The digital age has fundamentally altered the manner we collect, process, analyse and disseminate market intelligence. The increased velocity of information flow enables marketers to respond with much greater speed to changes in the marketplace. Marketing analytics is timelier, less expensive, more actionable and accurate, and it is increasingly infused into today’s business decision-making processes.

This module combines theory with practice, linking the classroom with the consumer marketing workplace. It employs Destiny©, a business simulator that mirrors the buying behaviour of consumers, to give participants the unique experience of running a virtual organisation.

The module is designed to train marketing professionals in the application of market intelligence, analytic techniques and research practices, for taking day-to-day marketing decisions, and developing and executing marketing strategies.

To help students become more effective marketing decision makers, the module imparts a holistic learning experience in business management. In addition to experiential learning, lectures, presentations, class discussions and case studies, teams are coached and grilled in close business review meetings.

The module is designed to introduce graduate students to advanced concepts of digital marketing that are relevant not just to marketers but to all business managers interested in the economics of the internet. Students will be exposed to current practices in the digital marketing landscape, academic research that bridge theory with practice, and quantitative tools that measure and help inform the effectiveness of digital marketing campaigns. We will cover these topics using a mixture of hands-on exercises, case studies, lectures and project work. The course is designed around 5 pillars – Sponsored search advertising and search engine optimization; Display advertising; Content marketing; Mobile marketing; and Successful online business models

We are now in the era of big data. Data and algorithms dominate the day. Competitive advantage, for more and more enterprises, is obtained via data analytics and idea sharing in the current fast-paced, data-intensive, and open-source business environment. The capability of understanding data, digging out valuable insights from data, and thus making right marketing decisions accordingly has gradually become an essential skill that marketing professionals must master in order to excel in their career.

This module prepares students with fundamental knowledge of using R, a powerful complete analytical environment, to organize, visualize, and analyse data. It covers the complete data analytics cycle to train students to be future ready, data sensitive, and data minded marketing professionals.

Almost all marketing decisions require understanding customer characteristics. From new product development, pricing strategies, channel choices, to product promotions, all these decisions would involve the knowledge of your customer needs, how they process marketing stimuli, and how they make their judgments and purchase decisions. Thus, it is critical to understand the frameworks you can use to gain customer insights and design marketing mix that can be really targeted at your core customers.

This module focuses on internal factors which influence consumer final decisions. It systematically examines the buying process which a consumer takes from pre-purchase motivations, cognition, evaluations to characteristics of decision contexts. It is designed to provide comprehensive coverage of the key theoretical frameworks to gain customer insights.

Data can be valuable, but data are often messy. A modern-time marketer needs to excel in data visualization and communication when translating analytical insights to business needle movers.

Visualization refers to using state-of-the-art tools to navigate through data and presenting them to facilitate communication. In this module, we will get hands-on with end-to-end data visualization processes, focusing on precision, logic, and clarity. Simplicity is the key: We trust our customers’ analytical literacy and will never attempt to mislead by dressing up data and their visuals.

Communication is NOT story-telling. The term “story-telling” suggests subjectivity and a self-fulfilling prophecy. Instead, a good marketer communicates objectively on behalf of the data’s “ground truth”, or thereof to the best of his/her knowledge. In this module, we will not focus on persuasive presentation skills. Instead, we communicate with precision, logic, and clarity.

Pricing is one of the most important but least understood of marketing decisions. This course aims to equip you with key concepts and techniques for evaluating and formulating pricing strategies. We will use a combination of analytical and experiential learning methods to accomplish this objective.

Students will learn the fundamental techniques of setting prices and evaluating price changes across a variety of business contexts. They will apply these techniques to propose a more profitable pricing model for a company through their projects.

This module is an introductory course for Python programming and data analytics. It covers basic Python programming techniques and preliminary data analysis, with a great emphasis on addressing practical business problems and real datasets. As a basic level course, there is no prerequisite for students. From this module, students will learn the basic Python programming and modelling techniques through extensive exercises and case studies. They will apply these techniques in real-world datasets for solving practical business problems.

The module provides the essence of systematic and objective research designs, methods, analyses, report writing, and presentation for marketing insights. It covers both conventional methods for small data and cutting-edge methods for big data for marketing insights. It combines lectures, video case studies, group discussions, and self-reflections. The class together will discuss how to analyse the short-term and long-term impact of Covid-19 on the restaurant industry and the education industry, and provide recommendations.