Untitled - Singapore Polytechnic

BA4125Customer RelationshipManagementEnables students to understand CustomerRelationship Management (CRM), and thekey components that make up the CRMinfrastructure. It covers the usefulness ofCustomer Life Time Value and RFM Analysis,how organisations plan for implementation ofa CRM programme and the various customertouch-points in the practice of CRM.BA4126Service QualityCreates a “mindset for service” amongstudents and to equip them with the necessarycustomer service skills and knowledgein providing excellent service for futureemployment in service- related industries.BA4131Principles of ManagementProvides students with an understanding ofthe basic management functions, namely,planning, organizing, and controlling. Otherrelated topics such as corporate cultureand environment, decision-making andmanagement of change are also included.BA4132Human Resource ManagementProvides students with an understandingof human resource management in anorganisation. Key topics include humanresource planning, recruitment and selection,training and development, performanceappraisal, compensation, grievanceprocedures, and discipline approaches.BA4133Financial ManagementProvides students with an understanding ofbasic accounting and financial concepts. Inaddition, students will be exposed to basictime value of money concepts and financialtechniques used to analyse and evaluatecapital investment projects.BA4134Supply Chain ManagementProvides students with the conceptsand global perspectives of supply chainmanagement (SCM), and its importanceto businesses. It covers key supply chainprocesses, including distribution, sourcing,transportation, demand management,inventory management, reverse logisticsand supply chain outsourcing. The impact ofinformation technology and E-business onSCM are discussed.BA5118Business EconomicsProvides students with an understandingof the economic concepts and principles ina business context. The microeconomicssection focuses on the functions of themarket mechanism in determining relativeprices of goods and factors of production,as well as the allocation of resources.In macroeconomics, the focus is on theeconomy as a whole and the factors thatdetermine national output.BA5119Marketing Research andInformation ManagementProvides students with a working knowledgeof the research techniques used in marketingresearch. Topics include research systemsand activities, research designs and datacollection methods and analyses. The variousactivities of marketing intelligence in providinginformation for the formulation of marketingstrategies are taught.BA5120Services MarketingEquips students with an understandingof the services management for differenttypes of business sectors. Topics includeformulation of marketing strategies,management of customer mix and planning,and implementation of marketing efforts in thedistinctive areas of services marketing.BA5121Global Marketing StrategyEquips students with the knowledgein developing marketing strategies forinternational markets, and highlightsthe impact of international competitorsin the domestic market. Topics includedeciding which markets to enter, how firmsenter international markets, internationalmarketing programmes and implementationof international marketing programmes.Marketing to specific foreign countries will alsobe covered.BA5122Electronic MarketingIntroduces students to two areas ofE-Commerce, that of Business-to-Consumerand in particular, Business-to-BusinessInternet Marketing. It aims to provide studentswith theoretical, tactical and strategicknowledge and skills necessary to developand market products/ services in InternetMarketing. It also covers principles involvedin designing Web sites for consumer andinstitutional markets.BA5123Buyer BehaviourCovers essential concepts of buyingbehaviour of individual consumers andinstitutional customers. Students will developan understanding of consumer behaviourand its relationship to purchase decisions.Topics include consumers’ decision-making,purchase processes and the basic factorswhich influence consumer behaviour. Oninstitutional customers, areas covered arebuying behaviour and industrial procurementand buyer-seller relationship.BA5124Marketing ManagementGives a broad overview of the marketingdiscipline to provide both marketing and nonmarketingpersonnel with a better perspectiveof the marketing function and the marketingmanagement process. Topics coveredinclude marketing fundamentals, marketopportunity analysis, market segmentationand positioning, the elements of the marketingmix and marketing management in acontemporary context.BA5125Managerial FinanceLooks at quantitative and financial informationthat help investors and managers in theirdecision-making. A systems approach toaccounting is adopted. Financial statements ofcompanies are presented and significant ratiosare analysed and interpreted. Other topicscovered include the application of time valueof money and capital budgeting techniques.BA5129Strategic MarketingEnsures that students are familiar with allmajor aspects of the planning and controlprocess and its application to marketing. Avariety of marketing techniques and modelswill be taught. Students will be able to use thetools of analysis and decision making in thepreparation of marketing plans.BA5130Social Media MarketingExposes students, through hands-onapplication of social media marketingprogrammes, to the use of user-generatedcontent, consumer communities andother emerging forms of non-traditionalcommunication channels for marketingcampaigns. Trends and developments in thesocial media landscape will be explored toensure students gain a greater understandingof communication through social networking,tagging and other evolving media tools foreffective marketing.252 SINGAPORE POLYTECHNIC PROSPECTUS 2012 - 2013