Sales and Marketing Leadership: A Heuristics Approach
- Digital Marketing & Comms
- Innovation & Business Improvement
2 days
Who Should Attend
Entrepreneurs, Business Leaders, Sales and Marketing Professionals.
Participants should have at least 2 years of working experience, with interest in improving their sales and marketing function/effectiveness.
Overview
Heuristics are rules of thumb we subconsciously use every day for decision making. These rules can be pre-conceived from our past experiences, emotions or simply the way our brains are wired. They have been described as fast and frugal methods managers and consumers instinctively turn to when making decisions, as they often do not have the luxury of time to rely on extensive data for fully informed, calculated decisions.
In this 2-day course, we will examine how the power of heuristics can be harnessed and applied as key principles underpinning your sales and marketing strategies, creating leadership positions for your products / services in this hyper digital, data overloaded world. We will also discuss how heuristics can be both a significant strength as well as a weakness in sales and marketing management. Therefore, understanding them will enable business leaders to gain an edge over competition, avoid inevitable pitfalls and eventually succeed in today’s marketplaces.
Learning Objectives
At the end of the 2-day course, participants will be able to:
• Appreciate how heuristics affect managerial decision making in a data overloaded, digital environment
• Assess how heuristics impact sales and marketing effectiveness
• Harness the power of heuristics in both digital and traditional marketing to gain significant edge over competitors.
• Use proven techniques to design strong, integrated sales and marketing campaigns based on principles of heuristics.
• Achieve sales and marketing leadership in your chosen product / service segment through powerful applications of heuristics.
Topic/Structure
Day 1: Introduction to heuristics and its impact on marketing management
• The theory and research behind heuristics
• Heuristics in managerial decision making within a data overloaded, digital environment
• Heuristics in action and their real world impact on sales and marketing effectiveness e.g. anchoring and adjustments heuristic, naïve diversification, trust heuristic etc
• Original research on the application of heuristics in brand management.
Day 2: The impact of heuristics on digital marketing and sales management
• Other heuristics in action and their impact on sales and marketing effectiveness e.g. common sense heuristic, default heuristic, social proof etc.
• Original research on the flaws of common sense heuristic in social media marketing.
• Application framework to design holistic, integrated and effective sales / marketing campaigns based on principles of heuristics.
• Individual presentations
Assessment
Participants have to meet a minimum attendance rate of 75% and have to complete all assessment(s) required by the course. Only upon meeting the minimum attendance and passing the assessment will participants be issued a Certificate of Completion.
Participants who fail the assessment will be given a chance for re-assessment at a fee of SGD100.00 (excluding prevailing GST). Each participant is allowed 1 re-assessment. The re-assessment has to be taken within 7 calendar days from the end of the course date. It will be held on a weekday specified by SMU Academy and conducted during office hours. Please note that re-assessment fees are not supported by SSG Funding.
Participants who meet the minimum attendance rate but do not achieve a pass for the assessment will be issued a Certificate of Participation.
Participants are required to bring their laptop to access the course materials, class exercises and individual assessment(s).
Calculate Programme Fee
Fee Table
| COMPANY-SPONSORED | |||
|
PARTICIPANT PROFILE |
SELF-SPONSORED |
SME |
NON-SME |
|
Singapore Citizen < 40 years old Permanent Resident LTVP+
|
$523.20 (After SSG Funding 70%) |
$203.20 (After SSG Funding 70% |
$523.20 (After SSG Funding 70%) |
|
Singapore Citizen ≥ 40 years old |
$203.20 (After SSG Funding 70% |
$203.20 (After SSG Funding 70% |
$203.20 (After SSG Funding 70% |
|
International Participant |
$1,744 (No Funding) |
$1,744 (No Funding) |
$1,744 (No Funding) |
All prices include 9% GST
Please note that the programme fees are subject to change without prior notice.
Post Secondary Education Account (PSEA)
PSEA can be utilised for subsidised programmes eligible for SkillsFuture Credit support. Click here to find out more.
Self Sponsored
SkillsFuture Credit
Singapore Citizens aged 25 and above may use their SkillsFuture Credits 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. Application to utilise SkillsFuture Credits can be submitted when making payment for the course via the SMU Academy TMS Portal, and can only be made within 60 days of course start date.
Please click here for more information on the SkillsFuture Credit. For help in submitting an SFC claim, you may wish to refer to our step-by-step guide on claiming SkillsFuture Credits (Individual).Workfare Skills Support Scheme
From 1 July 2023, the Workfare Skills Support (WSS) scheme has been enhanced. Please click here for more details.
Company Sponsored
Enhanced Training Support for SMEs (ETSS)
- Organisation must be registered or incorporated in Singapore
- Employment size of not more than 200 or with annual sales turnover of not more than $100 million
- Trainees must be hired in accordance with the Employment Act and fully sponsored by their employers for the course
- Trainees must be Singapore Citizens or Singapore Permanent Residents
- Trainees must not be a full-time national serviceman
- Trainees are eligible for ETSS funding only if their company's SME status is approved prior to the course commencement date. To verify your SME's status, please click here.
Please click here for more information on ETSS.
Absentee Payroll
Companies who sponsor their employees for the course may apply for Absentee Payroll here. For more information, please refer to:
AP Guide (Non-SME Companies)
Declaration Guide (SME Companies)
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Testimonials
Additional Details
*Applications will be reviewed by our Programme Admissions Committee. The decision made by the committee is final and no request to review the decision or reveal the considerations leading to the decision would be entertained.
Certified Professional Business Manager (CPBM)
This programme is part of Certified Professional Business Manager. Participants who successfully complete 6 courses/modules with a minimum of 15 training days, from a list of qualifying programmes (terms and conditions apply) within 5 years will receive the Certified Professional Business Manager (CPBM). For example:
Please click here for CPBM details and list of qualifying programmes.
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