The theme for this exhibition, Christmas Carnivale featured seven diploma and four degree teams who presented their research work through poster displays and booth exhibition to a panel of judges and audiences.
Last semester’s theme was “Christmas Carnivale”, the exhibition comprised of 7 Diploma and 4 Degree teams. Their efforts and intuitive research into the phenomenon surrounding Christmas shopping of gifts and habits was the central theme.
“Festive season in Malaysia has not been well researched especially when it comes to Christmas, so it is with hope that the research output displayed by the students will enhance and shed light into the phenomenon of Christmas gift shopping and greetings in marketing”, said Derek Ong, Senior Lecturer who is in charge for this research work.
The students were asked to explore one issue about Christmas marketing and then formulate a hypothesis based on literature search, produce a questionnaire to conduct both quantitative and qualitative data collection and research analyses, and at the end compile their findings into a poster.
The various issues the teams researched on were effects of mall atmosphere towards consumer behaviour during Christmas, The effectiveness of adapting Santa Claus as a marketing strategy, Examination of purchase influence towards accessories during Christmas, Examination of young adults’ buying behaviour towards chocolate during Christmas, Luxury Christmas gifts, Examination of purchase intention towards greeting cards during Christmas, Young adults’ preference on alcohol consumption to socialise during Christmas, Christmas influence on fashion and the Involvement in Christmas gift shopping based on gender among young adults in Malaysia.
This is one of many projects done by Sunway University Business School (SUBS) Marketing Research students. Using real and simulated business scenarios, the BSc (Hons) Business Studies programme provides a solid business foundation through exposure to the challenges and decision making situations faced by businesses globally. The BSc (Hons) Business Studies equips students with the strong theoretical knowledge, analytical and critical thinking skills required to respond to the elevated and diverse demands of a global economy. Furthermore, this degree develops students’ practical, analytical and strategic planning skills required to solve business and marketing-related problems. This highly interactive business degree curriculum also incorporates an internship experience to prepare students with interpersonal and communication skills, and to make you work-ready.
The programme is a Lancaster University, UK, validated 3-year business degree programme with a marketing-driven component. This degree programme appeals to prospective students wishing to enter the business profession with a particular interest in both business and marketing.
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