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Introduction
Whether individual or business, we are constantly inundated with data and information through various digital and non-digital channels. Highly sensing companies are able to read these signals and leverage on them for business advantages. With the availability of tools and techniques, many of which have already reached maturity, sensing and leveraging on the data and information around us, has never been easier.It is a common misconception that market sensing is highly digital in nature. Whilst digital tools and methods for gathering data and information about our customers, competitors and markets are used extensively, non-digital techniques, approaches and channels are also there for us to leverage on.
This course is designed to look deeper into the use of digital and non-digital market sensing tools and techniques. Learners will have a deeper understanding of what and when to use these tools and even “design” a WebApp solution to collect consumer behaviour data. This is a practical and hands-on short course and learners should be prepared to work in teams.
Learning Outcome
This course is designed to look deeper into the use of digital and non-digital market sensing tools and techniques.
Learners will learn about the more functional aspects of Excel that is used to sense the market.
Course Availability
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Date(s): 06 to 07 Mar 2025
Time: 9:00AM to 5:00PM
Venue: NTU@one-north campus, Executive Centre (Buona Vista)
Registration Closing Date: 13 Feb 2025
• What is market sensing, the sensing organization and the need to be sensing in order to develop business advantages.
• About the various digital and non-digital options – technologies, tools and methods – available to push and collect data and information about customers, competitors and market.
• About concepts like “Customer Journey” and “Voice of the Customer”.
• How to roll out a sensing project or initiative.
• Design, Develop and Demonstrate – in class – a WebApp that can collect customer behaviour data.
This is not a course on sales and marketing, but a course on how to leverage on latest technologies and applications to improve the sales and marketing efforts. The course does not teach learners how to use specific business intelligence or data analytic tools, but does make reference on how such tools can be used by the organization to analyze different types of data and information.
The areas that are covered in this course include:
• What data analytics and market sensing is about and its critical role in the sales and marketing efforts, e.g. building up and evaluating the sales funnel, improve sales closure rate, etc.
• Learning what customer intelligence is about and how to go about obtaining it.
Identifying data source and data for analysis.
• Mapping the customer experience and how to use it effectively.
• A template to plan a marketing initiative, starting with the Value-Needs Matrix.
• Learn about market sensing tools.
• Useful business models to improve sales and marketing.
At the end of this course, learners will have a better appreciation of data analytics and market sensing and its application in the organization.
Through a mix of lecture, case studies and interactive workout sessions, learners will have a better understanding and appreciation of the role of data analytics and market sensing in the sales and marketing process.
This course is open to anyone interested in data analytics and market sensing and its use in the organization to make strategy decisions.
Standard Course Fee: S$1,526.00
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SSG Funding Support |
Course fee |
Course fee payable after SSG funding, if eligible under various schemes |
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BEFORE funding & GST |
AFTER funding & 9% GST |
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Singapore Citizens (SCs) and Permanent Residents (PRs) (Up to 70% funding) |
S$1,400.00 |
S$457.80 |
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Enhanced Training Support for SMEs (ETSS) |
S$177.80 |
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SCs aged ≥ 40 years old |
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- Standard course fee is inclusive of GST.
- NTU/NIE alumni may utilise their $1,600 Alumni Course Credits. Click here for more information.
Francis Tay
Lecturer, NTU WKWSCI
Founder & CEO, NextGen Ventures Pte Ltd
Director, Singapura Management Pte Ltd
Francis is currently a lecturer at Nanyang Technological University (NTU) Wee Kim Wee School for Communications and Information (WKWSCI), teaching Business Intelligence and Information Entrepreneurship in the Master of Knowledge Management course. His courses are also taken up by students reading for their Master of Information Systems, Master of Information Studies and Master of Mass Communications. He has also taught Organizational Leadership and Information Sources and Services in the Master of Information Studies course. He has been teaching at NTU for more than 10 years.
Francis has authored three books “Latent Factors”, “Turning Good Ideas into Great Businesses” and “Picking Winners”. The first two books focus on business advantages and financial models and the third book is on market intelligence and building up market and sector models for benchmarking analysis. His market intelligence and benchmarking portal – www.profitstrail.com - was developed as a real-time update for “Picking Winners”.
He is concurrently a Director at Singapura Management Pte Ltd, a corporate services company providing bookkeeping, tax and other services to local and foreign SMEs. He founded NextGen Ventures Pte Ltd, an equity investment company that focuses on technology and Internet-related businesses. He has held senior positions in government and government-linked organizations.
Francis obtained his Honours degree from NUS, majoring in Economics and Computer Science & Applications, and his Master of Science in Management (Sloan Fellowship) from the London Business School in the UK. Francis served 5 years on the National Youth Council’s Singapore Youth Awards (SYA) Entrepreneurship committee and has provided mentorship to companies and others under various business programmes at universities and start-up accelerators.
