UCSI UNIVERSITY

FACULTY OF BUSINESS AND INFORMATION SCIENCE (FoBIS)

Course Outline cum Teaching Plan
Course Code &

1. Title:

BM 305 Current issues in marketing

2. Programme:

BA (Hons) Marketing

3.

Semester and
Year:

January 2015

Credit Hour &

4.
Contact Hours:

3 credit hours
Lecture:
1.5Hours
Tutorial:
1.5Hours

5. Lecturer:

Dr. Zahra

6. Tutor:

Dr. Zahra

7.

Mode of
Delivery:

Lecture and Tutorial

To enable students to:

8. Objective:

9.

Learning
Outcome:

10. Reading List:

1. Learn the importance of marketing as well as its basic concepts.

2. Explain how to use paper and online recourses useful for their
assignment/project.
3. Describe several ethical issues in marketing.
4. Describe marketing strategies of segmenting, targeting, positioning, and
differentiation.
5. Know how to use marketing functions of product, pricing, distribution, and
marketing communication.
Learn the current issues faced by domestic and international marketer.
1. Understand basic marketing terminology and concepts in order to
understand customers and the marketplaces.
2. To study the importance of marketing plan.
3. Understand marketing role in strategic planning, customer value and loyalty.
4. To study the variety of consumer market and developing the strategic
pricing
5. To learn and evaluate the marketing ethics in current situation.
6. Learn to understand various concepts of marketing.
Ability of students in handling consumer and their marketing activity.

Main Text:

Articles from online database that related to the discussed issues

Additional Text :
Kotler, P., Ang, S.H., Leong, S.M., and Tan, C.T. (2009), Marketing Management
an Asian Perspective, 5th Edition. Singapore: Prentice-Hall.

Teaching Plan

11. Method of
Assessment:

No.
1.

Method of Assessment
Coursework
Assignments

Total
60%

2.
Final Examination
GRAND TOTAL
12. Remark:

Lecture, Tutorial and Assignment Plan

Session
Lecture Topic
1

40%
100%

Tutorial Topic

Assignment

Reference

Orientation day
Developing Marketing
strategies and Plan
How does marketing
affect customer
value?
How is strategic
planning carried out
at different levels of
the organization?

Discussion of Marketing
plan

Assignment1

What does a marketing

plan include?

Emerging Trends in
Marketing
Green marketing
Mobile marketing
Value-based
marketing

Journal articles
Discussion of green
marketing, mobile
marketing, value-based
marketing, wellbeing
marketing

Wellbeing marketing

Emerging Trends in
Marketing
Green marketing
Mobile marketing
Value-based
marketing

Journal articles
Discussion of green
marketing, mobile
marketing, value-based
marketing, wellbeing
marketing

Assignment2

Wellbeing marketing
5

No lecture (Public holiday)

Analyzing
Consumer Markets
How do consumer
characteristics
influence buying

Teaching Plan

Discussion of green
marketing, mobile
marketing, value-based
marketing, wellbeing
marketing
Discussion of consumer
attitude, consumer loyalty,
sustainable consumption,
consumer perception

Submit assignment 2

Journal articles

Lecture, Tutorial and Assignment Plan

Session
Lecture Topic

Tutorial Topic

Assignment

Reference

behavior?
What major
psychological
processes influence
consumer
responses to the
marketing program?
How do consumers
make purchasing
decisions?

How do marketers
analyze consumer
decision making?

Crafting the brand

positioning.
How marketing
strategies are
appropriate at each
stage of the product
life cycle.
What marketing
strategies are
appropriate at each
stage of the product
life cycle?
Crafting the brand
positioning.
How marketing
strategies are
appropriate at each
stage of the product
life cycle.
What marketing
strategies are
appropriate at each
stage of the product
life cycle?
Customer Value, Creating
Satisfaction, and Loyalty
What are customer
value, satisfaction,
and loyalty, and how
can companies
deliver them?
How can companies
cultivate strong
customer
relationships?
How can companies
both attract and
retain customers?

Teaching Plan

Discussion of brand
identity, brand value,
brand personality and
brand image

assignment 3

Journal articles

Discussion of brand
identity, brand value,
brand personality and
brand image.

Submit assignment 3

Journal articles

Discussion of green
products / service, online
products / service,
products / service
development, products /
service quality

Assignment 4

Journal articles

Lecture, Tutorial and Assignment Plan

Session
Lecture Topic

10

11

12

13

14

Customer Value, Creating

Satisfaction, and Loyalty
What are customer
value, satisfaction,
and loyalty, and how
can companies
deliver them?
How can companies
cultivate strong
customer
relationships?
How can companies
both attract and
retain customers?
Current Issues in
Marketing
Communication
Advertising or
Sales promotion or
Public relation or
Personal selling or
Online communication, etc.
Current Issues in
Marketing
Communication
Advertising or
Sales promotion or
Public relation or
Personal selling or
Online communication, etc.
Current Issues in
Distribution
Online retailing /
distribution or
Grey market or
Supply chain
management or
Retail image or
Retailers products,
etc.
Developing Pricing
Strategies.
How should a
company set prices
initially for products
or services?
When should a
company initiate a
price change?

Tutorial Topic
Discussion of green
products / service, online
products / service,
products / service
development, products /
service quality

Assignment

Reference

Submit assignment 1
and 4, assignment5

Journal articles

Discussion of
advertising, sales
promotion, public
relation, online
communication

Assignment 6 and
Submit assignment 5

Discussion of
advertising, sales
promotion, public
relation, online
communication

Assignment 7 and
Submit Assignment
6

Discussion of online
retailing /
distribution, supply
chain management,
retail product, retail
image.

Submit assignment
7; and assignment 8

Discussion of online
pricing, differential
pricing and switching
cost

Submit assignment 8

Journal articles

Journal articles

Journal articles

Journal articles

This Teaching Plan is:

Teaching Plan

Prepared by:

Moderated by:

_________________________
(Name:
)
Lecturer
Date:

________________________

Teaching Plan

(Name:

Moderator
Date:

Approved by:

_________________________
(Name:
)
Head of School/Department
Date: