Curriculum

The course provides students with an understanding of brand equity to gain competitive advantage. The emphasis is on actual decisions a manager makes and the long-term effects of these marketing actions on brand equity.

This course is designed to introduce students to the concepts and skills essential in digital marketing. In this course, students will be introduced to the principles underlying these activities and given opportunities to try their hand at analysing markets and formulating strategy.

The course focuses on evaluating new international market opportunities, meeting challenges in the global marketplace, developing market entry strategies, and developing global marketing mix strategies.

This course introduces the foundation and core applications of marketing analytics. It first draws upon economics and marketing theories to understand why and where we need marketing analytics. The basic tools in data science are widely applied in marketing (e.g., regression, deep learning) and emerging techniques (e.g., ChatGPT). Next, it explores in detail major applications of data analytics in marketing, including customer, product, pricing and advertising analytics.

This course introduces the concepts and principles of marketing management and offers a strategic exploration of brand development and customer value creation. Students delve into key marketing concepts, such as market analysis, brand positioning, and customer segmentation, to formulate effective strategies. Emphasising a customer-centric approach, the course equips students with the tools to develop innovative marketing strategies that drive sustainable growth and competitive advantage.

This course focuses on the customer as an individual, with an emphasis on how individual consumers react to marketing information about products and brands. Students examine basic psychological processes (e.g. motivation, attention, perception, and memory) and how these processes vary depending on consumers’ level of engagement and involvement. The course deepens students’ understanding of consumer behavior by examining the roles of personal factors (e.g. self-esteem) and social factors (e.g. peer groups and other important referents) on consumer behavior and the nature and importance of cultural differences in consumer behavior around the world. Thus, students are exposed to both a micro and a macro perspective on the factors influencing customer behavior.

This course gives students an overview of artificial intelligence (AI) technologies, concepts, and business use cases related to marketing. It explores the area of Generative AI, such as text and image generation, and its applications in marketing. Through this course, students learn how to identify and leverage AI to enhance and/or disrupt business models both within marketing functions and at the larger organizational level. It also explores how the careers of marketing professionals may change in the future because of AI and get students to think about their professional development in world where in which AI and humans will inevitably work together.

This course provides a comprehensive exploration of the strategic foundations and practical execution of modern Business-to-Business (B2B) marketing. In an era defined by digital transformation, AI-driven automation, and shifting buyer behaviors, B2B marketing has evolved from a support function into a primary driver of revenue and sustainable growth. It navigates the complex B2B ecosystem, moving from foundational strategy and branding to advanced tactics in marketing automation, account-based marketing (ABM), performance marketing, and predictive intelligence.

This course looks at content marketing strategy & execution from a holistic perspective, as a journey that includes an understanding of all the content brands are creating, from paid channels, earned channels to owned channels – TV commercials, brand websites, campaigns and events, company social media accounts, E-commerce flagship stores, etc.

This course explores how brands attract, convert, and retain consumers in a competitive, data-rich environment. It prepares students for roles in brand management, CRM, and digital marketing by blending analytics, insights, and brand strategy. It focuses on the full consumer lifecycle—from acquisition to loyalty—and provides students with the real-world tools to build sustainable brand growth, leveraging frameworks used by leading consumer brands.

This course is designed to provide students with a comprehensive understanding of Customer Relationship Management (CRM) and its uses, benefits, and implementation. It will cover three key areas: strategic, operational, and analytical. Through case illustrations, students will gain an understanding of CRM in practice, along with images of CRM software currently available to "demystify" the technicalities. 

This course introduces the concept of design thinking in the realm of marketing. It covers the five stages of design thinking - empathy, problem definition, ideation, prototyping, and testing - and their applications in creating user-centric marketing strategies. Students will develop practical skills in designing thinking applied to marketing strategies that are innovative and resonant with target audiences.

This course is designed with a project-based learning methodology to help students understand and acquire the skills to take them through the journey of being an entrepreneur. It covers various practices and skills related to marketing in the entrepreneurial sense, e.g. the marketing journey, from customer acquisition, customer retention, to pitching ideas, to go-to-market strategies. Topics included cover both B2C and B2B perspective, with certain topics with more focus on B2B due to nature involved.

This course explores the distinctive dynamics, opportunities, and strategic challenges of the luxury industry in a global and Asia-centric context. Designed for future marketing and commercial leaders, it emphasizes practical, industry-driven insights through real-world examples, executive-level case studies, and current market developments rather than purely theoretical frameworks.

This course provides students with hands-on experience in developing and executing a marketing strategy for a real-world business scenario. Students will engage in comprehensive market research, identify target audiences, and design marketing plans aimed at achieving specific business goals. It emphasizes the application of marketing theories to practical, real-world challenges, encouraging students to use marketing insights to craft creative and effective solutions. By the end of the course, students will have gained valuable experience in designing marketing strategies that address real and complex business needs.

This course equips students with the knowledge and skills necessary to navigate the dynamic marketing communication landscape. Students will gain a deep understanding of the principles of integrated marketing communication, emphasizing systematic planning, campaign development, integration of marketing communication disciplines and channels, and measurement and evaluation.

This course aims at bringing the students to learn from the real-world practices, on how brands leverage customer-centric approach to innovate on brand value proposition and marketing implementation, to enable breakthrough growth amid rapid changing market environment. The class will leverage on “case method”, facilitate learning from business cases around the world and across industries via individual analysis, class discussion and group projects.

This course aims to help students understand marketing concepts and practical applications in the financial sector. It explores a range of marketing strategies and applications in different areas of finance including, but not limited to, fintech, blockchain/crypto, wealth management, payments, capital raising, and retail banking. It also covers marketing frameworks within topic areas such as B2B marketing, CRM marketing, digital channels, customer retention, and customer value propositions. In addition to the theoretical aspects, students will also learn from practical business strategies and insights shared by industry professionals. This will provide them with a foundation on which to build their potential marketing careers at international companies and/or financial services firms.

This course draws upon knowledge participants acquired from various marketing courses. The course adopts an experiential learning approach using a marketing business simulation, a learning-by-doing mindset. Students will come as close to a real-world business environment as they can get in a classroom setting. Students will play the role of a marketing team of a firm and compete against other teams making a variety of marketing strategic and tactical decisions. Teams will have to develop a comprehensive, workable and successful marketing strategy, making use of a wide variety of marketing analytical tools to guide their environmental analysis and decision-making.

This course equips students with the tools and insights needed to harness the power of data analytics. Students will learn about how businesses can leverage data and causal inference methodologies to make strategic decisions.

This course provides practical tools to design pricing strategies that are sustainable and generate profitable revenue streams. It discusses the tools to assess consumer’s willingness to pay, and how this information can be used to improve pricing strategies. Popular and innovative pricing tactics, such as price promotions, bundling, subscriptions, versioning, freemium, online auctions, and revenue management will also be covered. These skills are also applicable to pricing decisions encountered in both consumer and business-to-business markets, profit and non-profit organizations.

This course equips students with the skills to integrate public relations (PR) into marketing strategies. It covers definitions, history, processes, writing skills, media relations, digital PR, crisis communication, and integration with marketing. Showing how PR fits into the marketing mix as well as give students the opportunity to study the principles of the discipline. Students will learn best practice in creating effective PR strategies, be able to executive tactical delivery of key skills, understand how to prepare an organization to withstand reputational risks while navigating the ever-changing PR landscape.

This course provides students with an in-depth understanding of what CSR/ESG is, how to apply it effectively in a global context, and how to manage it well. Using a case-based approach, the course spotlights actual experiences of corporations that have used such strategies successfully – and unsuccessfully – to draw practical lessons for global managers.