The Marketing Institute of Singapore (MIS) was established in 1973 as the national not-for-
profit organisation for the marketing profession in Singapore. It is the national professional
body for sales and marketing practitioners in Singapore.
The Institute believes in promoting marketing as a philosophy and is dedicated to Creating
Marketers through Quality Education. Being one of the oldest and most renowned education
and training centres in Singapore, qualifications awarded by MIS are highly regarded and
recognised, particularly in the field of Sales and Marketing.
MIS is renowned for its practical and up-to-date theoretical approaches in its training
programmes. Over the years, the Institute has graduated many sales and marketing
professionals through its series of qualifications: certificates, diplomas, degrees and
post-graduate programmes. MIS is also the first marketing professional body in the Asia-
Pacific region to be PSB ISO 9000 certified. In 2003, this certification has been converted to
ISO 9001: 2000.
As one of the founding members of the Asia Marketing Federation (AMF), MIS is currently the
education headquarters of the AMF, an appointment it held since 1992. Given its track record
as the foremost marketing institute in Singapore, MIS began to attract international students
to its campus since 1998. Over the years, the number of these International students enrolling
in MIS has grown tremendously.
MIS is one of the first three private education organisations to attain the CaseTrust
for Education Mark – a certification of possessing the foundation for good quality student
welfare / protection practices and standards.
2 DIPLOMA IN BUSINESS MANAGEMENT
DIPLOMA IN BUSINESS MANAGEMENT 3
DB 101 PrinciPles of Marketing
The module aims to equip students with a good knowledge
of the principles and practice of modern marketing. It covers
a wide range of modern marketing related topics including
marketing orientation, marketing environment, market