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Professional Diploma in Asia Pacific Marketing (PDM)

The Asia-Pacific is a volatile region with rapid changes occurring continuously. It is therefore imperative to have an understanding of the current business practices within the markets of the Asia- Pacific, and make projections of future trends.
MIS and NUS Extension have jointly developed the Professional Diploma in Asia-Pacific Marketing or PDM (Asia-Pacific) programme for professionals who wish to have a good understanding of marketing practices in the Asia-Pacific region.

Programme Objective

Programme Structure

The PDM (Asia-Pacific) syllabus is modelled after the Certified Professional Marketer or CPM (Asia-Pacific) qualifying examinations. The programme is also designed to prepare participants to sit for this qualifying examination in:

Marketing Research
Marketing Communications
Marketing Strategy
Asia-Pacific Business
Asia-Pacific Marketing Management

The seminar for each of the above five modules will be conducted over four consecutive weekends. All seminars will be conducted from 6.00pm - 10.00 pm on Fridays and 2.00pm - 6.00pm on Saturdays.

Certified Professional Marketer (Asia-Pacific)

This status is conferred by the Asia Marketing Federation (AMF), which was established in 1991 to further economic development in the Asia Pacific region through regional co-operation in information exchange on new marketing concepts and experience, technologies and research. Members of the AMF comprise of national marketing associations of several countries in the Asia Pacific region. The education headquarters has been based in Singapore since 1992.

To obtain this professional status, marketers are required to:

• Successfully complete the CPM (Asia-Pacific) qualifying examinations, and
• Possess at least 5 years of practical marketing experience in any of the Asia-Pacific countries
• One-time Registration fee - US$75.00
• AMF examination fee - US$20.00 per module
• Local one-time Registration fee - S$10.00 (subject to prevailing GST rate) for MIS members
• Local examination administration fee - S$35.00 per module (subject to prevailing GST rates)
• Marking fee - US$12.50 per module
• Review of examination answer scripts - S$53.50 (incl. 7% GST rate) or US$35.00

Course Curriculum

Marketing Research

This module aims to provide participants with the fundamental skills in research design and analysis, necessary for making sound marketing decisions. Given the diverse economic, educational and cultural characteristics in the Asia-Pacific region, marketing researchers would have to be sensitive to cross-cultural differences that may impact their approach and results. As consumers become more sophisticated in tandem with the economic progress in their respective countries, research techniques will need to change accordingly. This module provides a range of practical research methods. The applications and drawbacks of each technique will be discussed in the context of the Asia-Pacific market.

At the end of this course, participants should be able to:

• Understand the proper use of various research techniques (when and how to use them) either for improving in-house research or for evaluating research projects farmed out to external research consulting firms;
• Know the techniques used for different research objectives (e.g. customer profiling versus product testing versus price testing);
• Design efficient and effective research programmes that provide solutions to stated objectives;
• Apply the research results to see the managerial implications; and
• Appreciate the intricacies of conducting marketing research in the Asia-Pacific region.

• Elementary Data Analysis Techniques
• Marketing Research in the Asia-Pacific Region
• Qlitative Research Techniques
• Quantitative Research Techniques
• The Research Process
• Research Report Preparation and Presentation
• Sampling
  

Marketing Communications

This module seeks to provide a sound understanding of and an integrated approach towards the marketing communications mix. It will also assess the impact of globalisation of markets on marketing communications. In this connection, an understanding of the cultural, legal and lifestyle dimensions of various Asia-Pacific markets will be developed.
At the end of this course, participants should be able to:

• Understand the impact of culture (values and lifestyles) on consumer attitude towards and the execution of various marketing communication tools;
• Plan and manage communications programmes at both national and regional levels;
• Manage regional and worldwide advertising campaigns;
• Have insight into the media landscape in the Asia-Pacific region; and
• Have some knowledge of the rules and regulations governing the marketing communications industry in selected Asia- Pacific countries.

Applications

• Creative Development and Execution
• Developments in Asia-Pacific Region
• Advertising Planning
• Advertising Strategy
• Media Planning
• The Global Marketing Environment
• The Promotional Mix

Marketing Strategy

The objective of this module is to inculcate in participants a managerial, analytical and comprehensive approach towards Strategic Marketing Management. Covering the basic disciplines of Economics, Behavioural Science and Mathematics, concepts and strategies are used to analyse market problems and opportunities. This is augmented with real company cases as illustrations. As part of the learning process, company cases from the Asia-Pacific region will also be used for analysis in which participants can meaningfully apply the strategies learnt. The Asia-Pacific perspective is provided by way of application of strategies to specific regional countries, given their distribution, legal and cultural characteristics.
At the end of this course, participants should be able to:

• Identify similarities and differences among various Asia- Pacific countries that have implications for a firm's marketing strategies; and
• Understand the different stages of progress the Asia-Pacific countries are in, and hence, the applicability of various marketing strategies to each market.

Applications

• Alysing the External Environment in the Asia-Pacific Region
• Corporate Strategic Planning
• Competitive Strategy
• Implementation and Delivery
• Opportunity Search
• Strategies for Market Expansion in the Asia-Pacific Region

Asia-Pacific Business

This module seeks to furnish a sound foundation of business practices within the Asia-Pacific markets including Australia, China, Hong Kong, India, Indonesia, Japan, Malaysia, Pakistan, the Philippines, Singapore, South Korea, Taiwan, Thailand and Vietnam. Its focus will be on the ways the rapidly changing economic, political, socio-cultural and technological environment affect the operations and characteristics of business in Asia-Pacific markets.
At the end of this module, participants should be able to:

• 1Ascertain the impact of economic and industrial development on the managerial practices of firms operating in the Asia-Pacific market;
• Understand how the political, sociocultural and technological environment has an impact on the business practices of firms in the Asia-Pacific market;
• 3Appreciate the relationship between business and government in the Asia-Pacific nations;
• Delineate and discern the managerial characteristics, strategic orientation and performance of firms of various national origins from the Asia-Pacific nations; and
• Analyse the business and economic interactions of the various Asia-Pacific nations and the regionalisation and globalisation of their state and private sector enterprises.

Applications

• Foreign direct investment in the Asia-Pacific region
• The political environment in the Asia-Pacific region
• Internationalisation of Asia-Pacific firms
• Management practices in the Asia-Pacific region
• Overview of business in the Asia-Pacific region
• The economic environment in the Asia-Pacific region
• The technological environment in the Asia-Pacific region
• The sociocultural environment in the Asia-Pacific region
• The financial environment in the Asia-Pacific region

Asia-Pacific Marketing Management

This module aims to enhance participants' knowledge and skills by integrating the concepts and strategic frameworks taught in previous modules to help participants analyse specific marketing cases on the Asia-Pacific region. Such a process would enable participants to understand the relationships between specific functional strategies, appreciate that strategies are dependent on one another and adopt a longer term and broader view of the strategies recommended within the Asia-Pacific context.
At the end of this course, participants should be able to:

• Identify and define key problems in marketing case studies;
• Conduct comprehensive situational analyses relevant to the problems, including an internal analysis of a company's strengths and weaknesses, and an external analysis of its environmental threats and opportunities;
• Formulate and evaluate appropriate courses of action to solve the problems;
• Forward specific recommendations with regard to marketing objectives, strategies, plans, budgets and time frame for the implementation of these recommendations;
• Substantiate their position with pertinent qualitative and quantitative analyses; and
• Prepare and present appropriate marketing case reports.

Entry Requirements

• A recognised university degree; or
• A polytechnic diploma with at least 3 years relevant working experience
  Those without the above qualifications must have at least 10 years of practical marketing experience to be considered for admission into the programme. The Board of Studies of MIS and NUS Extension reserve the right to change the above requirements, and selection is at their sole discretion.

Examinations

Exemption

The Board of Studies of MIS and NUS Extension recognise a number of academic qualifications with appropriate marketing content for exemption on a module-by-module basis for the PDM (Asia-Pacific) programme. Exemption will not be considered on the basis of marketing experience.
No exemptions will be given for partially completed qualifications. The Board of Studies of MIS and NUS Extension reserve the right to recognise and approve only certain qualifications for exemption.
Requests for exemption must be made on the appropriate exemption form at the time of registration.
No exemptions shall be given after the course has commenced. No exemptions will be granted for the Asia-Pacific Business and Asia-Pacific Marketing Management paper.

Award of Diploma

Participants who have successfully completed the required examinations and paid all necessary fees shall be awarded the Professional Diploma in Asia-Pacific Marketing conferred jointly by MIS and NUS Extension, and will be allowed to use the designatory letters "Prof Dip M (Asia-Pacific)" after their names. Holders of the CPM (Asia-Pacific) professional qualification are entitled to use the designation of �CPM (Asia-Pacific)� after their names. To use this designation, holders are required to be a member of the AMF through their local marketing associations.

Course Fees

The full course fee of S$3,948.30 (incl. 7% GST) is payable prior to the course commencement. Individuals qualify to pay a discounted rate of S$3,531.00 (incl. 7% GST) only if they are NUS Alumni, and are enrolling for all 5 modules. All fees are to be paid before the commencement of the first module.

Executive Seminars
The five modules are also conducted as individual executive seminars for those who are interested in attending the sessions without having to sit for the examinations. Such seminar participants may register for any module(s) and will not be subjected to the usual entry requirements. Fees for these executive seminars are as listed above. A Certificate of Attendance will be given to participants who have completed each module.

Changes/Amendments
MIS, NUS Extension and the AMF reserve the rights to vary, change and amend the module contents, entry requirements, course fees, seminar dates, venue and other aspects of the course at any time prior to and during the running of the modules.