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-to-business, services and non-profit organizations.
- Understand the challenges and opportunities of extending the brand in international marketing environments
Upon completion of the course, students will be able to:
- Experience real-world problem-solving through student consultancy project
- Apply classroom learning and research to real-world challenges in order to envision innovative IT solutions using the cloud platform
- Build innovative solutions using a cloud platform (i.e. SAP Business Technology Platform)
- Use some of the services within a cloud platform (e.g. Internet of Things, Machine Learning, Analytics Cloud, Kyma, etc). Acquire learning to learn skills
- Learn how to work with industry professionals and deliver an IT solution
- Learn how to handle uncertainty in a project
Upon completion of the course, students will be able to gain:
- Practical industry experience working directly with Citibank.
- Project management experience on a real-world industry project.
- Software development experience on a real-world industry project.
The overall objective of this module is to build and develop students' competency in leadership and teamwork skills. The course employs both a theoretical and an experiential learning approach with the aim of fulfilling the objectives as outlined below.
Students will gain knowledge and skills about leadership development and team-building skills based on theories, principles, concepts, application, exercises/class activities, self-assessments/instruments, and experiential learning.
Central to the course is a group project that takes the form of an action-based and experiential assignment, where student groups work with an industry partner with the aim of achieving innovative solutions for the company or organization. Based on this experiential learning, students will gain the practical aspects of the process of teamwork and team leadership.
The ultimate aims and objectives revolve around learning from the process of the group project lessons on both leadership and teamwork.
The outcomes of the group project for students are outlined as follows:
(i) Students will learn lessons on both leadership and teamwork based on lessons learnt inside and outside of classroom.
(ii) As students work on a real-life project with an industry partner students will gain fresh insights gathered from the experiential process afforded them.
(iii) Students also learn about leadership from either the various stakeholders they are working with or from other primary or secondary sources.
(iv) Students will also learn lessons on teamwork based on their interactions working on their group project as well as all other class activities related to the module.
(v) Students will also fulfil other learning objectives that include cognitive and academic development as outlined below in the section, 'Learning Objectives'.
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:
a. 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
b. 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
c. 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
d. 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
By the end of this course, students will be able to:
- Analyze the power and impact of global and local challenges related to the nexus of 'digital disruption, demographic change and age diversity' on business and society in general;
- Explain the importance of collaborative transformative leadership in developing and implementing practical solutions which address some of these complex issues head on in an integrated, interdisciplinary and novel manner;
- Appreciate what it takes in terms of design thinking, business model development and innovation strategies to propose practical solutions that create real value for relevant 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 way forward in terms of good self-leadership on the basis of an enhanced self-awareness enabled through the deployment of a relevant assessment instrument (with a focus on personal leadership development through feedback and coaching) as well as the (playful and project-based) acquisition of 21th century skills such as collaborative intelligence through impactful and innovative SMU-X projects.
Students will be trained in Six Sigma to the level of Greenbelt and will acahieve certification of their Green Belt status by SMU. After taking this course, students will be able to:
- Explain the different elements of Six Sigma Deployment, including the change and leadership components necessary
- Explain the basics of LEAN improvement methods including simple value-stream mapping and identification of process waste
- Define, lead and manage small to medium-size process improvement projects using the DMAIC (Design, Measure, Analyze, Improve, Control) and DFSS (Design for Six Sigma) methods
- Identify and apply appropriate six-sigma and project management tools to effectively improve processes
- Operate within teams and within organizations to drive effective process improvements
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.
By the end of this course, students will be able to:
- Assess a business problem and/or opportunity from the current business environment, including new and untapped markets
- Design interdisciplinary solutions to address the business challenge or future opportunities by considering strategy, marketing, operations, organization, finance, and communication
- Reason critically through the solution process with appropriate modes of analysis
- Describe the solution's implementation plans and processes with regard to the firm's existing strategy, market, and organization
- Apply a variety of approaches to engage with busy business executives to obtain guidance and information, as well as, secure their buy-in to your ideas
By the end of this course, students will be able to:
- Demonstrate a deep understanding of the key concepts in Strategic Management in Digital Media and
- Entertainment E-Commerce Ecosystem (DMEEE).
- Identify key learning and experiences from the real-life strategic business challenge proposed by Mediacorp.
- Explain how changes in the DMEEE could lead to new high-growth opportunities for Singapore.
- Explain how the differences in the consumer consumption of digital media, entertainment and e-commerce for Asians and non-Asians will impact the
digital strategy in DMEEE
- Identify and analyze potential strategic business opportunities in Asia.
- Develop an innovative digital strategy to compete in DMEEE in Asia.
