COURSE INFORMATION

1. Name of Course PRINCIPLES OF MARKETING

2. Course Code BUS2233
3. Name(s) of Academic Staff Siti Nor Aien Mohd Darus
4. Semester and Year offered Semester 2, Year 1
5. Prerequisite (if any) Nil
6. Rationale for the inclusion of the course in the Marketing is one part of function performed by an organization
programme and there is a rising need to develop marketers who understand
marketing in the right context. Thus, by incorporating this
course, it will give students an insight of how to become a good
marketer in future.

7. Course Description This course is an introduction to the sciences and art of creating
and managing profitable customer relationship, but marketer
cannot do this alone. They must also be good at managing
relationship with partners inside and outside the company,
working to connect with customers. This course is designed to
help student learn about and apply the concepts and practices
of modern marketing as they are used in a wide variety settings.

8. Credit Value 3
9. Course Outcomes At the end of this course, student will be able to:
1. Explain the differences between marketing and marketing
management and their five core concepts. (C2)
2. Explain the internal (micro environments) and external
factors (macro environments) that marketers need to
consider in making decision. (C2)
3. Explain how companies identify attractive market segment,
choose a target marketing strategy and position their
products in the marketplace. (C2).
4. Demonstrate the 4 Ps (product, price, place, promotion)
used in customer-driven marketing strategy. (C3, A3, P4).

2. Assessment Methods and Types Methods Percentage

Quizzes 10%

Formative (60%) Tutorial Exercises 10%

Group Assignment 20%

Presentation 20%

Summative (40%) Final Examination 40%

Total 100%
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3. Content outline of the course Topic

TOPIC 1: MARKETING: MANAGING PROFITABLE

CUSTOMER RELATIONSHIP
Defining Marketing
Five Core Marketing Concepts
Five Marketing Orientation
Customer relationship management

TOPIC 2: COMPANY AND MARKETING STRATEGY:

PARTNERING TO BUILD CUSTOMER RELATIONSHIP
Strategic Planning
Planning Marketing
The Marketing Process
Managing Marketing Effort

TOPIC 3: THE MARKETING ENVIRONMENT

The Companys Microenvironment
The Companys Microenvironments

TOPIC 4: SEGMENTATION, TARGETING AND

POSITIONING: BUILDING THE RIGHT RELATIONSHIP
WITH
THE RIGHT CUSTOMER
Market Segmentation
Target Marketing
Positioning for Competitive Advantages

TOPIC 5: PRODUCT, SERVICES & BRANDING

STRATEGIES
What is Product
Product and Services Decision
Branding Strategy: Building Strong Brands

TOPIC 6: NEW PRODUCT DEVELOPMENT AND

PRODUCT
LIFE-CYCLE STRATEGIES
New Product Development Strategy
Product Life Cycle Strategies

TOPIC 7: PRICING CONSIDERATION AND APPROACHES

What is A Price
Factors to Consider When Setting Prices
General Pricing Approaches
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4. Main references supporting the course
Additional references supporting the course
5. Other additional information
TOPIC 8: PRICING STRATEGIES
New Product Pricing Strategies
Product Mix Pricing Strategies
Price Adjustment Strategies
Price Changes
TOPIC 9: MARKETING CHANNEL AND SUPPLY CHAIN
MANAGEMENT
The Nature and Importance of
Marketing Channels
Channel Behaviour and Organization
Channel Design Decisions
TOPIC 10: RETAILING AND WHOLESALING
Retailing Types and Function
Wholesaling Types and Function
TOPIC 11: INTEGRATED MARKETING COMMUNICATION
STRATEGY
The Marketing Communication Mix
Integrated Marketing Communication
Setting the Total Promotion Budget and Mix
TOPIC 12: ADVERTISING, SALES PROMOTION, PUBLIC
RELATIONS
Major Advertising Decisions
Types of Sales Promotion
Functions of Public Relations
1. Kotler, P., Armstrong, G., Swee, H.A., Siew, M.L.,
Chin, T.T. & Yau, O.HM. (2009) Principles of
Marketing: A Global Perspective, (1st edn). Singapore:
Prentice Hall
2. Philip Kotler, Gary. Armstrong, S H Ang, S M
Leong,(2007) Principles of Marketing: An Asian
Perspectives, Pearson/Prentice Hall
1. Manual Compilation (for internal circulation only)
Nil
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