由数码创新及科技学系开辧的通识选修单元
GEE5101 Effective Branding & Consumer Behaviour*
（授课语言：英文）
This module aims to introduce the forces that shape the value systems of the society and individuals leading to different consumer behaviours in the socio-cultural context of a globalised world. It also aims to develop students’ awareness of effective branding in the marketplace. On completion of this module, students are expected to be able to apply the concept of consumer decision making process for the contemporary issues in global markets; perform research on consumer consumption and brand implication; and analyse and propose appropriate solutions for branding by identifying the specific issues relating to lifestyle segmentation of target.
The following topics/areas will be covered:
- Introduction to Consumer Behaviour
- Research Methodology
- Individual Determinants of Consumer Behaviour
- Environmental Influences on Consumer Behaviour
- Lifestyle Segmentation
- Situations and Decision Making
- Branding
Assessment Methods
| Component | Analysis | Brand Audit Evaluation | Project and Presentation |
| No. of assessment | 1 | 1 | 1 |
| Weighting as a % of module mark | 30% | 30% | 40% |
*Subject to approval, this module will instead be offered by the Department of Digital Innovation and Technology starting from AY 2026/27.
GEE5101K Effective Branding & Consumer Behaviour (有效品牌與消費特性)*
(授課語言：普通話)
課程目標
本單元旨在介紹塑造社會及個人價值體系的各類因素，這些因素在全球化背景下的社會文化環境中催生了不同的消費者行爲。同時，本單元亦致力於培養學生對市場中有效品牌建設的認知。
授課主題規劃
- 消費行為導論
- 研究方法論
- 消費行為的個人決定因素
- 消費行為的環境影響因素
- 生活型態區隔
- 情境與決策制定
- 品牌建設
課程評估方式
| 評估項目 | 項目與演示 | 分析 | 品牌審核評估 |
| 考核次數 | 1 | 1 | 1 |
| 佔課程總成績比例 | 40% | 30% | 30% |
*本單元將於2026/27學年起改由數碼創新及科技學系提供，有待批準。
GEE5305 The Art & Science of Film
（授课语言：英文）
How does Spiderman stop a train using his bare hands in the movie? How does Batman jump off from IFC unharmed? How does Optimus Prime transform himself into a truck? How does Pixar create the movie Toy Story created entirely with computers? As George Lucas once said “The secret to film is that it is an illusion.” In the first part of the course, we are going to examine the technologies behind those magical illusions and relate them to film development. In second part, we are going to critically evaluate how films communicate with the audiences using different theoretical frameworks.
Let’s unlock the magic of cinema in the course “The Art & Science of Film.” Dive into the captivating world of film with our course—where creativity meets technology, and storytelling comes to life.
The following topics/areas will be covered:
- How We See Images and Hear sound – Discover the psychology and physics behind cinematic
- Film in the Pre-digital Era – Journey through classic techniques, celluloid, and analog sound.
- Digital Revolution in Film Production – How CGI, digital cameras, and editing transformed cinema.
- The Future of Film – AI, VR, and emerging trends reshaping the industry.
- Basic Cinematography and Techniques – Master lighting, framing, and camera movements.
- Film Analysis – Decode themes, symbolism, and directorial styles.
- Film as Art Forms – Explore avant-garde, experimental, and global cinema.
- Hollywood Film Genres – From noir to superheroes, unpack iconic storytelling structures.
- Hong Kong Film – Celebrate the vibrant legacy of martial arts, crime thrillers, and Wong Kar-wai’s visual poetry.
Note: This module is taught in English, but Chinese may be occasionally used to supplement teaching when necessary.
The percentage contributions to the overall module assessment
Component | Group Project | Individual assignment |
No. of assessment | 1 | 1 |
Weighting as a % of module mark | 50% | 50% |
(Latest update will be announced during class)