Interdisciplinary Concentration in MarTech (For BBA and Non-BBA Students)

The MarTech concentration combines the principles and practices of the existing marketing curriculum with the latest MarTech applications. Students will gain a deep understanding of marketing concepts, while also learning about MarTech proficiencies such as marketing analytics, big data marketing, digital marketing, social media marketing, e-CRM, e-commerce and data visualisations. Moreover, students will develop a comprehensive understanding of the complex challenges and opportunities in the digitally empowered marketing landscape. Students will approach marketing planning and strategy development from multiple angles and make informed marketing decisions integrating MarTech tools and techniques.

To cater to students with diverse background to master MarTech concepts at their own pace, blended learning would be incorporated into selected courses. This approach not only facilitates a personalised learning experience but also fosters an active learning culture among students. Blended learning has the advantage of enabling students to stay current with the latest trends and technologies, which is highly valued in the MarTech industry.

The structure of the curriculum is as follows:

Requirements