By the end of this course, students will be able to:
• Demonstrate a comprehensive understanding of firms’ competitive advantage
• Apply analytical techniques for diagnosing strategy formulation, including industry structure, resources, and business/corporate strategies
• Apply analytical techniques for diagnosing strategy implementation, including corporate governance, structure, and strategic leadership
• Identify strategic issues and design appropriate courses of action with relevant knowledge on ethics, social responsibility and sustainability
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:
• To develop an understanding and appreciation of the key theoretical concepts and tools in the domain of services,
• To enhance decision-making skills related to multiple facets of marketing services.
• Analyze how consumers form service expectations
• Enumerate the issues in creating the service product
• Create appropriate communication strategies for marketing services
• Analyze various pricing strategies
• Explain the different distribution methods
• Examine the design of service processes
• Devise strategies to balance demand and capacity
• Create an appropriate strategy for managing service providers
By the end of this course, students will be able to:
• Reach strategic decisions via research, analysis, thought and informed judgment.
• Create, analyze, 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.
• Analyze 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:
• Explain and examine the idea generation processes involved in new product development.
• Create and evaluate new ideas that tap into market opportunities.
• Create, analyse, and evaluate the financial potential and risk of their ideas.
• Develop a flair for effectively presenting their ideas.
By the end of this course, students will be able to:
• Explain the key concepts and frameworks used in brand management decisions
• Understand the elements that comprise brand equity and how brand equity is built and managed
• Describe the key stages of the brand management process
• Apply the use of brand audits to evaluate brands
• Understand the behavioural dimensions of brand relationships with customers
• Analyze and evaluate brand strategies used in different contexts covering consumer, business-tobusiness, services and non-profit organizations.
• Understand the challenges and opportunities of extending the brand in international marketing environments
This course invites students to:
1. Critically reflect on Singapore’s post-independence history, and its impact on Singapore’s future development trajectories;
2. Contemplate the kind of Singapore they envision for the future.
3. Understand the strengths, weaknesses, opportunities and threats that can help or hinder Singapore achieving their vision(s) for the country.
4. Deliberate upon the range and nature of strategies and policies that will enable Singapore to achieve their vision(s) for the country.
SMU GRADUATE LEARNING OUTCOMES
At the end of the course, students will be:
1. (Intellectual and Creative Skills): Well-informed individuals who are able to develop new frameworks and perspectives in understanding different facets of Singapore society and life in Singapore;
2. (Global Citizenship): Critical and knowledgeable individuals with a good grasp of the issues and challenges confronting Singapore;
3. (Disciplinary, Multidisciplinary, and Interdisciplinary): Thinking and active individuals who are able to harness the acquired knowledge and skills to develop strategies and policies that would be beneficial to all Singaporeans in the Singapore they envision for the future.
COURSE GOALS
Through the in-person lectures, project partnership with NHB, and face-to-face discussions, this course invites students to:
1. Critically reflect on Singapore’s post-independence history, and its impact on Singapore’s future development trajectories;
2. Contemplate the kind of Singapore they envision for the future.
3. Understand the strengths, weaknesses, opportunities and threats that can help or hinder Singapore achieving their vision(s) for the country.
4. Deliberate upon the range and nature of strategies and policies that will enable Singapore to achieve their vision(s) for the country.
LEARNING OUTCOMES
At the end of the course, students should be:
1. Well-informed individuals who are able to develop new frameworks and perspectives in understanding different facets of Singapore society and life in Singapore;
2. Critical and knowledgeable individuals with a good grasp of the issues and challenges confronting Singapore;
3. Thinking and active individuals who are able to harness the acquired knowledge and skills to develop strategies and policies that would be beneficial to all Singaporeans in the Singapore they envision for the future.
By the end of this course, students should:
- Have a sound understanding of the manner in which a country’s social, economic, political and cultural context affect the daily operation of the constitution;
- Have developed a critical awareness of contemporary challenges faced by constitutions;
- Be able to identify possible responses that State organs, agencies and others may take in ensuring the effective protection of constitutional rules and rights;
- Be comfortable in tackling the previous objectives from a comparative perspective.
This course gives students an introduction from the basics to mid-level statistics and applications in running analyses through manual means plus Excel, with interpretation through practical cases and examples. By the end of the course, students will have mastered descriptive and summary statistics, probablity axioms, discrete univariate probability distributions, continuous univariate distributions, regression, means, variance, covariance, sampling distributions, central limit theorems, point v, interval estimations, one-, two-, multi-sample hypothesis tests; and:
- know the principles and elements of basic statistics;
- summarise data sets into meaningful information;
- perform appropriate statistical procedures and write sound interpretations for use in practical decision-making.