By the end of this course, students will be able to:
- Reach strategic decisions via research, analysis, thought and informed judgment.
- Create, analyse, and apply basic forms of consumer research.
- Demonstrate basic market segmentation, target audience profiling, and brand positioning skills.
- Create a basic advertising strategy statement, creative brief and positioning statement.
- Analyse and discuss the communication strengths and weaknesses of major media and the concept of a "media neutral" approach.
- Evaluate, present, and discuss the strengths and weaknesses of various advertising strategies and plans in a professional manner.
Students proposed innovative ways and ideas to increase Scene Shang's brand awareness and market share in Singapore, including suggesting proposals on their current marketing and outreach initiatives that can better resonate with the target audience in Singapore.
Students proposed ideas to redefine SMU's value propositions, brand position, to convince prospects and their parents to apply and readily accept SMU as the university of choice.
Students evaluated the company's current brand strategies and current customers' perceptions, and suggested ideas on how to refresh the brand in order to appeal to more affluent Singaporeans, as well as people in Southeast Asia and Australia.