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Programme Curriculum

Programme Curriculum is currently on work in progress. Embarking on an overall programme review process.  Do email us to register your interest for the future intake.​

The curriculum consists of 10 modules (comprising 6 core compulsory modules and 4 electives). Each module has a minimum of 39 contact hours, which may include lectures, discussions, case analyses, presentations, field trips, and facilitation exercises. Students are also expected to participate in group projects, field studies and complete various practical assignments.

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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.



  • provide them with a better understanding of the marketing environment in Asia, or
  • focus on the technical aspects of marketing to pursue a research-based career, or
  • delve deeper into the consumers' psyche to gain an in-depth understanding of how consumers think and react to various marketing activities.
  • Ethnography

    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.
  • 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.
  • Business Analytics

    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.
  • Consumer Neuroscience & Neuromarketing

    This course will introduce students to modern psycho-physiological technologies and neuroscience to understand how the human body and brain affects consumer emotion and cognition It will show when and how such technologies can complement traditional qualitative and quantitative research techniques. Greater understanding of how the human brain functions allows marketers to tailor marketing messages to consumers with greater precision. The course showcases methods such as functional magnetic resonance imaging (FMRI), electroencephalography (EEG) and other biometric assessments.
  • Branding in Asia

    Brands are increasingly important, especially to Asian consumers. A brand that connects with consumers can differentiate a company and its products from its competitors. This course covers branding in Asia from the perspectives of the consumers and marketers. The course examines how Asian consumers react to branding strategies, and how an Asian brand can build a strong presence in the market.
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