MKT420 - PRINCIPLES AND PRACTICE OF MARKETING

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UNIVERSITI TEKNOLOGI MARA
Course Name (English) PRINCIPLES AND PRACTICE OF MARKETING
Course Code MKT420
MQF Credit 3
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
Reading List
Recommended Text
  • Kotler, Philip and Gary Armstrong 2018, Principles of Marketing, 17 Ed., Prentice Hall
Article/Paper ListThis 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