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:
- 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.
This course focuses on problems and strategies specific to the marketing of services. It supplements basic marketing and marketing strategy courses. As the world of business transforms into a global knowledge-based economy, value creation for customers is primarily shaped through provision of services, rather than goods. In most economies, services account for more than 50% of the economy. This course is designed for undergraduates seeking to develop a deeper understanding of services. Strategies used by successful services marketers to overcome problems unique to service industries like banking, health care, financial services, insurance, hospitality, consulting, telecom, media, and IT services will be discussed. Manufacturing and high tech industries which depend on services to provide added value will also be explored.
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
• Examine the design of service processes
• 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