MARKETING STRATEGY IN A DIGITAL WORLD

(CLASSROOM + ASYNCHRONOUS)
05 - 09 JULY 2021

Programme Director: Assoc Prof Prem Shamdasani Venue: INTERITY 5-3

NUS Business School, Level 5, Mochtar Riady Building
Programme Manager: Helen Huang (DID: +65 6516 5273 & Email: helen.huang@nus.edu.sg) 15 Kent Ridge Drive, Singapore 119245

TIME/DATE MON, JUL 05 TUE, JUL 06 WED, JUL 07 THU, JUL 08 FRI, JUL 09

Customer Centricity: Industry Practices: Digital Understanding & Enriching Digital & Social Media Market- Brand Alignment for
DAILY THEME
Value-Based Marketing Marketing in Action Consumer Journeys ing Competitive Advantage

Programme Introduction
8.30 – 8.50am
by Prem Shamdasani

9.00 – 10.30am External Brand Alignment:

Customer-Centricity in the Age Digital Framework &
Tangible Value Proposition Consumer Behavior in the
9.00 – 10.20am of Digitalisation & Social Media Processes Framework
Prem Shamdasani Digital Age
Prem Shamdasani Ang Eu Gene Prem Shamdasani
Doreen Kum

10.30 – 10.50am
10.20 – 10.40am Break Break Break Break
Break

Guest Speaker Session: 10.50 – 12.10pm

External Brand Alignment:
Intangible Value Proposition Mohit Kapoor, Reliance Content Marketing as a Means Customer Acquisition Channels
10.40 – 12.00pm Application
Prem Shamdasani Moderated by of Consumer Engagement Ang Eu Gene
Prem Shamdasani
Prem Shamdasani Doreen Kum

12.00 – 1.30pm Lunch Photo-Taking and Lunch Lunch Lunch Lunch

Guest Speaker Session: 1.40 – 2.50pm

Content & Social Media Internal Brand Alignment:
Experiential Value Proposition Vivek Ravindran, Microsoft Brand Community as a Means of
1.30 – 2.50pm Marketing Framework
Prem Shamdasani Moderated by Consumer Engagement
Ang Eu Gene Prem Shamdasani
Prem Shamdasani Doreen Kum

2.50 – 3.10pm Break Break Break Break Break

3.10 – 3.50pm
Building a Social Brand
Guest Speaker Session: Case Discussion: Breakout
Digital Analytics & Internal Brand Alignment:
Total Value Proposition Daren Yoong, Google Doreen Kum
3.10 – 4.30pm Measurement Application
Prem Shamdasani Moderated by
Ang Eu Gene Prem Shamdasani
Prem Shamdasani
3.50 – 4.30pm
Case Debrief

4.30 – 4.40pm Break

4.40 – 5.40pm Daily Reflection & Sharing (Facilitated by faculty)

5.40 – 6.00pm Daily Evaluation

Competency Online Quiz

6.00 – 7.00pm
(Mandatory)