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 this course, students will have mastered descriptive and summary statistics, probability axioms, discrete univariate probability distributions, continuous univariate distributions, regression, means, variance, covariance, sampling distributions, central limit theorems, point v. interval estimations, one-, two-, multiple-sample hypothesis tests; and
- know the principles and elements of basic statistics;
- understand the need for data and summarize data sets into meaningful information;
- perform appropriate statistical procedures and write sound interpretations for use in practical decision making.
Through this project, students statistically quantified the well-being of caregivers of persons with mental health issues in Singapore, the attitudes towards various profile groups in Singapore. In addition, students provided recommendations on dispelling the stigma against caregivers of PMHI and raised awareness of the needs for these caregivers' well-being, especially in this COVID-19 period.
Students did an in-depth study and research to understand the perceptions towards dementia in Singapore, and provided recommendations on how to help increase public awareness of dementia and reduce the stigma faced by persons with dementia and their caregivers. More information can be found here: https://x.smu.edu.sg/project-showcase/alzheimers-disease-association-0
The nationwide study, titled 'Guide.Me.' was conducted by faculty and her 95 SMU undergraduates. As part of the project, SMU students interviewed 3,733 Singaporeans across all postal codes in Singapore, about their experiences and perceptions of the blind community. Within the backdrop of the ongoing COVID-19 pandemic, students conducted the surveys through face-to-face interviews, phone and Zoom calls. With the support of Guide Dogs Singapore, the study aimed to examine the perceptions and views of the visually-impaired, their mobility challenges in Singapore, and how far along Singapore is as an inclusive society.
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:
- Identify key issues in the strategic management of public issues
- Discuss and contrast different approaches to public issue campaigns
- Frame issues to be relevant to different stakeholders
- Assess the relationship between policy inputs and campaign outcomes
- Formulate frameworks for citizen engagement and change management
According to a World Health Organisation report in 2018, road traffic injuries are now the leading cause of death for children and young adults aged 5-29 years. Since implementing the national helmet law in 2007, Vietnam has saved an estimated USD 3.5 billion in medical costs and lost output, and an estimated 500,000 head injuries and 15,000 fatalities have been prevented, according to the National Traffic Safety Committee. Statistics show that 75.8% of road accidents in Vietnam are motorcycle-related. Although the child helmet law was passed in 2010, child helmet use is still low. The Vietnamese Government is committed to increase child helmet wearing to over 80% by 2030. Working closely with AIPF on this issue, students identified key issues in the strategic management of such policies, and proposed communication strategies and campaign plans that encourage citizen engagement and change management.
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.
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.
Upon completion of the course, students will:
- Individually, or in pairs, be able to put together key components of IoT towards building a prototype solution to solve a specific problem A. These hands-on exercises will also help the students in building the IoT prototype for their team project, and train them to be effective IoT solutions architects.
- As a team, given a case scenario B, be able to apply concepts learnt in class to clearly specify the problem statement, describe the IoT solution, and present the actionable wisdom to various key stakeholders. Through short quizzes, this will help the students prepare for the in-class written assignment, and will train them to be effective IoT solutions consultants.
Students developed IoT prototypes to improve tray return rate and public toilet cleanliness.
Students proposed innovative retail-tech solutions that will enhance and potentially transform a shopper's experience at shopping malls.
Students developed several IoT prototypes that is able to track the demographics of youths who use *SCAPE venue and find out how they are utilising the space, tracking and management of utilitizes, and estate management.
Students developed an IoT prototype, with various occupancy sensors to track, manage and optimize our meeting rooms', shared desks' and discussion corners' utilization; as well as office experience such as noise level.