|
|
UNIVERSITI TEKNOLOGI MARA
|
|
Course Name (English)
|
PRINCIPLES AND PRACTICE OF MARKETING
|
| Course Code |
MKT420 |
| Course Description |
This course introduces the principle and practice of marketing. It includes market segmentation, targeting and positioning, and the marketing mix. Areas of buyers’ behavior, marketing environment and marketing role in strategic planning and society are also emphasized.
|
| Transferable Skills |
written and verbal presentation skills on actual business situation analysis. |
| Teaching Methodologies |
Lectures, Presentation |
| CLO |
| CLO1 |
Explain the principles of marketing and its functions within a business organization |
| CLO2 |
Analyse the theories and concepts of marketing strategies |
| CLO3 |
Demonstrates managerial skills in marketing practices |
|
| Pre-Requisite Courses |
No course recommendations |
| Topics |
|
1. Marketing in a Changing World: Creating Customer Value and Engagement
1.1) 1.1 Definition of Marketing
1.2) 1.2 Steps in the Marketing Process
1.3) 1.2.1 Core Concepts of Marketing
1.4) 1.2.2 Marketing Management Orientations
1.5) 1.3 The Changing Marketing Landscape
1.6) 1.5 Marketing Challenges in This New Millennium
|
|
2. Strategic Planning
2.1) 2.1 Steps in Strategic Planning
2.2) 2.1.1 BCG Growth-Share Matrix
2.3) 2.1.2 Product/Market Expansion Grid
|
|
3. The Marketing Environment
3.1) 3.1 The MicroEnvironment
3.2) 3.2 The MacroEnvironment
|
|
4. Consumer Market and Buyer Behavior
4.1) 4.1 Model of Consumer Behavior
4.2) 4.2 Characteristics Affecting Consumer
4.3) 4.3 Types of Consumer Behavior
4.4) 4.4 Buyer Decision Process
4.5) 4.5 The Buyer Process for New Products
|
|
5. Customer Driven Marketing Strategy
5.1) 5.1 Market Segmentation
5.2) 5.1.1 Segmentation Variables
5.3) 5.1.2 Requirements for Effective Segmentation
5.4) 5.2 Market Targeting
5.5) 5.2.1 Market Targeting Strategies
5.6) 5.3 Market Differentiation and Positioning
5.7) 5.3.1 Choosing a Differentiation and Positioning Strategy
|
|
6. Marketing Mix Strategy I: Product and Service
6.1) 6.1 Levels of Consumer Product
6.2) 6.2 Classifications Of Consumer Product
6.3) 6.4 Individual Product Decisions
6.4) 6.5 New Product Development Process
6.5) 6.6 Typical Product Life-Cycle
6.6) 6.7 Services Marketing
|
|
7. Marketing Mix Strategy II: Pricing
7.1) 7.1 Major Pricing Strategies
7.2) 7.2 Internal and External Considerations Affecting Price Decisions
7.3) 7.3 New Product Pricing Strategies
7.4) 7.4 Product Mix Pricing Strategies
7.5) 7.3 Price Adjustments Strategies
|
|
8. Marketing Mix Strategy III: Distribution Channels and Logistics Management
8.1) 8.1 How Channel Members Add Value (Key Functions of Channel Members)
8.2) 8.2 Number of Channel Levels (Channel Levels)
8.3) 8.3 Comparing Conventional Distribution Channel with Vertical Marketing System
8.4) 8.4 Number of Marketing Intermediaries (Intensive, Selective and Exclusive)
8.5) 8.5 Major Logistics Functions
|
|
9. Marketing Mix Strategy IV: Integrated Marketing Communication Strategy
9.1) 9.1 Introducing Major Promotion Tools (Marketing
9.2) Communication Mix)
9.3) 9.1.1 Integrated Marketing Communications (New
9.4) Marketing Communications
9.5) Model)
9.6) 9.2 Steps in Developing Effective Communication
9.7) 9.3 Advertising
9.8) 9.3.1 Advantages and Disadvantages of Advertising
9.9) 9.4 Sales Promotion
9.10) 9.4.1 Advantages and Disadvantages of Sales Promotion
9.11) 9.5 Personal Selling
9.12) 9.5.1 Advantages and Disadvantages of Personal Selling
9.13) 9.6 Public Relations
9.14) 9.6.1 Advantages and Disadvantages of Public Relations
9.15) 9.7 Direct and Digital Marketing
9.16) 9.7.1 Advantages and Disadvantages of Direct and Digital Marketing
|
| Assessment Breakdown | % |
|---|
| Continuous Assessment | 100.00% |
| Details of Continuous Assessment |
| Assessment Type |
Assessment Description |
% of Total Mark |
CLO |
| Assignment |
GROUP ASSIGNMENT 1: A case study on market segmentation, targeting and positioning |
20% |
CLO2
|
| Assignment |
GROUP ASSIGNMENT 2: Analysis on marketing environment |
20% |
CLO2
|
| Assignment |
GROUP ASSIGNMENT 3: Analysis on company's 4P's
REPORT 20%
PRESENTATION 10% |
30% |
CLO3
|
| Test |
Test - Cover from Chapter 1 - 9 |
30% |
CLO1
|
|
| Reading List | | Recommended Text | - Kotler, Philip and Gary Armstrong 2018, Principles of Marketing, 17 Ed., Prentice Hall
|
|---|
|
|---|
| Article/Paper List | This Course does not have any article/paper resources |
|---|
| Other References | - n/a Kerin, A. Roger, Theng G. Lau, Hartley W. Steven and Rudelius, W 2017, marketing in asia, mcgraw hill education
|
|---|
|
