AY2025/26 Term 2

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 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
• 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:

• Appreciate the significance of investing in initiatives that not only provide financial returns but also create positive social and environmental impacts;
• Understand the core principles of sustainable and impact investing and how they differ from traditional venture capital / private equity investment approaches;
• Develop proficiency in evaluating investments using ESG criteria and impact measurement tools;
• Solve a real-world investment challenge faced by the sustainable and impact investment space;
• Understand and conduct research on their given industries and develop insights in the regional and global landscape;
• Ideate on actionable solutions that can address key funding, operational or business model challenges;
• Develop a sustainable and/or impact-driven strategy that can improve the financial and impact performance of the company.

By the end of this course, students will be able to:

• Describe the paradox in the relationship between strategy and strategic change.
• Analyze challenges related to the strategic interaction with competitors, complementors or other players, especially in the digital transformation process.
• Explain the strategic change issues related to disruptive innovation threats, in particular, new digital technologies and digital business models.
• Explain the management issues in turnaround, transformation and continuous renewal process, and apply managerial knowledge and tools to the digital transformation process.
• Propose logical and feasible action plans for successful strategic change and digital transformation.

By the end of this course, students will be able to:
1. Disciplinary and Multidisciplinary Knowledge
a. Articulate how the science of storytelling can be harnessed together with generative AI to change perceptions, beliefs, and behaviors

2. Intellectual and Creative Skills
a. Conceptualize and create narrative films/storyboards using the latest Generative AI tools.
b. Demonstrate competence in using AI prompts to achieve desired creative outputs from Large Language Models and Diffusion Models

3. Personal Mastery
a. Develop empathy through understanding the perspectives and experiences of stakeholders

By the end of this course, students will be able to:

• Understand the political social and cultural factors that influence corporate communication in different countries in Asia
• Apply the principles and theories of intercultural communication when examining the industry practices
• Analyze the effectiveness of different strategies when engaging with multicultural, multi-ethnic stakeholders in today's technologically driven business environments
• Gain valuable insights from guest speakers who manage communication in Asia-Pacific Integrate many communication modules and apply knowledge to align business objectives and communication strategies for effective engagement with the highly diverse Asian audience.

At the end of this course, students will be able to:
Disciplinary and Multidisciplinary Knowledge

• Explain misinformation, and how it differs from other types of false information.
• Understand misinformation from a variety of disciplinary perspectives, from psychology to sociology, management to international relations.

Intellectual and Creative Skills

• Apply critical thinking and media literacy skills to evaluate the credibility of sources, the evidence presented, and the methodologies used in information gathering.
• Understand misinformation spread and apply evidence-based and creative means to manage misinformation.

Global Citizenship

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.

Academic and Professional Capabilities:

• Understand and gain qualitative fieldwork skills such as how to conduct interviews and carry out a needs analysis or survey in an ethical manner
• Formalizing report writing with integrity and honesty

By the end of this course, students will be able to:

• Analyze the power and impact of global and local challenges related to digital disruption and demographic change on business and society in general;
• Explain the importance of collaborative transformative leadership in addressing some of these complex issues head on in an integrated, interdisciplinary and novel manner, bringing about transformational, out-of-the box solutions;
• Appreciate what it takes in terms of design thinking to propose user-centred solutions, that create real value for 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 acquisition of 21th century skills such as collaborative intelligence, through impactful and innovative SMU-X projects

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

Note: Central to this course is a SMU-X group project that takes the form of an action-based and experiential assignment, where student groups work with a partner organization with the aim of achieving innovative solutions for the organization. Based on this experiential learning, students will gain acquire practical Smart City-related competencies.