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.
Students researched and suggested ideas to improve disadvantaged communities through sustainable engineering solutions.
Students suggested ideas on how to approach taboo issues relating to funerals and death, and how Solace is able to change such perspectives into doing good for the community at large.
Students proposed ideas and strategies on how Iron Nori can increase awareness regarding employing individuals with special needs, a cause the company has been advocating. Correspondingly, students evaluated and suggested ways on how the company can find ways to attract customers to their restaurants.
Singapore Fashion Runway (SFR) is a social enterprise that nurtures people with special needs/ disadvantaged groups through its Fashion for a Social Cause movement. Through our enterprise, the disadvantaged communities learn about Creative arts (design, art, crafts-making and photography), Performing arts (modelling, dance, singing and public speaking) and/ or Entrepreneurship (retail management, events management and online business), so that their talents are presented in our Singapore Fashion Runway shows. Students proposed ideas and strategies to optimise the SFR centre to different stakeholders, promote the 'Fashion for a Social Cause' movement, and to train/prepare persons with disabilities in managing the SFR convenience store and suggested ways to keep the store sustainable.
Students provided perspectives and developed outreach plans to education institutions on Air Amber's Responcity programme -- an innovative social emotional learning programme that develops, measures, and assesses critical thinking skills in youths.
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.
Students developed a social media strategy for one of the key brand categories.
Students crafted a business transformation and communications plan to encourage Singaporeans to reduce their electricity usage.
To make it more personable to millenials, students devised a few strategies centred on providing experiences that can make the brand more relational, relatable and humanised, in response to the pain points the company identified.
Students provided a strategy for the company's omnichannel experience for their customers, whereby they seek to enhance their online and in-store experience, eradicating customers' pain points.
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
With the aim to grow the business in Singapore, students investigated the landscape and target customer segments that Timperio was working in, and proposed various holistic and comprehensive business plans (branding, marketing, financial, channels etc) that the business could adopt in the short and long term.
Facing challenges to engage and attract customers, students proposed offline and online business strategies on how Zenxin can expand their business and capture new untapped markets.
Students proposed ideas and proposals to increase DMK's brand awareness locally among the younger generation, as well as to improve on the value offered to DMK shoppers using smarter technology on their e-commerce site.
Being new to the market, students proposed various outreach and marketing efforts to their targeted audience, including suggesting a short and long term marketing and business plans of their edible cutlery.
Students researched into the beauty services industries in the neighbouring countries, and provided an analysis on which countries presents the greatest opportunities and lowest risks for the beauty company's overseas expansion efforts.
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.
Students investigated on whether *SCAPE was engaging youths in the right way and if their curated programmes and events resonate with the youths, including finding ways to attract youths to better utilise the space
Students proposed strategies to redesign community club spaces, programmes and courses to ensure that they are relevant and effective to their various target audience (young working adults, students, residents and families). In addition, students investigated and proposed ideas on how to redesign the estate's hawker centre to be clean, sustainable and environmentally friendly for residents with the aim to strengthen familial and communal bonds around traditional and healthy food.
Students proposed innovative ideas on how to increase spend and footfall of airside retail at Changi Airport Terminal 4.
Students suggested ideas to improve the hotel's customer journey touchpoints and experience, with a focus on the pre-arrival, arrival, departure and post-departure touchpoints.
With the aim to increase tourist arrivals from Singapore to a particular Asian city, students designed innovative approaches and strategies on how to improve the appeal of that city as a tourist destination for Singaporeans.
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
Students identified and evaluated the digital platforms and developed strategies to reach out to target audience, including analysing and interpreting Google Analytics reports measuring the impact of digital advertising campaigns, and to formulate a media buying strategy to achieve business objectives.
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
Focusing on different target audiences that Bynd Artisan identified, student teams proposed comprehensive digital marketing strategies to the company's many digital platforms and how they can better resonate with their current and potential customers.
Students proposed digital marketing strategies on how Atomi can effectively enhance their online presence and engagements, including suggesting how the company could digitally transform to better serve their target audiences.
Students suggested ideas on how the organisation is able to refine their current branding strategies, including identifying and developing concepts on how to engage and retain their target audiences on their online platforms.
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.
Students proposed innovative ways and ideas to increase Scene Shang's brand awareness and market share in Singapore, including suggesting proposals on their current marketing and outreach initiatives that can better resonate with the target audience in Singapore.
Students proposed ideas to redefine SMU's value propositions, brand position, to convince prospects and their parents to apply and readily accept SMU as the university of choice.
Students evaluated the company's current brand strategies and current customers' perceptions, and suggested ideas on how to refresh the brand in order to appeal to more affluent Singaporeans, as well as people in Southeast Asia and Australia.
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
Students proposed ideas to outline a social media initiatve for their event initiative, and gave a field experimental design that allow them to determine the casual effect of the social media initiatives, targeting school children, young adults and parents of children attending primary and secondary education.
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
Working in virtual teams with other students from various institutions organised by X-culture, students proposed go-to-market strategies to a variety of organisations based overseas.
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
Students developed entrepreneurial solutions to social/environmental problems that are market-friendly and commercially viable, which include producing mock prototypes of the product or service, to the organisation.