BMK5000 Strategic Issues in Marketing

This course prepares students for the role of Brand Management. It is taught in an application-oriented fashion through lectures, class discussions, case studies and a simulation exercise; with the objective of developing critical analysis and problem-solving abilities. It caters for the ‘experience’ of managing brands through a simulation project called Destiny.

Project Destiny which spans the length of the course provides for an appreciation of strategic issues in marketing. It trains and empowers participants to make better use of market knowledge for day-to-day marketing decisions. Participating teams take charge of an ongoing business for three years, develop business plans and take marketing decisions to enhance and grow their business.

Lectures cover the key elements of the marketing mix with attention to the management and development of brands. They are laced with class discussions and case studies to rehearse and inculcate core marketing and business concepts. The lectures also provide for the understanding and application of market research.

The course has emphasis on Asia. Special topics are included to provide an exposure on current market issues and trends in the packaged consumer goods sector, in Asia.

BMK5001 Ethics, Corporate Social Responsibility and Sustainability

In today’s business environment, companies and individuals must act responsibly to gain a competitive advantage. Businesses now should be operating a sustainable business model that includes an outcome of both long term and period profitability that is driven by responsible environmental and social performance. The module will first examine Ethics from both an Individual and Corporate perspective. A sound foundation in Ethics then segues into Corporate Social Responsibility (CSR) and Sustainability. CSR and Sustainability deals with strategic issues that a corporation addresses to provide a triple bottom line of revenue, environmental impact and community support.

BMK5002 Marketing Analytics

The digital age has fundamentally altered the manner we collect, process, analyse and disseminate market intelligence. Driven by advances in hardware, software and communications, the very nature of market research is rapidly changing. New techniques are emerging. The increased velocity of information flow enables marketers to respond with much greater speed to changes in the marketplace. Market research is timelier, less expensive, more actionable and more precise ... all of which makes it of far greater importance to marketers.

Applied Market Research is primarily designed for marketing professionals to train them to use market knowledge for day-to-day marketing decisions. It will provide good understanding of many prevalent research techniques and their application.

The course will be taught in an application-oriented fashion through lectures, class discussions and case studies. 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.

BMK5003 Behavioural Economics

Behavioural economics is an interdisciplinary field which applies psychological theory and research to economics. Important behavioural economics findings which demonstrate persistent and systematic deviations from the “rationality” assumption in economic decision making will be surveyed. Alternative theoretical accounts departing from the standard rational, self-interested maximization models will be introduced. The implications to business practices will also be discussed.

BMK5004 Design Thinking & Business Innovations

This module aims to raise the understanding of the significance of Design Thinking and its innovative applications to businesses.

It would provide:
a) insights on the cognitive issues of Design Thinking at the personal level;
b) a broad review of the practice of Design Thinking at organizational level; and
c) an experience of the processes and methodologies needed to take a creative idea all the way to market. It does these through a series of lectures, case studies, and intensive design thinking workshops.

BMK5005 Competitive Marketing Strategy

This is an advanced course in marketing strategy 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:

  • Enhance student’s ability to think and to act strategically in marketing and in business.
  • Introduce students to Principles of Strategy from Sun Zi’s “Art of War” to assist them in making business strategy decisions.
  • Introduce students to fundamental Game Theoretic tools and models for analysing and understanding problems involving strategic interactions.
  • 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. There will be a case research project requirement, which requires students to identify and analyse an actual problem or case faced by a firm, and to make recommendations as to how the problem can be resolved, based on concepts taught in class.

BMK5006 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 sociohistorical patterning of consumption, and mass-mediated marketplace ideologies and consumers’ interpretive strategies. In this course, we will explore the dynamic relationships among consumer actions, the marketplaces and cultural meanings.

BMS5502 Marketing Practice & Impact

This course aims to provide you with a diagnostic framework to better understand the broader business context confronting a company before one can effectively apply classical marketing tools. It seeks to arm the marketer with the lens of a Business Stakeholders and helps anchor marketing solutions and proposals on solving the top priorities of the company as oppose to pursuing its silo metrics and goals. Just as Market Research help define the consumer, competitive and channel landscape. MPI enable the marketer to map the company’s priorities, pressure points, culture and legacy to incorporate into an impactful marketing proposals and solutions.

BMS5503 Pricing

This course is an introductory course to pricing as a corporation function. The course will examine the basic concepts of how buyers respond to price stimuli, and how prices are key marketing tools. Students will learn the various dimensions of price and the role price plays in firm/product positioning. The course will explore in-depth the issues of developing and managing effective pricing strategies while questioning existing practices and widespread assumptions. Students will learn how prices present important information, what role the corporate executive must play in designing and implementing pricing strategies and how pricing strategies affect firm survival and sustainability.

BMS5504 Marketing Analysis and Decision Making

To facilitate well-informed marketing analysis and decision making, marketing scholars and practitioners have not only developed but also implemented a large variety of analytic models and tools to facilitate marketing decision making and oftentimes high-level strategic consultation. This course helps you to digest the underlying mathematics details of the most popular analytical marketing models, and more importantly will guide you through the development and use of applicable software and interpretation of results. The aim of course is to build your skills and confidence in undertaking analytics for marketing decision making.

This course follows up on the marketing core courses by operationalizing several critical marketing concepts such as segmentation, targeting, positioning, and marketing resource allocation. By studying this course, you can expect to master key skills that companies increasingly desire for in internet especially mobile era, such as using different ways to segment markets, understanding the data required for segmentation, identifying attractive customers to target, determining the best positioning of your brand in customers’ minds, and developing new products that add value to consumers and firms, among others.

The course is designed for students who have some background in quantitative methods (e.g., probability and statistics), and who are motivated to learn to conduct marketing analysis and decision making with the aid of smart software.

BMS5505 Marketing in the Digital Age

The digital economy has posed new challenges to traditional marketing strategies. Social media, big data and mobile communications have open up new opportunities for businesses to engage with the consumers. Businesses need to have an increasing and stronger presence in the digital world that is facing major disruptions in all industries.

The Digital Marketer needs to nimble, forward-looking and technologically savvy. They need to understand the traditional marketing and their transition to the digital world. They need to go beyond the technologies to have a holistic view of the traditional and digital world in order to be effective and efficient.