Lee Kong Chian School of Business

By the end of this course, students will be able to:

• Demonstrate a deep understanding of the key concepts in Strategic Management in Digital Media and Entertainment E-Commerce Ecosystem (DMEEE).
• Identify key learning and experiences from the real-life strategic business challenge proposed by Mediacorp and JUMBOGroup.
• Explain how changes in the DMEEE could lead to new high-growth opportunities for Singapore.
• Explain how the differences in the consumer consumption of digital media, entertainment, and e-commerce for Asians and non-Asians will impact the digital strategy in DMEEE
• Identify and analyze potential strategic business opportunities in Asia.
• Develop an innovative digital strategy to compete in DMEEE in Asia.
   

By the end of this course, students will be able to:

• Describe the paradox in the relationship between strategy and strategic change.
• Analyze challenges related to the strategic interaction with competitors, complementors or other players, especially in the digital transformation process.
• Explain the strategic change issues related to disruptive innovation threats, in particular, new digital technologies and digital business models.
• Explain the management issues in turnaround, transformation and continuous renewal process, and apply managerial knowledge and tools to the digital transformation process.
• Propose logical and feasible action plans for successful strategic change and digital transformation.

At the end of this course, students will be able to:
Disciplinary and Multidisciplinary Knowledge

• Explain misinformation, and how it differs from other types of false information.
• Understand misinformation from a variety of disciplinary perspectives, from psychology to sociology, management to international relations.

Intellectual and Creative Skills

• Apply critical thinking and media literacy skills to evaluate the credibility of sources, the evidence presented, and the methodologies used in information gathering.
• Understand misinformation spread and apply evidence-based and creative means to manage misinformation.

Global Citizenship

By the end of this course, students will be able to:

• Understand the political social and cultural factors that influence corporate communication in different countries in Asia
• Apply the principles and theories of intercultural communication when examining the industry practices
• Analyze the effectiveness of different strategies when engaging with multicultural, multi-ethnic stakeholders in today's technologically driven business environments
• Gain valuable insights from guest speakers who manage communication in Asia-Pacific Integrate many communication modules and apply knowledge to align business objectives and communication strategies for effective engagement with the highly diverse Asian audience.

By the end of this course, students will be able to:
1. Disciplinary and Multidisciplinary Knowledge
a. Articulate how the science of storytelling can be harnessed together with generative AI to change perceptions, beliefs, and behaviors

2. Intellectual and Creative Skills
a. Conceptualize and create narrative films/storyboards using the latest Generative AI tools.
b. Demonstrate competence in using AI prompts to achieve desired creative outputs from Large Language Models and Diffusion Models

3. Personal Mastery
a. Develop empathy through understanding the perspectives and experiences of stakeholders

By the end of this course, students will be able to:

• Appreciate the significance of investing in initiatives that not only provide financial returns but also create positive social and environmental impacts;
• Understand the core principles of sustainable and impact investing and how they differ from traditional venture capital / private equity investment approaches;
• Develop proficiency in evaluating investments using ESG criteria and impact measurement tools;
• Solve a real-world investment challenge faced by the sustainable and impact investment space;
• Understand and conduct research on their given industries and develop insights in the regional and global landscape;
• Ideate on actionable solutions that can address key funding, operational or business model challenges;
• Develop a sustainable and/or impact-driven strategy that can improve the financial and impact performance of the company.

By the end of this course, students will be able to:

• Explain and examine the idea generation processes involved in new product development.
• Create and evaluate new ideas that tap into market opportunities.
• Create, analyse, and evaluate the financial potential and risk of their ideas.
• Develop a flair for effectively presenting their ideas.

By the end of the course, students will be able to:

• Understand the implications of the Internet, mobile and information technological advances on the traditional dynamics of business, commerce and marketing and their impact on product, pricing, distribution channels and on advertising
• Understand the differences and similarities in online consumer behaviour with respect to traditional offline consumer behaviour and how increasing consumer control is changing the marketing landscape
• Analyse and assess technological advances in digital media and how they affect our decisions as Marketing Managers
• Formulate and persuasively communicate rigorous and practical solutions to commonly faced online marketing problems across industries
• Understand how to integrate online marketing into an overall marketing strategy
• Understand commonly used quantitative techniques to evaluate digital marketing Return on Investment (ROI) for various online customer acquisition tools (e.g. paid search and SEO) and engagement channels (e.g. social media) to best engage with target audiences and achieve your marketing objectives

By the end of this course, students will learn to:

• Assess the current state of the business related to:
  • Engage, sell and serve the company’s target audience.
  • The company’s digital readiness
  • The business problem and/or opportunities from the current business environment, including uncovering new and untapped markets by developing digital business assessment tools
• Find out how digital transformation has or will impact the related industry and business
• Uncover insights on the company’s current and new customers
• Analyze and identify the right digital business transformation strategies that the company can adopt to compete and win over time
• Gain regional business experience, cross cultural understanding, networking and communication skills

By the end of this course, students will be able to:

• Describe basic societal concepts and frameworks on sustainability and be able to guide a corporate's sustainability-based product and/or service design with these frameworks.
• Conduct a strategic and/or market assessment for a specific product, including the manner of orientation (towards sustainability) of selected consumer markets (including overseas ones). This may include conducting qualitative and secondary research on potential customers.
• Identify and solve a problem of how corporations can become more sustainable by innovating to meet consumer needs. Specifically, design a value proposition via design thinking for a selected customer segment, including the devising of a strategy to improve the product's acceptance by the firm's potential customers and its broader market.