By the end of this course, students will be able to:
- Discuss internal communication and its role in driving organisational development, change management and employee engagement
- Analyse communication systems, processes, mediums, and messages within organisations
- Apply internal communication frameworks, techniques, and tools
- Develop a holistic and outcomes-oriented internal communication plan that considers organisational leadership, structure, culture, and performance indicators
- Integrate theory with the realities of managing internal communications through individual reflections on group-based project work and activities
By the end of this course, students will be able to:
- Explain the science behind the power of narrative.
- Explain core narrative concepts, principles, and frameworks.
- Create engaging, memorable, and persuasive narratives for various audiences and media.
- Harness Generative AI for narrative creation.
- Understand and apply principles of creative effectiveness.
- Apply their narrative knowledge and skills to real-world projects.
- Increase their cultural intelligence and understanding of Asian business culture.
By the end of this course, students will be able to:
• To develop an understanding and appreciation of the key theoretical concepts and tools in the domain of
services
• To enhance decision-making skills related to multiple facets of marketing services
• Analyze how consumers form service expectations
• Enumerate the issues in creating the service product
• Create appropriate communication strategies for marketing services
• Analyze various pricing strategies
• Explain the different distribution methods
• Examine the design of service processes
• Devise strategies to balance demand and capacity
• Create an appropriate strategy for managing service providers
By the end of this course, students will learn to:
● Assess the current state of the business related to:
o Engage, sell and serve the company’s target audience.
o The company’s digital readiness
o 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 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.
By the end of this course, students will be able to:
• Explain core storytelling concepts, principles, and frameworks.
• Create engaging, persuasive, and inspiring stories for various audiences.
• Harness the power of Generative AI to create compelling and impactful stories.
• Apply the principles of creative effectiveness to their storytelling.
• Apply their storytelling knowledge and skills to real-world projects.
By the end of this course, students will be able to:
• Demonstrate a comprehensive understanding of firms’ competitive advantage
• Apply analytical techniques for diagnosing strategy formulation, including industry structure, resources, and business/corporate strategies
• Apply analytical techniques for diagnosing strategy implementation, including corporate governance, structure, and strategic leadership
• Identify strategic issues and design appropriate courses of action with relevant knowledge on ethics, social responsibility and sustainability
By the end of this course, students will be able to:
• Demonstrate a comprehensive understanding of firms’ competitive advantage
• Apply analytical techniques for diagnosing strategy formulation, including industry structure, resources, and business/corporate strategies
• Apply analytical techniques for diagnosing strategy implementation, including corporate governance, structure, and strategic leadership
• Identify strategic issues and design appropriate courses of action with relevant knowledge on ethics, social responsibility and sustainability
By the end of this course, students will be able to:
• Assess a business problem and/or opportunity from the current business environment, including new and untapped markets
• Design interdisciplinary solutions to address the business challenge or future opportunities by considering strategy, marketing, operations, organization, finance, and communication
• Reason critically through the solution process with appropriate modes of analysis
• Describe the solution’s implementation plans and processes with regard to the firm’s existing strategy, market, and organization
• Apply a variety of approaches to engage with busy business executives to obtain guidance and information, as well as, secure their buy-in to your ideas
