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).

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. It introduces students to how technology has impacted marketing in the areas of consumer behaviour, product management, pricing, channel management, and communication.

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. 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.

This module seeks to acquaint students with the basic concepts, tools, and frameworks in business-to-business marketing. They will be 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.

The various business marketing management concepts and principles will be taught through lectures, discussions, and 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.

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.

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.

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.

This module deals with the 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.

Students with an understanding of marketing research and marketing principles are trained to build “smart” spreadsheet-based analytical solutions. Using market simulations/exercises, they learn to operationalize theories and concepts into scenario-based marketing plans.

The module will (i) demonstrate how analytical techniques and computer models can lead to better marketing decisions; (ii) introduce technologically-enabled tools that employ the models and methods taught in the module to address real marketing issues; and (iii) impart a systematic and analytical understanding of market processes and interactions.

Sustainability is an evolving process. Business leaders acknowledge that organisational culture and change agents play an integral role in embedding sustainability in the day-to-day business decisions and processes. Students learn about the challenges affecting sustainability, environmental and international policies, what makes an effective sustainability leader and what constitutes circular economy. The module, Sustainable Marketing, places the role of marketing and communications as key to framing the right message and narrative in the sustainability agenda. In understanding the attitudes of consumers towards sustainable consumption and production, students learn to use marketing and communications for behavioural change towards a more sustainable lifestyle.

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. 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.

Effective marketing research is necessary for successful management of all phases of the marketing 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.

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.

This module 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 receive practical insights into the use of marketing applications in product, segment and service marketing in the retail, affluent and private banking sectors.

The module 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 regulated landscape.

Among the important decisions that a marketing manager must take, the pricing of products and services critically impacts profitability. Drawing from a variety of disciplines such as economics, marketing, psychology and law, these complex decisions pose a number of distinct challenges.

Starting with basic economic analyses of pricing, the module progresses to the examination of different pricing models, practices, and strategies employed by businesses. Issues such as competition and consumer psychology are explored in the context of price. The course takes a customer-oriented approach with the goal of improving profitability.

In addition to lectures, peppered with real-life case illustrations, students may be required to read and critically examine articles relating to pricing.

The purpose of this module is to equip students with the key concepts and practices involved in making effective pricing decisions. It imparts an understanding of the different strategies that a company may employ to achieve varying price related objectives.

Multitudes of research, spanning economics, psychology, sociology among the various behavioural 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 behaviours 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.

This module 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 marketing analytics and research, and encompasses key marketing concepts, theories and models.

Depending on the instructor, the Destiny market simulator may be employed to impart the experience of FMCG marketing and retailing, engaging students in business processes ranging from product development, brand management, category management, trade marketing, financial planning and the development business portfolio strategy.

Application-oriented, this experiential learning program is taught through lectures, 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.

The nature of unicorn-sharing businesses is different and marketing is changing to keep pace with business needs. Understanding these trends and how to leverage the immense volume of data, interface with other marketing functions, and scale quickly are critical to remain relevant. This class will equip students with the fundamentals to tackle these demands.

Many firms have extensive information about consumers’ behaviour, but few firms have the expertise to act on such information. This course will enable students to understand a scientific approach for creating data driven marketing strategies leveraging customer information. Customer analytics addresses how data from customer behavior is used to help drive business outcomes. The course will use practical approach of using large amount of customer data and buying pattern to describe past buying behavior, predict future ones and prescribe best ways to influence future buying decisions. This course provides an overview of analytical techniques to make informed business decisions.