Achieving Market Leadership through Entrepreneurial Marketing (Foundational Short Course, SkillsFuture)

Course Overview

In today’s RUDE environment (Rapidly Changing, Uncertain, Dynamic and Engaging), businesses need to keep ahead of the curve. As Jack Welch famously said, “If you are not one step ahead, you are two steps behind.” A business that is both market-driven and market-driving is more likely to sustain its competitive advantage. To achieve this, it must aim to continuously pursue the journey of a market leader. Fundamental marketing alone is not adequate, especially in the current hyper-competitive business landscape. What is needed is entrepreneurial marketing – sensing, responding, and pro-acting to changes in the business environment.

                       

Course Duration

15 Hours 

Course Mode

  • Physical
  • Online

Course Dates

Physical8 and 15 Mar 2025
OnlineTo be advised
     

Course Details

Course Outline:

  1. Fundamentals of Entrepreneurial Marketing
  2. Product-Process-Position-Paradigm Innovation
  3. From Product to Customer to Human-centric Marketing
  4. Resource-based Growth for Sustainable Competitive Advantage
  5. Identification of New Business Opportunity
  6. Driving the Sustainability Loop
  7. Get, Keep, Grow, Win Back – Customer Value Management in a Digital Era
  8. From Fundamental to New Wave Marketing
  9. Real-life Business Scenario Question

At the End of This Course, Participants are Expected to:

  1. Apply the Entrepreneurial Marketing framework to integrate all the key marketing elements necessary for market leadership
  2. Know how to analyse the business landscape outlook, build a relevant marketing architecture that takes into account the best interests of the various stakeholder groups
  3. Utilise Product-Process-Position Paradigm innovations and employ product, customer, and human-centric approaches to capture the customer's heart and mind, and thus market share
  4. Achieve sustainable competitive advantage by enhancing an organisation's resource strength, identifying suitable business opportunities, and continuously transforming through the sustainability loop
  5. Leverage the digital environment to get, keep, grow, and win back customers in order to achieve market leadership through the practice of new wave marketing
dr-hooi-den-huan

Dr Hooi Den Huan

Former Associate Professor of Marketing, Nanyang Business School
Past Director of Nanyang Technopreneurship Centre, NTU

Dr Hooi Den Huan is the former Associate Professor at the Nanyang Business School's Marketing division, the past Director of NTU's Nanyang Technopreneurship Centre, former Head of the Marketing and Hospitality & Tourism Management department and a member of the university’s Blue Ribbon Commission. He has published in various journals and books, primarily academic-practitioner types, and presented papers in a number of conferences.

Together with Philip Kotler and Hermawan Kartajaya, he was co-authored five books, Rethinking Marketing (also with Sandra Liu) ([2003], Think ASEAN! [2007], Think New ASEAN! [2015], Marketing for Competitiveness (2017) and Asian Competitors (2019) and have started on their sixth book, Entrepreneurial Marketing. 

Dr Hooi is also Supervisor of the Executive Board, Asia Marketing Federation Foundation and has conducted numerous executive development programmes in Marketing.
     

Admission Info

Who Should Attend?

This course is designed for business executives/managers (from whichever discipline) and business owners (from whichever industry) who aims to be a market leader.

Full Course Fees

S$2,100 (Before GST)

1. SkillsFuture Series

Full Course Fees

Funding Type​​ Subsidy CriteriaProgramme
Base Grant 70% Singapore Citizen /​​ PR age 21 and above Course Fee: $2,100 - $1,470
9% GST: $56.70
Full Fee Payable: $686.70
Mid-Career Enhanced Subsidy (MCES) 90% Singaporean age 40 and above Course Fee: $2,100 - $1890
9% GST: $56.70
Full Fee Payable: $266.70
Enhanced Training Support for SMEs (ETSS) 90% Singapore Citizen / PR who is SME sponsored Course Fee: $2,100 - $1,890
9% GST: $56.70
Full Fee Payable: $266.70


2. SkillsFuture Credit

Singapore Citizens aged 25 and above may use their SkillsFuture Credits (up to S$500) to pay for the course fees. The credits may be used on top of existing course fee funding. This is only applicable to self-sponsored participants.

Applications via MySkillsFuture.sg must be made within 60 days before course commencement. Please click here for more details. Please login to Skillsfuture portal and submit appropriately.

3. Absentee Payroll

Companies who sponsor their employees for the course may apply for Absentee Payroll via the SkillsConnect system. For more information, please visit SkillsConnect. 

4. NTU Alumni Course Credit

From 1 July 2019, NTU alumni may utilise their course credits of S$1,600.00 to co-pay up to 50% of the nett fee (exclusive of prevailing GST) payable for courses with starting date from 1 July 2019 onwards. There will be no administrative fee involved for the use of NTU Alumni Course Credits on courses with starting date from 1 July 2019 onwards. For more information, please visit here. 

 

An online assessment will be conducted at the end of the course.​

Online assessments and evaluations will be conducted at the end of the course. Participants taking the SkillsFuture grant must comply with the following requirements to be awarded with the grant:

Achieving minimum attendance (75% of the total course hours)
Completion and pass the course assessments

*Course Certificate will be awarded to the participant who have fulfilled all the above requirements and completed all assessments.

Registration

Registration is open.

  • Click here to register for the physical class.
  • Click here to register for the online class.
     

For enquiries, contact us at

[email protected]

Registration is now open.

Select your preferred mode of class and course dates below.

Register for Physical Class

Apply Now

Register for Online Class

Apply Now

Contact EDP Team

 

Connect with us:

FB
   
IG