Achieving Market Leadership through Entrepreneurial Marketing

Learn how market leaders think, position themselves, and achieve growth.

Explore how entrepreneurial marketing can enable your business to compete effectively, differentiate its offerings, and lead with confidence.

Course Overview

In today’s RUDE environment (Rapidly Changing, Uncertain, Dynamic and Engaging), businesses need to keep ahead of the curve. As Jack Welch famously said, “If you are not one step ahead, you are two steps behind.” A business that is both market-driven and market-driving is more likely to sustain its competitive advantage. To achieve this, it must aim to continuously pursue the journey of a market leader. Fundamental marketing alone is not adequate, especially in the current hyper-competitive business landscape. What is needed is entrepreneurial marketing – sensing, responding, and pro-acting to changes in the business environment.

Course Duration

15 Hours

Course Mode

Physical
Online

Course Dates

Physical	To be advised
Online	To be advised

Course Details

Course Outline:

Fundamentals of Entrepreneurial Marketing
Product-Process-Position-Paradigm Innovation
From Product to Customer to Human-centric Marketing
Resource-based Growth for Sustainable Competitive Advantage
Identification of New Business Opportunity
Driving the Sustainability Loop
Get, Keep, Grow, Win Back – Customer Value Management in a Digital Era
From Fundamental to New Wave Marketing
Real-life Business Scenario Question

At the End of This Course, Participants are Expected to:

Apply the Entrepreneurial Marketing framework to integrate all the key marketing elements necessary for market leadership
Know how to analyse the business landscape outlook, build a relevant marketing architecture that takes into account the best interests of the various stakeholder groups
Utilise Product-Process-Position Paradigm innovations and employ product, customer, and human-centric approaches to capture the customer's heart and mind, and thus market share
Achieve sustainable competitive advantage by enhancing an organisation's resource strength, identifying suitable business opportunities, and continuously transforming through the sustainability loop
Leverage the digital environment to get, keep, grow, and win back customers in order to achieve market leadership through the practice of new wave marketing

Dr Hooi Den Huan

Former Associate Professor of Marketing, Nanyang Business School
Past Director of Nanyang Technopreneurship Centre, NTU

Dr Hooi Den Huan is the former Associate Professor at the Nanyang Business School's Marketing division, the past Director of NTU's Nanyang Technopreneurship Centre, former Head of the Marketing and Hospitality & Tourism Management department and a member of the university’s Blue Ribbon Commission. He has published in various journals and books, primarily academic-practitioner types, and presented papers in a number of conferences.

Together with Philip Kotler and Hermawan Kartajaya, he was co-authored five books, Rethinking Marketing (also with Sandra Liu) ([2003], Think ASEAN! [2007], Think New ASEAN! [2015], Marketing for Competitiveness (2017) and Asian Competitors (2019) and have started on their sixth book, Entrepreneurial Marketing.

Dr Hooi is also Supervisor of the Executive Board, Asia Marketing Federation Foundation and has conducted numerous executive development programmes in Marketing.

Who Should Attend?

This course is designed for business executives/managers (from whichever discipline) and business owners (from whichever industry) who aims to be a market leader.

Full Course Fees

S$2,100 (Before GST)

1. SkillsFuture Series

Full Course Fees

Funding Type	Subsidy	Criteria	Programme
Base Grant	70%	Singapore Citizen / PR age 21 and above	Course Fee: $2,100 - $1,470 9% GST: $56.70 Full Fee Payable: $686.70
Mid-Career Enhanced Subsidy (MCES)	90%	Singaporean age 40 and above	Course Fee: $2,100 - $1890 9% GST: $56.70 Full Fee Payable: $266.70
Enhanced Training Support for SMEs (ETSS)	90%	Singapore Citizen / PR who is SME sponsored	Course Fee: $2,100 - $1,890 9% GST: $56.70 Full Fee Payable: $266.70

2. SkillsFuture Credit
Singapore Citizens aged 25 and above may use their SkillsFuture Credits (up to S$500) to pay for the course fees. The credits may be used on top of existing course fee funding. This is only applicable to self-sponsored participants.

Applications via MySkillsFuture.sg must be made within 60 days before course commencement. Please click here for more details. Please login to Skillsfuture portal and submit appropriately.

3. Absentee Payroll
Companies who sponsor their employees for the course may apply for Absentee Payroll via the SkillsConnect system. For more information, please visit SkillsConnect.

4. NTU Alumni Course Credit
From 1 July 2019, NTU alumni may utilise their course credits of S$1,600.00 to co-pay up to 50% of the nett fee (exclusive of prevailing GST) payable for courses with starting date from 1 July 2019 onwards. There will be no administrative fee involved for the use of NTU Alumni Course Credits on courses with starting date from 1 July 2019 onwards. For more information, please visit here.

An online assessment will be conducted at the end of the course.

Online assessments and evaluations will be conducted at the end of the course. Participants taking the SkillsFuture grant must comply with the following requirements to be awarded with the grant:

Achieving minimum attendance (75% of the total course hours)
Completion and pass the course assessments

*Course Certificate will be awarded to the participant who have fulfilled all the above requirements and completed all assessments.

Registration is open.

Click here to register for the physical class.
Click here to register for the online class.

For group registrations, please register your interest with us to discuss your requirements and explore a customised learning solution tailored to your organisation's needs.

Benefits of Group Registration

1. Shared Learning and Organisational Alignment
Team members learn together, fostering a common understanding, and aligned goals to enhance organisational effectiveness and execution.

2. Practical Application to Business Challenges
Participants can apply learning directly to current business priorities, projects, and organisational challenges, ensuring immediate workplace relevance.

3. Industry-Relevant Case Studies
Learning can be enriched with industry-specific cases and real-world business scenarios, making the programme more relevant and impactful.

4. Enhanced Cross-Functional Collaboration
Bringing together participants from different departments encourages knowledge sharing and strengthens collaboration.

5. Delivery & Continuous Support
Classes can be conducted in NTU, your premises, or virtually plus an option of post-programme coaching (with additional fees), if desired. Training dates and times are flexible and can be arranged to suit your organisation's availability.

6. Greater Return on Learning Investment
When teams learn and implement together, organisations are more likely to achieve sustainable improvements and maximise training outcomes.

7. Stronger Innovation and Transformation Capability
Collective learning helps cultivate an innovation mindset, strengthen change leadership, and accelerate organisational growth and transformation.

For enquiries, contact us at

ntupreneur.edp@ntu.edu.sg

Registration is now open.

Select your preferred mode of class and course dates below.

Register for Physical Class

Apply Now

Register for Online Class