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:
- 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:
- 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 external audience on social funding platforms like Kickstarter as well as present their business idea to investors and industry experts
By the end of this course, students will be able to do the following:
- Identify relevant theories in talent management with a focus on millennial engagement and recruitment.
- Understand cultural principles and processes working in a cross-border (Indonesia vis-a-vis Singapore) setting.
- Develop effective skills to present proposals to respond to the needs of the client organisation.
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:
- 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:
- 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.
The overall objective of this module is to equip students with core knowledge of appreciating what it takes to plan, design, build and sustain (mega) cities that are innovative and sustainable and to know the challenges of successfully 'selling' new smart city concepts amidst increasing competition in this field.
By the end of this course, students will be able to appreciate the following 4 areas:
Taxonomy of Innovative & Sustainable Cities
- Describe the core characteristics of a Smart City and respective concepts
- Explain the unique characteristics of each component and how it adds value to innovative and sustainable (smart) cities
Design of Innovative & Sustainable Cities
- Understand the planning and design principles of Innovative & Sustainable Cities Explain the workings of each component of Innovative & Sustainable Cities
In-depth study of selected (Mega) Cities
- Be familiar with the challenges of selected mega cities around the globe and understand how the smart city concept can add value in terms of livability
Commercialisation of the Smart City Concept
- Appreciate the challenges in successfully commercializing smart city concepts and applications
- Know some of the key players in the Singapore context which are involved in this service sector and establish network contacts
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 this course, students will be able to do the following:
Leadership:
- Appreciate the value of experience and action-based learning that integrates understanding of major leadership paradigms and leadership theories from an inter-disciplinary perspective.
- Engage analytical, problem-solving & reasoning skills to critically appraise various theories and perspectives of leadership.
- Apply the various leadership traits and behavior as well as different leadership style such as charismatic & transformational leadership, principles of stewardship & servant leadership, collaborative, authentic leadership and other such recent leadership approaches in a VUCA world.
- Appreciate being open-minded & sensitive to individual differences and embrace uncertainties.
- Understand how leaders can set or influence the ethical tone by applying Kohlberg's model of moral development.
- Learn more about leadership through their group project work, class activities, readings, etc.
Teams and Groups:
- Understand major theories and perspectives of group dynamics and group leadership.
- Learn more about teamwork processes through working on a real-life group project with an industry or community partner.
- Throughout the group project students will learn to collaborate and employ innovative skills in using their expertise, knowledge to contribute to the needs of the partnering industry or community based organization.
- Understand different methods of communication and appreciate how to effectively communicate and manage conflict, if any, and learn to overcome challenges within their respective group as well as with their respective external stakeholders.
- Develop a detailed work schedule and strategies among teams, and understand how to form, lead and manage work teams.
- Acquire some level of resilience through self-directed and group-directed learning that includes embracing uncertainties, overcoming challenges, etc.
