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.
- 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.
Students will be trained in Six Sigma to the level of Greenbelt and will achieve certification of their Green Belt status by SMU. After taking this course, students will achieve the following learning outcomes (LOs). Be able to:
- LO1: Answer questions about Lean and Six Sigma approaches to process improvement, including DMAIC (Design, Measure, Analyze, Improve, Control), related change and project management, as well as organizational deployment
- LO2: Analyze and solve problems in the context of process improvement
- LO3: Collaborate effectively with team and client to manage process improvement projects
- LO4: Communicate effectively in the context of process improvement
- LO5: Plan and act for personal growth and development
- LO6: Persevere and recover quickly in the face of disruptions and challenges
By the end of this course, students should be able to: Disciplinary and Multidisciplinary Knowledge
- Articulate how the science of storytelling can be harnessed together with Generative AI to change attitudes, beliefs and behaviors.
Intellectual and Creative Skills
- Conceptualize and create narrative films/storyboards using the latest Generative AI tools.
- Demonstrate competence in using AI prompts to achieve desired outputs from Large Language Models and Diffusion Models.
Personal Mastery
- Develop empathy and perspective-taking through unearthing consumer narratives and insights.
By the end of this course, students will be able to accomplish the following:
• Understand the political, economic, social, media and cultural factors that influence corporate strategic communication in different countries in Asia.
• Apply the principles and theories of cultural values and Global Public Relations framework 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 Asiac
• Integrate many communication modules and apply knowledge to align business objectives and communication strategies for effective engagement with the Mainland Chinese and Hong Kong audiences.
The course approach is based on both analytical rigor and the practical utilisation ofleadership
principles and concepts. During the course, a variety ofteaching and learning techniques will be
employed to enable students to think critically and imaginatively about the various implications ofthe
topic. To realize the goal of a sharedlearning experience between students and instructor,the course is
aimed at integrating real leadership challenges, practical experiences, problem-based interaction with
both clients and leaders in society, projects, presentations, experiential exercises, and critical reflection
on the various course materials. Ahigh level of student participation is required both in the classroom
and in the context ofthe leadership projects. Students are required to read intensively and to
participate actively in projects, presentations, discussions etc.
Akey assumption is that knowledge is constructed by learners and not merely absorbed from someone
with more experience. In constructing their knowledge, learners draw on their previous knowledge,
mental processes, and experiences in integrating knowledgewith their mental model ofthat domain
(e.g.,teamwork, leadership). For that reason,the transformative leadership course is interactive and
experiential. Students meet in class and in small groups; they work in project teams both in class and
outside class with SMU-X partners; individually and collectively they reflect on their SMU-X project
experiences through class discussion and written assignments. Students present their innovative
projects and takeaways to classmates, clients, and the professor. In short,the course requires student
participation as the foundation for learning.
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