This course equips learners with core marketing fundamentals—perfect for beginners and a valuable refresher for seasoned marketers. Learners will explore current ideas, such as customer experience and digital transformation, relevant to the marketing discipline.

This course highlights marketing’s role in value creation across all functions in today’s fast-evolving digital economy. This includes roles that have a cross-functional need to implement marketing strategies for business growth.

This course helps learners understand consumer behaviour and how to derive valuable consumer insights for effective business decisions. Learners will explore the psychology of how consumers make purchase decisions, specifically how they think, feel, and choose between different brands, products, or services.

Learners will also understand the influence of social and cultural environments, such as friends, family, and culture, on consumption patterns. They will explore how marketers can adapt or improve their campaigns/strategies to influence target audiences more effectively.

This course equips learners with essential marketing research skills to make informed decisions like a Marketing Manager. Learners will explore key qualitative and quantitative marketing research methods and understand how to apply them, leading to effective decision-making.

This course also highlights the value of marketing research towards adopting best practices and in guiding strategic business decisions for marketers, policymakers and organisations. 

This course equips learners with the essential data analytics skills to uncover innovative marketing insights from business operational data and develop new solutions for marketing decisions.

Learners will explore social media listening, Big Data analytics tools for social interactions, and deriving insights from social media activities. They will be exposed to various data modelling techniques, allowing them to derive useful predictions such as pricing, consumer trend analysis, and the like, using real-life business data.

The brands that a firm has invested in and developed over time are typically its most valuable assets. Product designs, manufacturing processes and other business processes may be easily copied, but a strong brand cannot be easily reproduced. Many Asian firms are investing in building a strong brand, evident by the number of branding awards, such as the Singapore Promising Brand Award, being handed out in recent years.

This course highlights the growing importance of branding and equips aspiring business leaders with practical knowledge to manage brands and enhance their brand value in the market.