By the end of this course, students will be able to:
• Identify customer and beneficiary needs through prototyping
• Develop mock prototypes of their new processes, products or services
• Understand who are “lead users” or “early-evangelist” for the new idea
• 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
• Understand how to outline a business model for a new idea
• Present their market-validated new business idea to internal champions, investors and industry experts
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:
- 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:
- 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 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 world
- 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:
- 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
By the end of this course and the stint in South Korea, students will be able to:
• Explain the science behind the power of story.
• Explain core storytelling concepts, principles and frameworks.
• Create engaging, motivational and memorable stories for various audiences and media.
• Apply their storytelling knowledge and skills to real-world projects.
• Increase their understanding of Korean business culture.
By the end of this course, students will be able to:
- Explain the science behind the power of story.
- Explain core storytelling concepts, principles and frameworks.
- Create engaging, influential and memorable stories (and characters) for various audiences and media.
- Leverage the power of AI to create novel and compelling stories.
- Apply their their storytelling knowledge and skills to real-world projects.
By the end of this course, students will be able to:
- Analyze the power and impact of global and local challenges related to the nexus of 'digital disruption, demographic change and age diversity' on business and society in general;
- Explain the importance of collaborative transformative leadership in developing and implementing practical solutions which address some of these complex issues head on in an integrated, interdisciplinary and novel manner;
- Appreciate what it takes in terms of design thinking, business model development and innovation strategies to propose practical solutions that create real value for relevant stakeholders of participating client organizations;
- Articulate how selected leadership concepts such as transformational, collaborative leadership approaches can propel innovative problem solutions;
- Reflect effectively about their own leadership outlook and the way forward in terms of good self-leadership on the basis of an enhanced self-awareness enabled through the deployment of a relevant assessment instrument (with a focus on personal leadership development through feedback and coaching) as well as the (playful and project-based) acquisition of 21th century skills such as collaborative intelligence through impactful and innovative SMU-X projects.
