Marketing can be described as the effort of a brand to differentiate and promote it's products over their competitors. If you're interested in this, you're in the right place: TP is the only Polytechnic offering a marketing diploma in Singapore.
Want to find out more about the Marketing (T67) diploma? Read more about the latest happenings at this link, or browse the entry requirements here. Wondering what job opportunities there are for MKG diploma holders? There are lots of opportunities, such as brand management, e-commerce management or even public relations. Read more here!
A great and reliable source of marketing related videos is the WARC database, available to all current TP staff and students. Check out some of the WARC videos on this page, or browse some selected WARC articles below:
National Gallery Singapore: The People's Gallery
The National Gallery of Singapore boosted engagement between Singaporeans and art with the creation of satellite galleries featuring AR artworks in the void decks of public housing blocks. The campaign generated $1.4m in PR value and town councils made the galleries a permanent fixture. Read the article on WARC.
McDonald's: My Happy Table
QSR brand McDonald's grew top-of-mind awareness during Ramadan in Singapore with a digital activation that focused on those separated from their families in Malaysia because of COVID-19. The campaign led to a 166% increase in top-of-mind awareness. Read the article on WARC.
TP Library subscribes to certain e-journals recommended by lecturers which are not otherwise available from our subscribed databases. One of these titles is the Journal of Marketing Education. It covers peer-reviewed articles on the latest techniques in marketing education.
The Library has access to the Harvard Business Review, a well-known periodical published since 1948. You can access the hardcopies at Level 6 of the Library, or the online version here.
Automating Salesforce Marketing Cloud by
Make the most of Salesforce Marketing Cloud through automation and increase your productivity on the platform without adding any extra resources Key Features: Increase your knowledge of automation theory and the applications of SFMCExplore automation with SFMC and its capabilities beyond general usageUnderstand the automation features and integrations of SFMC to use the platform from outside the user interface (UI) for maximum efficiency Book Description: Salesforce Marketing Cloud (SFMC) allows you to use multiple channels and tools to create a 1:1 marketing experience for your customers and subscribers. Through automation and helper tasks, you can greatly increase your productivity while also reducing the level of effort required in terms of volume and frequency. Automating Salesforce Marketing Cloud starts by discussing what automation is generally and then progresses to what automation is in SFMC. After that, you'll focus on how to perform automation inside of SFMC all the way to fully running processes and capabilities from an external service. Later chapters explore the benefits and capabilities of automation and having an automation mindset both within and outside of SFMC. Equipped with this knowledge and example code, you'll be prepared to maximize your SFMC efficiency. By the end of this Salesforce book, you'll have the skills you need to build automation both inside and outside of SFMC, along with the knowledge for using the platform optimally. What You Will Learn: Understand automation to make the most of the SFMC platformOptimize ETL activities, data import integrations, data segmentations, email sends, and moreExplore different ways to use scripting and API calls to increase Automation Studio efficiencyIdentify opportunities for automation with custom integrations and third-party solutionsOptimize usage of SFMC by building on the core concepts of custom integrations and third-party toolsMaximize utilization of employee skills and capabilities and reduce operational costs while increasing output Who this book is for: This book is for Salesforce Marketing Cloud users who want to know how to make their day to day lives more efficient and get the most out of the tool by working smarter, not harder. A solid understanding of SFMC and basic knowledge of what automation is will help you get the most out of this book.
Corporate Culture and Globalization by
This book offers an ethnographic analysis of how corporate culture has been transformed in the age of globalization and promotes the importance of a national ideology's role in corporate culture studies. Based on 15 months of participant observation as a shop-floor salesperson, this book explores the gap between management-created corporate ideology and employees' interpretations of and responses to this ideology. This book approaches the issue by examining the formation, dissemination, and interpretation of corporate ideology at a global Japanese fashion retailer in Hong Kong. It does so by charting the history of the company's corporate policy: from centralized attempts at corporate employee management, through the creation of store manager "missionaries" intended to disseminate their ideology, to the ultimately unexpected outcomes as corporate ideology collided with its interpretations by store employees. The interdisciplinary nature of this book will appeal to scholars and upper-level students in the fields of management, marketing, anthropology, and cultural studies as well as those interested in globalization, cross-cultural management, and retail management.
Design Better and Build Your Brand in Canva by
Key Features Organize your business designs using folders and learn to schedule social media content in Canva's own content planner Learn to create presentations, as well as video and animated social media posts Discover the features of Canva to help you save time, including the brand kit, quick create and templates Book Description If you're constantly frustrated by how long it takes to create a design in Canva, then you've come to the right place. This book will get you up and running quickly with creating professional branded graphics in Canva.You'll learn how to set up a Canva account, both free and pro and create a brand kit while understanding the importance of branding. Next, you'll discover all the features and tools as well as how to put everything together to build a brand you love and graphics that work for your business. As you progress, the chapters will show you how to organize your account, create presentations, use videos and animation within your marketing materials and more.By the end of this book, you'll have a solid understanding of what Canva is and what it does and be able to confidently and easily create a branded design from scratch. What you will learn Understand the fundamental capabilities and features of Canva Create a brand kit and understand what makes a good brand Develop effective graphics to aid in increasing visibility on social media platforms Follow step-by-step tutorials to create stunning designs Create a branded logo and learn about trademark and copyright guidelines Discover a world of color combinations, contrasts, and meanings for your brand Explore the fundamental design principles Use videos, animation, and sounds in social graphics for your designs Who this book is for This book is for aspiring designers, social media managers, VAs, service-based businesses and solopreneurs with basic experience in Canva, who are looking to advance in a new skill, while creating their brand and perfecting their social and marketing materials on a budget. A basic understanding of Canva, including setting up a free Canva account, creating a basic design using a template, adding images and text boxes and changing the color of fonts will be helpful but not essential.]]>
Digital Marketing with Drupal by
Supercharge your digital marketing services by building your knowledge to become a skilled digital marketer with the power of Drupal Key Features: Apply proven marketing techniques using real-world examples of a Drupal development agency and an e-commerce storeDiscover a checklist of nearly 300 must-do activities to ensure that no task is overlookedIntegrate Drupal with other third-party marketing applications and systems Book Description: Drupal is an open-source platform for building ambitious digital experiences. With this practical guide to digital marketing, developers working with Drupal will be able to put their knowledge to work and boost the performance of their online marketing campaigns. Complete with step-by-step explanations of essential concepts, practical examples, and self-assessment questions, this book will take you through the most popular digital marketing techniques and how to apply them, including content marketing, email marketing, social media marketing, SEO, SEM, CRM, and marketing automation, and the latest developments in website personalization and AI marketing. Once you've learned the fundamentals of digital marketing, you'll see how to apply them to your Drupal website or online store. In addition, you'll discover how Drupal can help you better manage your tasks and automate some of them. The book will help you discover the free modules available, how to use them, and how to integrate Drupal with external marketing-related platforms and services. By the end of this Drupal digital marketing book, you'll be able to build and deploy a complete digital marketing platform on top of Drupal to reach a greater audience and achieve online success. What You Will Learn: Explore the most successful digital marketing techniquesCreate your digital marketing plan with the help of Drupal's digital marketing checklistSet up, manage, and administer all the marketing components of a Drupal websiteDiscover how to increase the traffic to your Drupal websiteDevelop and implement an e-commerce marketing strategy for your Drupal Commerce storeManage your daily marketing activities using DrupalGet started with customizing your consumers' digital experienceFind out what's next for Drupal and digital marketing Who this book is for: This book is for Drupal site builders, digital marketers managing Drupal websites marketing and communication, digital or Drupal agency owners, marketing consultants, and anyone managing a Drupal website or e-commerce store. Basic knowledge of Drupal architecture and marketing concepts and related techniques is necessary.
Marketing Analytics by
With businesses becoming ever more competitive, marketing strategies need to be more precise and performance oriented. Companies are investing considerably in analytical infrastructure for marketing. This new volume, Marketing Analytics: A Machine Learning Approach, enlightens readers on the application of analytics in marketing and the process of analytics, providing a foundation on the concepts and algorithms of machine learning and statistics. The book simplifies analytics for businesses and explains its uses in different aspects of marketing in a way that even marketers with no prior analytics experience will find it easy to follow, giving them to tools to make better business decisions. This volume gives a comprehensive overview of marketing analytics, incorporating machine learning methods of data analysis that automates analytical model building. The volume covers the important aspects of marketing analytics, including segmentation and targeting analysis, statistics for marketing, marketing metrics, consumer buying behavior, neuromarketing techniques for consumer analytics, new product development, forecasting sales and price, web and social media analytics, and much more. This well-organized and straight-forward volume will be valuable for marketers, managers, decision makers, and research scholars, and faculty in business marketing and information technology and would also be suitable for classroom use.