Entrepreneurial Branding of Start-ups and SMEs (Intermediate Short Course, SkillsFuture)

Course Overview

A number of start-ups and small and medium-sized enterprises (SMEs) may have the right product, price, place, and promotions (the 4Ps of marketing), but they often struggle to get far, let alone attain market leadership. One important reason for this is their tendency to focus solely on their 4Ps and neglecting the crucial aspect of branding. Without a strong brand presence, a start-up or SME risks remaining stagnant in the market. Even when aspiring to build their brand, limited resources pose a challenge for most start-ups and SMEs. However, with the implementation of entrepreneurial branding strategies, these businesses can overcome obstacles and propel themselves towards growth and market leadership.

                       

Course Duration

15 Hours

Course Mode

  • Physical
  • Online

Course Dates

Physical2 days (To be advised)
Online29 to 30 Oct 2024
     

Course Details

Course Outline:

  1. Business Opportunity Identification and Brand Alignment
  2. Utilising Positioning and Differentiation to Build a Strong Brand Architecture
  3. Brand Definition and Building Brand Value
  4. Turning a Brand into a Powerful Lovemark
  5. Step-by-Step Entrepreneurial Brand Building for Start-ups and SMEs
  6. Building a Unique Brand Character and Codification of Your Brand’s DNA
  7. Real-life Business Scenario Question

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

  1. Apply the theory of entrepreneurial branding to capture the customer's heart and mind
  2. Identify suitable business opportunities and align the brand to it
  3. Define your brand and build your brand value
  4. Turn your brand into a lovemark
  5. Utilise a step-by-step guide for brand building that focuses not only at the tactical but also the strategic level
  6. Leverage the digital environment to develop a powerful brand character and codify your brand DNA
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 executives, managers, founders and owners of startups and SMEs, (from whichever industry and not just brand or marketing managers) who are keen to make use of entrepreneurial branding to turn their products/businesses into market-leading brands. 

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 - $1,890
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 upon completion of 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]

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