-
Stage 1 :
General Management
-
Stage 2 :
Marketing Management
-
Stage 3 :
Strategic Marketing Applications
-
Stage 4 : Asia
Pacific Regional Business Development
-
Stage 5 :
Marketing In The New Economy
Overview of the Modules
Stage 1 : General Management
This programme is designed to provide stimulation to the
existing managerial mindset by providing key knowledge
inputs, to meet the needs of the general management
function. Together with the generation of new learning
networks established through the interchange of insights,
experiences knowledge and aptitudes, the course will
through its highly interactive design focus upon real life
business scenarios. The educational process will create
personal reflection on learning needs for improved
managerial performance in key result areas of businesses.
Strategic
Management & Business Policy
This core module to the general management programme will
analyse the constituents of strategy and examine strategic
level decision-making; it will deliver the essentials of
strategic business planning. This process will be
supplemented with a comprehensive review of selected
models and frameworks for general management thinking to
achieve business direction and focus.
In particular, sustainability of business will be featured
so that delegates will understand the essence of
competitive advantage and in so doing to also reflect upon
the relevance of current business values and deliverables
in today’s changing, dynamic and increasingly competitive
market environment.
Financial
Management
Strategic business decisions will inevitably have
financial planning and control implications, many of which
are not properly understood by non-financial managers. An
awareness and understanding of essential financial health
measurements and monitoring must be considered critical
knowledge for those moving into leadership positions.
This module will examine a series of financial contexts
which govern the business enterprise, to stimulate not
numeracy but financial literacy among delegates. This
double module will impart essential knowledge to enable an
understanding of the term “financial position” from both
published and internal management control accounts and to
set financial appreciation within the perspective of
general management.
Human Resource
Management
The general management role is multi-faceted and managing
people is probably the number one priority. Apart from
exploring the classical conventions of HRM and HRD,
interpersonal effectiveness is considered to be essential
for effective leadership in general management and thus
leadership styles will be featured.
Conflict resolution and management will also be featured
because creativity, productivity and innovation are all
sub-optimised in conflict laden organisation cultures.
Team based organisation approaches and soft skills
enlightenment will be exposed as key areas of knowledge,
exposure and essential experience.
Operations &
Project Management
Managing people, resources, processes and time to optimise
productivity is the essence of Operations and Project
Management. It is these areas precisely which will be the
focus of this module. Effective project management can add
tangible value to the business and hence has been featured
for this programme, so that the most complex of projects
can be planned effectively.
The project
rationale, setting SMART objectives, setting milestones,
work structuring, budgeting, KPI’s and project reviews
will be considered from an intercultural perspective
because business challenges have become progressively
global.
Stage 2 : Marketing Management
This stage of the EMBA has been designed to provide a
solid grounding in the subject of Marketing Management,
with special emphasis being given to design, development,
implementation and control of the Strategic Marketing
Plan.
Marketing
Planning & Control
This module is designed to ensure that course members are
fully equipped in the detailed subject of Marketing
Planning and in the models and frameworks for thinking
associated with the planning process, so that these could
be applied to any industry and market context where a
marketing oriented approach to businesses is both
desirable and relevant. The implementation of such plans,
both selectively and cross-functionally will also be
highlighted so that typical barriers to implementation are
made fully aware, and also the means to overcome them. The
routes to completing the plan from Vision & Mission, to
the marketing audit, to strategy determination and then
monitoring and control will be covered comprehensively.
International
Marketing Strategy
This module is designed to firstly enable management to
consider the tensions involved in the process of
international market expansion so that an appropriate
level of involvement can be set and policies and
procedures set in place resulting from a careful
understanding of the tension between ambition and ability
in the pursuit of regional, international and even global
market places. This is set in the context of the
international trading environment within which nations
transact business. Market entry decision making processes
are featured to ensure that country markets are well
selected and methods of entry are evaluated for subsequent
foreign market development for policies to be set for
marketing and marketing mix strategies in a cross-cultural
environment.
Integrated
Marketing Communications
This subject module will lay down templates for the
design, development and implementation of marketing
communications plans against a framework of corporate
internal and external communications to stakeholders
groups. The integration of strategies and communication
processes, both on-line and off-line will be featured with
the traditions for above-the-line and below-the-line
activity. Each element of the plan will be featured to
ensure that course members understand the imperatives of
positioning, targeting, message strategy, creative
execution and how to evaluate existing and future
campaigns by using well-established methodologies. This is
all set against the backcloth of “the brand” as the means
for identity development and transmission as the most
meaningful anchor for all marketing communications.
Marketing
Management : Analysis & Decision
This module is designed to integrate the three other
subjects to enable the course member to see the total
picture of strategic marketing management in a live case
context. The course member acts as a consultant to the
company and is required to apply the techniques and
systems learned from the other subject modules -- but this
time selectively and relevantly to the case scenario
presented. The assessment requires each candidate to
present justified proposals for resolving problems and
also to achieve the business development objectives of the
enterprise. This module is an in-depth experience for
about one month duration which culminates in a final
written examination where open book practices are applied.
Stage 3 : Strategic Marketing Applications
This stage has been designed to ensure the course
participants know-how to apply systems for the Analysis,
Planning, Implementation and Control of essential
application systems in the field of strategic marketing to
assist in the delivery of sustainable development futures.
Customer Care
Strategy
As markets become more accessible and more competitive,
the search for sustainable competitive advantage becomes
increasingly difficult. One Answer is through interactive
marketing, i.e. between the organisation’s employees and
its actual and potential customers. It is in this area of
customer relationship management where a new meaning is
being given to marketing. This subject explores in detail
the Customer Care Process to determine the means to detect
gaps in the value chain which extends from the corporation
to the customer. From these, strategy can be determined
for bridging the gaps between expected and delivered care.
Strategic
Marketing For Services
The service component for strategy implementation needs to
be considered in detail, because it is often the
intangible and qualitative component which delivers
sustainable business. This module will examine this aspect
of marketing together with the special approaches which
are needed in the marketing of services as distinct from
marketing products. Attention is also devoted to service
development processes.
Brand Building
Strategy
Purchase decisions are often influenced by brands, and yet
the process of inquiry into that which constitutes “the
brand”, and therefore branding strategy needs to be most
carefully analysed by the marketer. A focus is given to
brand identity together with models and systems for
building brand equity to delve beneath the graphic
appearance and house style as an opportunity for building
a more informed approach to one of the most official areas
of marketing strategy.
Strategic
Market Development Planning
This module provides a dedicated focus on the structure,
content and processes involved in the preparation and
execution of the strategic market development plan.
Established methodologies will be taught to enable
students to relate and apply these marketing planning
systems to their employing organisations. A comprehensive
coverage of the planning process from mission statement
through to strategy determination and performance
monitoring will be examined in detail.
Market
Assessment & Product Launch Strategy
Despite the array of product portfolio to assist new
product development, little attention has been given to
the process of achieving effective market assessment
through organisational, financial and market feasibility.
This module sets up a system for this and in addition
provides a methodology for the launch of new products, a
function central to strategic marketing.
International
Market Entry Strategy
This module is designed as a system for assessing country
and market attractiveness, and methods to secure overseas
market entry so that the student will have the opportunity
to explore a systematic approach to this strategic
decision-making process through a comprehensive series of
screening procedures to establish clear rationale for
overseas market development.
Stage 4 : Asia Pacific Regional Business Development
This stage of the Executive MBA in International Marketing
has been designed to establish specific learning outcomes
in the regional context within which course participants
will either work or seek to become familiar. In this way,
this stage presents a systematic approach for Senior
Managers to achieve insights and comparative analysis both
at strategic and operational levels through the course
delivery and networking experiences.
The Economic,
Market and Business Environments
The changes within the Asia Pacific region resulting from
recurring economic turbulence has produced both market
opportunities and threats. These will be examined by
business sector, by country with the aim to highlight the
prevailing and often non-calculated risks involved in
relation to the difference levels of business involvement.
Business ambitions, abilities and realities will thereby
be reflected upon in specific country market environments
so that a more carefully considered perspective of
regional business development can be achieved.
Strategic
Problem Analysis in Asia Pacific
Business and managerial complexities often become more
difficult with progressive regional expansion. Apart from
prior experience, which may not have been hard or even has
not been valued as being relevant, the Senior Manager, is
left exposed without an appropriate methodology for
complex problem analysis. This module, using a Soft
Systems approach will equip course participants with a
powerful and practical system of enquiry with subsequent
resolutions processes for dealing with potential and
actual corporate masses.
Cross-Cultural
Business Development
There are two distinct agendas for this subject module,
firstly to present a services of planning templates for
business development which could be applied to any
economic region and secondly to set these strategy and
planning imperatives in a variety of cross-cultural
contexts with which business must, and sometimes may not,
work. Through the second agenda, a cross-cultural road map
will be explored to increase cultural sensitivity. This
process is intensified through cross-cultural networking
during the course by learning from sharing experiences,
and being made fully aware of the problems of using
self-reference criteria.
Managing
Cross-Cultural Change
Sensitivities created in the cross-cultural business
development module now have to be managed to achieve
productive business results. The imperatives for managing
change will be explored comprehensively, using established
techniques and frameworks for analysis – however, these
will then be set in a series of cross-cultural contexts so
that resistance to change can be better understood, and
thereby become better managed. This remains one of the
foremost challenges of senior management working
throughout the multi-cultural environment of the Asia
Pacific Region.
Managing
Strategic Alliances
Business throughout Asia Pacific is being achieved through
a variety of forms of partnership and partnering to secure
incremental growth and even survival. As the business
world becomes progressively global, strategic alliances
become essential for effective competitive strategy.
Various forms of strategic alliance will be explored,
together with their merits and shortfalls, explained
through a series of regional scenarios, so that this form
of business development can be set in context. Again,
through course networking, insights can be showed
throughout the agenda for this module, where group
discussion and presentations will be featured to bring the
realities of the regional market place to the seminar
room.
Stage 5 :
Marketing In The New Economy
This stage of the EMBA has been designed to ensure that
executives are brought up-to-date with existing and
emerging business practices from which they cannot escape
in today's competitive international market place. The
pace of change has been rapid and the development of
e-business requires the marketer to re-examine marketing
strategies and marketing communications in particular. The
module is devoted to the study of organizations, systems
and technologies that have brought about change from the
traditional approach to business into the era of
e-business marketing.
Technology
Development
The challenge of technology-based learning for
organisations is examined so that students are made fully
aware of the emergence of Internet and digitally-based
communications. Network structures for B2B, B2C, Portal
Directories, legacy voice services and broadband access
and their implications will be reviewed. Software
applications will be explored and technology future will
be examined so that the implications upon business
planning and communication practices can be adjusted as
appropriate in participants’ employing organisations as
data, voice and video communications begin to converge and
become globally accessible via next generation networks.
Virtual
Organisations
The new economy has created opportunities for a new type
of business to emerge. This business sense can be known as
the virtual organization. The course examines the emerging
types of virtual organizations, the business practices and
how the business lifecycles effects now threaten the
dot.com sector. Attention will be given to the need of a
business planning system for the survival of virtual
organisations. Discussion will be held into the dynamics
of managing tangibles. Consideration will be given to the
nature and form of business transactions, the pace of
these transactions and the security attached to it as the
world becomes increasingly a mobile business environment.
Communication
Practice In The New Economy
This component is at the heart of e-business and the
seminar will examine a new technology-based marketing
communication mix to supplement the tradition of above and
below the line communications. Emphasis will be given to
Direct Marketing through development of communications
devices such as web-based communication for the global
market place. Attention will be given to the design of
appropriate strategies to secure effective contact with
market segments through innovative and intrusive design
principles.
E-Marketing
This component will explore the planning and control of
e-marketing in particular, the impact of information
technology will be considered in relation to how this
presents supplementary opportunities from the traditional
marketing mix and will become the future for efficient
business through Internet, Intranet and Extranet
communications. An e-marketing mix will be examined for
the purposes for producing an e-marketing plan.
Cross-reference will be made to the earlier stages of the
course which focus upon the traditional approach to
marketing planning to show how a combined approach to
on-line and off-line marketing can improve total business
performance. It is intended that students will prepare
group project in this area for presentation at the end of
the module to achieve a meaningful sense of integration
for marketing strategy within the new economy.
Globalisation
Trends -- Impacts On Marketing Strategy
The world has become a global village as communication
technologies create a borderless world. The impact on
marketing strategy creates opportunities for a global
market place. In the past, this was only possible through
traditional non-technology based business development
strategies. From a marketing perspective, the reality of
business enable the most employing organisation to have
international reach for their products and services.
Therefore, trends are rapidly emerging towards global
marketing strategies. This module therefore examines the
opportunities and the risks associated with going global
through e-business and surviving the threats which may be
presented in new economy. |
