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.