their reading ability and be able to write better articles. Ability: Through a large number of reading and writing exercises, students can master a variety of writing styles, and eventually be able to apply them to real life and work.

ENGH1101

English I

3

45 hrs

---

The module is intended to expose students to the variety of spoken English. It will focus on developing students’ English skills in listening, speaking, reading, and writing. Topics include conversation skills, usage of vocabulary and grammar, reading, writing, and listening.

This is the first of the two elementary English courses. The learning module aims to increase students’ skills and competence in using English in everyday situations, as well as in the workplace. It will develop students’ use of the four language skills (speaking, listening, reading, and writing) with substantial emphasis being placed on oral and listening skills in class. Interaction is encouraged through communicative tasks and activities. The introduction of casino terminologies also enhances the usefulness of the course. Language skills include skimming & scanning techniques, participating in discussions, etc.

ENGH1102

English II

3

45 hrs

---

The module is intended to expose students to the variety of spoken English. It will focus on developing students’ English skills in listening, speaking, reading, and writing. Topics include conversation skills, usage of vocabulary and grammar, reading, writing, and listening.

This is the second of the two pre-intermediate English courses, and the course is intended to increase students’ skills and competence in using English in general situations. Substantial emphasis is placed on oral skills in class, and interaction is encouraged through many communicative activities. The integration of authentic materials also enhances the usefulness of the course. Language skills include writing incident reports, telephoning, etc.

GINF1100

Introduction to Gambling

3

45 hrs

---

This module provides an overview of the basic knowledge of gaming and gaming industry, including the concepts of gaming and gaming industry, types of gaming activities, history of modern gaming industry, characteristics and organizational structure of gaming industry, accounting and internal control of casinos, marketing, gaming regulation, and the social and economic impact of the gaming industry, etc. It introduces the development of the gaming industry in different countries and regions, the gaming industry in Macau, and discusses the public policies, latest developments and future trends related to the gaming industry.

This module is designed to help students understand the basic concepts of gaming and gaming industry, understand the development and characteristics of gaming industry, become familiar with the operational processes of gaming companies, and compare the development models and regulatory systems of gaming industry in different regions. After learning this module, students are able to think about and analyse the impact on the economy and society of gaming industry at all levels, and make simple analysis and predictions on the current status and future development of the industry.

GTAB1100

Casino Table Games

3

45 hrs

---

The purpose of this course is to enable students to recognize the three popular table games in Macau casinos. Apart from the theoretical courses, classes will also be held in the mock casino so that students can actually experience the basic skills of game operation, game protection measures and the related prevention of common mistakes and loopholes. Furthermore, this course will introduce the gaming terminology (in both Chinese and English).

MECO1100

Microeconomics

3

45 hrs

---

This course provides an introductory examination of microeconomics. Emphasis will be placed on the market forces of supply and demand, the efficiency of markets, the economics of the public factor, firm behaviour and the organization of industry, and the markets for the factors of production. Topics include: Scarcity and choice; demand and supply; elasticity; household consumption behaviour; production and cost; market structure; perfect and imperfect competition; and wage rate determination.

MGMT1100

Introduction to Management

3

45 hrs

---

"Management" is one of the core courses of business administration majors in universities at home and abroad, and it is also an important subject in the management discipline system. It mainly studies management activities from the perspective of general theories, general principles, and general characteristics. Find general regularities. Therefore, it is also called general management or management principles and is a common professional basic course for all management majors. This course not only emphasizes basic theories and principles, but also focuses on integrating theories with practices and strengthening application capabilities. It strives to combine traditional theories with modern theories, management principles with management practice art, management concepts with management processes, and history with cutting-edge .

NHIS1100

Chinese History and Culture

2

30 hrs

---

This is an introduction course to the historical development of China from ancient times to the end of Qing. It takes historical geography as the basis, dynasty changes as the outline, and cultural evolution as the focus. It helps students understand the context of Chinese history, the main characteristics of Chinese culture and the major academic views on them. The sources of Chinese history and culture and the methodology of studying them are introduced, as the base for further research interest.

NLAW1100

Constitution and Basic Law

2

30 hrs

---

Through the study of this course, students can master the basic principles and main contents of the Constitution and the Basic Law. Comprehensively understand the Constitution and the Basic Law, support and adhere to the implementation of "one country, two systems" and the Basic Law, and establish the concepts of revered rights, freedoms and the Basic Law.

NSOC1100

Social Sustainable Development

2

30 hrs

---

Through a combination of lectures by teachers and self-study by students, this subject enables students to understand the country's political system and legal system as well as the country's current process of social development, to learn about the world's development trends, and to understand the basic concepts of sustainable social development in terms of promoting economic growth, protecting the environment, and addressing the needs of the society in terms of education, health, and social security, so as to enable students to grasp the environmental, social, and economic components of social sustainable development.

SCLG1100 

Sociology

3

45 hrs

---

An introduction to the central concepts and applications of sociology with an emphasis on the development of a sociological perspective will be provided. Course topics include: sociological theory and development, research methods, culture, socialization and life course, social interaction and social structure, deviance and crime, social class and social stratification, race and ethnicity, family, education, society change.

TECH1100 

Information Technology

3

45 hrs

---

The aim of this course is to establish students' understanding of various relevant information technologies currently applied in business domains. Through letures, demonstrations, discussions, and group project presentations as teaching activities, the course provides students with foundational knowledge of core technologies commonly utilized in commerce today, such as hardware and software architectures, operating systems, networking technologies, office software applications, database structures, information security, and e-commerce. Additionally, the course covers ethical standards and requirements in the field of information technology. This enables students to consider the implementation or application of related information technologies with consideration for moral integrity and social responsibility in their future management roles.

Year 2

BCPR2100

Business Communication and Public Relations

3

45 hrs

---

The course consists of two parts: one is Interpersonal Communication and Relationship Development, which focuses on the communication skills that business people must master, and how to manage interpersonal relationships and build a personal network of relationships. Secondly, it provides a basic conceptual framework for students to learn about public relations systems, press releases, media relations and crisis management. The class also includes case studies of public relations work to guide students' active discussion and mind-set development.

The objective of this module is to introduce the theoretical knowledge and practical methods of business communication and public relations to the management staffs in general. Students will form different learning groups (five students per group), and after completing each learning module, they have to discuss with each other and complete a learning report of the related courses, which will be submitted in PowerPoint files at different stages of learning. Each learning group will present and share the report in class, so as to achieve the goal of usefulness of learning.

This course aims to introduce students to the basic theories, concepts and other related professional knowledge of communication so that they can organize, apply and solve communication problems in public and interpersonal situations in the future. The class will use case studies from the textbook and other sources for two-way communication and discussion.

CRIT2100

Critical Thinking

3

45 hrs

---

Critical thinking is the basis for effective decision making. Nowadays, the environment that managers are facing is getting more and more complex. Critical thinking is needed for managers to effectively and efficiently discover problems, analyze them and make correct judgement and decisions. This course is intended to help students develop methods of critical thinking, including means to perceive information, understand causal relationship, assess possibility and probability, as well as to apply critical thinking skills.

ENGH2101 

English III

3

45 hrs

---

This is the first of the two pre-intermediate English courses. The learning module aims to develop students’ English four language skills, especially speaking and listening, and build their confidence in using the language. Interaction is encouraged through many communicative activities. Besides improving speaking and listening skills, students also increase their knowledge of grammar by studying structures in context and expand their vocabulary by learning new words. The integration of authentic materials will enhance the usefulness of the course.

The learning module is intended to encourage students to use English in common social and workplace settings. It will also focus on further developing students’ English skills in listening, speaking, reading, and writing. Topics include basic work communication, telephone skills, usage of vocabulary and grammar, listening, speaking, reading, and writing.

ENGH2102

English IV

3

45 hrs

---

This is the second of the two pre-intermediate English courses. The course aims to develop students’ English language skills, especially speaking and listening, and build their confidence in using the language. Interaction is encouraged through many communicative activities. Besides improving speaking and listening skills, students also increase their knowledge of grammar by studying structures in context and expand their vocabulary by learning new words. The integration of authentic materials will enhance the usefulness of the course.

The learning module is intended to encourage students to use English in common social and workplace settings. It will also focus on further developing students’ English skills in listening, speaking, reading, and writing. Topics include basic work communication, telephone skills, usage of vocabulary and grammar, listening, speaking, reading, and writing.

FACT2100

Financial Accounting

3

45 hrs

---

This module is mainly designed for non-accounting major students to learn financial accounting knowledge related to business management, understand the purpose and process of preparing financial statements, and interpret the meaning and function of each statement. The teaching content is based on the retail industry, teaching the contents of the balance sheet, profit and loss statement, and profit and loss change statement under the international financial accounting standards and the interrelationship between each item, as well as the accounting records, settlement and regular report summary of commercial transactions. and other knowledge to cultivate students' ability to understand corporate transaction processes, calculate corporate operating results, and analyze corporate financial status.

GMAT2100

Casino Mathematics

3

45 hrs

---

As a gaming management, they should be clearly understood how casinos make money. Through this course, students can realize the key reasons. The course will provide an in-depth introduction to various of table game house advantage calculation methods, encourage the students to explore new betting area or new game. In addition, Theoretical Win and its influencing factors, the difference between VIP and Mass on operation will also be discussed in this course.

GTGM2100

Table Game Management

3

45 hrs

---

This subject allows students to understand the operation and management of casino scenes, including gaming floor management knowledge (general gaming table management skills, such as supervision, gambling equipment arrangement, guidance, decision-making and execution); operational knowledge (operation model and daily processes, gambler mentality ); Macau gaming table management, including introduction to American, Australian and local management, market changes, market share, market needs, development direction and introduction, on-site communication skills and analysis of cooperative relationships among various departments.

MRET2100

Marketing

3

45 hrs

---

This course studies the role of marketing in society. It focuses on markets, marketing institutions, and marketing functions with emphasis on product, price, marketing channel decisions, social responsibility, and business ethics. This course is designed to help students understand and apply the basic concepts of modern marketing as they are applicable in a variety of business contexts. The course makes extensive use of "real world" examples and classroom activities. Students with different academic backgrounds or career interests can gain valuable knowledge and insights through marketing courses.

STAT2100

Statistics

3

45 hrs

---

This course is designed to introduce basic statistical principles, and techniques for data analysis in the context of solving business problems. Students will learn how to perform statistical analysis on various inferential real-life situations. Topics include statistical collection and presentation of data, central tendency, frequency distributions, probability, sampling, estimation, hypothesis testing, and correlation and regression analysis.

Complete learning modules from Table II to gain a minimum of 6 credits

6

90 hrs

---

Year 3

ENGH3101

English V

3

45 hrs

---

This is the first of the two intermediate-level English courses. The course is intended to encourage students in using English comfortably in social and workplace settings. At the same time, it also focuses on further developing students’ English skills in listening, speaking, reading, and writing. Activities such as role-playing, small group discussions, class presentations, and team projects are given to enhance the usefulness of the course. Besides these communicative activities, writing emails, blogs, curricula vitae, cover and goodwill letters will also be introduced.

ENGH3102

English VI

3

45 hrs

---

This is the second of the two intermediate-level English courses. The course is intended to increase students’ skill and competence in using English in social and work-related situations. Besides placing emphasis on oral/aural skills through communicative activities in class, students are also encouraged to express themselves in writing. Topics include role-playing, expressing opinions, making predictions, finding solution to problems, usage of vocabulary and grammar, speaking, listening, and reading. In addition, writing simple reports and thank you letters, as well as revising students’ curricula vitae and cover letters, will also be covered.

FINM3100

Financial Management

3

45 hrs

---

This module studies the theory and practice of corporate financial management. It covers corporate objectives, investment decisions, short-term financing decisions, working capital management, cash and inventory management, mergers and corporate control. Major topics include capital budgeting, dividend policy, financing decisions, leasing, and mergers.

GSOM3100

Management for Slot Gaming Operation

3

45 hrs

---

This course is intended for third-year students and aims to give them the fundamental know-how and abilities needed to manage and operate slot machines. The course content is based on principles of management, information technology, and marketing. Through hands-on experience with the hardware and software of slot machines, students will gain a deep understanding of how these machines operate, and develop the teamwork and general skills needed to effectively manage slot operations. The course also emphasizes the development of transferable skills that can be applied to other fields. This course will explore management challenges that commonly arise in the daily operations of slot gaming and offer effective solutions to address these issues. The ethical implications of slot gaming operations and their effects on society will also be explored in the course.

HRMT3100

Human Resources Management

3

45 hrs

This module concentrates on the human resources management function of selection, performance, appraisal, training, development, and compensation. Focus is also placed on current issues related to these functions. The link of various HR practices to corporate strategy is emphasized. Through the discussion of concepts about real organizations and using various resources on the Internet, students will learn the techniques that managers can apply to solve HR problems.

INTN3100

Internship

9

400 hrs

---

The goal of Internship module is to deepen students' understanding of gaming and entertainment practices and allow students to develop practical work abilities in a real work environment. After the completion of the teaching period of the second academic year of the program and before the completion of the teaching period of the third academic year, students will conduct no less than 400 hours of internship in public or private organizations in local or foreign gaming and entertainment-related industries. After the internship, an internship report needs to be submitted and experience exchange and sharing will be conducted according to the course schedule. Before conducting internships, students must first obtain internship institutions, internship positions and internship work arrangements recognized by the course. During the internship period, the course will send personnel to follow up on the internship situation and examine the students' performance during the internship. The course can also invite internship institutions to send personnel to participate in internship supervision.

MRES3100

Management Research Methods

3

45 hrs

---

This subject introduces the basic concepts and basic steps of research methods that meet academic standards. Based on the theoretical development of management and social practice scenarios, it starts with an overview of social science research methods and focuses on each stage of the research process and its basic norms and practices. Requirements include forming research questions, constructing data collection tools, selecting samples, writing a research plan, collecting data, analyzing data, writing research reports, etc. The purpose of this course is to help students develop awareness of scientific research and provide them with a broad perspective and basic skills related to scientific research, rather than specific knowledge in a certain field. This subject is also the basic subject for completing the graduation report of this bachelor's degree.

Complete learning modules from Table II to gain a minimum of 3 credits

3

45 hrs

---

Year 4

CMSR4100

Corporate Governance and Social Responsibility

3

45 hrs

---

Modern corporate governance is a set of institutional arrangements that regulate the responsibilities, rights and interests of all parties involved in a company, and is the most important institutional framework in modern enterprises. Corporate governance is one of the decisive factors affecting enterprise competition and promoting enterprise development, and is the key to ensuring the sustainable growth of enterprises, which has become the focus of global attention. At present, corporate governance has become a new subject area of common concern in theoretical and practical circles at home and abroad, and corporate governance education has become an important part of the business administration education system of global universities. The Corporate Governance course is a discipline that explores the basic principles, operational norms and methods of common in corporate governance practice through comprehensive research on corporate governance. The core content of this course is based on the research of modern corporate governance issues, through the emerging wave of corporate governance in the world, explain its phenomenon, explore its essence, and seek its laws, so as to obtain some useful enlightenment for enterprise reform and reform process.

ENGH4101 

English VII

3

45 hrs

---

This is the first of the two upper-intermediate level English courses. The course aims to further develop the communication skills (speaking, listening, reading, and writing) students need to succeed in a professional environment, as well as to broaden their knowledge of the business world. It focuses on developing students’ fluency and confidence in using the language of business in a variety of contexts. Special emphasis is also placed on presentations and official correspondence such as composing administrative documents of a technical nature. The integration of authentic materials also enhances the usefulness of the course.

ENGH4102 

English VIII

3

45 hrs

---

This is the second of the two upper-intermediate level English courses. The course aims to further develop the communication skills (speaking, listening, reading, and writing) students need to succeed in a professional environment, as well as to prepare them for their future careers. The course focuses on developing students’ confidence and skills in public speaking and presentation giving. A variety of speech types is introduced, and substantial emphasis is placed on effective language, organization skills, and the delivery of speech. In addition, particular attention is also paid to cross-cultural communication and ethical issues in speech-making.

GLAW4100

Gambling Law and Regulation

3

45 hrs

---

This course is designed to examine the laws and regulations related to the gambling industry in Macao. It also includes a comparison with those of other jurisdictions. The course is involved with a variety of topics such as the licensing of gaming industry, corporate rules of gaming industry, the regulations of gaming promoters, the regulations of gaming machines, the rules of entering and working in a casino, etc,. Despite focusing on the rules of games of chance, the course covers the laws and regulations of horse racing, greyhound racing, sports betting and lottery.

GLEM4100

Equipment Management for Leisure Enterprises

3

45 hrs

---

The course " Equipment Management for Leisure Enterprises" is offered in the fourth year, with the aim of equipping students with the necessary knowledge and skills to manage and maintain equipment for leisure enterprises. The course is based on principles of management, information technology, social sustainability, and gaming-related knowledge. Through critical and innovative thinking, students will gain an understanding of how equipment management applies to various departments of leisure enterprises, such as engineering, monitoring, information, recreation and gaming. The course also covers resource allocation and safety issues that arise in daily equipment management for leisure enterprises and provides solutions to these problems. Finally, students will examine the ethical considerations and work guidelines of equipment management in the logistics support department and their impact on society. The course also incorporates teaching activities such as presentations, discussions, and group projects to help students develop general skills that can be applied in related workplaces.

GSEM4100

Gaming and Recreation Management Seminars

3

45 hrs

---

The objective of these seminars is to enhance students’ understanding of the related theories and management issues, in order to develop practical skills at work. Each seminar will be conducted by local or overseas scholar or expert. Themes of seminars may include research or management issues related to the gaming and recreation industry. It is intended to broaden students’ perspective of the industry, strengthen perception of related issues and encourage reflection on the relevance of the seminar themes to industry development and management practice.

GSSM4100

Slot Systems and Management

3

45 hrs

---

Slot Systems and Management is offered in the fourth year, with the aim of training students to master the basic operation of slot systems, integrating relevant knowledge in the fields of information technology management, statistics and law. The course content enables students to comprehend the operating principles of systems related to electronic gaming machines, enhances team collaboration and data processing skills, and enables students to proficiently grasp and apply a series of transferable generic skills that can be effectively applied to slot-related workplaces. After the course, students should be able to understand the subject matter related to slot systems, as well as the legal issues, internal audits, inspections, and technical standards involved in daily administration, and be able to propose solutions.

LESM4100

Recreation Management

3

45 hrs

---

Today's society has higher expectations for the experience of entertainment and leisure activities than ever before, and entertainment and leisure management, as a professional management activity, is therefore facing more stringent requirements. This module covers the concepts and theories of recreational activities, historical evolution, motivations for recreation and leisure, constraints to leisure participation, the concept and functions of community leisure, and important topics in leisure sociology. This module provides students with systematic professional knowledge and lays a solid theoretical foundation for their future career development in this field.

POJM4101

Graduation Project I

3

---

 ---

The graduation thesis of this module, i.e., the bachelor’s degree thesis, is an article for graduates to use the knowledge they have learnt to conduct their scientific research. It is a comprehensive summary and review of students’ learning results, their first attempt to engage in a scientific research, and a comprehensive test on their mastery of knowledge and ability to analyse and solve problems. By reviewing existing literature, students may understand the current level of knowledge, discover areas that require further research, collect and analyse data to answer research questions to produce their research reports, and learn new knowledge through a systematic research process. Students may gain such valuable skills through research as problem definition, problem solving, project management, statistics, and data analysis, beneficial to their future jobs (Keogh, 2006). The first semester is to determine the research topic, review the literature, and write a research proposal, for the implementation and thesis writing in the second semester. 

POJM4102

Graduation Project II

3

---

 ---

The graduation project of this module is a project for graduates to use the knowledge they have learnt to conduct their scientific research. It is a comprehensive summary and review of students’ learning results, their first attempt to engage in a scientific research, and a comprehensive test on their mastery of knowledge and ability to analyse and solve problems. By reviewing existing literature, students may understand the current level of knowledge, discover areas that require further research, collect and analyse data to answer research questions to produce their research reports, and learn new knowledge through a systematic research process. Students may gain such valuable skills through research as problem definition, problem solving, project management, statistics, and data analysis, beneficial to their future jobs (Keogh, 2006). The first semester is to determine the research topic, review the literature, and write a research proposal, for the implementation and thesis writing in the second semester.

Elective Subjects - Table II

EGST0100

Strategic Management of Gambling Companies

3

45 hrs

---

The course introduces the basic concepts and theories of strategic management. With the consideration of both the theory and practice characteristics of strategic management, this course starts from the understanding the nature of strategic management and focus on the three stages of strategic management (strategy formulation, strategy implementation and strategy evaluation). In particular, the emphasis of this course will be on the key concepts, basic framework and tools of each stage. Through chapters, case analyses, and discussions we will also explore issues related to casino the strategies of casino license holders in Macao. The aim of this course is to help students understand basic knowledge and basic analyses processes of strategic management, and also can use the analytical and quantitative tools required for effective strategic analysis in practice.

ELAW0100

Legal Environment of Business in Macao

3

45 hrs

---

This module provides a practical introduction to the legal environment of business in Macao. It consists of the basics of the legal system, role of public sectors in regulating business, business organizations, commercial laws such as contracts, sales, lease and intellectual properties, employment law, etc. The thrust of this course is to introduce legal concepts and reasoning that the student can apply in a business context.

EMAE0100

Macroeconomics

3

45 hrs

---

This course provides an introductory examination of macroeconomics. Emphasis will be placed on understanding national and international economic policies. This course will attempt to identify some of the underlying factors of our society’s most serious economic problems in Macao. Topics include: International trade; measuring a nation’s income; measuring the cost of living; production and growth; saving, investment, and the financial system; unemployment; monetary system; open-economy macroeconomics; aggregate demand and supply.

EORG0100

Organizational Behaviour

3

45 hrs

---

The primary goal of this course is a basic professional course with basic theory and knowledge to prepare students for advanced leadership roles in modern organization. This course integrates the study of management principles and practices with the study of applied psychology, sociology, and pedagogy and management related with human behavior within organizations. This course will provide a good foundation for students with ability to find and solve the problem of organization management. This course provides students the basic principle of organizational behavior and the inner link and the corresponding rule between psychological and behavioral, organizational and behavior from the sight of individual psychology, group psychology, informal organization, group dynamics and leadership, etc.

EPSY0100

Psychology

3

45 hrs

---

This course provides the main concepts and applications of psychology. Topics include: psychological theory and research methods, biological foundations of behavior, sensation and perception, states of consciousness, learning, memory, developmental psychology, motivation and emotion, intelligence and intelligence tests and personality.

This subject is a foundational course. It mainly introduces the basic and important knowledge of modern psychology, and its content will explain the basic concepts, basic principles, basic theories and research results of various branches of psychology with a variety of research-oriented integrated views, so as to lay a foundation for students' future learning of related subjects.

ESMR0100

Service Marketing and Management

3

45 hrs

---

This module introduces service marketing and service marketing management from a service perspective. The main content involves service management on topics such as service concept, service design, service standards, service delivery and execution, service quality control, service commitment, customer asset management, etc., as well as marketing strategy, marketing planning and management, relationship marketing, internal marketing, and communication marketing. and other marketing fields. Through theoretical study and case analysis, students can use the theories and methods of service marketing and management to analyze marketing issues in service industry enterprises.