Strategic Marketing Management

Call Advisor: Sarah Chan +65 6516 8340

Email Advisor:

Duration: 5 Days

Next Run: 28 Nov - 02 Dec 2016 - Apply Now

Venue: Mochtar Riady Building, Lvl 5

Fees: SGD 5,990.00 (excl. GST) | 6,409.30 (incl. GST)


Navigate the Evolving Marketing Landscape Marketing

The world is changing. Customer demands are changing – rapidly and unforgivingly. In the new economy, where media consumption is becoming increasingly fragmented and consumers are being bombarded daily by information, the role of marketing has never been more complex:

  • What does my customer value? Is my brand's story credible and relevant?
  • How much should I invest in marketing, and in what media and channels?
  • Does my marketing operating model support different customer touchpoints?
  • Am I gathering the right data and using the right analytics?
  • How can I design and deliver a branded customer experience?

Framed in an Asian context, this programme is designed to help senior marketers – as well as general managers with marketing responsibilities – navigate the complexities of marketing and develop innovative, integrated strategies to grow the business.


Dates and Fees

Dates Venue Fees Excl. GST (SGD) With GST (SGD) Registration
Dates 1
28 Nov - 02 Dec 2016 Mochtar Riady Building, Lvl 5, 15 Kent Ridge Drive, Singapore 119245 5,990.00 6,409.30 Apply Now
Dates 2
03 Jul - 07 Jul 2017 Mochtar Riady Building, Lvl 5, 15 Kent Ridge Drive, Singapore 119245 5,990.00 6,409.30 Apply Now

Note: GST applies to individuals and Singapore registered companies.

Alumni / Early Payment / Team Enrolment Benefits

All NUS alumni and past participants of NUS Executive Education are entitled to 10% alumni savings on this programme.

Alternatively, you can enjoy savings if you pay early with Visa or MasterCard:
> 45 days before start of programme: 10% savings
> 30 days before start of programme: 5% savings

Team enrolment benefits are also available, please contact the programme advisor for details.

Application Deadline

  • Participants are strongly advised to apply at least 2 months in advance
  • Applications received after the deadline will be considered based on space availability
Sign Up for Two Programmes & Save

Enjoy significant savings of S$2,000 by combining this programme with any other NUS Executive Education programme using this enrolment code: SMMCOMBI2016

Terms and conditions apply. Please refer to this information sheet for more details.

You may take this programme as part of the Certificate of Excellence in Global Business.

Core Focus

    • Customer centricity: A value-based marketing approach
    • Services marketing: Achieving service quality in cost-effective ways
    • Brand alignment for competitive advantage
    • Digital marketing: Trends, strategic framework and acquisition tools
    • Marketing analytics: Drawing insights and making strategic decisions

Key Benefits

  • Effectively market and brand products and services in increasingly competitive, commoditised markets
  • Get up-to-date on the latest trends in consumer behaviour and the implications on marketing
  • Be equipped with a framework for designing an integrated digital marketing strategy
  • Understand how to draw insights from marketing analytics and make strategic decisions
  • Gain insight into how organisations can nurture a highly engaged corporate culture that is both performance oriented and customer centric
  • Develop strategies for building both brand leadership and market share leadership while strengthening customer intimacy

Who Should Attend

Who Should Attend

Senior marketers and business leaders who lead the marketing function, or general managers whom marketing leaders report to.


Past Participants

  • Advertising & Communications Manager
  • ASEAN Marketing Leader
  • Assistant Director
  • Associate Director
  • Chief Executive Officer
  • Consultant
  • Director, Corporate Communications
  • Explosive Ordnance Program Manager
  • International Business Developer
  • Managing Director
  • Marketing Communications Manager
  • Marketing Manager
  • Regional Manager
  • Senior Commercial Manager
  • Senior Manager
  • Vice President, Marcom & Development


  • Great way to refuel passion and knowledge as a marketer. Relevant theory content which I can apply to any daily job or role.

    Dipika Dewan, Singapore
    Regional Brand Marketing Leader, Asia Pacific

    "Very updated and relevant information as well as examples shared. Lecturers are very enlightening.

    Gary Chow, Singapore
    Product Specialist Manager
    Lam Research Singapore

    It is a refreshing course in marketing in view of the vast changes in the world today. New insights.

    Jeannette Lim, Singapore
    Marketing Director
    RJ Paper

  • An eye-opener – new concepts are introduced.

    Kimberly Tee, The Philippines
    General Manager,
    Atlas Cebu Corn Mill Corporation

    It was an overall great experience. I learned a lot and enjoyed the programme.

    Zahra Lami, Qatar
    Sales & Marketing, Senior Manager
    Qatar Finance & Business Academy

  • The short, focused and well-organised programme brought together key elements of strategic marketing. Immediately useful and can be put into practice.

    GB Srithar, Singapore
    Assistant Director
    Singapore Tourism Board

    This programme provides some powerful tools that I would be able to apply immediately at my workplace.

    Rahul Mudgal, Singapore
    ASEAN Marketing Leader
    Mercer Singapore

  • Branding and marketing has always been regarded as a low priority in strategic management. This course has given us the appropriate frameworks to make a case to management about marketing's role in value creation.

    Karl Ho, United Arab Emirates
    Senior Manager
    National Bank of Fujairah

    Lectures with real-world experience to reinforce learning.

    Duncan Watt, Australia
    Explosive Ordnance Program Manager
    Nova Systems

  • Good range of topics that covers all areas of business, making this a useful and enlightening programme. Highly enjoyable.

    Padasian Jonathan Jarrod, Singapore
    XOP Consulting
    Marketing Manager

    Great learning experience from experienced professors as well as a good mix of participants from various industries. An effective refresher course on new strategic marketing frameworks and trends.

    Carol Tay, Singapore
    Advertising & Communications Manager
    Total Oil Asia-Pacific


Programme Director
Prem Shamdasani

Prem Shamdasani

Associate Professor, Marketing

Academic Director, UCLA–NUS EMBA

Academic Director, NUS Asia-Pacific EMBA

» View CV

Prem has received numerous commendations and awards for teaching excellence. He is also very active in executive education and consulting for corporate clients including MNCs, ministries and government agencies. Prem's research and teaching interests include brand management, new product marketing, retail strategy, relationship marketing, and cross-cultural consumer behaviour.

Other Teaching Faculty
Ashok Charan

Ashok Charan

Associate Professor, Marketing

» View CV

Ashok is the author of the book Marketing Analytics, a Practitioner's Guide to Marketing Analytics and Research Methods. He is also the creator of Destiny©, an advanced FMCG business simulator, which he uses for teaching marketing courses to practitioners and business management students at NUS Business School. A marketing veteran, he has over 25 years of industry experience spanning market research, analytics, consumer and business marketing, general management, corporate planning and business development. Prior to NUS Business School, he worked with Nielsen and Unilever. At Nielsen, he assumed a number of roles, including Managing Director for Singapore, and Regional Area Client Director – Asia Pacific. His experience spans both business and consumer marketing, and he remains active in consulting in the areas of market research, analytics and data integration. He is an engineering graduate from the Indian Institute of Technology Delhi, and a postgraduate in business management from the Indian Institute of Management Calcutta.


Jochen Wirtz

Professor, Marketing
» View CV

Jochen is Professor of Marketing at NUS Business School. From 2003 to 2014, he was the founding director of the dual degree UCLA–NUS EMBA. His research focuses on service marketing and has been published in over 80 academic journal articles (incl. Harvard Business Review), 100 conference presentations, and some 40 book chapters. His over 10 books include Services Marketing: People, Technology, Strategy, which has become a world-leading services marketing textbook that has been translated and adapted for over 26 countries and regions, and with sales of over half a million copies.

Jochen has received over 30 teaching and research awards, including the Academy of Marketing Science 2012 Outstanding Marketing Teacher Award. He also was the winner of the inaugural Outstanding Service Researcher Award (2010) and the Best Practical Implications Award (2009), both by Emerald Group Publications. He serves on the editorial review boards of over 10 academic journals, including the Journal of Service Management, Journal of Service Research, Journal of Service Science and Cornell Hospitality Quarterly. Jochen has been an active management consultant, working with international consulting firms and major service firms in the areas of strategy, business development and customer feedback systems.

NUS Business School
Mochtar Riady Building, Level 5
15 Kent Ridge Drive, Singapore 119245

Phone: +65 6516 7872

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