MKT1003 Principles of Marketing
This module is the introductory module in marketing. It is designed to provide students with comprehensive and broad knowledge, techniques, and an understanding of marketing principles to help them analyse and interpret marketing phenomena and 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, and marketing research.
This module is taught in seminar style and students are encouraged to actively participate in class. Cases, assignments, and/or projects may also be used for understanding the marketing concepts and application.
By the end of this module, students will appreciate the application of marketing principles in their everyday life and assess the quality of the marketing strategies employed by companies.
As the foundation module for business students, it provides the basis for later concentration in the marketing area.
MKT1003X Principles of Marketing
This module is the introductory module in marketing for non-Business students. It is designed to provide students with a broad knowledge, techniques, and an understanding of marketing principles to help them analyse and interpret marketing phenomena and 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, and marketing research.
This module is taught in a lecture setting with break-ups in tutorials for smaller groups. In tutorials, students are encouraged to actively participate. Cases, assignments, and/or projects may also be used for understanding the marketing concepts and application.
By the end of this module, students will appreciate the application of marketing principles in their everyday life and assess the quality of the marketing strategies employed by companies.
As the foundation module, it provides the basis for taking high marketing modules in the future, and as part of the requirements for a Minor in Business.
MKT2401 Asian Markets and Marketing Management
The primary objective of this module is to acquaint students with the marketing planning and marketing management process; with a focus on Asian markets. Building on the knowledge acquired under MKT1003 Principles of Marketing, students are encouraged to apply in an in-depth manner marketing concepts, tools, and techniques in the analysis of marketing situations and problems that are commonly faced in Asian markets and in the development of marketing strategies and programmes that are appropriate for Asian markets.
The objectives of this course are to (i) provide students with practical, decision-making experience; (ii) integrate skills learned in other business courses, in particular, marketing courses, and apply that knowledge to marketing situations; (iii) develop strong logical and quantitative analysis skills; and (iv) expand communication skills by learning to present information and recommendations in a clear and concise manner.
Topics covered include, but are not limited to, customer lifetime value analysis, customer segmentation and positioning methods, perceptual mapping, brand equity, branding strategies, pricing methods, designing advertising messages, and big data.
This module is taught with a practical and applied orientation, with the objective of sharpening students’ analytical skills. Cases are used to a large extent for class discussion, and may be supplemented with other pedagogical tools such as simulated marketing games, projects, exercises, and lectures. The use of these tools varies by instructor.
By the end of this module, students should be able to have a deeper appreciation of the role marketing plays in businesses; and be able to employ a more strategic perspective regarding marketing practices.
MKT2411 Retail Management
This module provides a first look into the retailing industry. Retail marketing concepts such as store and non-store retailing, location and site selection, retail environment and the application of new technologies, and retail marketing mix components (such as merchandising, pricing and margin planning, store management, layout and visual merchandising, and retail promotion) are covered in this module. In addition, store operations and human resource management areas will enhance understanding of overall retail management. Students will acquaint themselves with retailing environments and developments as well as the processes behind the retail scene.
While the module covers theories in retail marketing discipline, it is generally approached with a practical and applied orientation. Students may get a chance to learn about retail outlets and developing retail strategies for real-life businesses through hands-on projects. In addition, short case studies and projects may be used to supplement lectures and readings. Lectures may be supplemented with store visits and talks. These pedagogical tools vary by instructor.
By the end of this module, students should be equipped with the knowledge and skills necessary to understand marketing and the operations behind retailing.
MKT2412 Global Marketing
This module aims to provide students with an understanding of the complex issues generally encountered when marketing goods and services internationally. It prepares students for the socio-cultural, legal, political, economic, and technological challenges in international marketing. Topics to be covered include the cultural, economic, political, technological, and legal environments within which global marketing take place; processes involved in assessing global market opportunities; developing global marketing strategies: product policy, pricing, integrated marketing communications, promotion, channel management and logistics; and implementing global marketing strategies.
Students may be required to conduct a real-life project on the marketing of a specific good or service to another country. In this project, they will be asked to assess the marketing environment, identify the marketing opportunities, select the target market segment, and advise a marketing plan. Alternatively, students may be asked to analyse a multinational company’s overseas venture. The use of such pedagogical tools varies by instructor.
By the end of this module, students will appreciate the cultural nuances, technological, economic, and political impacts that make global marketing challenging; and be able to understand the rationale behind the standardisation versus differentiation practices of employed by international firms.
MKT2413 Marketing Research
Effective marketing research is necessary for successful management of all phases of the marketing process. In today’s information-oriented environment, a marketing manager cannot succeed without a thorough understanding of the research process. Marketing research serves a central basis for marketing decision making. Therefore, it is critical for a manager to understand marketing research and be able to specify what needs to be studied, how to study it, and how to interpret the results. By understanding the research process, s/he can better judge the suitability, reliability, and validity of a research study in his/her decision-making.
This module is intended to acquaint students with the fundamental marketing research process. Specifically, it aims to (i) improve students’ problem definition skills – the ability to identify a management problem and to translate a management problem into a marketing research question; (ii) familiarise students with the fundamental marketing research skills of problem formulation, research design, questionnaire design, data collection, data analysis, and report presentation and writing; (iii) have students gain perspective and practice in applying these skills through a research project; and (iv) develop an understanding of decision making in marketing, its inherent difficulties and pitfalls, and the importance of information in marketing research.
While we will use class time to discuss appropriate research topics, students may be required to undertake cases, hands-on exercises, and a research project to facilitate their learning by doing.
By the end of this module, students should be able to assess the viability of market research projects and have some sense of how to oversee them.
MKT3402 Consumer Behaviour
This module focuses on consumer insights which affect the consequence of marketing decision. It systematically examines the buying process which a consumer takes, from pre-purchase motivations, cognition, evaluations to characteristics of decision contexts. The module is designed to provide a comprehensive coverage of the key theoretical frameworks to gain customer insights. They will be delivered from three aspects. First, relevant theories and research in behavioural science to understand different aspects of consumer behaviour such as motivation, attitude, and decision making will be covered; second, under each topic, the research tools to understand consumers will be introduced. Third, relevant examples, cases, or projects will be employed to relate the theories and research tools to the key marketing decisions.
The pedagogical tools used vary by instructor. Lecture, assignments, cases, projects, and/or readings may be used for learning purposes. By the end of this module, students should be able to understand consumer behaviour better and learn how to apply such social science theories to develop more effective marketing strategies. Students who intend to go into marketing are strongly encouraged to take this module.
MKT3412 Services Marketing
Services form an essential component of many consumer societies around the world, and service experiences are an integral part of consumers’ lives. In this course, students will examine the development, distribution, pricing and promotion of services (e.g., the extended marketing mix) and how excellence in these areas results in service offerings that are of value to consumers. Students will also explore the human factor in services marketing (e.g., hiring and managing service staff) and how processes, people and policies are managed to deliver exceptional service quality.
Case studies and readings may be used in addition to lectures in conducting this module. Students may also be required to complete a project concerning the marketing of services. The various pedagogical tools used vary by instructor.
By the end of this module, students should be able to understand the distinctive characteristics of services that make services marketing more challenging and be able to develop marketing strategies that capitalize on these unique characteristics and/or overcome the problems posed by these characteristics (e.g., customer loyalty and retention, service recovery, and customer relationship development).
MKT3413 SME Marketing Strategy
This module focuses on the development and application of marketing strategies for entrepreneurs, start-up firms, and small- and medium-sized enterprises (SMEs), taking into account specific constraints faced by these set-ups. This course aims to (i) provide students with an appreciation of the limitations that such firms face in competing for markets, and the implications of such limitations in formulating competitive strategies; (ii) Introduce students to competitive strategy frameworks, concepts, and theories that are relevant and/or unique for start-up firms and SMEs; (iii) enhance students’ skills in applying general marketing concepts and theories to formulate strategies for start-ups and SMEs in competing for markets; (iv) enhance students’ ability to develop more effective business and marketing plans that take into consideration the particular difficulties faced by start-up firms, and SMEs.
The major topics covered include understanding the constraints facing SMEs, critical evaluation of extant analytical tools and strategic prescription for SME marketing, game theoretic applications in the formulation of SME marketing strategies, and developing a formal decision framework for SME marketing strategies.
Students can expect examples of how SMEs apply marketing concepts into their operation in this module. Besides lectures and discussions, students may be required to develop a comprehensive business plan for a start-up or SME. These pedagogical tools are varyingly used by instructors.
At the end of this module, students would appreciate and understand the challenges faced by SMEs and start-ups, as opposed to major corporations, in planning and implementing marketing strategies to compete for markets, and learn how the challenges can be resolved.
MKT3414 Marketing Channels
The objective of the module is to provide students with an understanding of the environment, issues and decision-making tools associated with the distribution of goods and services in marketing. Topics include distribution of goods through appropriate use of channels: types of distribution channels and salespeople; organising and developing the selling and distribution effort; inter-organisational exchange behaviour; dimensions of conflict and cooperation among channel members; ways of rationalising relationships between channel members; development of effective marketing programmes by retailing and wholesaling members; management of marketing channels by manufacturing firms.
This module integrates the basic marketing principles, logistics issues, behavioural concepts, and analytical tools into the decision process underlying distribution through marketing channels. The marketing organisations involved in distribution are identified, and their roles and functions analysed. Product flows through the various kinds of channels and channel members are studied, the nature of channel planning and control is discussed, and characteristic channel problems are analysed. The module adopts a holistic, systems approach in discussing the various issues pertaining to distribution and channels.
MKT3415 Marketing in a Digital Age
There has never been a more exciting time to be in marketing than now – where on one hand opportunities are aplenty whilst at the same time the need to reinvent and adapt is paramount to staying relevant as a marketer. Technology is evolving at such a rapid pace that marketers now, more than ever, must understand the evolution of marketing that technology is driving. Technology in itself is democratizing the brand and putting control in the hands of consumers.
This module is designed to wire students to the digital economy and provide them with online tools and digital-marketing knowledge to compete effectively in the virtual-business world. Emphasis will be placed on tapping the enormous potential of new marketing medium and exploring the unique characteristics of technology-mediated marketing environments that distinguish them in significant ways from traditional markets of opportunity. This course is designed to introduce students to how technology has impacted marketing in the areas of consumer behavior, product management, pricing, channel management, and communication. It aims to enable students to formulate and persuasively communicate rigorous and practical solutions to commonly faced online marketing problems across industries and geographies.
Module content includes detailed assessment of issues related to information economy, online research and consumer behaviour, online business models including shopping and e-tailing, auctions, crowdsourcing, and affiliate marketing. The students will also learn how social media platforms are impacting companies’ Customer Relationship Management (CRM) and community building practices. They will be introduced to Web analytics, clickstream analysis, and online personalisation; and will learn ROI calculation for online marketing spends.
While lectures form the primary teaching tool, students are encouraged to actively participate in class for a richer learning. Readings and cases may also be used as supplements. These pedagogical tools may be varyingly used by different instructors.
By the end of this module, students will derive deep insights into this shift, helping them become more relevant real world marketing practitioners and at the same time, understand how to operationalize this in their organizations.
MKT3416 Business-to-Business Marketing
This module seeks to acquaint students with the basic concepts, tools, and frameworks in business-to-business marketing. Students are exposed to the unique challenges in operating in the business market and provided with opportunities to carry out marketing analyses for decision making in the business marketing context. Possible topics to be covered include the importance and unique aspects of business marketing, two-stage market segmentation in the business market, high tech product management, buyer-seller relationships in the business market, price bidding in the business market, and negotiations in the business market.
This module will be taught in an application-oriented fashion. The various business marketing management concepts and principles will be taught through brief lectures, class discussions, and class exercises. Students will learn how to make business marketing decisions, solve business marketing problems, and develop business marketing plans possibly through individual analysis and class discussion of marketing cases as well as group involvement in a business marketing project or simulation. The pedagogical tools adopted may vary from instructor to instructor.
By the end of this module, students should be able to understand and appreciate the uniqueness and challenges of marketing to firms and business organizations compared to marketing to consumers; and develop effective marketing strategies and programs for winning and retaining business customers.
MKT3417 Customer Asset Management
This module focuses on acquiring, retaining, and winning back customers. It highlights the need to move from merely satisfying customers to building strong bonds with them through the development of customer relationship programmes. This module addresses issues that marketing managers face such as how do I attract and retain profitable customers, what’s most important to my customers; how do I keep current customers happy and ensure that they do not switch to competitors.
This module aims to (i) provide students with an overall understanding of Customer Asset Management and its role and importance in the Customer Relationship Management (CRM) process and the business world; (ii) provide students with an in-depth appreciation of managing customers, customer equity, and customer satisfaction audit; and (iii) understand the best practices involving CRM and the tools and skills needed for Customer Asset Management.
Some of the topics to be covered include Customer Experience Management, Customer Equity, Customer Satisfaction Audit, Customer Engagement through Social Media, and Customer Loyalty & Retention. Apart from the theoretical perspectives, this module may also include analyses of customer purchase data to differentiate groups of customers and develop different relationship strategies for different customer groups through role plays, and scenario- and case-based learning.
By the end of this module, students should be able to develop a customer satisfaction audit, and strategies to enhance the customer service experience and ensure customer loyalty and retention.
MKT3418 Product and Brand Management
This module aims at developing skills towards the systematic management of new and existing products/brands. It takes a holistic approach towards product and brand management by examining the process from a new brand/product perspective. It is designed for students who are looking for an in-depth exposure to the development and management of products/brands. Possible topics to be covered include the changing role of the product manager, product portfolio management, product planning and concept testing, test marketing and product launch management. Foundations of branding and brand management will also be covered.
Through theories and concepts, case analyses, problem sets, class debates, and project assignments, this course prepares students for the customer-driven marketing challenges of a product/brand manager. The set of pedagogical tools used to enhance learning varies by instructor.
By the end of this module, students will have more insights into the complexities involved in managing a product/brand.
MKT3420 Promotional Management
This module focuses on the use of communication to influence consumer decision making. It addresses the principles and practice of advertising, sales promotion, personal selling, and public relations. Materials to be covered include setting promotional objectives; developing promotional strategy, copy development and execution; media decisions; and consumer promotions.
In addition to lectures, students may also be exposed to anecdotes of promotional campaigns and published readings in promotion. Case studies as well as group projects involving the development and execution of a promotional campaign may also be used to allow students to apply their knowledge and skills. These various teaching tools may be varyingly adopted depending on instructor.
By the end of this module, students should be able to develop and assess promotional campaigns to maximize returns for the brand.
MKT3421 Marketing Analysis and Decision Making
This module deals with concepts, methods, and applications of decision models to address such marketing issues as segmentation, targeting and positioning, new product design and development, advertising, sales force and promotion planning, and sales forecasting. The module is designed for students who have extensive background in or understanding marketing research and marketing principles, and who know or are prepared to learn to build “smart” spreadsheets.
This module will attempt to provide skills to translate conceptual understanding into specific operational plans. Using market simulations and related exercises tied to PC-based computer software, students will develop marketing plans in varying decision contexts.
The module objectives are to (i) provide students with an understanding of the role that analytical techniques and computer models can play in enhancing marketing decision making in modem enterprises; (ii) expose students to numerous examples demonstrating the value of the analytic approach to marketing decision making; (iii) provide students with the software tools that will enable them to apply the models and methods taught in the module to real marketing problems; and (iv) improve students’ skill in viewing marketing processes and relationships systematically and analytically.
MKT3422 Topics in Marketing
This module provides students with an opportunity for advanced study in one or more specialised areas in marketing, which is not explicitly covered in other marketing electives in the programme. Topics include, but are not restricted to, services and non-profit marketing, sales force management, industrial marketing strategy, and brand management.
MKT3422A Topics in Marketing: Wealth Management Marketing
This course is designed to introduce students to the world of wealth management marketing, and to give them an in-depth understanding of the challenges and complexities of marketing in a highly regulated and rapidly evolving industry. Students will get practical insights into the use of marketing applications in product, segment and service marketing in the retail, affluent and private banking sectors. It aims to hone their skills to improve the effectiveness of the marketing strategies, techniques and programs to meet the demanding priorities of the client, the business and the regulators in this fast-changing and regulated landscape.
MKT3423 Consumer Culture Theory
Consumer Culture Theory (CCT) is a synthesizing framework that examines the sociocultural, experiential, symbolic and ideological aspects of consumption. The tenets of CCT research are aligned with consumer identity projects, marketplace cultures, the socio-historical patterning of consumption, and mass-mediated marketplace ideologies and consumers’ interpretive strategies. In this module, the dynamic relationships among consumer actions, the marketplaces, and cultural meanings using theories and methods from multiple disciplines will be explored.
Pedagogically, students are expected to be actively involved in the class discussions. Readings may be used to complement the lecture. Students may undertake a hands-on project to study various aspects of consumer culture. The teaching tools used vary by instructor.
By the end of this module, students will be able to appreciate the different modes of inquiry for studying consumer culture. They will learn how consumer culture theory enables them to understand consumers and markets from multi-disciplinary perspectives. They will also be encouraged to critically analyse the readings, if any, and develop their own ideas for exploring consumer culture.
MKT3424 Branding Strategy
This module is designed to help students learn how to assess the strengths and weaknesses of a brand, and understand how to successfully develop technical branding strategy. The objective is to equip students with the basic knowledge of framework and analytical skills for branding decisions by learning how to (i) analyze brand performance; (ii) propose a brand extension with understanding of brand portfolio; (iii) manage touchpoints to create a strong brand; (iv) find opportunities and implement unique branding techniques to enhance brand equity; and (v) grow and manage a brand over time and across geographic boundaries.
Students will learn through the use of frameworks and theories, real-life examples, exercises and analysis, and conduct hands-on brand assessment and brand portfolio projects. These learning tools may vary by instructor.
By the end of this module, students will acquire basic technical requirements and analytical skills for brand management, brand strategy consulting, brand research, and strategic advertising services.
MKT3513 Game Theory and Strategic Analysis
This module is an introduction to game theory and its applications in the realm of business, specifically in the area of marketing. It aims to provide an overview of non-cooperative games through the analysis of strategic interactions such as pricing competition, product proliferation and preemption, and market entry and deterrence strategies. Recurring themes include threatening and bluffing, punishing and rewarding, building reputations, and sustaining cooperation in non-cooperative environments through repeated interactions.
Throughout the module, various pedagogies will be drawn on to facilitate and enhance the learning objectives. These include the use of classroom games, case analyses, articles, videos as well as a final hands-on group project. These pedagogical tools may be varyingly used by instructors.
Upon completion of this module, students will gain an understanding of game theory and learn how to apply game theory to analyze strategic issues, particularly related to marketing. This module is suitable for those with an interest in thinking mathematically.
MKT4411 Marketing Strategy
This is an advanced module that focuses on competitive strategy analysis and formulation. Students are introduced to both the Art and the Science of “Strategic Thinking” in devising competitive strategies. This course aims to (i) enhance students’ ability to think and to act strategically in marketing and in business; (ii) introduce students to frameworks such as Sun Zi’s “Art of War” to assist them in making business strategy decisions; (iii) introduce students to fundamental game theoretic tools and models for analysing and understanding problems involving strategic interactions; and (iv) provide students with some advanced strategy concepts and theories to gain a deeper understanding of competitive strategy formulation.
Students are expected to apply both the art and science of strategy discussed in class to solve marketing and business problems, through case analyses, critiques, and presentations. Case research projects may also be given for more in-depth learning. The pedagogical style varies by instructor.
By the end of this module, students should be able to appreciate the complexities and challenges that marketing managers face in integrating marketing with the various aspects of the corporation.
MKT4412 Marketing Theory and Research
This module aims to acquaint students with academic research in various areas of marketing. In doing so, students will have a stronger understanding of the logical and analytical approach that underpins research in general.
The module will start off with equipping students with the fundamental knowledge that is minimally necessary for understanding experiment-based social science research. The later part of the module will involve critical analysis of articles that were published in recent years under leading academic marketing journals. The learning process will enable students to develop the critical thinking mindsets/skills to carefully appraise, rather than blindly accept, a piece of research.
MKT4413 Pricing Models and Strategy
Pricing is one of the important decisions that a marketing manager must make. A firm’s profitability critically depends on how its products or services are priced. Pricing decisions, however, are difficult to make and can be quite complex. Effective pricing decisions draw upon a variety of disciplines such as economics, marketing, psychology, and law. The purpose of this module is to equip students with key concepts and practical issues involved in making effective pricing decisions. Starting with some basic economic analyses of pricing, this module will bring students to the different pricing models, practices, and strategies employed by businesses. Specific pricing issues, such as competition and the psychological factors, will also be discussed. Throughout the course, a customer-oriented approach is used with the goal of improving profitability.
A variety of pedagogical tools are used. In addition to lecture, peppered with examples of real-life case illustrations, students may be assigned some articles to read. Different instructors may adopt a different set of teaching tools.
By the end of this module, students should be able to understand the different strategies that a company may employ to achieve varying objectives.
MKT4415C Marketing Analytics
This module, which relates primarily to fast-moving consumer goods (FMCG), is designed to train students in the use of market knowledge for day-to-day marketing decisions. It bears strong emphasis on the application of market research and encompasses key marketing concepts, theories and models.
The module combines theory with practice, linking the classroom with the FMCG workplace. Depending on instructor, a market simulator, Destiny, that mirrors the buying behaviour of FMCG decision makers, may be employed to give students the unique experience of running a virtual organization. In the simulation, students strive to successfully manage and grow their organization; they engage in a broad array of business processes ranging from product development, marketing, retailing, category management, trade marketing and negotiations, financial planning and business strategy.
The module is taught in an application- and experience-oriented fashion through lectures, class discussions, case studies, and the simulation exercise. Students will acquire critical analysis and decision making abilities to prepare them to tackle the marketing and business issues they are likely to confront in a career in marketing.
MKT4416 Marketing Strategy Simulation & Case Analysis
Marketing management is the foundation for building knowledge about the market. It is an exciting and critical aspect of marketing. It covers a wide range of phenomena and can help to answer many questions and reduce the uncertainty in decision making. This module is taught with a practice orientation, specifically through simulation and case studies, from which students will gain a practical and sound understanding of how marketing management is carried out in the business environment.
MKT4417 Consumer Decision Making
Multitudes of research, spanning economics, psychology, sociology among the various behavioral and decision sciences, have been done to understand why we shop the way we shop, why we choose the way we choose, and why we buy the way we buy.
Beginning with the foundation of a rational consumer, we systematically examine the choice, purchase and shopping behaviors which deviate from standard rational predictions, the circumstances/contexts of such deviations, and understand their causes and consequences.
Key elements underlying choice, purchase and shopping are examined under a generic context before moving to specific contexts such as personal finance, health and consumption.
TR2201 Entrepreneurial Marketing
This module is designed to introduce students to the core concepts of marketing, with 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 emphasises 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 the 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
This module focuses on the integration of the marketing, design, and manufacturing functions of a company to create products that meet market demand. Topics covered in the module include development processes and organisations, product planning, identifying customer needs, product specifications, concept development, product architecture, industrial design, design for manufacturing, prototyping, product development economics, and managing projects. Students are required to complete a group product development project. This module is targeted at undergraduate students in the Technopreneurship Minor Programme.