Overview
This course is designed to provide students with a critical and reflective Overview of marketing research and planning and its relevance in contemporary business on a global scale.

Students will be exposed to core and emerging key business principles, concepts and applications across a comprehensive spectrum of disciplines. In addition, they will develop an in-depth understanding of marketing practices and their role in achieving organisational goals.

This complementary blend of knowledge, skills and abilities will enable graduates to add value to any organisation and perform confidently in an increasingly globalised and digitised business environment.

Learning Outcomes
This course is designed to integrate a deep understanding of the subject matter with the development of key skills and competencies needed, allowing students to adapt to a rapidly changing, dynamic and competitive global marketplace. Upon completion, students will be able to:

► Demonstrate in-depth knowledge of complex modern business concepts, functions and procedures as well as contemporary issues and challenges.
► Understand the role of marketing in business and explore the impact of marketing on society, industry and the natural environment.
► Plan, implement, monitor and evaluate advanced communication and marketing strategies for organisations that operate in complex environments.
► Demonstrate knowledge and transferable skills, especially those relevant to the practice of marketing, including analytical, critical, individual and team skills.
► Apply knowledge of business concepts and functions in an integrated manner and appreciate new emerging ideas and trends affecting the marketing industry.

Course Subjects
Students will be exposed to a number of critical areas over 3 semesters and are assessed through a combination of written examinations and assignments.

Year 1:
► Accounting & Business Environment
► Microeconomics
► Organisational Behaviour
► Marketing Management
► Basic Business Statistics (Elective)
► Management (Elective)
► Ethnic Studies (MPU)

Year 2:
► Financial Management
► Human Resource Management
► Strategic Management
► Operations Management
► Business Communication (Elective)
► Management Information System (Elective)
► Community Service (MPU)
► Critical Thinking Skills (MPU)
► Ethics of Communication (MPU)

Year 3:
►As required by the respective partner universities