Diploma in Marketing (C99)

with 2 new specialisations

Course Introduction

The marketing function keeps an organisation in touch with the needs of its customers with a view of guiding its entire strategy, purpose and ultimately profitability. From understanding consumer psychology to crafting corporate marketing strategies, product and services design, building customer loyalty, branding, advertising and promotions, sales and distribution, marketing is seen as a dynamic and critical area of all businesses.

Students can choose from one of the following new specialisations:

• Marketing Management (MM) 

• Public Relations (PR) 

Students specialising in Marketing Management will be developed as a Marketing expert and be trained in critical areas like Brand Management, Advertising and Promotions which will allow them to advance their interest in many fields of marketing which is in constant demand in many industries. Students specialising in Public Relations will be developed as Public Relations specialists trained in important areas like Journalism, Corporate Communications, PR Event Management, PR Campaign Planning which will allow them to embark on exciting careers in the field of PR.

Another unique aspect of our diploma lies in our Teaching Enterprise Project (TEP) pedagogy. TEP develops practical and lifelong skills in operational business processes through the opportunity to work on “real-life” client projects. These client projects and attachments at the various TEP stopovers, such as the Marketing Services Centre, Event Management and other client-based project centres, enable students to hone their interpersonal skills and develop critical thinking and problem-solving abilities. These lifelong skills adeptly prepare our students for the challenges of the dynamic marketing industry and place them in good stead for future career and educational advancement.

To further supplement their learning experiences, students also go through an industrial placement programme which aims to provide them with valuable real-life exposure to the working world. Overseas student exchange and industry placement programmes are also available to enhance our students’ learning experience and mobility for their future careers.

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Course Aims

This course aims to: 

• provide students with a comprehensive broad-based business education through carefully selected core business modules and an understanding of business process development and operation;

• provide adequate specialisation through modules such as Brand Management, Corporate Communications, Integrated Marketing Communications and PR Campaign & Planning;

• enable holistic student development through a value-added education, training and development, including developing an entrepreneurial mindset, a passion to excel and leadership skills;

• train students in a practice-oriented learning environment with our unique Teaching Enterprise Project (TEP), industrial placement programmes and case study-based learning;

• enable students to develop essential life-long skills such as creative thinking, problem-solving and analytical abilities, communication, interpersonal and IT skills; and

• develop students with a regional and global mindset who can contribute productively in a borderless business world.

 Duration: 3 academic years on a full-time basis

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Opportunities for Graduate

As marketing is a key discipline and “cornerstone” of all businesses, in every industry, our graduates, regardless of specialisations will be in high demand. They will be ready to respond to the constant requirement for well-trained marketing or PR specialists in executive and middle management positions within challenging fields such as branding, advertising, event management, marketing communications, public relations, marketing research, sales and business development. Graduates can expect fulfilling careers, attractive packages and exciting opportunities in a wide range of industries.

Graduates who intend to pursue further studies may also be accepted for degree courses in any business discipline in reputable local and overseas universities, some with advanced standing of 1 to 1.5 years. Higher education prospects for marketing graduates have been good, with graduates being awarded prestigious scholarships in leading local and overseas universities.

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