Principles of Marketing
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(Distance Learning)
Semester
Course Leader
Office Location
Telephone
E-mail
Consultation Hours
: February 2014
: Normaziah Che Musa
: FBIT, UNITAR International University, Level 12, Wing A, Tierra Crest, Jalan SS3/6, Kelana Jaya, 47301 Petaling Jaya, Selangor DE.
: 03- 7627 7265
: [email protected]
: Wednesday: 9.00 am – 11.00 am & 3.00 pm – 5.00 pm
or By Appointment
Course Synopsis
This course is designed to introduce students to marketing principles and practices. Emphasis will be placed on marketing in the context of the firm and society. The course content includes a study of the relationship between marketing and society, nature and functions of marketing, marketing management processes, marketing tools, the markets, and the consumers.
Course Objectives
The main goal of the course is to provide an overview of the basic principles underlying modern marketing theory and practice. It will provide participants with an understanding of the analysis that is necessary for taking marketing decisions, and the wide range of factors (and interactions of those factors) that need to be considered in the design of a marketing program. Students should come away with this course with an understanding of
the marketing system and its role within the Malaysian economy and within an individual firm by studying how products and services are planned, priced, promoted, and distributed in order to satisfy consumers’ wants.
Learning Outcomes
Upon completion of the course, students should be able to:
define and apply knowledge of the key marketing concepts. explain how marketing decisions are influenced by environment, trends and developments. discuss the factors influencing consumer behavior.
discuss the ways in which product, pricing, place (distribution), and promotion affect marketing . write a simple marketing plan.
Required Materials
Kotler, P. & Armstrong, G. (2012), Principles of Marketing, 14th Edition, Pearson.
Optional/Additional Materials
Nor Khalidah Abu and Yusniza Kamarulzaman (2013). Oxford Revision Series: Principles of Marketing, (2nd ed), Oxford University Press, Shah Alam.
Lamb, C.W., Hair, J.F. & McDaniel, C. (2012). Essentials of Marketing, 7th ed., South-Western CENGAGAE Learning, USA.
Course Assessment
Coursework (Assignments/ Group Project)
:
40%
Forums
Final Examination
:
:
10%
50%
Total
100%
Course Requirements & Policies
Attendance
Attendance will be taken. Students are expected to turn up to class on time as to avoid disturbances and being late for participating in the class discussions. Attendance policy will be based on policies stated in the university’s Academic Regulation.
Class Participation
Students are encouraged to participate as much of the learning will come from discussion during class. It is expected that you switch off your hand phone! “SMSing” is totally prohibited! During class, you may be required to join as participants in marketing research projects. Please dress decently and appropriately (according to university’s dress codes) when attending classes.
Group projects & Assignments
There will be group projects and assignments. For group project, work
together with your group members and at the end of the project your group members will assess your contribution to the project. You are expected to do a group presentation before submission of written copy during the semester. Assignments will be uploaded in UNIEC. In class assignments must be submitted on the specified date otherwise you may be penalized for late submission. If you encounter any problem to submit assignments on the specific date, you are required to inform the lecturer within 2 days of the specified date.
For any type written assignments given, the format of the paper should be as follows: A cover page with your details – Name, Student ID and Sections ( as registered in CMS) Font: Time New Roman , size 12 with 1.5 spacing
Include a reference page for every assignment that you submitted.
Forums
Students are required to participate in ALL 3 forums posted by the Course Leader and marks will be assigned based on the quality of the discussion.
Accessing/ Checking UNIEC Virtual
It is utmost important for students to access and check their UNIEC Virtual for any updates and information pertaining to the course regularly throughout the semester. Ignorance is NO EXCUSE.
Examination Format
Final examination will be a three hours-examination. The exam will evaluate your level of understanding and knowledge acquired in this course. The question formats may consist of multiple choice, true-false, short essays, and case-based problems.
Week
Topics
Covered
Overview
1
2
3
4
Topic 1:
Marketing:
Managing
Profitable
Customer
Relationship
Topic 2: The
Marketing
Environment
and the
Marketing
Information
Topic 3:
Consumer
Markets and
Consumer
Buyer
Behavior
Topics/Activities
Remarks/
Deadlines
Introduction.
Class activities:
– Getting to know.
– Overview of course plan.
Marketing: Managing Profitable Customer
Relationship
Definitions of marketing
Basic concepts of marketing
Evolutions of marketing
Relationship marketing
Marketing strategy and the marketing mix
Marketing Challenges in the future
Read:
Kotler: Chapter 1
Harley-Davidson case. Chapter preview p158.
Class activities:
Discuss reading materials Topic 1
Discuss Harley Davidson exercise.
The Marketing Environment and Marketing
Information
Company’s Microenvironments
Company’s Macroenvironments
Marketing research process
Read:
Forum 1
Kotler: Chapter 3 & 4
Real Marketing 4.2 ‘Tracking consumers on the Web: Smart targeting or a little creepy’. p 151
Class activities:
Discuss reading materials Topic 2
Discuss ‘Prius: Leading a Wave of Hybrids’ case
Consumer Markets and Business Market
Consumer Buying Behavior
Consumer Decision-making Process
Factors Affecting Consumer Buying Behavior
The Organizational Market
The Organizational Buying Process
Factors Affecting Organizational Buying Behavior
Read:
Kotler: Chapter 5 & 6
Real Marketing 5.2 ‘Lexus: Delighting Customers After
the Sale to Keep Them Coming Back’, p 180.
Real Marketing 6.2 ‘International Marketing Manners:
When in Rome, Do as the Romans Do’, p 203.
Class activities:
5
Topic 4:
Creating
Value To
Target
Customers
Discuss reading materials Topic 3
Discuss ‘Arabic Blackberry: Adapting to the language of
the market’
Creating Value To Target Customers
Market Segmentation Bases
Market Targeting
Differentiation and Positioning
Read:
Kotler: Chapter 7
Real Marketing 7.2 ‘Dunkin’ Donuts: Positioning for the Average Joe’ p 235.
Class activities:
Discuss reading materials Topic 4
Product
Levels & classifications of product
New product development
Product life cycle stages
Product & service decisions
Service marketing
6
Topic 5:
Product &
Services
Read:
Kotler: Chapter 8 & 9
Chapter preview ‘Customer-Driven Marketing Strategy’, p 214.
Chapter preview ‘New Product Development’, p 280.
Industry
Linkages:
Submit
Group
Assignment
1
Class activities:
Discuss reading materials Topic 5
Discuss ‘Britvic: Creating a brand flavor’ case, p 278. Product
Levels & classifications of product
New product development
Product life cycle stages
Product & service decisions
Service marketing
7
Topic 5:
Product &
Services
Read:
Kotler: Chapter 8 & 9
Chapter preview ‘Customer-Driven Marketing Strategy’, p 214.
Chapter preview ‘New Product Development’, p 280.
Class activities:
Discuss reading materials Topic 5
Discuss ‘Britvic: Creating a brand flavor’ case, p 278.
8
9
MID SEMESTER BREAK
Topic 6:
Pricing
Pricing
Objective of Pricing
Factors influencing price
Pricing strategies and tactics
Forum 2
Special pricing issues
Read:
Kotler: Chapter 10 & 11
Real Marketing 10.0 ‘Ryanair: Pricing low and Proud of it’, p 318.
Real Marketing 10.2 ‘Pricing high and Proud of it’, p 325.
Real marketing 11.1 ‘Pricing Dishonesty?’, p 342
10
Topic 7:
Place
Class activities:
Discuss reading materials Topic 6
Exercise Price
Place
Marketing channel
The importance of intermediaries
Functions and activities of marketing channel member
Channel Design Decisions
Marketing Logistics and Supply Chain Management
The role of wholesaling
Different types of wholesaler
The role of retailing
Different types of retail operations
Forum 3
Read:
Kotler: Chapter 12 & 13
Chapter preview ‘Marketing Channels’, p 360.
Real Marketing 12.1 ‘Netflix: Disintermediator or
disimtermediated?’ p 372
11
12
Topic 8:
Promotion
Topic 8:
Promotion
Class activities:
Discuss reading materials Topic 7
Discuss ‘Zara: The Technology Giant of the fashion
world”, p 390.
Promotion
Promotion Mix
– Advertising, Public Relations, Personal Selling, Sales
Promotion, Direct & Online Marketing
Integrated Marketing Communications
Marketing Communication Process
Shaping the Overall Promotion Mix
Read:
Kotler: Chapter 14 – 17
Real Marketing 15.2 ‘The Super bowl: the Mother of All Advertising Events – But is it worth it?’ p 469.
Real Marketing 17.2 ‘Online Social Networks: Targeting Niches of Like-Minded People’, p 538.
Class activities:
– Discuss reading materials Topic 8
Promotion
Promotion Mix
Presentation
of Group
Advertising, Public Relations, Personal Selling, Sales
Promotion, Direct & Online Marketing
Integrated Marketing Communications
Marketing Communication Process
Shaping the Overall Promotion Mix
–
Assignment
2
Read:
Kotler: Chapter 14 – 17
Real Marketing 15.2 ‘The Super bowl: the Mother of All Advertising Events – But is it worth it?’ p 469.
Real Marketing 17.2 ‘Online Social Networks: Targeting Niches of Like-Minded People’, p 538.
Class activities:
– Discuss reading materials Topic 8
Global Marketing
Global Market Entry Strategies
13
Topic 9:
Global
Marketing
14
Revision
Self study
15
Revision
Self study
16
Read:
Kotler: Chapter 19
Real Marketing 19.1 ‘Oreos and milk, Chinese Style’, p 594
Real Marketing 19.2 ‘Watch your language’, p 597
FINAL EXAMINATION WEEK
Note: Course leader has the right to make amendments to the course plan as deemed necessary.