Art and science have permeated the marketing industry today, with disruptive forces – such as digital media, mobile and gaming – shaping the constant battle for the consumer’s attention.
How has marketing education kept up with these changes? How do aspiring marketers ensure they have the right knowledge, skills and training to succeed in this new-age battleground?
Associate Professor of Marketing Ashok Charan is addressing these challenges, one innovation at a time. His prolific background as a global marketing expert in leading fast moving consumer goods (FMCG) companies, combined with his passion for relevant and hands-on marketing training, has led him to create an innovative tool for his students that provides real-world training through simulation.
Destiny© is a FMCG business simulator that imparts strategic marketing skills through a virtual consumer panel. By replicating consumer behaviours, it offers a holistic learning experience. Pit against one another, participants have to implement effective marketing and business strategies, and develop an understanding of what drives store choice and brand choice. In doing so, they become proficient in the use of market knowledge and financial data for day-to-day business decisions.
Four NUS MBA students chose to spend the first four months of the New Year making a social impact while simultaneously fulfilling their NUS MBA credit requirements. Under the guidance of Senior Lecturer Wu Pei Chuan, the team worked on a Management Practicum Project with Daughters of Tomorrow (DOT), a non-profit that helps under-privileged women find jobs to support their families. Its mission is to facilitate livelihood opportunities for underprivileged women, and to support them in building financially independent and resilient families.
Doing so requires not only matching women with existing employment opportunities, but also working with corporate partners to develop innovative programs that meet both the companies’ and DOT’s needs.
Team of MBA students with Carrie Tan (in the middle) founder of DOT and Snr Lecturer Wu Pei Chuan (second from left)
Since 2014, over 289 women have registered with DOT seeking employment opportunities. Continue reading
With rising interest in social entrepreneurship in Singapore and in the region, NUS Business School’s Asia Centre for Social Entrepreneurship & Philanthropy (ACSEP) has organized a unique, first-of-its-kind challenge that brings students, social enterprises and mentors together to assist those social enterprises which have been stuck at the “Chasm” – they’re too large for seed-funding and yet too small for accelerator grants or impact investors.
The inaugural Crossing the Chasm Challenge will be held on 16 September, 2016.
Students Share is a new series of contributed articles and answers shared by students who are currently enrolled in our programmes. The goal is to give prospective students and readers first-hand understanding of the programme and learn about real experiences directly from a current student.
The following answers are shared by Nadya Yanyan Huang, a concurrent double masters’ student. In June 2013, she was conferred with three degrees: Bachelor of Sciences (Honours) in Communications and New Media from NUS FASS, MSc in Management and CEMS Master’s in International Management from NUS Business School. Thank you, Nadya for sharing your thoughts!
Students from the ESADE Block Seminar (August 2012) in Mont Sant Benet forming the word “CEMS”. Credit: Olga Barshai
Congratulations to Bizaders who have once again made us proud by claiming the Rag Gold Award for their dazzling performance and exhibit during Rag Day 2016 on 6 August!
A tradition which began in the late 1950s, Rag and Flag is a signature NUS event where NUS students – freshmen and seniors – from different Halls of Residence, Faculties and Schools bond over months of intensive preparations. Continue reading
Two NUS BBA students, Lee Tze Yuan and Cheung Ho Yeung, were chosen among the 600 hopefuls who applied for a full-year internship programme with NUS Overseas College in Silicon Valley in USA.
How was life on the other side? How did this experience change them? What are their key learnings? Here’s what they shared: Continue reading
A recent survey by BNP Paribas on Global Entrepreneurs revealed that the millennial generation – those born between 1980 and 1995 – are creating more companies in traditional sectors and the new economy. On average, they launch about 8 companies throughout their careers, compared to 3.5 by the older generation. This sudden and strong emergence of a new generation of entrepreneurs under 35 have been dubbed “The Millennipreneurs.”
One of our very own – NUS BBA (Honours) alumnus Jian Liang Low – is a true blue “Millennipreneur”. Since the age of 5, he has been pursuing his passion for entrepreneurship and in his quest, travelled the world breathing in different cultures and personalities. By the age of 19, he has interned in start-ups, founded a few of his own, worked in a venture capital firm, spoke at international conferences and won international competitions – his experiences span across USA, Israel, China and Asia. Perhaps this is why his latest venture Trabble, a personalised, chat-based Concierge service, caters to global travellers who are looking for quick and efficient travel services.
NUS BBA (Honours) alumnus Jian Liang Low, who is passionate about nurturing entrepreneurs
She walks through the busy corridors of Mochtar Riady Building with a renewed exuberance, sometimes to many surprised and curious looks, or other times to words of encouragement and support. There’s a spring in her step due to the lightness – not from a clean-shaven head but from the joy in her heart.
There is another type of Orientation in NUS. A kind, gentle, compassionate one. Those who organise it call themselves the NUS Enablers.
Orientation 2016 Project Director, Ruth Lee, FASS Year 1 going 2, says:
There is a need for a special Orientation for student with special needs (SSNs) for various reasons. I bet few of us students have considered that some SSNs cannot participate fully in the general Orientation activities. For example, students with limited mobility will find the hilly NUS campus inaccessible on wheelchair, or cannot join in the running or contact games. Students with visual or hearing impairment may lack peer support and guidance in camps. Students with autism may be unaccustomed to the intense socialising that freshmen camps require. Yet at the end of the day they are still students like you and me. They might even have undergone greater challenges to matriculate into NUS, and are really worthy of respect and awe. These SSNs are freshmen deserving of a proper orientation and senior guidance.
Now in its second year, the campus-wide Orientation programme for SSNs initiated by the Enablers is possibly the first of its kind among tertiary institutions in Singapore.
NUS Rag & Flag is one of the flagship annual events for our undergraduate team and the Bizad Club. Every year, hundreds of NUS students come together for two days in August to show case excellent team work and give back to the community.
This year, Flag Day falls on Tuesday 2 August and Rag Day falls on Saturday, August 6.
For NUS Business School and NUS BizAd Club, Flag Day as well as its associated community involvement initiatives have always been important. The School places great emphasis on including community awareness and responsibility within our freshmen orientation experience in order to raise socially concerned and committed students.
This year, the theme for NUS Business Flag is “Illuminate”. Through the efforts and actions of volunteers and committee members alike, including 200 freshmen, we wish to illuminate and light up the hearts and lives of our beneficiaries through the funds that we raise. Continue reading