Management Marketing

Review: Nanyang Business School Mini Masters in Marketing Management

It’s been a while since I last written about course reviews. If you had been following the story, for various reasons, I had decided to enrol back into Nanyang Business School to pursue a Mini Masters in Marketing Management. 5 months of hard work since November last year has finally come to a close! Here’s my course review of each of the modules:

CET016 Marketing Principles & Strategies

This module provides the basics to Marketing Strategy, and also adds a deeper level of understanding. For the students who did Business at Nanyang Technological University, this is the equivalent of AB1501 Marketing, with some elements of BE2502 Innovation Marketing. Content-wise, it is considered rather heavy, however those with basic marketing knowledge should be able to keep up, and also get excited by new concepts introduced.

In general, I enjoyed the classes taught by Dr Lim Boon Chong and Prof Hooi Den Huan. The professors were really helpful in answering queries as well as facilitating the class.

In terms of course load, this is a 4au course. For those unfamiliar with the academic unit system at NTU, 1au is the equivalent of 13 classroom hours, which means 52 classroom hours is used. There was a mix of self-paced learning (22h) and in-class learning (30h), some of which was done through zoom due to the safe distancing measures in Singapore. However, I felt that the actual time and effort put into the course is heavier than expected.

The method of assessment is a 30% MCQ Quiz, a 30% Marketing Written Report, and a 40% Final Written Test.

CET017 Marketing Research

This module provides knowledge for conducting quantitative and qualitative research, I believe there was also some elements on consumer behaviour involved as well. For the students who did Marketing at Nanyang Business School, I believe it corresponds to BM2502 Market Research, with some knowledge from BM2501 Market Behaviour. The content was straightforward to understand, and a marketing manager from Irvin’s salted egg was invited to the session to share about his experience with marketing for Irvin’s.

The profs were very knowledgeable in their lines of teaching. Prof Julien Cayla is an ethnographer by training and he is really good at teaching semiotics, one of the way to carry out qualitative research. Prof Thomas allard was very knowledgeable on the quantitative research aspect, and also invited a speaker to share about quantitative research techniques.

In terms of course load, this is also a 4au course. There was a mix of self-paced learning (22h) and in-class learning (30h), all of which some learning was done through zoom due to the safe distancing measures in Singapore. I felt that it was the right workload for a 4au module.

The method of assessment is 10% Participation, 25% Reflection on Qualitative Research, 25% Reflection on Quantitative Research, 40% Group Brand Audit.

Besides this, I also managed to apply my knowledge in real life, do check my post on quantitative survey fielding here!

CET018 Branding

This module provides knowledge on branding done by a company, topics of which include brand identity, brand transgressions. The course also looks into different types of context of branding, for instance, luxury branding and international branding. I believe that this would correspond to the undergraduate course of BM3506 Strategic Brand Management.

Prof Caleb Tse and Prof Sharon Ng were very knowledgeable and understanding. Knowing that many of us are studying part-time while having full time work, they condensed the workload to a lot of the assessments being done in class, which really helped as I was very busy with a Branding project at work that month. Also, managed to get some brand strategy tips from Prof Caleb, who was really willing to help when I reached out to him via email.

In terms of course load, this is also a 4au course. There was a mix of self-paced learning (22h) and in-class learning (30h), all of which some learning was done through zoom due to the safe distancing measures in Singapore. I felt that the workload itself was more of a 3au course, but the complexities of the course certainly required a deeper understanding of marketing in order to fully appreciate.

The method of assessment was 40% through 4 online quizzes, 30% through two in-class group cases and 30% for a final short essay exam.

CET019 Digital Marketing

This module introduces us to the concept of digitisation, and how the marketing environment has changed in the world of digitisation. We were given the opportunity to also take on some certifications as part of the course assessment, and were taught of the various digital tools available for a digital marketer to work with. I believe that this would correspond to BM2506 Digital Marketing, with a lessened assessment load.

Dr Boey Yew Tung and Dr Wong King Yin managed to share a lot and let us understand more about digital marketing through various cases, where we can assess metrics like conversion rate, as well as measuring marketing effectiveness. I managed to also get some tips about how to improve my blog content and SEO techniques, which I hope to see results coming in and looking forward to doing a new sharing if it works out! (Yes! I changed the colour scheme of my blog because of something I found out during class.)

In terms of course load, this is a 3au course. There was a mix of self-paced learning (9h) and in-class learning (30h), some of which was done through zoom due to the safe distancing measures in Singapore. I felt that the workload matches that of a 3au course, however, the content does get a bit technical at times and it might be tough for people from a non-technical background to follow with the class.

The method of assessment is 15% Google Analytics Certification, 15% Hubspot Inbound Marketing Certification, 30% Reflection Report and 40% Final MCQ Quiz.

Final Words

Overall, I am thankful that I have embarked on this opportunity to further understand marketing, and believe that the knowledge will be useful for me in my career in the long run! I hope that this article is useful to you just like it has been a great reflective journey for me.

Thank you to NTU for the free Alumni Credits for 2020 graduates. I hope to put the knowledge attained to good use in future!

If you liked this page, do bookmark this site, or follow us on our LinkedIn page.

If you are interested in finding out more on my reflections on working and studying at the same time, do read this post!

If you are an undergraduate or graduate student deciding between marketing and analytics, do read my comparison of these two specialisations.

Photo Credits: Original Artwork by Tan Wei Xiang


University Graduation Reflection: The Best Time to Challenge my Comfort Zone

Last Wednesday, I attended my physical convocation at Nanyang Technological University. It was a unique experience as it was the first time any graduate from NTU attended a graduation ceremony with a mask on to receive his certificate, or rather just the folder. (the certificate was already at home!) Over the weekend, I was reflecting on my experience at university being the best time to challenge my comfort zone. Here is 7 ways where I challenged my comfort zone while in university:

Jump to Sections:
1. Joining Countless Co-curricular Activities at University
2. Starting my Own Business
3. Doing 3 MNC Internships
4. Going for a Semester Exchange in France
5. Taking Part in Case Competitions and Hackathons
6. Overloading in University to do Interesting Electives
7. Picking the Business Analytics specialisation at Business School

1. Joining Countless Co-curricular Activities at University

During my first two years of university, I engaged in more Co-curricular activities than I ever did for my other schooling years. I saw myself challenging my comfort zone, taking up leadership positions for the first time in NTU Students’ Union and NTU Entrepreneurship Society, to contribute to the broader student community. It was through these experiences that I learned to be a better leader.

NTU Students' Union Information and Research Committee 18/19
NTU Students’ Union Information and Research Committee 18/19

I also joined multiple other activities as a committee member, putting myself out there to interact with new people, and honing my communications skills through activities like Toastmasters, as well as volunteering for the main committee of a camp for underprivileged children.

While being from an A Level background, while it was uncomfortable to let my studies take the back seat, I am satisfied with the holistic development in university!

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2. Starting my Own Business

I was doing a bit of research online about university and one of the conclusions which I had was university was the best time to give it a go at running my own business! I decided to sign up for the Minor in Entrepreneurship programme at NTU, where I had the chance to run my own business with a passionate group. The business we ran, EcoTumble, was a business which sells collapsible cups, and reusable straws, with the purpose of reducing the environmental footprint from takeaway drinks and food! I remembered that back then, reusable straws were starting to be popular, and instead of just saving the straw, why not save the whole cup too!

Showcase Night with my Minor in Entrepreneurship Team with our Business: EcoTumble
Showcase Night with my Minor in Entrepreneurship Team with our Business: EcoTumble

While the business was not the most profitable, we did manage to make a 40% profit off our initial investment, which was an incredible feat!

Running the end-to-end of the business also gave me the opportunity to understand how various business functions come together, and how to continually pivot from the various challenges faced.

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3. Doing 3 MNC Internships

To be honest, I started my internships at university quite late. I only had my first internship in the winter break of my penultimate year! When I was at Schaeffler, I decided to take up an internship in Talent Management, which was a field very different from what I intended to do. For me, any internship experience was important to know more about the corporate environment and I was glad to have been with the APAC Human Resource Team.

Schaeffler Dinner and Dance 2019
Schaeffler Dinner and Dance 2019

Following that, I went for two internships with the marketing department, understanding about research, CRM, Digital Marketing and Product Marketing.

In my last internship in Kavo Kerr, managing the internship part time while juggling my final semester of studies challenged me to keep my timetable and priorities in order. I managed to find ways to work more efficiently, as well as keep my calendar properly documented so that I could do an internship, while study at the same time!

As internship season looms, here are some internship tips which I have previously written for my juniors!

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4. Going for a Semester Exchange in France

In my final year of studies, despite having only 6 modules left for the final year, I decided to go for an exchange programme at ESSEC Business School in France, where I could only do 3 of my university courses. Despite that, I decided to overload some modules in marketing, where ESSEC is famous for, and also met international friends along the way.

Outside ESSEC Business School with my product innovation classmates!
Outside ESSEC Business School with my product innovation classmates!

While on the exchange programme, I also had the opportunity to travel to several countries and experience different cultures. For instance, I went to Munich, Germany to attend the Oktoberfest; I shopped at the various Passages (iconic shopping places) in Paris, France; I embarked on a solo trip to Belgium during one of the weekends! This gave me a more complete view of the world and if you are considering to go on exchange (once COVID ends), I strongly urge you to go for once as it is a transformative experience of a lifetime!

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5. Taking Part in Case Competitions and Hackathons

While I did take part in some case competitions, time is limited and I did not take part in as many case competitions as many others in university. Of the various case competitions I took part in, I am happy to have made one podium finish for the NTU-AXS Video Case Challenge, where I challenged my comfort zone by putting together multiple clips of videos taken by my team!

NTU-AXS Video Case Competition
NTU-AXS Video Case Competition

In my final semester, I also took on the most difficult capstone business analytics course in business analytics consulting, where we did a business analytics consulting project for the course partner, Aon, an insurance brokerage firm. Months of hard work came to fruition when we claimed the best team title for the course.

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6. Overloading in University to do Interesting Electives

Yes! That’s right! I overloaded by 5 electives while in university.

Electives are courses which are seemingly unrelated to the major of study, which for me is business analytics. As I took up a minor in entrepreneurship, I had no more electives left after my first year. However, I started sending in my first overload request for my 4th semester in school. The overload was wonderful, as I saw myself doing a few modules in Marketing, Innovation, Web Design and UI/UX Design. Being trained in the Analytics space, the exposure to marketing and design helped me further hone my interest that Analytics is a cross-functional field which integrates knowledge from various fields!

Snippet from my group video for AB0502 Managing Sustainability
Snippet from my group video for AB0502 Managing Sustainability

I also did video content creation while doing one of the electives from a compulsory basket of sustainability electives, AB0502 Managing Sustainability. In this course, we explored the sustainability of culture, while making a long term sustainable business concept out of it!

If you are looking for some electives to take, here is a post on some general electives which I recommend taking in NTU.

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7. Picking the Business Analytics specialisation at Business School

When it came to picking my specialisation after my first year in university, I was making a choice between marketing and business analytics. Eventually, I did a specialisation in Business Analytics.

Why did I say this was out of the comfort zone? Well for one, two-thirds of my cohort in Business Analytics took a double degree, which meant that I would be pitted against the best of the best in the cohort. However, embracing the challenge, I decided to go into my course with both eyes wide open and put in my best effort into it. I ended up doing surprisingly better than I expected! The moral of this story is to stay true to your passion and try your best at whatever choice you decide on.

Do read this post on why I picked the Business Analytics Specialisation at Nanyang Business School!

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With my first degree done and dusted, I feel ready to tackle the challenges in my next phase of life!

Well that was a really long reflection, and if you read till this point, hope that this experience may inspire you to challenge your comfort zone in university!

If you liked this page, do bookmark this site, or follow us on our LinkedIn page.

Photo Credits from: Nanyang Technological University

Analytics Management

University Choice Analytics: GES 2020 Summarised for You

University Choice Analytics: Recently, the Ministry of Education of Singapore released the results of Joint Autonomous University Graduate Employment Survey in Singapore. I remembered a few years back where I would also be one of those prospective university students who would consistently be looking at these results. While I believe that your choice of university and course should not be solely on the salary that you receive, here are some analysis of the Graduate Employment Survey 2020 of 138 Courses on which University and Course you should go to: (i.e. National University of Singapore, Nanyang Technological University, Singapore Management University, Singapore University of Technology and Design, Singapore Institute of Technology, Singapore University of Social Sciences)

Top 10 Courses in University (Median Salary)

For the top 10 (well actually 11 due to a tie) courses this year, the Median Salary (50th percentile) received by a Fresh Graduate is S$5,000 and above, with the highest Median Salary being from Nanyang Technological University, Nanyang Business School Double Degree in Business (Business Analytics) and Computer Engineering/Computing. Two other Analytics related courses from SMU and NUS also made the top 10! Do read up more on why I picked Business Analytics as a specialisation here!

The top universities of choice seem to be Nanyang Technological University, National University of Singapore and Singapore Management University! The top course verticals (based on my own classification) are Business, Science, Medicine, Computing and Law.

UniversityVerticalDegreeMedian Salary
NTUBusinessDouble Degree in Business and Computer Engineering/Computing $5,400 
NUSScienceBachelor of Science with Honours$5,350 
NUSMedicineBachelor of Medicine and Bachelor of Surgery$5,250 
NUSComputingBachelor of Computing (Computer Science) $5,243 
SMUComputingInformation Systems Cum Laude and above $5,000 
SMULawLaw Cum Laude and above $5,000 
NUSLawBachelor of Laws$5,000 
NUSComputingBachelor of Computing (Information Security) $5,000 
NUSBusinessBachelor of Science (Business Analytics) $5,000 
NUSComputingBachelor of Engineering (Computer Engineering) $5,000 
Top 10 Singapore University Courses in terms of Median Salary.

Bottom 10 Courses in University (Median Salary)

For the bottom 10 (12, due to tie) courses this year, the Median Salary received by a Fresh Graduate was S$3,000 and below. The Universities in this list is a good mix of technological and newer universities, with a combination of verticals from Business, Education, Science, Medicine and Humanities and Social Sciences.

UniversityVerticalDegreeMedian Salary
SUSSEducationBachelor of Early Childhood Education$3,000 
SUSSBusinessBachelor of Accountancy $3,000 
NTUBusinessAccountancy $3,000 
NTUMedicineBiomedical Sciences and Chinese Medicine$3,000 
SITBusinessBachelor of Hospitality Business with Honours $3,000 
SITScienceBachelor of Food Technology with Honours $2,975 
SUSSBusinessBachelor of Human Resource Management $2,950 
SUSSBusinessBachelor of Science in Marketing $2,900 
NTUHumanities and Social ScienceArt, Design and Media $2,800 
SITHumanities and Social ScienceBachelor of Arts with Honours in Communication Design $2,800 
SITHumanities and Social ScienceBachelor of Arts with Honours in Interior Design $2,700 
SITBusinessBachelor of Business Administration in Food Business Management$2,625 
Bottom 10 Singapore University Courses in terms of Median Salary.

Analysing by the Verticals

With so many options, it might be difficult to narrow down your options. Therefore, we are making it simpler for you through summaries of which course vertical you might want to select! We have done the analysis using Excel Pivot Tables and Charts to Visualise the results for you! On average, you will expect to receive the highest salary in Law and the lowest from Humanities and Social Sciences.

Visualising and Ranking the Average Salary for a Fresh Graduate based on course vertical.
Law $                      4,863
Computing $                      4,455
Medicine $                      4,425
Architecture $                      3,950
Engineering $                      3,754
Science $                      3,651
Business $                      3,574
Education $                      3,475
Humanities and Social Science $                      3,462
Some numbers if you are interested in the specific numbers derived through excel pivot tables.

Analysing by the Universities

With 6 Universities, you may also want to know which university would give you the largest return in terms of salary! Here’s another analysis with Excel Pivot Tables and Charts for Visualisation! From the Data, we can see that Singapore University of Technology and Design has the highest starting salary and Singapore University of Social Sciences having the lowest.

Visualising and Ranking the Universities by Salary.
SUTD $                      4,075
SMU $                      4,053
NUS $                      3,995
NTU $                      3,731
SIT $                      3,494
SUSS $                      3,100
Another set of specific numbers if you are into the details.

Best Course Vertical in terms of Median Salary in Each University

In this part, we wanted to know verticals had the highest salary for each of the universities. Here are the answers!

Nanyang Technological University: Business, Computing, Medicine

National University of Singapore: Law, Computing, Medicine

Singapore Institute of Technology: Computing

Singapore Management University: Law, Computing

Singapore University of Social Sciences: Humanities and Social Sciences

Singapore University of Technology and Design: Engineering

Analysing the best course in terms of average salary in each university.


Having said all these, do note that this report is only informative in nature. While the starting salary may be an important factor, remember that that is only one of the considerations. Some other factors include passion, interest and more!

Hope that this article is helpful in making an informed choice for the next phase of your education!

If you ended up deciding on Business School, do read our post on how to make the most of your business school experience!

If you liked this page, do bookmark this site, or follow us on our LinkedIn page.

Original Cover Photo by Tan Wei Xiang (University Logos from Google Images)
Datasets obtained from Singapore Ministry of Education: