Advanced Diploma in Marketing Technologies and Enterprise Branding

Introduction

The Advanced Diploma in Marketing Technologies and Enterprise Branding prepares students for the working world with real-life and relevant skills.

Course Structure

The course consists of 12 modules - Economics for Business, Business Functions and Operational Processes, Human Capital Development in Business, Entrepreneurship Principles, Essentials of Marketing, Financial Accounting, Branding Strategy for Business, Digital and AI Marketing, Events as a Marketing Tool, Customer Analysis and Segmentation, Integrated Marketing Communications Planning and Marketing Project (Group). The course will be conducted in both full-time and part-time modes with a course duration of 16 months.

Course Duration

COURSE DURATION
Full-Time	16 months – 5 days/week × 3 hours/day
Part-Time	16 months – 5 days/week × 3 hours/day

Economics for Business

The module teaches students applied economics which uses economic theory and quantitative methods to analyze business enterprises and the factors contributing to the diversity of organizational structures and the relationships of firms with labour, capital, and product markets

Learning Outcomes

• Gain a comprehensive introduction to the key economic issues relevant to present or future business decision-makers.
• Understand factors that impact and influence overlaps between business and economics.
• Develop a good grasp on Macro-Microeconomics on growth and competitiveness.

Business Functions and Operational Processes

Students will study how business functions in enterprises are responsible for managing the process of creation of goods and services. It is about designing, managing, and improving the set of activities that create products and services and deliver them to customers and it involved good operational processes.

Learning Outcomes

• Learn how operations processes and management is the central core function of every company.
• Understand the differences and the unique challenges for the operations function in a manufacturing company and service company.
• Gain knowledge on how operations integrate with purchasing to understand impacts on supply chains.

Human Capital Development in Business

This module highlights the importance of managing staff to improve organizational fit, employee engagement and long-term business success. The program aims to provide a framework looking at human resource management challenges as well as leadership styles in organizations.

Learning Outcomes

• Learn human resources importance in creating a positive and collaborative working environment.
• Gain insights to working in a multi-cultural environment and managing diversity across work teams and business units.
• Operations processes and management are the central core function of every organization.
• Learn talent acquisitions management, strategies, and methods to build and maintain positive employees’ relations for business growth.

Entrepreneurship Principles

This module explores the concepts of entrepreneurship where it is seen as a starting point to transform oneself towards entrepreneurial-thinking and become a change agent for business growth. Whether the aspiration is to be an entrepreneur or a successful businessperson, it is important to be able to fulfil environmental, social, and economic expectations from the communities at large.

Learning Outcome

• Gain a comprehensive understanding of the concept of entrepreneurship and its linkage to entrepreneurial mindsets.
• Learn what are needed to be a successful entrepreneur and examine issues that could cause business failure.
• Gain principles of transformation actions to achieve entrepreneurial endeavors.

Essentials of Marketing

This module offers a detailed and comprehensive introduction to the important elements of marketing concepts. Student will be able to develop an understanding of the key theories and applications of knowledge in marketing decision-making. The module allows students to develop an appreciation of the importance of strategic development and marketing planning for the organization.

Learning Outcomes

• Learn the importance of the external and internal environment influencing marketing decisions of an organisation.
• Gain awareness and approaches to customer segmentations, promotion strategies, pricing, products in marketing and promotional mix on buying choices and habits.
• Understand marketing management frameworks that enable business communication tactics and strategies used in today’s business awareness platforms.

Financial Accounting

This module introduces the basic concepts and principles of accounting and skills needed to analyze financial statements and disclosures for use in financial analysis. They will also learn how accounting standards and managerial incentives affect the financial reporting process. Students can apply these skills to a real-world business challenge in managing a business profitability.

Learning Outcomes

• Enable students to combine practice and theoretical knowledge of financial accounting.
• Gain decision making skills in the financial analysis context and read the three most common financial statements: the income statement, balance sheet, and statement of cash flows.
• Develop ability to identify and analyze financial accounting problems and opportunities in real life situations.

Branding Strategy for Business

This module will bring students through a journey that starts with understanding what a brand is and how they can build successful ones aligned to intended customer perceptions.  The module explores positioning and its importance to successful brands while examining how communicative mediums and icons such as logos, right name, colours and logo can be instrumental to a brand’s success.

Learning Outcomes

• Learn how to create a branding activity plan to bring brand strategy to life – both externally towards consumers and internally to employees.
• Gain knowledge to define the right metrics for determining success in the implementation of your product and brand strategy.
• Develop brand ideas to promote the core value of a company as part of customer experience for better mindshare and market share.

Digital and AI Marketing

This module will focus on the introduction and insights to a breadth of core and emerging digital channels with reference to how prevalent AI is in such channels. Students will learn the value of digital marketing and understand the interconnected value of these channels and disciplines. The module aims to set a student learning apart by imparting a guide to develop knowledge and skill in digital marketing.

Learning Outcomes

• Learn how to develop a digital marketing plan that will be relevant to today’s business needs and customer experience and mindshare.
• Identify and utilize AI to develop an understanding of the value of integrated marketing campaigns across SEO, Paid Search, Social, Mobile, Email, Display Media, Programmatic Advertising, In-App and Marketing Analytics.
• Gain understanding in recognizing major Performance Indicators tied to any digital marketing programmes to improve Return on Investment.

Events as a Marketing Tool

This module is designed to provide students with a good understanding of purposes served by events marketing as a marketing strategy for business growth. Students will have the opportunity to learn the key events management processes in the planning, designing and staging an event in the context of promotions and publicity awareness of a brand and products.

Learning Outcomes

• Gain insights to the diverse nature of events industry and the relevant ecosystems involved to in events marketing as a tool for a company.
• Learn how to plan, design and implement a successful event taking into considerations the economic, social, and environmental impacts of events.
• Develop skills to manage the key processes involved in organising an event suitable as part of wider marketing initiatives of an organization.

Customer Analysis and Segmentation

This module allows students to look at both customer satisfaction and customer experience as hand-in-hand they are a focus of today’s highly market-oriented businesses. Students will see that the development of a company’s marketing strategy begins with its potential customer segments-target markets, and how their buying behaviours influenced their buying decisions. Knowing how to properly analysis and segment carefully a successful marketing plan could be developed more accurately and precisely for deeper market penetration.

Learning Outcomes

• Learn to identify who your targeted current customers in detail to allow a good understanding of traits and buying motivation factors.
• Develop skills in identifying target customers that have not been reached to optimize market penetration rate.
• Understand what adjustments needs to be made to meet the needs of each customer group to provide the best solutions to address their pain points.

Integrated Marketing Communications Planning

This module teaches students to design and implement an integrated marketing communications plan in today’s digital marketing landscape. The impact of the technological change has affected how marketing communications plan are being transformed by evolving buyer behaviour, economic challenges and increase in sustainability awareness. Students will learn to look at the integration of online and bricks mortar strategies to develop a successful marketing communication plan for an organisation.

Learning Outcomes

• Gain the skills to correctly apply marketing a communication planning strategy based on wider marketing plan objectives.
• Develop a good analysis of the market segments to recommend the most appropriate marketing communication media platform and tools selection
• Understand how to apply key methods of performance measurement for marketing communication effectiveness.

Marketing Project (Group)

Integrated Marketing in Practice. This module provides opportunities for students to integrate and apply their acquired marketing skills and knowledge to develop and execute a B2b or B2C industry-based projects. Students are expected to apply both conventional and digital marketing strategies to address business needs and challenges. Looking into key areas of marketing mix, promotional mix and integrated marketing communications mix, the student will apply the concepts learned to present a detail marketing plan.

Learning Outcomes

• Identify appropriate data to assess marketing challenges within the chosen business context.
• Synthesise and use information and knowledge effectively.
• Undertake, and communicate the results from, an independent piece of research work
• Creatively deal with complex corporate problems in a professional capacity.
• Apply theoretical models to real world business solutions
• Identify, evaluate, and critically appraise alternative solutions to marketing problems
• Numeracy and quantitative skills applied to marketing management decisions
• Critical self-reflection applied to business practice and experience
• Complex problem-solving skills to support the marketing decision making
• Effective communication skills of complex solutions to business related decisions (including effective use of written presentation tools/reports)
• Effective skills of the use of information technology, where applicable
• High collaborative culture and personal effectiveness

Delivery Mode

Classroom learning, lessons to be conducted at Edvantage Institute (Singapore).

Learning Outcomes

• Gain a comprehensive introduction to the key economic issues relevant to present or future business decision-makers.
• Understand factors that impact and influence overlaps between business and economics.
• Develop a good grasp on Macro-Microeconomics on growth and competitiveness

Assessments

• The course assessment will be based on two written assignments, a group project, an individual presentation, written examination and class participation.
• The percentage breakdown for the final result is as follows:

 

Item	Percentage
2 Written Assignments	20%
Group Project	15%
Individual Presentation	10%
Class Participation	5%
Written Examination	50%
TOTAL	100%

Graduation Requirements

• Obtain a Pass in all Assessment Components.
• Keep attendance above 90% (for Student’s Pass holders)
• Keep attendance above 75% (for non-Student’s Pass holders)

Teachers

All our teachers are registered with the SkillsFuture Singapore (SSG).

Prerequisites

Minimum Age
Minimum age: At least 17 at the time of registration

Local Entry Requirements
Academic Level
- Relevant Diploma from local polytechnics/PEIs or equivalent, or;
- 2 GCE ‘A’ Level Credits (Grade D and above) exclude all languages
- Diploma in Enterprise Operations and Entrepreneurship (allows admission to Year 2 of this course)

Language Proficiency
- Minimum C6 in English Language at GCE ‘O’ Levels, or;
- Pass the English Placement Test

International Entry Requirements
Academic Level
- Completed Year 12 or equivalent in the home country of the applicant
- Diploma in Enterprise Operations and Entrepreneurship (allows admission to Year 2 of this course)

Language Proficiency
- International English Language Testing System (IELTS) 5.5 or equivalent, or;
- Completed English Language in Year 12 or equivalent, or;
- Pass the English Placement Test

Mature Candidates Requirements
- International English Language Testing System (IELTS) 5.5 or equivalent, or;
- Pass the English Placement Test, and;
- At least 30 years of age at the time of registration with 8 years of working experience will be considered on a case-by-case basis if the applicant does not have the academic minimum requirement.

Award

The performance grading will be as follows:

Grades	Marks
Distinction	80 – 100
Credit	65 – 79
Pass	50 – 64
Fail	0 – 49
Absent	ABSENT

Course Schedule and Fees

Please contact the School for information on course fees and intake.