Certificate & Diploma Programmes

CEF Course Code: 33Z109461

The objective of this course is to provide students with an understanding of the fundamentals of marketing and its applications through effective branding strategics for an organisation. Students will be taught various marketing tools, branding and product management, integrated marketing communication and brand equity. Topics include:

1.Introduction and the Marketing Essentials;

2.Scanning the Market Environment;

3.Consumer and Organisational Buying Behaviour;

4.Market Segmentation, Targeting and Positioning;

5.Branding and Product Management in the Marketing Mix;

6.Brand and Brand Management Fundamentals;

7.IMC and promotional mix;

8.Pricing and distribution channels; and

9.Designing appropriate marketing mix to build brand equity.

CEF Course Code: 33Z109429

The course aims to teach students the basic concepts and principles of financial management. Its chief focus will be on investments in long-term and financial assets, financing decisions, working capital management, management of capital structure, dividend policy, debt policy, cost of capital, risk management tools and mergers and acquisitions. Topics include:

1.Net Present Value and Capital Budgeting;

2.Bond and Stock Valuation;

3.Cost of Capital;

4.Capital Structure;

5.Debt Policy;

6.Dividend Policy;

7.Risks Management Tools; and

8.Mergers and Acquisitions.

CEF Course Code: 33Z109445

This course aims to provide students with broad knowledge of the utilization of information systems for competitive advantage in business organizations. Topics include:

1.Information Systems in Business;

2.Applications of Business Information Systems;

3.Databases and Information Management;

4.Securing Information Systems;

5.Information Technology Infrastructure; and

6.Using Information Systems in Organizations for Operational Excellence.

CEF Course Code: 33Z109410

This course aims to provide students with basic knowledge of financial reporting and the use of accounting information for decision making. Students will learn various analytical tools in assessing the financial performance and positions of companies. The key topics in the course are overview of financial statements, financial analysis, budgetary planning and capital investment appraisal. The concept of corporate governance and its importance will be discussed. Topics include:

1.The Conceptual Framework for Financial Reporting;

2.Complete Set of Financial Statements for Limited Company;

3.Interpretation and Analysis of Financial Statements;

4.Budgetary Planning and Control;

5.Capital Investment Decisions; and

6.Corporate Governance.

CEF Course Code: 33Z109437

The course aims to enable students to explain and examine major human resources roles and functions in contemporary business organizations. Students should be able to apply human resources management concepts and theories to manage people effectively at work. This course also discusses the application of human resources practices in international settings. Topics include:

1.Overview of Human Resources Management;

2.Human Resources Planning;

3.Job Analysis;

4.Recruitment;

5.Selection;

6.Performance Management;

7.Reward Management;

8.Training and Development; 

9.Career Management and Development; and

10.Managing Employee Relations

CEF Course Code: 21Z08113-6

This course aims to provide a holistic view of the principles of marketing planning as well as teach the concepts, methodologies and essential skills required to conduct market research. The course also focuses on how proper marketing planning and research can contribute to the quality of marketing strategies and ultimately market success. Appropriate marketing planning processes, research design principles, and commonly used sampling and data analysis techniques will be discussed. Topics include:

1.Introduction to Market Planning and Market Research in the Global Market Environment;

2.The Marketing Planning Process;

3.Developing a Marketing Plan;

4.The Market Research Process and Design;

5.Data Collection and Measurement;

6.Sampling and Data Analysis;

7.Interpreting Data Findings; and

8.Ethical Issues in Marketing Research and Planning.

CEF Course Code: 21Z08114-4

This course aims to familiarize students with the dynamics of buyer and consumer behaviour as well as the multidimensional process influencing customer decisions. It involves studying the set of factors leading to the acquisition, usage and disposition of products, services and experiences. The course emphasizes the overall conceptual model of consumer behaviour and underlying theories as well as their application in the marketplace. Topics include:

1.Introduction to Consumer Behavior and Marketing Strategy;

2.Internal Influences (the Psychological Core);

3.External Influences (the Consumer’s Culture);

4.Self-concept and Lifestyle;

5.Explaining Consumer Decision Making;

6.Customer Loyalty;

7.Applying Buyer and Consumer Behavior Principles in Marketing Strategies;

8.Organizational Buying Behavior; and

9.Marketing Regulation and Ethics.

CEF Course Code: 21Z08115-2

This course aims to provide students with essential knowledge on the concepts, theories and techniques for successful marketing for the service industry. It intends to help students to establish and implement service strategies to enhance customer relationship and satisfaction. Topics include:

1.Service Characteristics and Services Marketing;

2.The Growth of Service Industry;

3.The GAP Model of Service Quality;

4.Customer Behaviour in Services;

5.Customer Expectations and Perceptions of Service;

6.Service Encounter;

7.Building Customer Relationship;

8.Extended Marketing Mix on Services; and

9.The Financial and Economic Impact of Service.

CEF Course Code: 21Z08116-0

This course aims to provide students with essential knowledge of the theories, practices and issues related to product management and distribution channels in a competitive business environment. Particular emphasis will be placed on product life cycle planning and management as well as the customer driven approach to channel design. Topics include:

1.Concepts and Significance of Product Management in Marketing Organisations;

2.Market, Competitors and Customer Analysis;

3.Developing Product Strategy;

4.New Product Development Strategies;

5.Pricing Decisions;

6.Product management and marketing communications strategies;

7.Financial Analysis for Product Management;

8.Distribution and Channel Strategies;

9.Managing Distribution Channels; and

10.New Channel Development.

CEF Course Code: 21Z08117-9

This course aims to provide students with the conceptual knowledge and practical know-how to achieve a comprehensive marketing communications strategy. This is done by integrating the major strategies for advertising, sales promotion, public relations, personal selling and direct marketing. The course also introduces the application of modern technology to enable the use of interactive marketing methods to enhance the overall effect and degree of customization in marketing communications. Topics include:

1.Overview on Marketing Communications;

2.Directing Marketing Communication Efforts;

3.Establishing Marketing Communication Objectives and Budget;

4.Advertising Creative and Media Strategies;

5.Sales Promotion and Direct Marketing Activities;

6.Interactive Marketing;

7.Public Relations (PR) and Publicity; and

8.Measuring Effectiveness of Marcom Programmes.

CEF Course Code: 33Z10947A

This course aims to teach students the concepts of social media marketing and highlights the popular tools of social media from the perspective of the buyer and seller. It involves the study of social networks, social media platforms and online marketing that offer an advantage in many areas such as marketing, consulting and brand management. This course will be conducted in classroom for 10 hours and computer lab for 20 hours. Topics include:

1.Basics of Social Media;

2.Overview of Blogging;

3.Social Networking;

4.Use of Facebook as Marketing Tool;

5.Use of Linkedln for Business;

6.Twitter for Promoting Business;

7.Media Sharing;

8.Social Media Marketing on YouTube; and

9.Analysis, Social Networking Measurement and Monitoring.

CEF Course Code: 33Z109453

This course aims to provide students with a conceptual and pragmatic approach to understanding individual and group behaviour in organizations. It equips students with the knowledge and skills required to diagnose organizational behaviour for purpose of improving organizational effectiveness. The course will teach techniques for influencing and managing the behaviour of individuals and groups so as to bring about meaningful change in the organization. Topics include:

1.Organizational Structure and Design;

2.Organizational Culture;

3.Organizational Leadership;

4.Organizational Work Motivation;

5.Group Behaviour and Work Teams;

6.Organizational Decision Making; and

7.Organizational Communication.

This course aims to teach students the basic statistical skills needed to present and analyze data, with a view to facilitating decision-making in business organization. Students will learn how to evaluate business data using a variety of statistical tools and use the information gained to improve product and service quality. Topics include:
1.Basic Statistical Concepts;
2.Presentation of Data;
3.Statistical Measures;
4.Introduction to Probability;
5.Probability Distributions;
6.Sampling Distributions;
7.Interval Estimation; and
8.Hypothesis Tests.