Division of Marketing

Nanyang Business School

Teaching

Undergraduate

Our Bachelor of Business programme is a rigorous and broad-based three-year direct honours programme that will help you gain a global perspective and critical and analytical skills. Regarded widely as one of the best in Asia, our business degree programme is widely known for its professional orientation and innovative curriculum. Guided by a pragmatic, real-world focus, the programme offers six cutting-edge and industry-relevant specialisations that are continuously updated through interactions and consultation with leading professional bodies.

Our graduates are highly sought after by the world’s top employers for their analytical acuity and resourceful creativity. They are particularly valued for their adaptability, leadership qualities and the ability to work effectively in a team. You will develop these capabilities as you undergo our rigorous curriculum that emphasises team-based projects, presentations, business simulations, integrative case studies, company visits, real-world projects and hands-on experience with leading industry partners. These strengths may be further honed through student activities such as participating in industry and international competitions and conferences, and organising professional and social events that benefit other students.


In Marketing Strategy course (BM3501), sponsored by Thong Sia Company (S) Pte Ltd, the distributor for Seiko products in Singapore, students were given the task of “Making Seiko Young Again”. They spent four weeks, conducting field research on millennial consumers’ perceptions of watch brands, and developing marketing strategies to help the 138 year-old Seiko brand better and to connect with the young generation.

 


For the Market Behaviour module (BM2501), students had to identify the consumer insights underlying bottled water purchase and propose recommendations for F&N Ice Mountain to increase its market share. Three best teams were then selected to present to the F&N’s marketing team on 14 May 2019.


Social Marketing (BU8542) students listening to McCann Health’s Ms Liz Clark sharing McCann Health’s social marketing promotion strategies (2019).


In the Services Marketing course (BM3505), Frank OCBC provided students with opportunities for experiential learning. Students with OCBC FRANK’s manager at the NTU outlet (2018)

 

Marketing

Specialisation starts from Year 2 of the programme, ensuring that students will possess valued substantive expertise that will give them an edge when they begin their career. Marketing is one of the six specialisations in the Bachelor of Business programme.

The Marketing specialisation prepares students for exciting careers in a variety of marketing functions (including brand/product management, key account management, trade marketing, advertising, and marketing research) as well as in related sectors (such as hospitality, retailing, public relations, consultancy, and industry-oriented government agencies).

The curriculum gives a strong grounding in market analysis, planning and decision-making techniques, as well as consumer and business behaviour theories relevant to modern marketing practice. It places a strong emphasis on experiential pedagogical methods, and students can expect to learn through business cases, computerised simulations, field trips, consumer experiments, online tools and various team projects.

Students can choose to go on to one of three tracks: Marketing, International Business or Tourism to broaden their skill sets and/or to focus their training on particular career directions. In addition, students gain industry exposure through internships, competitions, and activities organised by the MarkeTHINK club.

The Marketing curriculum consists of a set of core modules and a set of electives.

For more details, visit: http://www.nbs.ntu.edu.sg/Programmes/Undergraduate/BachelorofBusiness/Pages/Marketing.aspx

Technology Enhanced Learning (TEL)

Certain Marketing courses have been identified for TEL conversion. In 2016, BM3501 Marketing Strategy has been redesigned using the flipped classroom pedagogy. 18 video lectures and e-briefings, along with other online learning materials, which students will access online before attending each class, have been developed to achieve greater student engagement and interaction in class.

The Marketing PhD Program

The Nanyang Business School PhD program currently accepts only full-time students. Typically, students will spend the first 18 months of their candidature on coursework focusing on their chosen area of specialization. In total, all students are required to complete at least 24 academic units in order to graduate.

Some of the courses that students on the Consumer Behaviour track and the Quantitative Modelling track take as part of their coursework are listed below:

Marketing (Consumer Behaviour Track)

  • MG9203 Contemporary Research Issues in Psychology at Work
  • MG9001 Research Methods
  • MG9003 Theory Construction and Experimental Methods in Behavioral Research
  • ST9003 Applied Regression Analysis
  • MK9101 Seminar in Consumer Behaviour
  • MK9201 Seminar in Marketing Modelling
  • MK9104 Advanced Seminar in Comsumer Behaviour
Marketing (Quantitative Modelling Track)

  • EC9101 Microeconomics Theory
  • EC9002 Econometrics I
  • EC9003 Econometrics II
  • MG9003 Theory Construction and Experimental Methods in Behavioral Research
  • MK9101 Seminar in Consumer Behaviour
  • MK9201 Seminar in Marketing Modelling
  • MK9105 Advanced Seminar in Quantative Marketing
  • MG9001 Research Methods
  • HP7001 Advanced Research Design and Data Analysis
As part of the PhD program, students will take the Qualifying Exam in the second year of the program. This is a crucial milestone in the PhD program, and all students must pass the Qualifying Exam before they can continue with the program. Aside to coursework, doctoral candidates will work closely with their supervisor(s) and the Thesis Advisory Committee to complete their dissertations.

Assistant Professor Irene Huang is currently serving as the Chair of the PhD Program for the Division of Marketing (MKT). For more information about our PhD program, please see: http://www.nbs.ntu.edu.sg/Programmes/PhD/Fields_of_Study/Pages/Marketing.aspx

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