SYNOPSES - Singapore Polytechnic

SYNOPSESproblems or issues. This project will becontinuously assessed and its final submissionmust be made during Term 2, Semester Onein Year 2.BA514ZSelling & Sales ManagementIntroduces students to the principlesof successful selling and effective salesmanagement. Various methods of sellingapproach, presentation and closingtechniques will be taught. Other topicsinclude designing the sales organisation,sales forecasting, budgeting, management ofsales territory, sales force compensation andappraisal systems.BA518ZMarketingCommunications StrategyBuilds a sound theoretical and practicalunderstanding of the formulation ofpromotional strategy and the managementof the integrated marketing communicationprocess. Strategic issues relating toadvertising, public relations, personal sellingand sales promotion will be covered.BA5118Business EconomicsProvides students with an understandingof the economic concepts and principlesin a business context. The microeconomicssection focuses on the functions of themarket mechanism in determining relativeprices of goods and factors of production andthe allocation of resources under differentmarket conditions. In macroeconomics,the focus is on the economy as a whole. Itstudies the factors that determine nationaloutput or national product. The course alsointroduces the international dimension oftrade, balance of payments, exchange ratesand international credit.BA5119Marketing Research &Information ManagementProvides students with a working knowledgeof the research techniques used in marketingresearch. Topics include research systemsand activities, research designs and datacollection methods and analysis. The variousactivities of marketing intelligence in providinginformation for the formulation of marketingstrategies are taught.BA5120Services MarketingEquips students with an understanding of theservices management for different types ofbusiness sectors. Topics include formulationof marketing strategies, managementof customer mix and planning, andimplementation of marketing efforts in thedistinctive areas of services marketing.BA5121Global Marketing StrategyEnables students to acquire expertisein developing marketing strategies forinternational markets and thereby to extendtheir range of marketing understanding todeal with international marketing situationsand the 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 countries such as China,Vietnam and Indonesia will also be covered.BA5122Electronic MarketingIntroduces students to two areas of E-Commerce, that of Business-to-Consumerand in particular Business-to-Business InternetMarketing. It aims to provide students withtheoretical, tactical and strategic knowledgeand skills necessary to develop and marketproducts/services in Internet Marketing. It alsocovers principles involved in designing Websites for consumer and institutional 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 themarketing mix and marketing management ina contemporary context.BA5125Managerial FinanceLooks at quantitative and financial informationthat helps 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.BA5127Web-based Multimediafor Business ApplicationsIntroduces multimedia computing technology,their applications in business and theirstrategic importance. Students will be exposedto various multimedia hardware and software.Discussions and topics include differentforms of multimedia business informationsystems, use of multimedia in product design,advertising and promotion. Students will alsodevelop a multimedia business presentationprogramme during the course.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.BA6001Introduction to AccountingProvides students with an understandingof the basic concepts and principles ofaccounting. Significant areas are double entryconcept, the accounting process, financialstatements of trading firms, basic costingconcepts, cash flow statement appreciation,cost volume profit analysis, and budgeting.BA6002Basic Financial ManagementIntroduces students to the financial objectivesand financial environment of a firm. It coversthe financial concepts of time value of money,risk and return, stock & bond valuation,capital budgeting techniques etc. with a viewfor financial analyses and decision-making.BA9014Business Management forOptometry PracticeIntroduces students to basic concepts inmarketing, operations management andfinance. Students will apply this knowledgeto plan and organise an enterprise. Studentswill also be provided with an understandingof the optometry practice and the legaland professional regulations governing thepractice in Singapore.Singapore Polytechnic Prospectus 2008/2009 245