In the business world, marketing is one area that has been impacted by new technologies and by changes in consumer behaviour, more so than many other areas of business.
In Singapore, the impact of new technologies and AI on consumer behaviour and how this impacts sales and marketing is seen in several ways.
The importance of maximising time.
Singaporean consumers value maximising their time, so time-saving products are a top priority. Any attempt to market a product must demonstrate how it saves time and is convenient for Singaporeans with busy schedules.
Connection is key.
People want more than a sales pitch when buying a product or service. They want advice and guidance from trusted brands to help them make an informed decision. Singaporean consumers also want to feel a personal connection with the brands they buy from. They want to know the story behind the brand and what it stands for – in other words, they want to feel connected to the brand. Building this connection requires a different type of marketing than traditional marketing approaches.
It's all digital.
Singaporeans are among the most tech-savvy populations in the world. Their internet and social media penetration is significantly above the global average. For example, a person spends an average of two hours and 14 minutes on social media daily across 6.9 platforms every month. This means digital ads are the best way to place products and services in front of consumers. In Singapore, the digital ad spend was SG$ 2.34 billion in 2023, which was 60% of the total advertising spend for that year. Digital advertising differs from traditional advertising, which existed 5 – 6 years ago.
These rapid changes in consumer behaviour have created challenges for marketers and salespeople to keep pace with developments.
TMC Academy, through its Strategic Marketing Management Short Course, provides information, education, and practical skills for senior managers and managers in sales and marketing who wish to stay competitive and up-to-date with new industry trends. The short course is also available to those who want to embark on a career in the sales and marketing field.
At the end of the course, students graduate with the knowledge and skills to develop organisational sales and marketing strategies to assist their organisation in achieving its strategic objectives. This includes:
The ability to evaluate the role of strategic marketing within the organisational strategy.
Formulating appropriate marketing techniques to capitalise on growth opportunities in the industry market.
The ability to assess the merits of relationship marketing and also balance strategic positioning and marketing tactics to achieve organisational goals; and
Appraising the strengths and weaknesses of strategic marketing proposals and their impact on the external environment.
Entry Requirements for the Course of Strategic Marketing Management
Because this course concentrates on strategic marketing at a management level, applicants must meet the following minimum entrance requirements.
Education requirement:
‘O’ levels and above or WPLN Level 4
Skills & Knowledge:
Must have some knowledge of sales and marketing roles.
Experience:
At least 5/6 years of related industry experience in sales and marketing.
Current executives and managerial personnel who wish to upgrade themselves, aspire to advance their careers or contemplate career switches.
Willing and curious to acquire new knowledge to complement their experience.
Course Content
As indicated by the Entry Requirements, this course is for senior managers and managers in the sales and marketing industries or those senior managers who wish to change careers to the sales and marketing sectors.
Managers who are not IT savvy or have been trained in the traditional approach to sales and marketing will undoubtedly benefit from learning these new methodologies and skills in reaching their clients and consumers through technology.
Impact of AI on Sales and Marketing
AI is one of the new technologies that is dramatically changing sales and marketing. For example, there is the emergence of AI salespeople. These virtual employees assist companies with tasks such as explaining products and qualifying leads. AI-powered chatbots provide real-time support to clients at any time of day. Knowing how to use chatbots effectively can enhance client satisfaction and retention rates.
These changes in the sales and marketing field mean that to be successful, managers not only need to have the skills and knowledge to consistently achieve their sales targets to stay competitive within this sector. They must also keep current with changes that are occurring in the field.
This is why this short course through TMC Academy is so important for senior managers and managers in the sales and marketing area. It assists managers in being successful in their roles by providing them with the expertise to identify:
New strategic marketing ideas will enable them to connect with clients in their targeted segments.
Changes in consumer behaviour. As mentioned above, consumer behaviour is constantly changing due to the impact of digital technologies and AI.
Strategies to meet the demand for quality products and services and
New and untapped markets in a dynamic environment.