To sharpen students' understanding of the customer buying process, our Consumer Behaviour class conducted an experiential exercise on 23 September 2016 at Festival Walk, a famous shopping and entertainment complex in Hong Kong. Students were assigned in groups to different zones in the mall to learn about consumers' behaviour on the spot. From picking the right observation spots, deciding the factors to be observed and designing questions for customer interviews, this action learning exercise kept students engaged further in the course materials through direct experience. The group work and hands-on experience also enabled them to relate theories to practice and analyse real life situations under different circumstances.
CityU MBA provides a wide array of learning-by-doing opportunities for participants to learn business and sharpen career skills beyond classroom in Asia’s premier international city, Hong Kong.
