Offered to students admitted to Year 1 in ALL
Major/Minor ALL
Course Type
Offer in 2023 - 2024 Y N
Course Code ENTR3002
Date2024/07/16 10:26
Enquiry for Course Details
ENTR3002 Customer analysis and strategic marketing (6 credits) Academic Year 2023
Offering Department Faculty Quota 24
Course Co-ordinator Dr R Law, Faculty < rockylaw@hku.hk >
Teachers Involved (Dr R Law,Faculty of Science)
Course Objectives This course is to provide opportunity for:
1. Students to master techniques to identify customers' needs and market situations.
2. Students to learn how to define strategies to satisfy customers' needs and to capture market shares
3. Students to learn how to develop systematic approaches for commercializing an innovation from the result of analyzing the current market condition and customers' need.
4. Students to evaluate local and international cases on disruptive/market driven innovation.
5. Students to synthesize and implement their own approaches to invent for the need and develop a business proposal to commercialize such an innovation.
Course Contents & Topics This course focuses on data collection and analysis of market and customers' need, through which innovation and commercial opportunities could be identified together with systematic approaches addressing them. The students will learn about practical way of data collection and analysis and about how data-driven business decision will be made wisely. Local and international case studies on disruptive/market driven innovation will also be analyzed and evaluated.
Course Learning Outcomes
On successful completion of this course, students should be able to:

CLO 1 to master techniques of data collection and analysis particular for market and customer analysis
CLO 2 to acquire knowledge of interpretation of the result of market and customer analysis, and then to define a solution to address the need by an innovative idea/new product
CLO 3 to synthesize systematic approaches to commercialize an innovation with regard to the existing market condition and customers' need
CLO 4 to analyze local and international cases on disruptive/market driven innovation
CLO 5 to integrate principles discussed in this course via synthesizing and implementing systematic approaches to commercialize an innovation
CLO 6 to draft a business proposal
Pre-requisites
(and Co-requisites and
Impermissible combinations)
Pass in IIMT1611 and ENTR2001, or already enrolled in these courses
Course Status with Related Major/Minor /Professional Core 2U000C00 Course not offered under any Major/Minor/Professional core
2023 Minor in Science Entrepreneurship ( Core/Compulsory )
2022 Minor in Science Entrepreneurship ( Core/Compulsory )
2021 Minor in Science Entrepreneurship ( Core/Compulsory )
2020 Minor in Science Entrepreneurship ( Core/Compulsory )
2019 Minor in Science Entrepreneurship ( Core/Compulsory )
Course to PLO Mapping
Offer in 2023 - 2024 Y        2nd sem    Examination No Exam     
Offer in 2024 - 2025 Y
Course Grade A+ to F
Grade Descriptors
A Candidate has consistently demonstrated a thorough understanding and skills required for attaining all the course learning outcomes. S/he has shown the ability to apply knowledge to a wide range of complex, familiar and unfamiliar situations. S/he has demonstrated highly effective organizational and presentation skills
B Candidate frequently demonstrated a substantial understanding and skills required for attaining at least most of the course learning outcomes. S/he has shown the ability to apply knowledge to familiar and unfamiliar situations. S/he has demonstrated effective organizational and presentation skills.
C Candidate demonstrated general but incomplete understanding and skills required for attaining most of the course learning outcomes. Some of the responses are well organized, clear but with insufficient elaboration – there is significant room for improvement to achieve a more satisfactory level. S/he has demonstrated moderately effective organizational and presentation skills.
D Candidate demonstrated partial but limited understanding and skills required for attaining some of the course learning outcomes. Solutions to questions and problems contain unstructured but relevant observations. Candidate has shown marginal interest in the subject. S/he has demonstrated limited or barely effective organizational and presentation skills.
Fail Candidate showed little or no evidence of basic familiarity with the subject, nor demonstration of sufficient effort to basic project and course requirement. Organizational and presentation skills are minimally effective or ineffective.
Communication-intensive Course N
Course Type Lecture-based course
Course Teaching
& Learning Activities
Activities Details No. of Hours
Lectures 36
Project work 48
Reading / Self study 40
Assessment Methods
and Weighting
Methods Details Weighting in final
course grade (%)
Assessment Methods
to CLO Mapping
Assignments 20 CLO 1,2,3,4
Presentation 30 CLO 1,2,3,4,5,6
Project reports report 50 CLO 1,2,3,4,5,6
Required/recommended reading
and online materials
The Lean Start-Up by Eric Reis Business Model Generation by Alex Osterwalder Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation by Tim Brown
Course Website http://moodle.hku.hk
Additional Course Information NIL
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