opt MiniMasters in Marketing Management
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MiniMasters in Marketing Management

Course Overview

This course will enable and inspire you to attain a deep understanding of marketing principles and strategies to achieve sustainable success. Through four key marketing subjects, you will develop marketing knowledge and skills to capture the customer’s mindshare, heartshare, and marketshare.

This course will support you in your career progression, entrepreneurial pursuits, or build the foundation for future postgraduate marketing or business studies.

  • How You will Benefit
  • How MiniMasters​TM in Marketing Management Works

    1. NBS MinimastersTM comprises four advanced business courses totaling 15 AUs
    a. Three 4-AU courses, and 
    b. One 3-AU course 

    2. Each course comprises:
    a. An on-line, self-paced component: 9 hours (for 3-AU course) or 22 ​hours ​equivalent (for 4-AU course), and 
    b.A 30-hour in-class instruction component, taught over two weekends (Sat & Sun), or virtual classroom, (with considerations for COVID-19 restrictions).

    3. Course delivery within one month
    a. First week of online, self-study, readings
    b. First weekend of the month is 15 hours of classroom instruction 
    c. Next two weeks of on-line, self-study, quizzes, case studies
    d. Third weekend of the month is 15 hours of classroom instruction with final test in the last 2.5 hours
    e. Last week of the month: assignments, final test

    4. Qualification
    a. MiniMastersTM will only be awarded to students attaining 15 AUs with minimum CGPA 2.5 and above (subject to change depending on course requirements).
    b. Students attaining 9AUs with minimum CGPA 2.5 and above will be eligible for the Graduate Certificate.

    5. Admissions
    a. Priority will be given to candidates who choose to complete four courses within a specific MiniMastersTM course.
  • Course Schedule & Details

    ​Course Month ​Run Dates* ​Instructor Contact Hours** ​Academic Units
    ​​​Marketing Principles & Strategies ​​Aug ​15-16
    ​Assoc Prof Hooi Den Huan and Dr Lim Boon Chong ​Total 52 hours ​4
    Marketing Research ​Sept ​12-13
    ​Assoc Prof Thomas Allard and Assoc Prof Julien Cayla ​Total 52 hours ​4
    Branding ​Oct ​10-11
    ​Assoc Prof Sharon Ng and Assoc Prof Caleb Tse ​Total 52 hours ​4
    ​Digital Marketing ​Nov ​7-8
    ​Dr Boey Yew Tung and Dr Wong King Yin ​Total 39 hours​ ​3

    *(Classes run on alternate weekends of the mentioned month) 
    **MiniMastersTM will be conducted using a blended model of in-person instruction and online self-study while adhering to the latest MOE safety guidelines. Due to Covid-19, all courses will be delivered 100% online if deemed necessary at any point.
  • Course: Marketing Principles & Strategies
    To prepare you for the challenges in today’s fast changing and dynamic business environment, this course provides an experiential learning environment where you will gain a deep understanding of critical marketing principles and how these are applied through  a Strategic Marketing planning and decision framework. 
    Within this environment, you will learn to become an effective marketing decision maker, capable of seizing opportunities while minimising threats and uncertainties at the same time.

    With a deep understanding of the fundamental marketing principles and how these are strategically applied, you will be ready to move on to the other three subjects in this the course -  Marketing Research, Branding, and Digital Marketing

    Learning Outcomes
    1. You will learn to competently analyse dynamically changing market situations, based on a better understanding of customer behaviour, competitors and changes in the environment 
    2. You will acquire the skills to apply marketing theory to practice and vice versa and develop the ability to identify, analyse and respond to key strategic and tactical marketing issues
    3. You will be able to identify competitive marketing advantages that are sustainable for the future and formulate effective marketing strategies and practical tactical marketing solutions 
  • COurse: Marketing Research 

    This course aims to develop your skills in conducting and evaluating marketing research projects. These skills are essential if you intend to pursue a career in marketing research, or would need to  rely on marketing research information for decision making. The main emphasis is on problem formulation, research design, methods of data collection, and data analysis.

    Throughout this course, you will be guided into thinking like a Marketing Manager when applying marketing research concepts and tools to assist marketing decision-making. Specifically, at the fundamental level, this course will introduce you to key qualitative and quantitative marketing research concepts and methods, equipping you with the knowledge to make effective marketing decisions. More broadly, you will learn to appreciate the relevance of marketing research for marketers, policymakers, and organisations.

    The overall objective of this course is to build your knowledge base in market intelligence. 

    Learning Outcomes
    1. Identify research problems and formulate marketing research objectives/questions
    2. Develop and evaluate the appropriateness of alternative research designs
    3. Apply the techniques/skills of different methods of data collection
  • Course: Branding
    The brands that a firm has invested in and developed over time are typically the firm’s 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 course will provide information about  current  theories  and  findings  on  how firms manage brands and how consumers, in particular Asian consumers, view brands.  

    Learning Outcomes
    1. Identify the key decisions that a brand manager needs to make and key brand management processes
    2. Provide theoretically sound and practically feasible solutions to brand management issues using relevant theories and methods
    3. Demonstrate effective written and verbal communication skills characteristic of a marketing professional
    4. Demonstrate effective interpersonal and teamwork skills by collaborating in a team environment
  • Course: Digital Marketing
    Digital marketing is transforming the way companies communicate with and sell to consumers. Unlike the traditional campaign model, digital marketing facilitates omni-channel approaches which look at how to effectively interact with consumers through both online and offline channels. Digital marketing also emphasises drawing consumer insights based on data. 

    This course will introduce you to the global digital marketing landscape and its impact on meeting consumers’ needs. You will learn to evaluate and design digital strategies and activities for companies. You will also learn to analyse the digital marketing performance of a company and its competitors. With this knowledge, you will be guided to explore and propose digital marketing strategies for companies, products and brands.

    Learning Outcomes
    1. Describe emerging technologies and business trends in the digital marketing landscape
    2. Explore customer needs and customer journeys in the digital landscape
    3. Analyse and evaluate an existing brand’s digital marketing strategy
    4. Make recommendations to an organisation for improving their digital marketing
    5. Discuss the impact and dangers of wide scale data collection on personal freedoms and society
    6. Discuss trends that will shape future digital marketing
  • Pathway to NBS Master's Programmes

    Participants who attain an NBS MiniMastersTM may choose to stack it towards a Full NBS Master’s programme. Upon meeting admission requirements, participants may choose the following pathway:

    NBS MiniMastersTM  ​Stackable to Full NBS Master's Programme​
    ​​MiniMastersTM in Marketing Managament​​ MSc (Marketing Science)

    Accreditation of courses completed under the NBS MiniMastersTM to a Full NBS Master’s programme will be subject to the current accreditation policy:

    a. Transfer credits of up to 12 AUs of courses upon successful admission into a Master’s programme
    b. The grade obtained for the course must be at least a C+ (subjected to change for specific Master’s programme)
    c. The validity period for exemption/credit transfer of a course is five years from the date of award of the course as reflected in the official result slip/transcript
    d. The course must not have been used for exemption/credit transfer into another programme
    Admission to Full NBS Master’s programme
    Participants have to meet all required admission standards of the selected Master’s programme. 
  • Funding and Fees

    ​Fee before
    ​funding (excluding GST)
    ​Fee after funding
    (excluding GST)​​
    Fee after
    (including GST)
    ​Full Fee S$18,750.00 S$18,750.00​ S$20,062.50​​
    Singapore Citizens / PR​ 
    (aged ≥ 21)​
    Course Fee Grant - up to 70%
    S$18,750.00 ​​S$5,625.00 S$6,018.75
    Singapore Citizens (aged  40)
    MCES1 - up to 90%
    S$18,750.00 S$1,875.00​ S​$2,268.75​
    ​SME-sponsored Singapore Citizens / PR
    ETSS2 - up to 90%
    S$18,750.00 ​S$1,875.00 S$2,268.75
    NTU Alumni
    Fee payable to NBS​ after 70% SSG Funding and use of $1,600 Alumni Credits
    S$18,750.00 S$4,418.75​
    NTU Class of 2020
    Fee payable to NBS after 70% SSG Funding and use of $3,200 Alumni Credits and NTU Class2020 COVID-19 support​*
    S$18,750.00​ S$0,000.00

    1. Under the SkillsFuture Mid-career Enhanced Subsidy (MCES) scheme. For more information, visit the SkillsFuture website here.
    2. Under the Enhanced Training Support for Small & Medium Enterprises (ETSS) scheme. For more information, click here​.
    *​The NTU Class2020 COVID-19 support​ funding is only applicable to the run of this programme in 2020.

    SkillsFuture Credit
    In addition to the above funding, Singapore Citizens aged 25 and above and self-funded may use their SkillsFuture Credits to defray part of the net course fee after funding.

    Participants who wish to use their SkillsFuture Credit can download the SFC Claim form here​. Please submit the SFC claim form via email to nbs_minimasters@ntu.edu.sg ​at least 1 month before course start date.​​​

    Funding Requirements
    - Participant must achieve a minimum of 75% attendance for the course.
    - Participant must complete a written assessment on the final day of the course

    Participants do not need to contact Skillsfuture or SkillsConnect for funding prior to course registration. NTU will handle the funding paperwork for both self and company-sponsored participants. Participants will be invoiced the net amount after funding and GST.​


    Assoc Prof Hooi Den Huan
    College of Business (Nanyang Business School) - Division of Marketing

    Hooi Den Huan is an Associate Professor at the Nanyang Business School’s Marketing and International Business division and was a past Director of NTU’s Nanyang Technopreneurship Center, former Head of the Marketing and Hospitality & Tourism Management department and a member of the university’s Blue Ribbon Commission. Educated in St Michael's Institution in Ipoh, he completed his BSc (Hons) in Business Studies at the University of Bradford and his Phd at the University of Manchester.

    Den’s professional qualifications include being a Chartered Marketer (CIMUK), Chartered Accountant (ICAEW) and Chartered Management Accountant (CIMA) and he was a Visiting Scholar at the Sloan School of Management, MIT.

    In the area of publications, Den had published in various journals, primarily academic-practitioner types, and presented papers in a number of conferences. Together with Philip Kotler and Hermawan Kartajaya, Den had co-authored 4 books – Rethinking Marketing (2003, also with Sandra Liu), Think ASEAN! (2007), Think NEW ASEAN! (2015) and Marketing for Competitiveness (2017). They are now working on their fifth book, Asian Competitors case book, due to be released this year (2018). He had also been the editor of a book of “Cases in Singapore Hospitality and Tourism Management” (1999) and he sits on the editorial boards of the International Journal of Quality Innovation and the Retail and Marketing Review.

    Den is a Supervisor of the Executive board of the Asian Marketing Federation Foundation; a Vice-President of the Asian Council for Small Business, an honorary consultant with the China Center for the Promotion of International Trade (CCPIT); a Babson TETA Fellow and an advisor of ICSB Singapore; the School of Business Management, ITB, Indonesia and the Times Higher Education, Times of India.

    He was conferred a Distinguished Global Leadership award by the Pan Pacific Business Association (2011), the ICSB President award (2014); a Fellowship by the Malaysian Institute of Marketing (2016) and an Honorary Fellowship by the Marketing Institute of Singapore (2018).

    To read more abou
    Assoc Prof Hooi Den Huan​ and his achievements, please click here.
  • Programme Instructors

    Dr Lim Boon Chong​

    College of Business (Nanyang Business School) - Division of Marketing

    LIM Boon Chong (Dr.) is a lecturer at Nanyang Business School (NBS) and an Associate Fellow of Institute on Asian Consumer Insight (ACI). In 2011, he graduated from NBS with a PhD in marketing, specialising in consumer behaviour. His academic research includes risk-taking behaviour of entrepreneurs and word-of-mouth communication between consumers.

    He has 12 years of teaching experience at the tertiary level. He was certified to facilitate classes using the problem-based learning (PBL) pedagogy during his stint at Republic Polytechnic. He has taught courses in various specializations including marketing, culture and communications, and management of information systems.

    To read more abouDr Lim Boon Chong​ and his achievements, please click her​e. 

    Asst Prof 
    Thomas Allard
    College of Business (Nanyang Business School) - Division of Marketing

    Professor Allard's research falls into two broad streams. One stream investigates the motives that arise from emotional experiences and moral judgments and how these motives impact consumption choices. Another stream explores the psychological implications of pricing and price framing effects on consumers’ decision making.

    His research is frequently featured at international conferences and has been published in leading marketing journals such as the Journal of Marketing Research, Journal of Marketing, and Journal of Consumer Research. His work was also featured in popular press outlets such as Harvard Business Review.

    Professor Allard holds a Ph.D. in Marketing from the University of British Columbia. He teaches in the Undergraduate, Ph.D., and EDHEC-NTU programs at the Nanyang Business School.

    To read more abouAsst Prof Thomas Allard and his achievements, please click he​re​.

    Assoc Prof Julien Cayla
    College of Business (Nanyang Business School) - Division of Marketing

    Julien Cayla is an Associate Professor of Marketing at Nanyang Business School (Singapore). Professor Cayla received his PhD from the University of Colorado (Boulder, United States) where he majored in marketing and minored in cultural anthropology. Most recently Professor Cayla has been involved in a research program on the the service industry and the anthropology of customer experiences. His work has appeared in the Journal of Consumer Research, the Journal of Marketing, Organization Studies and MIT Sloan Management Review. He serves on the editorial board of the Journal of Consumer Research. He has received multiple awards for his research including the MSI Alden Clayton Award as well as the Nanyang Business School Research Award. His work has been featured in various media such as The Atlantic, the BBC, The Sun, La Stampa and Channel News Asia.​

    To read more abouAssoc Prof Julien Cayla and his achievements, please click he​​re​.

    Assoc Prof Ng Sok Ling, Sharon
    ​Head, Division of Marketing, College of Business (NBS)

    Prof Sharon Ng is Associate Professor of Marketing at Nanyang Business School. She is currently the Head of the Marketing Division and Programme Director for the MSc in Marketing and Consumer Insight. Prof Ng received her Ph.D. from University of Minnesota (USA). She has published in the top marketing journals, such as Journal of Marketing Research, Journal of Consumer Research and Journal of Consumer Psychology. She was named a MSI Young Scholar by the Marketing Science Institute (USA) in 2009, which selects 30 scholars globally whose work suggests they are potential leaders of the next generation of marketing academics.

    Prof Ng is an Area Editor for International Journal of Research in Marketing (IJRM) and sits on the editorial board of Journal of Business Research and Australasian Marketing Journal. She is also the co-editor of the Handbook of Culture and Consumer Behavior published by Oxford Press in 2015. The handbook invited top scholars to discuss the latest findings on the impact of culture on various topics in consumer behavior, such as branding, materialism, and attitude. Prof Ng was named Researcher of the Division in 2006, 2008 and 2010. She was also awarded the university-wide Nanyang Excellence in Teaching Award in 2009 and Teaching Excellence Award (Marketing Division) in 2017. In 2014, she was invited to be a panel member on the A*Star (Singapore) “Future Complex Service Systems” committee, which was tasked to chart the future research direction in the service industry for Singapore.

    Prof Ng teaches Branding in Asia at the Executive and Masters level, and Strategic Brand Management at the undergraduate level. She was frequently quoted on Straits Times, Business Times and other local publications on branding and consumption issues.

    To read more abouAssoc Prof Ng Sok Ling, Sharon and her achievements, please click he​​r​e​.

    Asst Prof Caleb Tse

    College of Business (Nanyang Business School) - Division of Marketing

    Caleb H. Tse is an Assistant Professor of Marketing and International Business at Nanyang Business School. Before joining NTU, he was an assistant professor in marketing at Sungkyunkwan Graduate School of Business (SKK GSB), in Seoul, S. Korea. He received his MBA (2009) and PhD (2013) from The University of Hong Kong. His main research areas include marketing strategy (customer co-creation and innovation), international business (counterfeiting, learning by exporting), and advertising (celebrity endorsement, cross-platform advertising). His research has been published in Journal of Marketing, Journal of Management, Journal of International Marketing, Journal of Business Research, Journal of World Business, Journal of Advertising, Journal of Advertising Research, and International Journal of Advertising. He serves as an editorial board member of International Journal of Advertising.

    To read more abouAsst Prof Caleb Tse and his achievements, please click he​​r​e​​.

    Dr Boey Yew Tung

    College of Business (Nanyang Business School) - Division of Marketing

    Dr Boey holds a Ph.D. in Management from the University of Canberra, an MBA in International Business from Nanyang Technological University and a B. Eng from National University of Singapore.

    His research interests include social media usage and adoption including implications for consumers, organizations and society as well as sports marketing in Asia. His research has been presented at the Australian and New Zealand Marketing Academy (ANZMAC) Conference. He has published case studies on businesses that ride on digital technology platforms. He serves as a reviewer for California Management Review and was previously reviewer for Australian and New Zealand Marketing Academy.

    He aims to prepare students to continually assess their learning needs and be ready to take incremental steps to improve their skills and ability by keeping abreast of developments in their chosen field. He emphasizes learning by doing. The andragogic focus goes beyond teaching concepts to reinforcing application of concepts.

    Prior to academia, Dr Boey spent many years with MNC’s in the oil & gas, electronics, construction and air quality industries mainly within the Asia Pacific region.

    To read more abouDr Boey Yew Tung and his achievements, please click he​​​r​e​​.

    Dr Wong King Yin
    College of Business (Nanyang Business School) - Division of Marketing

    Dr. King-Yin Wong received her Ph.D. in Hospitality Management from the School of Hotel Administration at Cornell University. She obtained her bachelor degree in Tourism and Hospitality Management, and M.Phil degree in Marketing from The Chinese University of Hong Kong. She is currently a lecturer in the Marketing and International Business Division of Nanyang Business School, NTU Singapore. She is teaching undergraduates digital marketing, and health marketing.

    Dr. Wong’s research interests include digital marketing, tourism and service marketing, and consumer behavior. Her research has been presented at American Marketing Association Conference and Frontiers in Service Conference. She has had published in Journal of Consumer Marketing, International Journal of Bank Marketing, The Sage International Encyclopedia of Travel and Tourism, and Encyclopedia of Mobile Computing and Commerce. Her opinions have been mentioned in popular media including The Straits Times, Nikkei News, Lian He Zao Bao, The New Paper, and TODAY. She has appeared on national television shows in Singapore (Channel 8’s Frontline and Hello Singapore, Channel 5's and Channel NewsAsia's news) to talk about retail and tourism marketing. She has consulting experiences with hotels in Hong Kong and Singapore Tourism Board.

    Dr. Wong has working experience in marketing and tourism. Prior to pursuing her postgraduate degrees, she had been working in a regional information system company, and an international apparel company responsible for planning, coordinating, and executing sales and marketing activities. She also has rotational job experiences in hotel and tourism industry during her internship in a local hotel, and a theme park in Hong Kong.

    To read more abouDr Wong King Yin and her achievements, please click he​​​r​e​​.
  • Venue
    In person training will be held on NTU Campus (50 Nanyang Ave, 639798).
  • Registration Closing Date
    5 August 2020
  • Contact Us
    For enquiries about this course, please contact us at nbs_minimasters@ntu.edu.sg ​

MiniMasters​TM in Marketing Management

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