Dates: 01 April 2024 & 01 October 2024
Level: Basic
Duration: 1 day
Venue: Online via ZOOM
This course aims to equip small online business owners the basic knowledge of marketing so as to develop their understanding of the importance and the application of marketing concepts within an online, small business environment.
The unique feature of this course is that, rather than focusing on abstract theorizing of marketing philosophy at the multinational corporation level, it is designed to train learners to operationalise marketing concepts at the small business level. Through a workshop style learning approach, learners will be trained to execute marketing initiatives for their own online businesses, thereby adding to the realism of the course.
In doing so, participants can apply their skills from this course to enhance their business programmes and through time, uplift their online business performance.
Business development managers, sales managers, marketing managers, and business executives operating in an e-commence environment, as well as owners of small, online businesses would benefit from this course.
- Understanding the foundations of marketing: why it matters for small business
- Understanding consumer behaviour: the impact on small online business
- Understanding the online eco-system: the benefits for small online business
- Leveraging social media to enhance online business performance
A. Knowledge and Understanding (Theory Component)
By the end of this course, you should be able to:
- Understand why the basic concepts of the 4Ps of marketing is important even for small online business
- Appreciate branding factors such as brand personality and how these can help build a strong brand name for small online business
- Recognise the impact of consumer’s behaviour on business performance
- Understand the impact of social media on business performance
B. Key Skills (Practical Component)
By the end of this course, you should be able to:
- Apply marketing concepts to help enhance business performance
- Utilise branding concepts to establish their online identity
- Respond to consumers’ needs to improve business performance
- Hands on experience with various social media platforms (WIX, YouTube, Instagram, Facebook)
Schedule
| Time | Agenda |
|---|
| 09:00 - 09:30 | Course overview |
| 09:30 - 11:00 | Understanding the foundations of marketing: why it matters for small business |
| 11:00 - 11:15 | Break |
| 11:15 - 12:30 | Appreciation of brand management: how small online business can benefit |
| 12:30 - 13:30 | Lunch |
| 13:30 - 15:00 | Understanding consumer behaviour: the impact on small online business |
| 15:00 - 15:15 | Break |
| 15:15 - 17:00 | Creating customer relationship: benefits for building customer loyalty |
| 17:00 - 17:30 | Assessment |
- Attendees have to bring along their own laptop
Dr.Victor Kwan
BBA, MBA, PhD.
Head of Program/Senior Lecturer
Singapore University of Social Sciences
Victor has been in business management for over 20 years, heading global brands that cut across all market segments – from mass to premium to ultra luxury. His notable achievements include starting up successful new businesses, driving existing ones to achieve performance records as well as winning awards and accolades across the region.
Just prior to his academic career, Victor was Managing Director at a channel partner for luxury automotive brands such as Bentley, Aston Martin and Bugatti. He oversaw business operations in several Southeast Asian markets including Singapore, Malaysia, Vietnam and was actively involved in sales, marketing, finance, strategic planning and other functions.
Victor is also an investor in tech startups and an established business coach for SMEs.
He holds a Ph.D. in Business from Singapore Management University and his research interests lie primarily in luxury brand management and word of mouth on social media.
Please submit the following documents to cet@suss.edu.sg:
- Coloured copy (back and front) of NRIC for Singaporeans and PRs, or "Employment"/"S" Pass for foreign applicant
- Application form
Course Fee
1 Mid-Career Enhanced Subsidy: Singaporeans aged 40 and above may enjoy subsidies up to 90% of the course fees.
2 Enhanced Training Support for SMEs: SME-sponsored employees (Singaporean Citizens and PRs) aged 21 and above may enjoy subsidies up to 90% of the course fees.
- Participants are required to achieve at least 75% attendance and pass any prescribed examinations/assessments or submit any course/project work (if any) under the course requirement.
- Participants are required to complete all surveys and feedbacks related to the course
- The course fees are reviewed annually and may be revised. The University reserves the right to adjust the course fees without prior notice.
- Singapore University of Social Sciences reserves the right to amend and/or revise the above schedule without prior notice
For clarification, please contact the SUSS Academy via the following:
Telephone: +65 6248 0263
Email:
CET@suss.edu.sg