Certificate & Diploma Programmes

CEF Course Code: 33Z109461

The objective of this course is to provide students with the understanding of marketing principles and theirs applications through effective branding functions in the marketing organization. Topics include:

1.The Marketing Essentials;

2.Scanning the Market Environment;

3.Consumers and Organizational Buying Behaviour;

4.Market Segmentation, Targeting and Positioning;

5.Brand and Brand Management Fundamentals;

6.Brand and Product Management in the Marketing Mix;

7.Pricing and Distribution Channels: Considerations and Strategies;

8.Marketing Communication Strategies;

9.Designing Appropriate Marketing Mix to Build Brand Equity; and

10.Evaluating Effectiveness of Organization’s Marketing Activities.

CEF Course Code: 33Z109429

This course aims to equip students with contemporary principles and practices on how companies invest in real and financial assets and how they raise funding for these investments. These decisions include long-term investments, financing and management of capital structure. 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 on how information systems are utilized in business organizations for competitive advantages. 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 detailed knowledge of the use of accounting information for decision making as well as long term investment appraisal. Besides, 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 overall aim of the course is to enable students to identify and explain the major human resource roles and functions in contemporary business organizations. Students will be able to apply the practical theories and techniques that are used to manage people effectively at work. 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 on the principles of market planning and the concepts, methodology and the essential skills required to conduct market research. The course also focuses on how proper market planning and research can contribute to the quality decision making on market strategies and the ultimate market success. The appropriate market planning process and research design principles, process 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 concepts of buying and consuming behaviour as well as the multi-dimensional process relating to consumer behaviour. It involves the study of the set of consumer’s decision about the acquisition, usage and disposition of products, services, experiences and ideas. Topics include:

1.Introduction to Consumer Behaviour 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 Behaviour Principles in Marketing;

8.Organizational Buying Behaviour; and

9.Marketing Regulation and Ethics.

CEF Course Code: 21Z08115-2

This course aims to provide students with comprehensive knowledge on the concepts, theories and techniques for successful marketing in the service industry. It also helps students in establishing and in implementing service strategies to enhance customer relationship and level of customer satisfaction. Topics include:

1.Service Characteristics and Services Marketing;

2.The Growth of Service Industry;

3.The GAPS 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 at providing students a broad understanding on the important theories, practices and issues in managing products as well as their channels of distribution in competitive organizations. Particular emphasis will be placed on Product Life Cycle planning and management. The course will also take on a customer driven approach to channel design – channel structure that matches services with end users needs. Topics include:

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

2.Market, Competitors and Customer Analysis;

3.Developing Product Strategy;

4.New Product Development Strategies;

5.Pricing Decisions;

6.Product Management 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 at providing students with the conceptual knowledge and practices on integrating the major strategies on advertising, sales promotion, public relations, personal selling and direct marketing to achieve comprehensive marketing communications. To cope with today’s increasingly dynamic market environment, the course also introduces the modern technology enabled interactive marketing methods to enhance the overall effect and the degree of customisation in market communications (marcom). 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 at providing students with the concepts of social media marketing as well as highlighting the popular tools relating to both sides of social media, the buyer and the seller. It involves the study of the social networks, social media platforms and online marketing that offer students an advantage in many positions 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 a pragmatic approach to understand employees’ behaviour in the organization. It equips students with knowledge and skills to diagnose different behaviour situations and necessary techniques in influencing and controlling the behaviour of employees in the achievement of individual and organizational effectiveness. Topics include:

1.Organizational Structure and Design;

2.Organizational Culture;

3.Organizational Leadership;

4.Organisational Work Motivation;

5.Group Behaviour and Work Teams;

6.Organizational Decision Making; and

7.Organizational Communication.

This course aims at providing students with knowledge and skills of statistics to present and analyze data with a view to facilitate the decision making process in business. Students will develop their ability to evaluate different business data using a variety of quantitative methods which are useful for conducting research in their future study. 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.