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 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
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.
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.
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 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
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.
Sustainable Entrepreneurship involves the application of business solutions to societal problems. It entails new ways of creating, capturing, and delivering sustainable impact in a commercially viable way. At the core of the course is the process of developing low-cost experiments to learn about the viability of new processes, products, or services that create, capture, or deliver sustainable impact. There will be multiple iterations of the idea until an attractive variant is identified or an avenue to an adjacent space is explored. The course also familiarizes students with how best to present their market validation information and the initial outlines of their business models or cost-benefit analysis to stakeholders including internal corporate champions or external early-stage investors in the social impact space. The course will guide students in the process of developing and validating new ideas to create sustainable impact either through a new venture or with a company. Students will work in teams, and each team will be assigned to a mentor who will provide the team with feedback over the course of the project.
By the end of this course, students will be able to:
• Identify customer and beneficiary needs through prototyping
• Develop prototypes of their new processes, products or services
• Develop simultaneous trials to get feedback from "lead users" or "early-evangelist" consumers
• 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:
- 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:
- 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 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.