Centre for Marketing Excellence

We strive to build capabilities of our students, the business and faculty in areas of Asia consumer insights, marketing strategy and innovation

Luxury Marketing Series Seminar

Marketing luxury to Chinese millennial consumers By Annie Hou, Vice President, Strategy, Beijing Ogilvy on 8 November 2019

Marketing Series Seminar

The Marketing of Medical Devices : Challenges & Opportunity By Alok Mishra, Value Addition on 10 December 2019

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The Centre for Marketing Excellence supports the development of new knowledge on marketing issues, with an emphasis on Asia . The centre’s activities include:

  • Leveraging SMU’s faculty expertise and their networks to create cutting-edge curricula;
  • Bringing industry leaders together with our faculty, alumni and students;
  • Focusing research on marketing issues, and developing critical insights that yield positive results for academia and business;
  • Recognizing achievement through scholarships, fellowships and professorships


Since inception in December 2012, the sessions are held bi-monthly to facilitate insightful discussions on topics of utmost concern to the marketing fraternity. The sessions are normally chaired by a key knowledge leader, facilitated by the CME Director. An informal platform to exchange ideas amongst the CMO peers.

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Held between August to April of the academic term, Speakers' Series seeks to educate and disseminate the latest trends and knowledge about marketing. Key representative from key industries are normally invited to speak at this platform.

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Centre for Marketing Excellence acts as a conduit for all marketing faculty to contribute their research papers in any areas of marketing. All academic personnel are welcome to write to CME on any research areas of interest related to marketing.

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Centre For Marketing Excellence collaborates with industry partners to come up with relevant case studies in the Asian context. Till date, we have developed more than 10 cases.

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NBA-China tussle

09 Oct 2019

In an interview, SMU Professor of Marketing Srinivas K. Reddy, who is also the Director of SMU’s Centre for Marketing Excellence, shared his views on the latest controversy between NBA and China that…

Opportunities of Luxury Retail in a Digital World

21 Sep 2016

Luxury brands need to better understand their customer base and take advantage of social media, says SMU marketing professor Srinivas Reddy “Luxury and digital were previously an oxymoron; it…

Quenching Desire Through Entry-Level Brands

03 Aug 2016

Marketing Professor Vanessa Patrick-Ralhan recently earned the Best Paper Award at the Singapore Management University Asian Luxury Branding Conference for her work, “Managing the Flame of…



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