Principles of Marketing

 

(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.