Nanyang Technological University

Nanyang Business School

Nanyang Business School - Undergraduate Programmes

Course Description

BM3507 The Global Marketer - Marketing to the World

Acad Unit: 4
Pre-requisite: AB1501

Course Description:

Singapore is a small nation state with limited market opportunities. Many multinational companies have their regional headquarters in Singapore and many local companies are looking to expand overseas. This course aims to address your needs and aspirations as a marketing graduate in this globally connected world. A regional or global role will open up many career options for you and help you grow as a marketing professional.

The first half of the course will cover familiar topics like marketing research and the marketing mix from an international perspective. There are additional challenges that companies will face in a global context. The course will challenge your preexisting assumptions about how marketing works and help you navigate all these additional complexities of global marketing. As it is a course targeted at final-year marketing students, the course will bring together and synthesise what you have already learnt in the marketing specialisation so far. You will also be introduced to current concepts and ideas (e.g., design thinking) relevant to the industry to help you ease into the dynamic world of marketing. The course will also delve into how technology is transforming how companies market their products and services across borders. The first half of the course will provide grounding for the second part of the course. The mid-term project will focus on the marketing tactics of international companies.

The second half of this course will seek to address the global marketing challenges facing Asian companies, and why they must learn to become global marketing/business competitors. In particular, it seeks to provide you with some insightful perspectives on how Asian companies can begin on their journeys to become global competitors. Asian companies must learn to adapt to the fast-changing rules of global competition, when many of these rules are enacted by the West. The recent sagas against Chinese companies on toys, milk products, textiles, and other related products are examples for Asian companies to realize that they cannot operate independently of international opinions, norms, and sensitivities. Without a doubt, Asian companies need to improve their global competitiveness, learn to build world-class businesses and brands, and how to establish sustainable global companies in order to rival the Western multi-national corporations.