2020syllabus MKT421 - 2019

1
Course Code: MKT 421
Course Name MARKETING CONCEPTS AND

(English): PRACTICES
Course Name KONSEP DAN AMALAN

(Malay): PEMASARAN
Universiti Course Level: Diploma & Bachelor Degrees

Teknologi
MARA Pre-Requisite Courses: No Course recommendations
Co-Requisite Courses: No co-requisite Courses listed
Equivalent Courses: No equivalent Courses listed
SLT: 160 Hours – Equivalent to 4 Credits

Face to Face: 70 Hours
Non Face to Face: 0 Hours
Student Preparation Time: 90 Hours
Teaching Period: 17 Weeks
Lecturer: Prof Madya HAJI KAMEL TAUFIQ ABDUL GHANI
Room Number: Cahaya Budi Block (B): Room026

Telephone: 07-9352146 (O); 0127453405 (H/P)
1.0 Course At the end of the curse, students should be able to:
Learning
Outcomes 1. Explain the principles of marketing and its functions with a
business organization (C1)
2. Practice social skills and responsibilities in the application of
marketing processes and techniques (A2)
3. Demonstrate communication skills through a marketing project
(A3)
2.0 Course 2.1 This course introduces the concepts and practices of marketing. It
Description provides students with real business situations. Topics include values,
creation, strategic planning, marketing environment, competitive
analysis, consumer and organizational behaviour, market
MARKETING CONCEPTS AND PRACTICES (MKT 421): FACULTY OF BUSINESS AND MANAGEMENT © 2019
2
segmentation, targeting, positioning and managing of the marketing
mix. It also emphasizes on the aspect of ethics and social
responsibility in marketing.
3.0 Teaching 3.1 Case study

Methodologies 3.2 Collaborative Learning
3.3 Field Trip
3.4 Lectures
3.5 Presentation
3.6 Project-Based Learning
4.0 Textbook Recommended Text:
Kerin, Roger A., Lau Geok Theng, Stevens W. Hartley and William
Rudelius, Marketing in Asia, 3 McGraw-Hill Irwin 2015
Other References:
Philip Kotler, Philip and Gary Armstrong, Principles of Marketing, 2016
5.0 Syllabus 5.1 Creating Customer Relationships and Value Through Marketing
Content  Definition of Marketing
 Requirements for Marketing to Occur
 Evolution of Marketing Orientation
5.2 Developing Successful Marketing and Organizational Strategies

 Today’s Visionary Organization
 Defining Organization’s Core Values, Mission, Culture, Goals /
Objectives
 Setting Strategic Direction
 Factors to Consider
 BCG Growth Share Matrix
 Product/Market Grid Expansion Grid
 SWOT Analysis to Explore Growth Possibilities
5.3 Scanning the Marketing Environment

 The Environmental Forces
 Social Forces
 Economic Forces
 Technological Forces
 Competitive Forces
 Regulatory Forces
5.4 Ethical and Social Responsibilities

 Classifying Marketing Decisions According to Ethical and Legal
Relationship
 Factors that Influence Ethical Marketing Behaviour
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 Concepts of Social Responsibilities
5.5 Understanding Consumer Behaviour (B2C)

 Consumer Purchase Decision Process
 Psychological Influences on Consumer Behaviour
 Sociocultural Influences on Consumer Behaviour
5.6 Market Segmentation, Targeting and Positioning

 Market Segmentation and Targeting
 Segmentation Strategies
 Criteria Used in Forming Segments
 Variables to Segment Consumer Markets
 Positioning the Product
 Definition
 Approaches to Positioning Strategies
 Writing Positioning Statements
 Positioning Product Using Perceptual Maps
5.7 Managing Products

 Differences Between Products and Services
 Classifying Product
 New Product Failures
 Organizational Problems in New Product Failures
 New Product Development Process
 Product Life Cycle (PLC)
 Stages of Product Life Cycle (PLC)
 Component for Product Consideration
 Defining Brand, Trade Name and Trademark
 Branding Strategies
 Defining Packaging and Labelling
 Benefits of Packaging and Labelling
 Packaging and Labelling Challenges
 Product Warranty
5.8 Managing Price

 Pricing Objectives
 Select An Approximate Price Level
 Demand-Oriented
 Cost-Oriented
 Profit-Oriented
 Competitive Oriented
 Price-Adjustment Strategies
5.9 Managing Marketing Channels

 Terms Used in Marketing Intermediaries
 Functions of Marketing Intermediaries
 Transactional Function
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 Logistical Function
 Facilitating Function
 Channels Structure and Organization for Consumer Goods
 Electronic Marketing Channel
 Dual Distribution and Strategic Channel Alliances
 Vertical Marketing Systems
 Intensive, Exclusive and Selective Distribution
5.10 Integrated Marketing Communication

 The Five Elements of Promotional Mix
 Integrated Marketing Communication
 Factors Affect in Developing Promotional Mix
 Steps in Developing An Integrated Marketing Communications
Program
 Understanding Social Media
 Definition
 Comparing Social and Traditional Media That Impact Marketing
Strategies
 Types of Social Network
6.0 Assessment 6.1 Continuous Assessment = 100%
6.1.1 Case Study – 10% (50 marks) on Week 10 (Case study on

marketing things/issues that student read in magazine, newspaper
or internet)
6.1.2 Group Project – 10% (50 marks) on Every Week (in group,
students are required to create PROTOTYPE for new product.)
6.1.3 Group Project – 20% (100 marks) on Week 12 (Students are to

develop a new product utilizing the New Product Development
Process discussed in class. They must write MARKETING
STRATEGIES)
6.1.4 Presentation – 10% (50 marks) on Week 12 (Presentation on

Group Project. Marks based on individual presentation)
6.1.5 Writing Test – 20% (50 marks) on Week 6 (Test 1: Questions

from Chapter 1 – 4) (CLO:1)
6.1.6 Writing Test – 20% (50 marks) on Week 12 (Test 2: Questions

from Chapter 5 – 10) (CLO:1)
6.1.7 Written Report – 10% (50 marks) on Week 12. (Reflection paper.
Student are required to describe their experience on the designing
prototype for new product. The reflection paper will be assessed
individually)
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6.2 Transferable Skills
Communication skills, Marketing Analysis

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1

Course Code: MKT 421

Course Name MARKETING CONCEPTS AND

Course Name KONSEP DAN AMALAN

Universiti Course Level: Diploma & Bachelor Degrees

Co-Requisite Courses: No co-requisite Courses listed

Equivalent Courses: No equivalent Courses listed

SLT: 160 Hours – Equivalent to 4 Credits

Teaching Period: 17 Weeks

Lecturer: Prof Madya HAJI KAMEL TAUFIQ ABDUL GHANI

Room Number: Cahaya Budi Block (B): Room026

3.0 Teaching 3.1 Case study

4.0 Textbook Recommended Text:

Philip Kotler, Philip and Gary Armstrong, Principles of Marketing, 2016

5.2 Developing Successful Marketing and Organizational Strategies

5.3 Scanning the Marketing Environment

5.4 Ethical and Social Responsibilities

5.5 Understanding Consumer Behaviour (B2C)

5.6 Market Segmentation, Targeting and Positioning

5.7 Managing Products

5.8 Managing Price

5.9 Managing Marketing Channels

5.10 Integrated Marketing Communication

6.0 Assessment 6.1 Continuous Assessment = 100%

6.1.1 Case Study – 10% (50 marks) on Week 10 (Case study on

6.1.3 Group Project – 20% (100 marks) on Week 12 (Students are to

6.1.4 Presentation – 10% (50 marks) on Week 12 (Presentation on

6.1.5 Writing Test – 20% (50 marks) on Week 6 (Test 1: Questions

6.1.6 Writing Test – 20% (50 marks) on Week 12 (Test 2: Questions

6.2 Transferable Skills

Communication skills, Marketing Analysis

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