City University of Hong Kong

Course Syllabus

offered by Department of Management Sciences and Marketing

with effect from Semester B 2018/19

Part I Course Overview

Course Title: Business Discovery Methods

Course Code: CB3021

Course Duration: One Semester

Credit Units: 3

Level: B3
Arts and Humanities
Study of Societies, Social and Business Organisations
Proposed Area:
(for GE courses only) Science and Technology

Medium of
Instruction: English

Medium of
Assessment: English

Prerequisites:
(Course Code and Title) Nil

Precursors:
(Course Code and Title) CB2200 Business Statistics

Equivalent Courses:
(Course Code and Title) Nil

Exclusive Courses:
(Course Code and Title) Nil
Part II Course Details

1. Abstract
(A 150-word description about the course)

In today’s dynamic and highly competitive business environment, the abilities to discovery knowledge
and respond to changing trends are keys for executives and managers to success. To understand
customer behavior, product awareness, and market situations as well as to discovery useful knowledge
and patterns, we can use not only qualitative discovery skills such as content analysis, in-depth
interviews, focus groups, case studies, and observations but also quantitative discovery skills such as
experiment, survey, and data mining from social media/databases. Discovery skills are powerful and
important elements for executives and managers to develop business strategies, support business
innovations, and enhance business growth.

In view of the importance and the need for the discovery skills in business environment, the Department
of Management Sciences and the Department of Marketing join hands to offer this course in order to
prepare students with the discovery skills in the business world. The synergy effects of this practical
interdisciplinary course are to introduce various concepts of discovery skills with both statistical and
interpretive techniques and to encourage students to understand the subject in a more holistic and
integrated approach.

2. Course Intended Learning Outcomes (CILOs)

(CILOs state what the student is expected to be able to do at the end of the course according to a given standard of
performance.)

No. CILOs# Weighting* Discovery-enriched

(if curriculum related
applicable) learning outcomes
(please tick where
appropriate)
A1 A2 A3
1. Assess the function and role of discovery and its
methodologies in acquiring knowledge and decision 10% 
making in business setting
2. Identify the methodology and approaches to discover
20% 
facts, data and knowledge in business setting
3. Identify the various process and procedures in
10% 
conducting discovery activities in business
4. Understand and synthesize the key techniques used in
collecting and analysing qualitative and quantitative 20% 
data
5. Choose and apply relevant concepts to suggest
solutions for a practical business decision making 30% 
occasion
6. Collaborate with other students through discussion and
10% 
team works
* If weighting is assigned to CILOs, they should add up to 100%. 100%
#
Please specify the alignment of CILOs to the Gateway Education Programme Intended Learning outcomes
(PILOs) in Section A of Annex.

A1: Attitude
Develop an attitude of discovery/innovation/creativity, as demonstrated by students possessing a strong
sense of curiosity, asking questions actively, challenging assumptions or engaging in inquiry together with
teachers.
A2: Ability
Develop the ability/skill needed to discover/innovate/create, as demonstrated by students possessing
critical thinking skills to assess ideas, acquiring research skills, synthesizing knowledge across disciplines
or applying academic knowledge to self-life problems.
A3: Accomplishments
 Demonstrate accomplishment of discovery/innovation/creativity through producing /constructing creative
works/new artefacts, effective solutions to real-life problems or new processes.

3. Teaching and Learning Activities (TLAs)

(TLAs designed to facilitate students’ achievement of the CILOs.)

TLA Brief Description CILO No. Hours/week (if

1 2 3 4 5 6 applicable)
Seminar Concepts and general knowledge
of discovery skills are explained
through lectures. Examples of
     
application of the discovery and
data collection concepts are
discussed in the seminars.
Computer Various quantitative and online
Lab discovery methods and their
Workshop applications are covered. Students
will be given computer lab
   
exercises to familiarize with the
use of specialized website/
electronic databases/ software to
discover ideas and knowledge.
Class Knowledge and applications of
Discussion discovery skills are discussed
through class activities. Students
are given various activities such
   
as work-along practice questions,
group discussions, self-test
questions, ideas sharing and/or
presenting time, etc.
Reflective Students are provided some
Learning problem-based learning questions
or other reading materials
before/after the lectures. These
    
questions and readings provide
students opportunity to think
deeply on the concepts and their
applications.

4. Assessment Tasks/Activities (ATs)

(ATs are designed to assess how well the students achieve the CILOs.)

Assessment Tasks/Activities CILO No. Weighting* Remarks

1 2 3 4 5 6
Continuous Assessment: __65__%
Group Project      35%

Students work in groups to

choose a topic and prepare a
discovery project involving
primary research and data
collection. It should cover both
qualitative and quantitative
discovery, and also data
analysis, interpretation and
recommendations. In the
process they identify the
approaches and procedures to
be used, synthesize the
techniques of data collection,
and apply relevant concepts to
suggest solutions. Students
present the project and prepare a
report for that.

Mid-term Test      20%

A test in the middle of semester

to test students’ ability to assess
the function of discovery in
business, identify
methodologies and procedures
to discover knowledge, and
understand the key techniques
involved. They need to apply
concepts to suggest solutions
for business occasions.

Class Discussion       10%

Class activities including

exercises and demonstrations
are arranged to allow students to
practice assessing the role of
discovery, identifying the
discovering process, and
applying relevant concepts to
suggest solutions for business
occasions. Students may need to
collaborate with other students
in the discussions.

Examination: __35__% (duration: 2 hours, if applicable)

Examination

Students will be assessed via the

examination their ability to      35%
grasp on discovery skills and
apply them to identify ideas and
make decisions.

* The weightings should add up to 100%. 100%

5. Assessment Rubrics
(Grading of student achievements is based on student performance in assessment tasks/activities with the following rubrics.)

Assessment Criterion Excellent Good Fair Marginal Failure

Task (A+, A, A-) (B+, B, B-) (C+, C, C-) (D) (F)
1. Group 1.1 ABILITY to integrate major concepts of discovery to business High Significant Moderate Basic Not even
Project problems and identify the ways of defining, designing and conducting reaching
business discovery. marginal
levels
1.2 ABILITY to IDENTIFY the various process and procedures in High Significant Moderate Basic Not even
conducting qualitative and quantitative discovery. reaching
marginal
levels
1.3 ABILITY to ANALYZE business data by key statistical High Significant Moderate Basic Not even
techniques. reaching
marginal
levels
1.4 ABILITY to PROVIDE recommendations to a business discovery High Significant Moderate Basic Not even
problem based on the analysis of business data. reaching
marginal
levels
1.5 ABILITY to PRESENT and ORGANIZE business discovery High Significant Moderate Basic Not even
information in a business report format. reaching
marginal
levels
2. Mid-term ABILITY to GRASP on discovery skills, as well as the ABILITY to High Significant Moderate Basic Not even
Test APPLY them to identify ideas and making decisions. reaching
marginal
levels
3. Class ABILITY to COMMUNICATE ideas effectively at class activities (such High Significant Moderate Basic Not even
Discussion as individual/group class exercises, case study discussion, reaching
demonstrations and/or raising questions during project presentations, marginal
etc.) levels
4. Final ABILITY to GRASP on discovery skills as well as the ABILITY to High Significant Moderate Basic Not even
Examination APPLY them to identify ideas and making decisions. reaching
marginal
levels
Part III Other Information (more details can be provided separately in the teaching plan)

1. Keyword Syllabus
(An indication of the key topics of the course.)

Discovery ideas, judgement and decision making, hypothesis.

Discovery process, induction, deduction, falsification.
Reliability, validity
Ethics
Interview
Focus group
Observation, survey.
Statistical Inference and Reasoning.
Data Analysis using SPSS.
Communication of Research Results.
Data mining.

2. Reading List
2.1 Compulsory Readings
(Compulsory readings can include books, book chapters, or journal/magazine articles. There are also collections of
e-books, e-journals available from the CityU Library.)

1. Zikmund, Babin, Carr, Griffin, “Business Research Methods” Cengage

2.2 Additional Readings

(Additional references for students to learn to expand their knowledge about the subject.)

1. Donald R. Cooper, Pamela S. Schindler, “Business research methods” McGraw-Hill.

2. Saunders, Lewis and Thornhill, “Research Methods for Business Students” 6th ed. Pearson.
3. Riffe, Lacy, Fico “Analyzing Media Messages: Using Quantitative Content Analysis in
Research” Routledge
4. Siegel, Davenport “Predictive Analytics: The power to predict who will click, buy, lie,
or die” Wiley
5. Provost, Fawcett “Data Science for Business: What you need to know about data mining
and data-analytic thinking” O’Reily Media
6. Goodman, Kuniavsky, Moed “Observing the User Experience” Morgan Kaufmann
7. Rea, Parket “Designing and Conducting Survey Research: A Comprehensive Guide”
Jossey-Bass
8. Tuffery, Stéphane “Data Mining and Statistics for Decision Making” Wiley
9. Linoff, Gordon “Data Mining Techniques: for Marketing, Sales, and Customer
Relationship Management”Wiley
10. May “The New Know: Innovation Powered by Analytics”, Wiley