Marketing 

The Marketing specialisation prepares you for an exciting career in a variety of marketing functions that may include brand and product management, key account management, trade marketing, advertising, and marketing research. It gives you a strong grounding in market analysis, planning and decision-making techniques, as well as consumer and business behaviour theories relevant to modern marketing practice. The curriculum places a strong emphasis on experiential pedagogical methods, and you can expect to learn through business cases, computerised simulations, field trips, consumer experiments, online tools and various team projects.

Programme Structure

The Bachelor of Business programme is made up of two main components: Core and Broadening. The Core component bridges theory with real-world practice to equip you with strong competencies in problem-solving and interpersonal skills that will enable you to handle unstructured, complex and strategic challenges in the business arena. Included in this are courses specific to the specialisation that you have opted for. The Broadening component, or the General Education Requirement (GER), allows you to broaden your perspectives through a course of study that is beyond your major discipline.

Minors

Opportunities for more focused interdisciplinary learning and exposure are available through the University Minor Programme. This allows you to pursue up to 2 secondary fields of study outside of Nanyang Business School, out of a list of over 30 minors offered by other schools in the university. These include Communication Studies, Psychology, Entrepreneurship, Mathematics and Public Administration. Minor courses taken will go towards fulfilling Unrestricted Elective requirements of the General Education Requirement.

Second Specialisation

Alternatively, if you prefer to pursue a second specialisation within Nanyang Business School, you may do so in the second year of study after demonstrating academic excellence and potential in your first year of study. The Second Specialisation Programme offers an option to obtaining a second set of skills and knowledge within business and management that will give you an edge when you begin your career. Courses taken under the Second Specialisation Programme will go towards fulfilling Unrestricted Elective requirements of the General Education Requirement.

 

 CORE Common

Common Core Courses

AD1101 Financial Accounting (for BUS students) / AC1101 Accounting I (for ACBS & ACC students)

AD1102 Management Accounting (for BUS students) / AC1102 Accounting II (for ACBS & ACC students)

AB1201 Financial Management

AB1202 Statistical & Quantitative Methods

AB1601 Organisational Behaviour & Design

AB1301 Business Law

AB1501 Marketing

AB1401 Information Technology

AB3601 Strategic Management

HW001 English Proficiency* (Required for those who have not passed or are not exempted from the Qualifying English Test for admission.)

 CORE Business

Business Enhancement Courses

BE1401 Business Operations & Processes

BE2601 Principles of Management

Choose 1 from the following:

  • AC2302 Company Law (N/A for ACBS)
  • BE3201 Entrepreneurial Finance
  • BE2501 International Business Environment
  • BL9301 Law of Commercial Transactions
  • BL9303 Corporate Finance Law

Specialisation Courses for Marketing

BM2502 Market Intelligence

BM2501 Market Behaviour

BM2503 Market Relationships

BM3502 Global Business Strategy

Choose 2 courses from the following:

  • BM3501 Marketing Strategy
  • BE2501 International Business Environment (if you wish to take this course as MAJOR PE, please register BE2511 instead)
  • BM2504 Integrated Marketing Communications
  • BM2505 Marketing Channels
  • BT2501 Tourism & Hospitality Management
  • BM3505 Services Marketing
  • BM3503 Retail Management
  • BM3506 Strategic Brand Management

To focus on International Business, Marketing, or Tourism & Hospitality, you may consider following these recommended tracks.

 CORE Career & PA

Career Foundations

This is a set of professional development courses to enhance your readiness for the job market upon graduation. Find out more in Career Services.

Professional Attachment

You will be required to undergo an eight- to ten-week internship to acquire first-hand work experience, possibly even securing a job before graduation. Our strong corporate links ensure access to a wide variety of local and multinational businesses, to which you will be matched based on relevant skills and interests.

 GER Core

For Students Admitted in AY14 & after

GER Core Courses

AB0901 Principles of Economics (This course will also cover topics on Singapore Studies.)

AB0601 Communication Management Fundamentals

AB0602 Communication Management Strategies

And three of the following 1 AU course:

  • Ethics & Academic Integrity
  • Sustainability
  • Innovation and Enterprise

For Students Admitted in AY11 to AY13

GER Core Courses

AB0901 Principles of Economics (This course will also cover topics on Singapore Studies.)

AB0601 Communication Management Fundamentals

AB0602 Communication Management Strategies

And choose one of the following courses on Environmental Sustainability:

  • AB0603 Business Gone Green
  • AB0301 Live, Work and Play in a Sustainable World
  • AB0501 Green Marketing
  • AB0502 Managing Sustainability
  • AB0001 Sustainability: Issues, Reporting & Finance
  • AB0401 Sustainable Enterprises
  • AB0402 Sustainable Operations

 GER PE

For Students admitted in AY14 and after

GER Prescribed Electives

You are required to take 3 Prescribed Electives, one each from the following areas outside of :

  • Liberal Arts
  • Science, Technology & Society
  • Business & Management:
    - AB0603 Business Gone Green
    - AB0301 Live, Work and Play in a Sustainable World
    - AB0501 Green Marketing
    - AB0502 Managing Sustainability
    - AB0001 Sustainability: Issues, Reporting & Finance
    - AB0401 Sustainable Enterprises
    - AB0402 Sustainable Operations

These electives, which are broadly relevant to all professions, are designed to help you understand and appreciate broader issues and trends beyond your major discipline.


For Students admitted in AY11 to AY13

GER Prescribed Electives

You are required to take 3 Prescribed Electives, one each from the following areas outside of :

  • Arts, Humanities & Social Sciences
  • Science, Technology & Society
  • Liberal Studies

These electives, which are broadly relevant to all professions, are designed to help you understand and appreciate broader issues and trends beyond your major discipline.

 UE

Choose from a wide menu of Unrestricted Electives offered from across the university. These include foreign languages, science, technology, communications, humanities, arts, design, media and sports. You may also opt for business electives offered by Nanyang Business School.

You may also fulfil the Unrestricted Elective requirements through the Undergraduate Research Experience on Campus (URECA) programme or an Exchange Study.

Unrestricted Elective requirements may also be fulfilled through minor or second specialisation courses.

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