About the University

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For more information about the university, log on to http://www.port.ac.uk

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About the Programme

The programme aims to:

• To provide a framework for understanding the Marketing function and the contribution it can make to achieving organisational goals
  
• To provide and appreciation of disciplines underlying the study of business and knowledge of other business functional areas.
  
• To encourage ongoing critical, evaluative and strategic ways of thinking in all areas
  
• To view change and enterprise as constants in business and society and their positive handling as an integral part of business learning
  
• To encourage ongoing critical, evaluative and strategic ways of thinking in all areas recognise the importance of the industry-education relationship and to offer opportunities for learning in other environments.
  
• To provide links and or a platform for the eventual professional development with specific reference to the field of Marketing

Students will be able to demonstrate the ability to:

• Understand the key aspects of business administration
  
• Apply appropriate techniques of analysis to the subject areas
  
• Research relevant topics and devise and sustain arguments
  
• Discuss current research and scholarship related to subject areas
  
• Show awareness of current limits of knowledge in subject specific areas
  
• Take responsibility for their own learning
  
• Carry out an extended piece of independent enquiry
  
• Communicate information in a manner appropriate to subject and the intended audience
  
• Show initiative and be able to make and justify decisions.

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Entry Requirements

This programme is designed for business graduates from the local polytechnics as well as graduates from International Advanced Diploma in Business Administration and those with equivalent qualification*.

Applicants must be aged 20 years and above

Informatics Academy
International Advanced Diploma in Business Administration

Nanyang Polytechnic
Diploma in Accountancy & Taxation
Diploma in Banking & Financial Management
Diploma in Business Management
Diploma in Marketing
Diploma in Risk & Insurance Management

Ngee Ann Polytechnic
Diploma in Accountancy
Diploma in Business Studies
Diploma in Banking and Financial Services

Singapore Polytechnic
Diploma in Accountancy (Full-time)
Diploma in Banking and Financial Services (Banking)
Diploma in Banking and Financial Services (Financial Trading)
Diploma in Business Administration (Communications & Travel Management)
Diploma in Business Administration (Public Relations & Advertising)
Diploma in Business Administration (Retail Management)
Diploma in Marketing

Temasek Polytechnic
Diploma in Accounting and Finance
Diploma in Business
Diploma in Hospitality Management
Diploma in Legal Studies
Diploma in Logistics & Operations Management
Diploma in Marketing
Diploma in Tourism Management

*Other Diploma or Advanced Diploma from business related fields are subjected to acceptance by Informatics.*

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Programme Structure

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BA (Honours) in Marketing Credit Points
Code Module Name

BA520 Strategic Management 20
BA523 Management Futures 20
BA505 International Marketing Analysis 10
BA525 Marketing Strategy 10
BA526 Direct & Database Marketing 10
BA524 Marketing Communications Strategy 10
BA518 Dissertation 20
BA516 Cross Cultural Awareness for the International Manager 10
BA521 Entrepreneurship & Enterprise 10
120

Unit Description

Strategic Management

Aims:
1 To provide an understanding of the main factors which influence the strategic decision-making process in organizations
2 To develop an integrated understanding of how strategic options may be identified, chosen and implemented
3 To recognize the complex and holistic nature of strategic management within organizations
4 To develop a critical awareness of extant strategic management theory

Learning Outcomes:
On successful completion of this unit, students should be able, at threshold level, to:

• Explain and critically evaluate the key propositions underlying strategic management theory and practice
  
• Analyse strategic issues (at business and corporate level) using appropriate frameworks and data, and identify strategic options
  
• Recommend and justify appropriate strategies and the strategic change needed for their implementation

Syllabus Outline

• The nature and language of strategic management
  
• Examination of the origins and concepts of strategic management. Exploration of contemporary patterns and processes of strategic management
  
• Strategic analysis and strategy formulation
  
• Consideration (and critique) of theories and frameworks for analysing organisation's environments, resources, purpose; (analyzing stakeholders' expectations, inc. Shareholder value); generating strategic options in the light of these analyses, and making choices
  
• The role of Corporation
  
• Implementation of strategic decisions
  
• Examination of implementation approaches (inc. strategic alliances, and mergers an acquisitions) and managing strategic change. Considering key theories and frameworks, and their usefulness in practice.

Assessment Strategy:
Weight
Coursework -%
Examination 100%
100%

Management Futures

Aims:
1 To explore some of the key issues exercising contemporary management theory and practice
2 To examine critically the robustness of knowledge in these areas
3 To encourage critical evaluation of claims to predict future trends in management and business

Learning Outcomes:
On successful completion of this unit, students should be able, at threshold level, to:

• Identify a range of contemporary issues shaping management theory and practice
  
• Demonstrate knowledge and critically analyse the evidence and argument available to support or challenge the claimed impact of such issues
  
• Engage constructively in group activities to generate and evaluate knowledge of future management trends and developments.

Syllabus Outline
The topics covered in the unit will include:

• Because of the need to keep the syllabus contemporary, topic will change year-on-year, however, they will fall within three main areas; society, technology and innovation. Topics may include consumerism; work and family; life-styles; environmentalism; chaos; globalization; cyber business.

Assessment Strategy:
Weight
Coursework 50%
Examination 50%
100%

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International Marketing Analysis

Aims:
1 For students to be able to research and assess prospective export markets

Learning Outcomes:
On successful completion of this unit, students should be able, at threshold level, to:

• Research and analyse key data sources of information
  
• Select and analyse indicators to identify prospect/take off economies
  
• Critically evaluate Japanese/American best practices with reference to new product developments.

Syllabus Outline
The topics covered in the unit will include:

• World trade patterns, trade blocs, trade issues
  
• Research key indicators of potential, databases, statistics, Rostow's theory
  
• International impacts: cultures, credit worthiness, types of risk
  
• International segmentation, proactivity
  
• International product research/best practices in USA, Japan, rapid prototyping
  
• Quality and cost issues
  
• Trademarks

Assessment Strategy:
Weight
Coursework -%
Examination 100%
100%

Marketing Strategy

Aims:
1 This unit focuses upon the strategies issues made by marketing managers and will enable students to understand the issues, problems and techniques in strategic marketing planning

Learning Outcomes:
On successful completion of this unit, students should be able, at threshold level, to:

• Discuss the strategic issues confronting marketing managers
  
• Critically evaluate environmental, industry, consumer and competitive analysis as a basis for identifying these issues
  
• Appraise the key factors in developing and designing strategic marketing plans

Syllabus Outline

• Strategic choices in marketing; defining and delivering customer value
  
• Developing and sustaining competitive advantage; organizational capabilities generic strategies based upon differentiation and cost
  
• Analyzing opportunities: environment, consumer and competitive analyses
  
• Industry evolution: market and product evolution; industry structure and competitive dynamics; mobility barriers and strategic groups
  
• Strategic focus and choice: corporate and product positioning and segmentation strategies; product/market scope; portfolio planning.

Assessment Strategy:
Weight
Coursework -%
Examination 100%
100%

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Direct & Database Marketing

Aims:
The unit focuses upon the strategic role of Direct Marketing. It considers the essential principles and best practice of Direct Marketing, including campaign analysis and planning.

Learning Outcomes:
On successful completion of this unit, students should be able, at threshold level, to:

• Analyse the strategic application of Direct Marketing in business and consumer markets.
  
• Evaluate the principles of database marketing
  
• Propose an outline strategic Direct Marketing plan.

Syllabus Outline

• What is Direct Marketing?
  
• Evolution of Direct Marketing; Industry structure, trends and key users.
  
• Customer relationship management, using Direct Marketing for customer acquisition and retention.
  
• The use of Direct Marketing to analyse the marketing situation, analyse, segmentation and use of external databases.
  
• Setting objectives and strategies within Direct Marketing.
  
• Direct Marketing planning, implementation and control; offers and incentives; direct marketing media, acquisition media creative practice.
  
• Direct marketing statistics, research and testing

Assessment Strategy:
Weight
Coursework (Group) 100%
Examination - %
100%

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Marketing Communications Strategy

Aims:
1 This unit explores the conceptual and managerial issues associated with marketing communications. The unit is oriented towards promotional strategy and is undertaken from an integrated perspective.

Learning Outcomes:
On successful completion of this unit, students should be able, at threshold level, to:

• Identify and examine the forces which might influence an organisation's (brand's) marketing communication strategies
  
• Discuss the marketing communications strategies available to organizations
  
• Critically appraise some of the main elements and activities associated with the development of marketing communications plans
  
• Evaluate some of the key theories and concepts associated with marketing communications

Syllabus Outline

• Communication theory, Personal influences on marketing communications, Promotional Strategies and Planning frameworks, Message formats and Positioning, Corporate Identity and Brand reputation, Internet marketing communications, Integrated Marketing Communications (issues and concepts), Crisis management communications, Trust, Loyalty and Retention, International Marketing Communications.

Assessment Strategy:
Weight
Coursework -%
Examination 100%
100%

Dissertation

Aims:
To provide students with an opportunity to study an area of special interest in greater depths than the general curriculum will allow and to give the student experience of coordinating independent investigation and research.

Learning Outcomes:
On successful completion of this unit, students should be able, at threshold level, to:

• Demonstrate an ability to select and carry out a piece of original research.
  
• Show an awareness of the major facets of the issues studied and the ways in which they are related.
  
• Select appropriate research methods and systematically organize and interpret data obtained in the course of the project.
  
• Appreciate the likely effects of the implementation of recommendation included in the project where appropriate.

Syllabus Outline

• Although short courses in research methods may be offered by staff, this unit is primarily student led, and the responsibility of the project is that of the individual student.

Assessment Strategy:
Weight
Coursework 100%
Examination -%
100%

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Cross Cultural Awareness for the International Manager

Aims:
1 To acknowledge the increasing involvement of companies in cross-cultural relations.
2 To examine the theoretical and practical contributions to the area of cross-cultural management.
3 To enable students opportunities to research and reflect on the cultural dimension of business practice in diverse countries.

Learning Outcomes:
On successful completion of this unit, students should be able, at threshold level, to:

• Explain what is meant by culture and its influence on the individual's social behaviour.
  
• Describe and analyse the nature of differences in workplace behaviour in a cross-cultural context.
  
• Identify the significance of the cross-cultural dimension in international management.
  
• Recognise the need to develop cross-cultural know-how as a business attribute.

Syllabus Outline

• Cross Cultural Relations: concepts of culture; similarities and differences in behaviour across cultures; identifying national cultures; ethnocentrism.
  
• Intercultural Communication: processes of attribution of behaviour; language and non-verbal communication; stereotype formation; sources of communication difficulty; training for effective intercultural communication; the priority of language for business.
  
• Dimensions of Cultural Differences in the Workplace: cross-national typology of organizational structures; convergence and divergence debates; difference in managerial behaviour; work values and motive across cultures; attitudes towards the work environment.
  
• Cultures in Contact: types and purposes of contact; outcomes of cultures in contact; the international organization; HRM implications; multicultural team working; understanding regional differences; a comparative focus on Europe, Asia and the Americas.
  
• Intercultural Competence: development of a personal framework; definition of the cross-border mind set; coping with unfamiliar cultures; cultures shock; sensitivity to different cultures; ability to work in international teams.

Assessment Strategy:
Weight
Coursework 40%
Examination 60%
100%

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Entrepreneurship & Enterprise

Aims:
1 To explore the key elements within which business start-ups and entrepreneurship are said to take place
2 TO enable critical engagement with competing "theories" of business startups and entrepreneurship as reflected in practice.
3 To explore the utility of current theory for the analysis of entrepreneurship discourse and practice.

Learning Outcomes:
On successful completion of this unit, students should be able, at threshold level, to:

• Demonstrate knowledge and understanding of the underlying principles, main frameworks and theories of Entrepreneurship.
  
• Compare, contrast and exercise critical judgement in the evaluation of current theories and practice business start-ups and entrepreneurship.

Syllabus Outline

• Entrepreneurship and Entreprise (Origins, assumptions, interpretations, current developments, men and women as entrepreneurs).
  
• The nature of Entrepreneurship and Entreprise (within large and small orgnisations, socio-psychological aspects of Entrepreneurship, public and private sectors.)
  
• Business start-up processes (identification and evaluation of business opportunities, determining capital requirement, preparing financial statements, identification and evaluation of sources of capital, networking, coping with regulations.)
  
• Managing organisational growth and developing new business opportunities.

Assessment Strategy:
Weight
Coursework -%
Examination 100%
100%

Programme Duration

This programme is available both Full and Part-time.

• The programme is conducted over a period of 12 months for Full-time students and 16 months for Part-time students.
  
• 18 x 3) 54 contact hours given to each of 20 Credits Points modules
  
• 12 x 3) 36 contact hours given to each of 10 Credit Points modules

A qualified lecturer will be appointed for each module to conduct the 54 or 36 contact hours.

Apart form the above contact hours for each module; each module will be required to put in another 5 hours per week (minimum) for self- study.

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Mode of Learning

This programme is delivered through face-to-face taught class; learners can choose to attend either Full time or Part time classes.

Contact Us

Contact us to find out more about our programmes.

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