THE DIGITAL TECHNOLOGIES OF WEB AND SOCIAL MEDIA APPLICATIONS HAVE FUNDAMENTALLY RESHAPED MARKETING THEORY AND PRACTICE OVER THE LAST DECADE AND HAVE LED TO A DRASTIC SHIFT IN THE QUALITY AND QUANTITY OF INFORMATION WE ARE ABLE TO CAPTURE, STORE AND ANALYSE. WITH THIS PROLIFERATION OF DATA HAS COME AN INCREASING NEED FOR MANY BUSINESSES TO BETTER UNDERSTAND AND REACT TO VARIOUS CUSTOMER CHARACTERISTICS. THIS COURSE IS DESIGNED TO PROVIDE THE SKILLS AND TOOLS NEEDED FOR STUDENTS TO RECOGNIZE THE ROLE OF WEB AND SOCIAL MEDIA ANALYTICS WITHIN THE DIGITAL MARKETING LANDSCAPE.
Skill Level: Beginner
- Lecturer: PROFESOR MADYA TS. DR. KHAW KHAI WAH
Skill Level: Beginner
THIS COURSE PROVIDES STUDENTS WITH BASIC CONCEPTS AND THE PROCESS OF CONDUCTING RESEARCH INCLUDING VARIOUS RESEARCH METHODS AND DESIGNS. STUDENTS WILL ACQUIRE THE KNOWLEDGE AND SKILLSETS TO UNDERTAKE ORIGINAL RESEARCH WITH GOOD ETHICAL RESEARCH PRACTICES.
- Lecturer: PROFESOR RAMAYAH A/L THURASAMY
Skill Level: Beginner
- Lecturer: PROFESOR MADYA TS. DR. KHAW KHAI WAH
Skill Level: Beginner
THIS COURSE AIMS TO PROVIDE STUDENTS WITH IMPORTANT MANAGEMENT THEORIES, CONCEPTS AND TECHNIQUES IN THE CONTEXT OF MANAGEMENT RESEARCH. IT WILL EXPOSE STUDENTS TO THE BASICS OF EACH LEVEL OF ANALYTICAL DATA. STUDENTS WILL ALSO BE EXPOSED TO THE LATEST ENVIRONMENTAL CHANGES AND MANAGEMENT TECHNIQUES IN THE CONTEXT OF REAL WORK SITUATIONS.
Skill Level: Beginner
- Lecturer: DR. NG WEI CHIEN
- Lecturer: PROFESOR MADYA DR. TEH SIN YIN
Skill Level: Beginner
THIS COURSE WILL INTRODUCE STUDENTS TO THE TOOLS AND TECHNIQUES BEHIND A SYSTEMATIC AND ANALYTICAL APPROACH TO MARKETING DECISION-MAKING. STUDENTS WILL BE EXPOSED TO THE ANALYTIC CHALLENGES FACED IN MARKETING AND INTRODUCED TO FOUR FUNDAMENTAL MARKETING STRATEGY PRINCIPLES THAT CAN HELP ADDRESS THE CHALLENGES. STUDENTS WILL DEVELOP ANALYTIC COMPETENCIES PERTAINING TO THE FOUR PRINCIPLES BY LEARNING HOW TO MEASURE CUSTOMER PREFERENCES, ESTABLISH DIFFERENT WAYS FOR MARKET SEGMENTATION, IDENTIFY POTENTIAL OR ATTRACTIVE CUSTOMERS TO TARGET, DETERMINE THE BEST POSITIONING FOR A BRAND AND DEVELOPING NEW PRODUCTS THAT ADD VALUE THROUGH TECHNIQUES LIKE CONJOINT ANALYSIS, CLUSTER ANALYSIS, POSITIONING MAPS, LOGISTIC REGRESSION, RESPONSE AND CHOICE MODELS. DATA ANALYSIS WILL BE CARRIED OUT VIA MARKETING ENGINEERING (MEXL) ANALYTIC TOOL, WHICH IS AN ADD-ON TO EXCEL.
- Lecturer: DR. JASMINE YEAP AI LEEN
Skill Level: Beginner
THE FOURTH INDUSTRIAL REVOLUTION REQUIRES THE INTEGRATION OF INTERDISCIPLINARY KNOWLEDGE. THIS COURSE FULFILS THE NEEDS OF BUSINESSES TO ANALYSE READY-DATA FROM ACCOUNTING AND FINANCE. A FUTURE COMPANY NEEDS TO GENERATE ESSENTIAL INFORMATION FROM ACCOUNTING AND FINANCIAL DATA AND LINKED UP THIS INFORMATION WITH THE COMPANYS EXTERNAL INFORMATION LIKE THOSE FROM SOCIAL MEDIA, DEMOGRAPHIC AND MACRO-ECONOMY. FOR THIS PURPOSE, BESIDES SOLID KNOWLEDGE IN ACCOUNTING AND FINANCE, PRACTICAL KNOWLEDGE TO HANDLE DATA WITH SOPHISTICATED TOOLS AND SOFTWARE IS ALSO NEEDED TO ENSURE THAT STUDENTS ARE ABLE TO UNDERSTAND THE RELATIONSHIPS IN THE UNPRECEDENTED AMOUNT OF DATA FLOWING INTO THE ORGANIZATIONS.
- Lecturer: DR. LOK CHAR LEE
- Lecturer: PROFESOR DR. HOOY CHEE WOOI
Skill Level: Beginner
