BMA5009 Marketing Management

This module is designed to introduce students to the fundamental concepts of marketing that are relevant not just to marketers but to all business managers. This module aims to (i) introduce marketing strategy (market segmentation, targeting and positioning) and the simple quantitative methods that support it; (ii) introduce the elements of the marketing mix (product, pricing, promotion, and channels), and demonstrate how each is used in a strategic, as well as in a tactical manner; (iii) introduce the basic principles of marketing research and marketing math required to formulate marketing strategy and to plan the elements of the marketing mix; and (iv) improve students’ problem solving and decision-making abilities. Though the module will introduce students to various marketing theories, the emphasis will be on how to apply these theories to solve real-world marketing problems.

The module will use recent articles from the business press, case discussions and in-class examples as means to apply the principles learned during the lectures.

This module employs a combination of teaching methods, including lectures, cases, exercises, and projects. The pedagogical style adopted may vary by instructor.

After taking this module, students should be well prepared to formulate and communicate rigorous and practical solutions to commonly faced marketing problems across industries; and appreciate the role of marketing in an enterprise and its relationship with other functions of business.

BMA5501 Competitive Marketing Strategy

This is an advanced module 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 module aims to (i) enhance student’s ability to think and to act strategically in marketing, (ii) provide students with some decision heuristics, such as those based on Sun Tzu’s “Art of War”, to assist them in making marketing strategy decisions, (iii) introduce students to some fundamental game theoretic tools and models for analysing and understanding problems involving strategic interactions, and (iv) introduce students to some advanced strategy concepts and theories.

The focus of this module is on the application of the concepts and theories introduced in class to solving real life problems faced by corporations. Students learn through case analyses and discussions, critiques and presentations. Besides these, students may be required to undertake a case research project to gain an in-depth understanding of how the art and science of strategy can be applied.

By the end of this module, students will gain an appreciation of the importance of the explicit consideration of strategic interactions when devising competitive strategies, and how the art of strategy, as derived from Sun Zi’s Art of War, and the science of strategy, as exemplified by game theory, are convergent and can complement each other in planning and implementing strategies.

BMA5502 Consumer Behaviour

Understanding consumer behavior is essential to the development of marketing strategies. Virtually all decisions involved in developing an effective marketing mix for a product or service require thorough knowledge of the consumers. This module is designed to provide students with a comprehensive coverage of frameworks, concepts, tools, and techniques to understand consumers, with an emphasis on uncovering, generating, and interpreting business-relevant consumer insights. Theories from the related fields such as social sciences, behavioral economics, anthropology, and psychology will be discussed with the overarching goal of understanding consumer behavior.

This module focuses on the consumer as an individual, starting with the question of who the consumer is, and systematically examining the buying process which a consumer takes from pre-purchase motivations and cognition to post-purchase consumption and satisfaction. Additionally, the nature and importance of consumer heterogeneity, social factors, and cultural differences in consumer behavior will be emphasized. Specific topics and instructional approaches may vary from instructor to instructor.

By the end of this module, students are expected to have a better understanding of the psyche that goes into a consumer’s blackbox; and how marketing strategies can be effectively developed to tap on this psyche based on the sociological and psychological theories taught.

BMA5503 Promotional Management

In today’s modern marketplace, advertising and promotions are fast-moving businesses that are constantly changing. Developing an integrated marketing communications programme is usually a complex and exciting process that involves various players and participants. This module will introduce students to the organisations that create the communications for end products that we experience on a day-to-day basis. Students will learn about the various types of promotional concepts, activities, and the processes that go on in the evolution of a promotional campaign. A range of topics, including the advertising management process, the role and tasks of an agency, setting ad objectives, managing creativity, media planning, direct marketing and sales promotions will be covered. Students will acquaint themselves with current and future advertising and promotion environments and developments as well as the processes that go on behind the scene in the management of promotions.

Students may also be required to develop promotional strategies for real-life businesses and to better understand the importance of creativity and the intricacies of executing promotional plans through hands-on projects. While the module will cover theories in integrated marketing communications, it is generally approached with a practical and applied orientation. Lectures and readings will be supplemented with cases, ad critiques, video clips, and talks. Pedagogical style may vary from instructor to instructor.

BMA5504 Global Marketing

To succeed as a global executive, one must develop a global perspective with a clear global mindset. Global marketing, therefore, requires developing an understanding not only of the macro-environment in various regions and markets in the world but also, an awareness and understanding of the distinctive characteristics of consumers and corporate buyers in these markets. Because of the many components in marketing, doing it on a global scale involves having to work with different levels of economic, educational, infrastructural, technological, legal, political and cultural development. This module will explore the global marketing environment, study the global consumer and corporate buyer, and examine the various components of marketing, from product development to pricing before evaluating the present and future challenges in marketing.

This module will be delivered through a combination of readings, class discussions, case analyses, video presentations, guest speakers, and a final marketing project where students will work in a team to devise a marketing plan to launch a product to a foreign, regional market. The pedagogical tools used may vary by instructor.

By the end of this module, students will be able to appreciate the major geopolitical, technological, economic, and cultural trends affecting global marketing; identify opportunities in the changing times; understand the importance of consumer behavioral differences in different markets; comprehend the role of marketing research in global marketing and be able to identify appropriate research approaches for solving different information needs in global marketing; and follow up on topical issues that global marketers face by diagnosing these problems, and be creative in suggesting possible solutions to these problems.

BMA5505 Services Marketing

This module provides an in-depth appreciation and understanding of the unique challenges inherent in managing and delivering service excellence at a profit. Students will appreciate the differences between services and physical good and hence, draw marketing implications arising from these differences. Students will be introduced to and have the opportunity to work with tools and strategies that address these challenges.

While lecture is the predominant pedagogical tool, students are expected to be active participants. Cases and anecdotes may also be used; although this may vary by instructor.

By the end of this module, students will be exposed to the state-of-the-art in service management thinking and be able to develop a customer service-oriented mindset.

BMA5506 Brand and Product Management

This module is about the marketing of products and the principles of branding; and how they apply to the management of organizations and product portfolios. The premise of branding is also examined together with what it constitutes to marketing within the context of an organization. The objective of this module is to inculcate in students a strategic level of analysis to the issues s/he may face as a brand manager. The topics covered include brand development, brand architecture, brand strategy, new product development and application across key areas including communications, people and organizational development.

A variety of teaching tools may be used such as cases (which give a strategic perspective), simulation as well as real live situations (which will enhance students’ understanding), and readings (that give an idea of the cutting-edge practices). Class discussion is critical to exchange experiences and enhance learning, through local, regional and global perspectives.

BMA5509 Marketing Strategy and Game Theory

Marketing effort, far from being a homogeneous input, is a combination of the 4 Ps. In this module, a game-theoretic perspective is adopted to explore and understand traditional strategic marketing issues and learn how game theory can be applied to such issues as pricing and price promotions; product-development and product-improvement activities; promotional activities, and distribution and channel activities related to the availability of goods and servicing of orders.

Throughout this module, various pedagogies are drawn on to facilitate and enhance our learning objectives. These include the use of classroom games, case analyses, articles, videos as well as a final hands-on group project. Pedagogical tools may vary by instructor.

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.

BMA5511 Channels and Pricing Strategies

Understanding marketing channels is important. The long-term commitment of channel-related decisions, existence of channel power play, market dynamics caused by channel changes, and the impact of the Internet on channel intermediaries make channel management more important than ever before. Channel management is not just managing the retailers, the trucks, and delivery personnel; it is much larger than that. This module aims to distil the fundamentals underlying channel management.

Pricing is a complex issue. While it is supposed to reflect the strategic steps a company took to bring the product to the consumer and convince him/her to buy, it also reflects 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. This dilemma makes it imperative for a marketer to understand and analyse the factors to arrive at an appropriate pricing strategy. Further, pricing does not operate in vacuum. It has to be married with other elements of the marketing strategy, including channel management. Thus, understanding the broader picture of the various elements of pricing, and building a systematic framework on pricing will be discussed in this module.

BMA5523 Customer Relationship Management

In today’s competitive business environment, the scarcest and most important asset is customers. Therefore, managing customer relationships and customer experience is critical to the company’s profitability and long-term success. This module looks at Customer Relationship Management (CRM) as an enterprise-wide effort that generates increased loyalty and higher margins. CRM focuses on acquiring, retaining, managing customer churn and winning back dormant customers. It highlights the need to move from merely satisfying customers to building strong bonds with them. It looks at segmentation techniques to ensure that the resources are properly allocated to the customer base.

The aims of this module are to (i) provide students with an understanding of the role and importance of CRM; (ii) provide students with an in-depth appreciation of managing customers, customer equity, and customer satisfaction audit; and (iii) understand through the best practices involving CRM and the tools and skills needed for customer relationship building.

By the end of this module, students are expected to know how to attract and retain profitable customers, what is most important to customers; how to keep current customers happy and loyal; and how to ensure that they do not switch to the competitors.

BMA5524 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.

Marketing Analytics 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 module is 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.

BMA5525 Competitive Strategies for SMEs and Start-ups

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.

As the focus is on the application of concepts and theories introduced in class to solving real life problems faced by SMEs and start-ups, students will learn through business cases of how SMEs apply marketing concepts into their operation. Besides case analyses 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 will 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 marketing, and learn how the challenges can be resolved.

BMA5526 Ethics/Corporate Social Responsibility

In today’s business environment, companies and individuals must act responsibly to gain a competitive advantage. Businesses should be operating on a bottom line that consists not only of revenue but also includes an evaluation of ethical treatment, environmental protection and community contribution. In this highly participative module, the Code of Ethics from both an individual and corporate perspective, as well as look at how leading companies have created a Global Leadership Network that impacts communities will be examined. The Code of Ethics applies to customers, shareholders/employees and the communities in which they operate. Corporate Social Responsibility deals with outright social and monetary contributions as well as building sustainable business models where businesses must serve the poorest of consumers and contribute to their development. The module does not simply engage in philosophical discussions but also provides a practical business framework.

BMA5527 Technology Transfer and Commercialization

An integral component of this module is the exploitation and commercialization of technologies forum organized by NUS Enterprise /A*STAR that brings industry professionals, investors and entrepreneurs together. It provides a platform to examine trends and key issues in commercializing inventions and technological innovations. All students are required to attend the forum for networking, understand the latest technological research and development, and identify technology commercialization possibilities.

This module focuses on the successful transfer of technologies from a research environment for commercialization as successful & sustainable products or services to the global market, via a knowledge-based entrepreneurial wealth-creation process. Technology commercialization capabilities are essential for an increasingly competitive environment where existing markets undergo creative destruction and new markets emerge based on new knowledge and developments in the research laboratories.

Increasing funding for research and development (e.g. Singapore’s National Research Foundation & Agency for Science & Technology Research) and universities discoveries have resulted in a fertile and ever-expanding pool of technologies for commercialization currently and in the coming years. This module is suitable for participants who intend to be technology entrepreneurs, technology transfer managers, corporate venture managers & business development manager, and executives/managers seeking to understand the process of technology transfer & commercialization; and its strategies.

BMA5528 Business-to-Business Marketing

In almost any company in advanced economies, the process of creating a finished product – and getting it into the hands of an end-consumer – invariably involves multilayered commercial interactions between suppliers, manufacturers, distributors and resellers.

This results in a much larger overall volume of transactions compared to the volume of transactions involving consumers. Business-to-business marketing is thus a critical component in any strategy for driving growth and profitability.

This module is designed to provide students with an understanding of marketing as applied in the context of the business segment (broadly defined to span institutional/commercial entities, to governments.) It incorporates discussions on management strategies to understand, create, and deliver value to the business segment.

Active participation is essential for getting the most out of this module. There will be a heavy emphasis on discussion and project work involving real-life applications, with the objective of developing business leaders with critical analysis and problem-solving abilities.

BMA5529 Marketing Metrics

Quantifying the efficacy of marketing is an age-old challenge. As John Wanamaker once said a century ago, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” However, marketing budgets are increasingly being challenged by the CEOs and the CFOs as the value of these expenditures to the organization is less than clear. As such, there is an increasing realization that the CMOs and senior marketing executives need to adopt a more quantitative methodology to the development and implementation of marketing plans and activities. They need to not only be able to explain their plans but also justify the strategy, tactics and outcomes with hard numbers. They must realize that numbers and analytics increasingly represent the language of business that they need to get attuned to.

This module provides rigorous tools and approaches to measure the effectiveness of marketing expenditures that can help marketing managers make better investments to get more “bang” for the buck. The module provides a sophisticated framework to quantify the impact of various marketing efforts, with special attention to assessing both their short-term and long-term implications. We will also explore how traditional marketing measures — such as awareness, preference, loyalty, customer satisfaction, distribution levels, and market share — are linked to financial outcomes.

The central theme of this module is what to measure and how to measure, when assessing the effectiveness of marketing strategy and tactics. Evaluation and control are essential strategic marketing processes and the basis of evaluation and control is measurement. We will examine such questions as:

  • How will a price cut affect sales? Where is the incremental sales coming from?
  • What are the long term effects of sales promotions?
  • What is the lifetime value of a customer?
  • What will be the effect on total firm profit from eliminating the poorest performing customers?
  • How to measure customer satisfaction and brand attitudes?
  • How much will sales have to increase to justify expanding the sales force?
  • What are the effects of advertising?

The module will also focus on performance “dashboards”, which allow executives to monitor, analyze and manage the business. Dashboards can be both tactical and strategic in their orientation, but always involve collecting and summarizing data, preparing key performance indicators (KPI’s), and bringing this information together in a form relevant to marketing decisions on an ongoing basis.

BMA5530 Design Thinking and Business Innovations

This module aims to raise the understanding of the significance of Design Thinking to the business, engineering, and design sectors. Its objectives are to provide (i) insights on the cognitive issues of Design Thinking at the personal level; (ii) a broad review of the practice of Design Thinking in various fields including engineering, info-comm, media, industrial design, and architecture; and (iii) an experience of some of the processes and methodologies needed to take a creative idea all the way to market. It also incorporates the latest innovation methodologies on business model canvas and lean launchpad.

The module does these through a series of lectures, case studies, and an “innovation challenge” practicum through design studio. There will also be field visits to firms and consultancy firms active in design thinking and business innovations deployment.

By the end of this module, students will be able to apply the skills of design thinking and business innovations in corporate, entrepreneurial, and consulting settings.

BMA5531 Sales Management

Sales management is an art form based on science. This module systemically introduces sales management from the process and procedure perspective. It helps students develop a clear sales framework that contains account/channel planning, opportunity evaluation, sales team-building, in-depth relationship-building, and sales strategy execution. For those who aim to climb career summit from the sales ground, either starting by joining a MNC as career builder or starting their own business, this module offers practical and useful skills to build a strong foundation for sales management.

This module aims to (i) introduce sales management subject structure and practical methods/skills; (ii) help students understand the selling approach; (iii) provide a framework to understand key aspects of sales management; and (iv) focus on developing a solution-selling mindset to replace a product-selling mindset.

Topics covered include understanding the value proposition, learning how to categorize clients, and adopting appropriate people skills.

BMA5532 Big Picture Marketing

The Big Picture is an integrated Framework that helps marketers transform the way they analyze and solve the challenges and opportunities they face in their business.

The framework takes the form of a funnel, where each successive set of decisions brings increased focus to the strategy development and implementation planning process.

These four steps help the student in answering four critical questions:

  1. What is the firm’s overall business objective?
  2. What are the primary tenets of the firms’ strategy?
  3. What is the firm’s executional plan?
  4. How will the firm analyze and integrate results?

BMA5533 Marketing in the Digital Age

The digital landscape has changed the way marketers acquire and interact with their customers and community. The rise of search engines, social media, and the mobile revolution changed the landscape that marketers operate in. This course provides an intensive introduction to the new marketing concepts, and the broad spectrum of digital marketing. Topics covered include online customer journey, online market and competitive research, Web analytics and big data, online customer acquisition tools, and customer engagement platforms like social media, mobile, native apps, and emerging channels.

Also covered will be a digital strategy framework where the setting of digital goals and key performance indices (KPIs), multi-channel marketing, and reviewing returns-on-investment (ROI) of digital marketing investments will be discussed.

As a practice-oriented course, students will appreciate the way digital revolution has changed and shaped customer behavior; understand the online customer journey; learn how to research market demand, trends and competition in a fast, low-cost, and efficient manner; understand how to integrate acquisition and engagement tools to deliver an efficient digital marketing strategy; and gain a deeper insight into online/offline integration and multi-channel marketing

BMA5534 Marketing in China

Marketing in the Chinese market requires an understanding of the Chinese culture, the rapid changes in technology adoption and its impact on buying behavior. Successful marketing in China demands a clear comprehension of the various demographic idiosyncrasies of the Chinese market. Effective marketing entails having empathy for and communicating with the target market. This course will explore the Chinese market environment, study the Chinese consumer and corporate buyer, compare how the Chinese market differs from other markets and examine the various components of marketing, from product development to pricing before evaluating the present and future challenges in marketing in China.