MKT1003 Marketing

This module is designed to provide knowledge, techniques and understanding of marketing principles. It provides students with a conceptual framework to analyse and interpret marketing phenomena and to suggest courses of action in response to marketing problems. It covers topics such as the marketing concept, the marketing environment and the marketing mix which includes product, pricing, distribution and promotion.

Other related topics include consumer behaviour, market segmentation and targeting, marketing research and information system, marketing planning, implementation and control, and public issues in marketing. This is a foundation module for business students and provides the basis for later concentration in the marketing area.

MKT2401 Asian Markets & Marketing Management

The primary objective of this module is to acquaint students with the marketing planning and marketing management process. Students are encouraged to apply marketing concepts, tools and techniques in the analysis of marketing situations and problems and in the development of marketing strategies and programs.

Topics include the roles of planning in marketing, the reasons for planning, the pitfalls in planning, environmental analysis, market analysis, customer analysis, competitive analysis, company analysis, SWOT analysis, issue analysis, objective setting, strategy development, assembling of marketing mix, marketing implementation and control, and marketing evaluation and audit.

The module is taught with a practical and applied orientation. Cases are used to a large extent for class discussion, supplemented by computer simulated marketing games, projects, exercises and lectures.

(Pre-requisite: MKT1003 Principles of Marketing)

MKT2411 Retail Entrepreneurship

Retailing today has become a sophisticated, fast moving business that spans across the globe. The world of retailing is a complex and exciting one that involves a variety of participants. The course will introduce retail marketing concepts covering both the mechanics and management of retailing from an entrepreneurial perspective. A range of topics, including the role and tasks of an entrepreneur, store and non-store retailing, location and site selection, retail environment and the application of new technologies, retail marketing mix components (such as merchandising, pricing and margin planning, store management, layout and visual merchandising), as well as internal and external promotions will be covered. In addition, short case studies and projects will be used to supplement lectures and readings. Students will acquaint themselves with current and future retailing environments and developments in Singapore and other countries as well as the processes that go on behind the scenes in retailing.

While the module will cover theories in retail marketing discipline, it is generally approached with a practical and applied orientation. Lectures will be supplemented with store visits, video clips and talks. Students will also get a chance to learn about assessing retail outlets and developing retail strategies for real-life businesses through hands-on projects. By the end of the course students should be equipped with the knowledge and skills necessary to start up a retail business. Aside from business students who are interested in retailing, this course is targeted at students who are enterprising and may aspire to start their own retail business in the future.

(Pre-requisite: MKT1003 Principles of Marketing)

MKT2412 Global Marketing

Building on your knowledge of basic marketing principles, we embark on a journey to understand the global impact of marketing. We begin by analyzing the various environments in which marketing operates in, including economic, legal and political, and cultural environments. Then, we learn about the intricacies of coordinating and conducting cross-cultural marketing research efforts. We will also cover the different modes of foreign market entry.

The core of this module is the investigation of the marketing mix (product, price, promotion and place) from a global perspective. To round things off, we will learn how to lead and organize global marketing activities. By the end of the course, you should have gained a better perspective of marketing in a global context. To achieve this end, we will be using a variety of learning tools, including readings, case studies and projects.

MKT2413 Marketing Research

To provide students with basic understanding of the marketing research process and the scientific approach to information identification, collection and analysis for marketing decision-making.

To provide students with the opportunity to design and execute a marketing research project.

To provide students with opportunities to examine, understand and interpret marketing research information.

MKT3402 Consumer Behavior

This course provides an understanding of consumer behavior theories, research and applications. Students should gain knowledge and skills that would facilitate an understanding of buyer behavior, which can be integrated into the formulation of marketing strategies. The emphasis of this course is on the content and logical application of theories in the analysis of consumer behavior for solving marketing management problems.

(Pre-requisite: MKT1003 Principles of Marketing)

MKT3412 Services Marketing

This module applies marketing principles to service organisations both in the private and public sectors. Students will be taught the unique characteristics.

MKT3416 Business-to-Business Marketing

This course seeks to acquaint participants with the basic concepts, tools and frameworks in business-to-business marketing. Participants are exposed to the unique challenges in operating in the business market and provided with opportunities to carry out marketing analyses and to make marketing decisions in the business marketing context.

This course will be taught in an application-oriented fashion. The various business marketing management concepts and principles will be taught through brief lectures, class discussions, class exercises and videos. The participants will learn how to make business marketing decisions, solve business marketing problems and develop business marketing plans through individual analysis and class discussion of marketing cases.

MKT3417  Customer Asset Management

Do you know what is the true value of your customer?  And, have you ever wondered what is the true value of a lost customer?  Do you want to optimize the value of your customer base?

The answers to those questions can be found in this course.  Using economic, psychological and marketing theories, we will gain a greater understanding of how and why consumers and customers react to marketing efforts.  More importantly, through this course, you will become familiar with useful strategies to optimize the value of your customers.  Important issues are the embedding of customer asset management strategies in the organization.  We will learn about customer acquisition, retention, and win back through managing customer lifetime value, customer segmentation, data mining, and the application of CRM instruments such as loyalty programs.

This course is divided into three sections.  We will first learn how to calculate customer lifetime value and conduct customer analysis based on their buying behavior.  Next, we will segment the market using market-based techniques.  Finally, we will learn strategies for customer acquisition, retention, and win back.

(Pre-requisite: MKT1003 Principles of Marketing)

MKT3418 Product & Brand Management

"45,000 packaged goods products were introduced in the United States in the last 15 years! Yet the preponderance of these new market entries was financial failures."  -Marketing Review. 

MKT3420 Promotional Management

All aspects of the promotion mix in the marketing process will be discussed.  Particular attention is paid to the fundamentals and management of the advertising efforts.  This course seeks to provide a solid foundation to 1) increase your appreciation for the cluttered promotion environment around us and 2) better understand the underlying processes of communications from the perspectives of the marketer as well as the consumer.  The assignments and course-end project further allow the students to translate this knowledge to practical experience.

(Pre-requisite: MKT1003 Principles of Marketing)

MKT3513  Game Theory & Strategic Analysis

This course is an introduction to game theory and its applications in the realm of business. It aims to provide an overview of non-cooperative and cooperative games through the analysis of strategic interactions in conflict situations such as bargaining, market competition to name a few. Recurring themes include threatening and bluffing, punishing and rewarding, building reputations, and sustaining cooperation in non-cooperative environments through repeated interactions.

Prerequisites: A vivid imagination and an analytical mind are essential prerequisites for this course.

MKT4411 Marketing Strategy

MKT4412  Marketing Theory & Research

This course aims to acquaint students with academic research in various areas of marketing. To achieve this goal, students will be required to read and discuss several assigned articles each week. These articles are designed to equip students with a working knowledge of the current literature in marketing research. Hence, the majority of the articles assigned were published between 2000 and 2002 in the three leading academic journals in marketing (Journal of Consumer Research, Journal of Marketing, and Journal of Marketing Research). From this course, students should acquire the critical thinking skills to carefully appraise, rather than blindly accept, a piece of research. In addition, students will be required to exercise their creative and analytical abilities in developing, implementing, and presenting a research project on a group basis. The experience from this project as well as the insights and literature gathered from this course will enable students to conduct independent research such as that required in their Academic Exercises.

(Pre-requisite may vary from term to term depending on specific topics offered)

MKT4413  Pricing Models & Strategy

The one element of marketing strategy that is least understood and hence constantly feared by many managers is pricing. This is because pricing is a very complex issue. On one hand, it is supposed to reflect all the strategic steps the company has taken to bring the product to the consumer and convince him/her to buy it as well. On the other hand, it is supposed to reflect what the consumer would get out of the product by paying that price to acquire it. Will there be a match between the two? Perhaps and perhaps not.

Pricing has been shown to have a strong impact on consumer demand for many items. Look at the growth of on-line channels such as priceline.com. Further, recent research on grocery purchases has shown very clearly that people do care about what price they pay for a product. This makes it doubly important that a manager needs to understand and analyze various factors in arriving at an appropriate pricing strategy.

This course is designed to help you understand these factors. Understanding the broader picture will yield a better pricing strategy.

(Prerequisites: MKT2401 Asian Markets & Marketing Management)

MKT4415B SIM: Advanced Marketing Mgmt: Cases & Simulations 

The first half of this course consists of case discussion and presentation sessions using case studies covering various marketing issues and challenges. Students will act as marketing managers and need to carry out analyses to assess marketing situations and to make and defend marketing decisions. Students are encouraged to question and challenge decisions made by other students and groups. Students will be assessed for class participation in discussion, group case report and presentation and a case test. Students will acquire analytical skills and oral and written communications skills.  

The second half of the course is an exciting simulation game that challenges students to put their business knowledge to the test.  Students will act as company executives in a simulated competitive environment to strategize and implement the firm’s mission through a myriad of decision variables.  Students will decide on a large number of marketing, financial and operational variables (e.g., New Product Configuration, Positioning, Price, Promotion Mix, Channel Mix, R&D spending, and Plant Investment) for each decision period. At the end of a yet to be determined number of decision periods, one of the teams will emerge as a winner based on a variety of evaluative criteria.

TR2201 Entrepreneurial Marketing 

This course is designed to introduce students to the core concepts of marketing, with a special emphasis on the marketing of new, innovative products and services where no market previously existed or where the underlying product concepts may be unfamiliar to existing customers. The pedagogical approach emphasizes those market research methods, marketing strategies, pricing analysis and promotional techniques that are particularly useful for entrepreneurial settings. Particular attention is paid to the innovative use of internet as well as non-conventional techniques such as "guerilla" marketing. The usefulness of these analytical tools is illustrated through concrete case studies of successful entrepreneurial marketing.

TR3001 New Product Development 

The goal of this course is to equip a student with the necessary skill set involved in new product development. The course is methodologically oriented and follows closely a

typical product development process which involves gauging potential demand, identifying and analyzing customer needs, dissecting and translating customer needs into detailed product specification, developing and transforming product architecture into product prototypes, testing and refining product concept and design, and marketing the new product to various stakeholders.