MARKETING
Course Overview
This specialisation will ensure that graduates are equipped with the necessary knowledge and skills to meet challenges in the ever-changing local and global marketing environments.
Students will learn how to apply their knowledge and skills to different real-world scenarios through case studies and project-based methods. Graduates will be well placed to meet the demands in the dynamic marketing world.
Advanced Diploma in Marketing
Duration : 12 months
• Advertising & Public Relations
This module will provide a contemporary view of the role and importance of Advertising and Public Relations in the 21st century. Advertising describes a process that entails the planning, creation, integration and implementation of all diverse forms of mass communication that are delivered over time to a brand’s targeted customers and prospects. Students will learn how to influence or directly affect the buying behavior of targeted audiences.
• Business Portfolio
This module aims to provide students with the necessary skills to showcase their Business Portfolio. Self-promotion is critical to success in the 21st century and this concept of self-marketing forms the basis of the module. Students will prepare a text/graphic based Business Portfolio Report (hardcopy and softcopy) with different forms of self-marketing, such as handing out assignment summaries, marketing projects and all other accomplishments and special skills – based on their achievements at Raffles and on their own personality. The Business Portfolio Report will demonstrate their value to their potential employers, highlight student’s work readiness and eligibility for admission to an organization.
• Business Statistics 1: Descriptive Statistics & Probability
The aim of this module is to provide students with analytical and interpretative skills so they can perform statistical calculations and interpret statistical reports. Statistics 1 explains the use of descriptive statistics to summarise data and introduces students to sampling and probability.
• Business Statistics 2: Inferential Statistics
The aim of this module is to provide students with analytical and interpretative skills so they can perform statistical calculations and interpret statistical reports. Statistics 2 explains inferential statistics and how to apply inferential statistical techniques in typical business situations.
• Buyer & Consumer Behaviour
The aim of this module is to develop students’ understanding of buyer and consumer behavior so they can develop more effective marketing plans and strategies.
• Corporate Identity & Brand Management
The purpose of this module is to provide students with the knowledge and skills to create and manage brands. Students will learn how to develop relationships with customers and other stakeholders and to integrate these to form a brand and business identity.
• Diversity in Global Marketing
One of the most crucial and paramount tasks for Marketing Managers in the global marketplace is the ability to adapt to consumers from different cultures. Europe has always been particularly diverse – the European Union is currently comprised of 27 member countries, over 500 million people and over 20 different languages. Five main religions are represented, and there are significant variations in cultural, social, economic, legal, and political systems. Consequently, huge consumer differences exist within countries as much as between countries. A similar situation can be found in Asia, Africa and Latin America. In this module students will understand the complexity, the interrelatedness and the interaction of cultures, markets, and consumers in the globalized marketplace.
• Financial Management
The purpose of this module is to teach non-finance major students the basic concepts and techniques of financial management for small businesses.
• Human Resource Management
The purpose of this module is to introduce students to the principles and practices of Human Resource Management as applied to a small company.
• Industrial Attachment
This module aims to provide students with the opportunity to gain real-world industry experiences and professional practices in their chosen discipline. It allows students to establish connections, develop useful contacts, and gain industrial skills and an overall perspective of the discipline. The industrial attachment is intended to enhance students’ educational experience and prepare them for their careers.
• Learning Studies
The objective of this module is to assist students in becoming more successful and better prepared for success in their tertiary education studies and in life. The ultimate goal is to help students identify and apply study skills and academic strategies that will increase productivity and the likelihood of their success in their studies.
• Marketing
The purpose of this module is to provide students with a strong foundation in the principles and practices of marketing.
• Presentation, Grooming & Etiquette
This module is intended to provide students with the knowledge and practical skills to confidently give presentations and create and maintain a professional appearance, and basic international business etiquette skills.
• Research Methods
This module provides students with the general knowledge of research methods and statistical analysis applied in research. Students will learn how to identify, evaluate and select an appropriate research methodology and appropriate methods and techniques for data collection and analysis. Students will undertake a small scale research project to gain experience in applying the techniques they have learnt.
• Strategic Marketing
This module focuses on advanced marketing principles taking a strategic approach to creating and managing today’s marketing challenges in business. Students will be provided with a practical framework for the design, implementation and evaluation for strategic options for business planning. The focus will also be put on a marketing organization that can be both pro and re active to the competitive business environment. A thorough analysis of both macro and micro environments will be covered.
• Team Building
The purpose of this module is to cover foundations of team work to enhance the operation of organizations through the better management of groups and teams. The students will learn: 1) why groups work the way that they do, and how to make them work better; 2) recognize systematic differences between types of groups and teams 3) Identify common challenges of working in groups, and avoid common mistakes made by groups and teams; 4) gain understanding of the basic psychological, social, and structural factors that may influence group performance; 5) get insight on additional ways of better group/team management.
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