Post Graduate Certificate in Senior Management Programme

4. Macroeconomics

• Output – The fundamentals of GDP Accounting
• Aggregate demand and aggregate supply – the basic framework
• Aggregate Demand – role of stabilisation policies (fiscal)
• Aggregate Demand – role of stabilisation policies (monetary)
• Aggregate Supply – role of expectations
• Money – its effect on interest rates, exchange rates and inflation
• Exchange Rates – the balance of payments statement
• Exchange Rates – implications of an open economy

5. Financial Reporting and Analysis

• Three financial statements – use of cash flow statement
• Link between cash flow statement, balance sheet and profit and loss account
• Using balance sheet and profit and loss account
• Using ratio analysis for performance measurement and planning
• Assessing financial health of a company

Note: The programme comprises foundational courses (Modules I–V) to understand management fundamentals and advanced courses (Modules VI, VII, and the campus module) to build leadership capabilities.

6. Leading Team for High Performance

• Leadership in high-performance teams
• Identifying your leadership style
• Understanding leadership from a top-down approach
• Decision-making in high-performance teams
• Experiencing the six hats method
• Feedback in high-performance teams
• Giving and receiving feedback
• Experiencing mindfulness
• Technique of receiving negative feedback

7. Leadership and Change Management

• Understanding the psychology of change
• Organisation development – overview and process
• Decision-making in times of change
• The build-up for change
• Challenges in implementing change

8. Marketing Foundations

• Introduction to marketing and concept of value
• Integrating organisational strategy and business ecosystem into marketing
• Analysing consumer buying behaviour and assimilating marketing decisions
• Deriving competitive advantage through segmentation, targeting, and positioning
• Value creation through product/service and brand
• Capturing value through strategic pricing
• Delivering value in the omnichannel environment
• Communicating value in an integrated world

Note: The programme comprises foundational courses (Modules I–V) to understand management fundamentals and advanced courses (Modules VI, VII, and the campus module) to build leadership capabilities.

9. Information Technology and Business

• Understand the relevance and importance of IT for an organisation
• Explore the relationship between IT and business strategy and its strategic relevance
• Managerial overview of emerging ITs: IoT, AI, Blockchain, digital platforms, augmented reality
• Ethical and social issues of IT

10. Operations and Supply Chain Management

• Driving operations excellence & strategic fitment
• Supply chain management & strategy
• Strategic sourcing
• Supply chain risk & resilience management
• Business process re-engineering & excellence
• Industry 4.0

Note: The programme comprises foundational courses (Modules I–V) to understand management fundamentals and advanced courses (Modules VI, VII, and the campus module) to build leadership capabilities.

11. Corporate Finance

• Time value of money
• Techniques of investment decisions
• Budgeting
• Capital structure decisions
• Working capital management

12. Strategic Management

• What is strategy?
• Industry analysis
• Value chain analysis
• Business models
• Corporate advantage

Note: The programme comprises foundational courses (Modules I–V) to understand management fundamentals and advanced courses (Modules VI, VII, and the campus module) to build leadership capabilities.

13. Marketing in Digital Era

• Introduction to marketing in the digital era
• Digital business models and online consumer behaviour
• Understanding consumer journey and consumer mapping
• Inbound marketing: content marketing
• Inbound marketing: search engine optimisation
• Inbound marketing: Google Ads and search engine marketing
• Inbound marketing: social listening and social media marketing
• Online brand and reputation building

14. Digital Transformation

• Introduction to digital transformation
• Building digital/leadership capabilities
• Phases of digital transformation – case
• Disruptive business models

15. Negotiation Essentials

• Introduction to negotiations and negotiation tactics
• Distributive negotiations
• Win-win negotiations

Note: The programme comprises foundational courses (Modules I–V) to understand management fundamentals and advanced courses (Modules VI, VII, and the campus module) to build leadership capabilities.

16. Innovation and Design Thinking

• Overview of design thinking process
• Mindsets and techniques for empathising with the user
• Defining/redefining problem statements from the customer’s perspective
• Ideation triggers and brainstorming techniques
• Iterative prototyping and testing
• Embedding design thinking as an organisational capability

17. Intellectual Property Rights Management

• Introduction to intellectual property rights
• IP rights and business value
• Business strategy, technology strategy and IP strategy
• Strategies and techniques for managing business IP rights
• New product development and IP rights; product life cycle and IP rights

18. Building a Sustainable Business

• Opportunities and challenges in driving social performance
• Leveraging ESG performance for competitive advantage

Note: The programme comprises foundational courses (Modules I–V) to understand management fundamentals and advanced courses (Modules VI, VII, and the campus module) to build leadership capabilities.

• Strategy Capstone Simulation

Note: The programme comprises foundational courses (Modules I–V) to understand management fundamentals and advanced courses (Modules VI, VII, and the campus module) to build leadership capabilities.