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Asian Consumer Insight

This flagship course of the programme exposes students to the unique challenges of consumer insight in Asia. The course will focus on similarities and differences among Asian consumers, for example, between Chinese, Indian, Indonesian consumers and others. Management and consumer-insight experts will be invited to share their experiences and insights on Asian consumers with students. Students will get a chance to learn about best practices in the industry from insiders who have worked in various markets. The highly interactive nature of the course also allows the instructor to tailor the learning experience according to the students’ interests and needs.

Creativity and Design

The objective of this course is to introduce students to the basics of product design, including issues relating to product form and function, as well as aesthetics and experience. Students will learn how to integrate creative ideas into product designs that would appeal to consumers. Cutting edge and relevant issues in product designs will be discussed. Special emphasis will also be placed on examining product designs in an Asian cultural context.

Consumer Behaviour

This course focuses on the acquisition of consumer insight by examining the psychological processes underlying consumer purchasing decisions. Drawing from the latest research findings in sociology, psychology and marketing, students will be introduced to the various perspectives and practical frameworks on how consumers process information, make choices and behave in the marketplace. Key concepts in the course include consumer attitudes, emotions, and lifestyles. Special emphasis will be placed on how these concepts are applied in practical marketing decisions.

Strategic Marketing Management
This course provides students with a holistic overview of the planning and execution of marketing strategy. Students will be exposed to the fundamental marketing concepts, including segmentation, targeting and positioning and various marketing tools. Beyond the strategic issues, the course will also cover the tactical and execution issues that marketers need to consider such as product and pricing decisions, channels, and communications via traditional and new media.

Qualitative Research Methods

This course shows students how qualitative research methods can play a key role in gaining consumer insight. Methods such as focus groups, projective techniques, observational research, and in-depth interviews will be covered in the course. This practical course will also discuss how qualitative research methods are used to address specific marketing research needs companies have.

Quantitative Research Methods
This course introduces students to quantitative research methods such as regression analysis, experimental designs, multivariate analysis and multidimensional scaling. The course will also include methods for data mining in new media. Students will be given an opportunity to engage in hands-on activities to better understand the whole market research process. The focus of the course will be on how marketers can best utilize these tools in their analysis and decision making.  

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Digital Marketing
Digital marketing will dominate the way companies communicate with and sell to consumers (and other businesses) whether online, on mobile devices, in-store, using social media, with search ads or through programatic buying. This module will explore the digital marketing landscape globally and regionally and equip participants with tools and strategies to design and evaluate digital strategies and activities for brands, to explore changing customer needs and gain digital consumer insights.

The module will look beyond the traditional campaign model to longer-term relationships and omni-channel strategies and explore how these are being built around deep customer data. Participants will be encouraged to build and try things for themselves as well as learn to use tools to explore existing campaigns, trends and competitor activities. They will explore and propose a digital strategy for a company, product or brand of their choice based on these insights.

Integrated Marketing Communications in Asia
Integrated Marketing Communications (or ‘IMC’) has been a popular ‘buzz phrase’ since the fragmentation of marketing communications budgets and the proliferation of communication channels. Today it is a critical marketing discipline for brand owners faced with organizing and prioritizing complex marketing communications. Yet IMC is much misunderstood and is rarely successfully implemented.

The objective of this course is to give students a practical guide how to develop, plan and execute effective Integrated Marketing Communications in Asia – for both single markets and across multiple markets.

Consumer Neuroscience & Neuromarketing
The rapid expansion of the Asian consumer market has prompted global multinationals to concentrate their efforts on building brands that have both global and local appeal.  In a region characterised by considerable cross cultural differences, the need for accurate Asian market research (MR) has become a priority.  But with new products failing at a staggering 80% each year, companies are now turning to psychology and neuroscience to help them predict more accurately how consumers will behave.

Over the last few decades, neuroscientists have made remarkable progress in understanding how our brains shape and determine our behavior. The introduction of brain scanners in the latter part of the last century allowed scientists to peer inside the human brain during normal behavior and uncover the mechanisms by which we feel, think and act. We now know that some 90% of our behavior is driven by subconscious brain processes and that our emotions, not our conscious thoughts, that are largely responsible for the decisions we make.

In this module, students will learn how the new tools in the field of neuromarketing are being applied across a wide range of industry sectors and at all stages of the brand journey, to capture consumers’ implicit or subconscious feelings, biases and beliefs about products, brands and marketing messages. They will learn how memories are formed and influenced, how perception can be influenced by subtle environmental cues and how to measure and extract these powerful subconscious responses that can predict subsequent purchasing behavior with greater accuracy than spoken feedback.

Attendees will also learn about the pros and cons of the different neuromarketing tools, the questions that each method is typically best placed to address as well as how to commission research from practitioners in this field.

Branding in Asia
The brands that a firm has invested in and developed over time are typically their most valuable assets. Product designs, manufacturing processes and other business processes may be easily copied, but a strong brand is something that cannot be easily reproduced. Many Asian companies are coming to terms with the importance of branding and are putting more resources into building a strong brand. This is evident from the number of branding awards (e.g., Singapore Promising Brand Award, Readers’ Digest Most Trusted Brand Award etc.) being handed out in recent years. Companies are also paying top dollars for brand managers. This course aims to inform students about the current theories and findings on how firms manage brands and how consumers (in particular Asian consumers) view brands. 

Ethnography is a qualitative research method that uses naturalistic observation and in-depth interviews to understand consumer behavior. It is increasingly used by marketers to understand the psychology and behavior of targeted groups of consumers. This course will introduce students to the fundamentals in conducting ethnography research and videography to gain more in-depth understanding of consumers’ lives.

Business Analytics
Business analytics —the art and science of developing useful information and insights from large amounts of data—is of growing importance in today’s world. The modern organization has scores of data (e.g. web retail traffic data) that are often under-utilized for business planning and market research opportunities. 

This course equips participants with the knowledge and skills, to investigate existing business operational data to continually develop innovative marketing insights and new solutions for marketing decisions. Participants will be exposed to various data modeling techniques using real-life business data that will allow them to provide useful predictions such as supply and demand forecast, pricing and profitability forecast, consumer trend analysis and the likes. 

This course systematically introduces the process of developing a strong business analytic case starting from the exploration of the data context to finally obtaining the explanatory or predictive results. The students will learn how to ask the right questions and how to draw inferences from the data by using the appropriate data mining tools. Using XLMiner and real business data, the students will acquire hands-on experience on applying data mining methods. 

Overall, the course will enable students to approach marketing problems data-analytically, envision data-mining opportunities in organizations, and also follow up on ideas or opportunities that present themselves.

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