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.
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.
Upon completion of the course, students will:
- Understand the IoT component technologies: things, connectivity, sense-making
- Evaluate the suitability of various IoT component technologies for different application scenarios
- Apply the necessary skills to integrate IoT component technologies
- Create an Internet of Things prototype to conquer a real-world societal challenge
- Think deeply and broadly about the various ways in which the Internet of Things can make immense impact in society, especially to those in need
Upon completion of the course, students will be able to:
- Specify software requirements.
- Practice agile design and development methodologies.
- Apply best practices in Java web app development and deployment.
- Apply unit testing and code refactoring.
- Practice secure and defensive programming.
- Appreciate the importance of collaboration in software development.
Upon successful completion of this course, you will be able to:
- Gain a better understanding of IT management principles and best practices, which include IT Strategy that deliver business value, IT Governance, IT enabled Innovations, IT Capability management. etc.
- Apply the knowledge gained to propose an IT Strategy that enables organizations to better exploit relevant new technologies and Information management to deliver business value.
- Understand the challenges relating to leading Change in a business setting and how to be an effective business change agent.
The students presented valuable insights and existing issues that MFA should tackle to enhance its existing consular services, and suggested a speedier and more streamlined process for Singapore travellers, especially on how to reach the elderly who are not so knowledgeable with technology.
A team of five students proposed and presented a Virtual Personal Assistant prototype to show how easy it is for Singaporean travellers to access and e-register with MFA before departing Singapore. Another team of five students proposed and presented a chatbot prototype to showcase how it can address simple enquiries from family members in times of crisis, so that MFA can effectively channel their resources into helping Singaporeans overseas.
Students proposed digital solutions and platforms that consolidates the fitness ecosystem, with the aim to improve resource allocation and wastage, lowering costs for fitness businesses, encourage sales (for gyms, studios and other offline retail businesses etc) and exercise (public), and building a fitness community.
With the aim to develop a specialty chemicals marketplace, which will form an ecosystem from raw material suppliers to end users, students proposed strategies on how the company is able to create and launch this one-stop platform where users can sell, buy, or search for a variety of chemicals and related finished goods at their own convenience.
Students analysed the motivations of millennials on financial planning, and proposed solution that are compelling and relevant to them, including proposing digital transformation strategies for the company in developing a lifelong engagement model that seeks to better understand the needs and gaps of their current customers.
Students developed IT strategies and prototyped a lifelong engagement model, whereby it allowed the organisation's past and current learners to stay engaged, and enable learners to discover opportunities to upskill and reskill at critical points in their lives.
Upon completion of the course, students will be able to: Understand the basic concepts and theories of GIScience and geospatial analytics, Create and manage spatially-enabled real world data, Use appropriate geovisualisation and mapping techniques to analyse and visualise geographical data, Understand the basic concepts and methods of geocomputation and geospatial analytics, Use appropriate geospatial analysis methods in detecting, analysing and modelling geospatial patterns and relationships, and Design and implement spatially enabled geospatial analytics applications.
Students developed a geospatial dashboard that would facilitate the organisation's evaluation of different potential library siting locations through better prediction of the catchment and number of patrons it can potentially attract.
Upon completion of the course, students will be able to:
- Apply technological skills to interdisciplinary problem-solving in smart city context with a focus on society in an interweaving way across social science and information systems. E.g., from framing a social problem to developing a solution addressing the needs of the citizen.
- Address an identified economic, policy or social aspect of a smart city problem by systematically identifying relevant stakeholders, think through their lenses and listening to their voices through text analysis.
- Design data collection tools using both survey and non-survey methods to listen to preferences of the people such as their needs and revealed preferences (through social media and surveys).
- Provide evidence-based reasoning to problem statements by applying analytics skills learnt from this course (e.g., text analytics, machine learning classification methods, process analytics) or pre-requisite courses (e.g., Analytics Foundation) to conceive solutions based on needs of people.
- Applying root cause analysis, six thinking hats methodology and Blue Ocean Strategy to solution generation.
- Consider the impact on public policies and social best practices in the context of the sponsor's problem and make recommendations made for the given city (e.g., Singapore).
- Manage a project involving real-world project stakeholders.
Upon completion of the course, student will be able to:
- Showcase expertise in executing a project using knowledge acquired from the courses taken from the IS curriculum.
- Experience developing of some technology deliverable for an IT system or proof of concept.
- Experience working in a team environment with a sponsored project (internal, external or self-proposed) using project management skills experience throughout the courses taken in IS.
- Learn about an industry or technology that is related to his selected track not otherwise available in the course curriculum.
- Work on complex and real project used by the project sponsor.
This course aims to provide students with a broad coverage and examples of social analytics techniques and trends underlying the current and future development. Upon completion of the course, students will be able to:
- Extract social media data via social APIs and custom scripts.
- Extract social networks from non-network data such as transactional/operation data as well as textual conversations.
- Computationally identify and quantify social influencers.
- Computationally extract and identify trending topics.
- Visualize social networks and text analysis results.
- Deploy custom scripts in Amazon Web Services.
Students proposed ways to find out the most ideal means to engage the target audience by leverage on existing trends and behavioural patterns online, and suggested a digital media approach whereby they can increase awareness using their website and social media platforms to drive traffice to encourage business.
Students analysed the organisation's environment and suggest insights to upcoming product trends, general customer sentiments and strategies to counter competitors.
Students proposed strategies on how to help the company minimise marketing costs as well as increase their probability of successful customer acquisitions for their renting/leasing services through idenfying prospective customers who are likely to be interested in their service from social media data, and improve their current offerings that are aligned to current market trends.
Students analysed on the competitors' advertising strategies, online reviews and customer insights, including doing a sentiment analysis on their products vis-a-vis their competitors. The students also provided an influencer analysis based on social blade data on the proportion of followers, the engagement rate of influencers and who the influencers are (and their effectiveness).
Students analysed the factors that affect the experiences of tourists at hawker centres and attractions, including providing recommendations to tackle problems areas and promote positive experiences.