By the end of the course, students will be able to:
- Describe the key characteristics of the digital media landscape and digital platforms.
- Explain platform and agile strategy.
- Analyze the platform strategies of game-changing firms.
- Effectively apply platform strategy and reframing to solve real-world business challenges.
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
By the end of this course, students will be able to:
- Apply design methodologies to designs "things".
- Develop an understanding of how businesses can be "designed" using the same design methodologies in order to implement the designed "things".
- Develop an appreciation of how to create designs for broader and varying contexts, that is, to be sensitive to human, societal needs and the physical environment.
By the end of the course, students will be able to:
- Describe the digital customer and explain the impact of digital buying behaviour on the digital ecosystem
- Manage digital advertising platforms and develop programmatic advertising strategies
- Demonstrate how the programmatic advertising ecosystem functions and the role of the demand-side platform, supply-side platform, real-time bidding, and retargeting
- Develop and use the right digital advertising channels to optimize the marketing objectives
- Analyse and measure the impacts of digital advertising campaigns using Google Analytics Reports
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
- Understand state of the art academic research in the area of digital marketing, and how it can be practically applied in the Internet and mobile worlds
- 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 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.
By the end of this course, students will be able to:
- Identify key issues in the strategic management of public issues
- Discuss and contrast different approaches to public issue campaigns
- Frame issues to be relevant to different stakeholders
- Assess the relationship between policy inputs and campaign outcomes
- Formulate frameworks for citizen engagement and change management
By the end of this course, students will be able to:
- Assess the topology of differences in operating environments across different countries of Asia and their implication for multinational strategy and operationalisation.
- Evaluate the source of a multinational's competitive advantages and its capability to exploit them in foreign markets
- Evaluate alternative strategies of a multinational to ensure sustained engagement across and within foreign markets
- Understand the role of the constituent entities that comprise the global operating model of a multinational
- Analyse the administrative structures of a multinational as to its ability to mediate the forward and reverse transfer of complex knowledge so as to sustain multinational commitment to foreign markets
- Appreciate the challenges and develop technique for working internationally within MNC cross-cultural teams
- Integrate learnings from other business and management courses into the international context as one devise a market entry solution for an actual company
- Most importantly, understand the different expectations between the protective bubble of university and the Real World of industry across a range of dimensions so you will have a greater probability of performing more effectively "out of the gate" when entering the workforce
By the end of this course, students will be able to:
- Identify customer and beneficiary needs through prototyping
- Develop mock prototypes of their products or services
- Understand who are "lead users" or "early-evangelist" consumers
- Develop networking strategy to reach "lead users" or "early-evangelist" consumers
- Develop simultaneous trials to get feedback from "lead users" or "early-evangelist" consumers
- Understand the drivers of roles and incentives for a new business team
- Know when to pivot a new business idea
- Understand how to outline a business and revenue model for an early stage idea
- Present their market-validated new business idea to investors and industry experts
By the end of this course, students will be able to:
- Conduct their own marketing research and be competent buyers/users of marketing research
- Identify research needs and select the most suitable research methods
- Design the research instruments and a sampling approach to carry out marketing research
- Analyze quantitative data using the widely used software (SPSS)
- Interpret and present statistical findings to greatest effect
- Develop managerial recommendations based on insights from data analysis
