1. NAME OF COURSE  / MODULE PRINCIPLES AND PRACTICES OF MARKETING 
2. COURSE CODE MCA2013
3. NAME(S) OF ACADEMIC STAFF  
4. RATIONALE FOR THE INCLUSION OF THE COURSE/MODULE IN THE PROGRAMME This course introduces the students with the fundamentals, principles and concepts of marketing in business entity.
5. SEMESTER & YEAR OFFERED Semester 2/Year 1
6. TOTAL STUDENT LEARNING TIME (SLT) Face to face:

L T P O
28 26 9

L=lecture ; T=Tutorial; P=Practical; O=Others (Exam)

Total Guided and Independent Learning:

115
7. CREDIT VALUE 120/40= 3 (3 credit); 2+2
8. PREREQUISITE (IF ANY) NIL
9. OBJECTIVES 1. To familiarize and provide student with basic overview, key concepts and theories of marketing.

2. To identify the tools and method that could be used to market products and services.

10. LEARNING OUTCOMES At the end of the course, learners will be able to:

1. Describe the basic principles, theories, and concepts of marketing (LO1, C1).

2. Explain the principles marketing strategy, marketing plan, and the elements of marketing analysis: customer analysis, company analysis, and competitor analysis (LO2, P2).

3. Prepare a marketing plan by integrating marketing concepts/techniques (LO8, ES1, C3).

11. TRANSFERABLE SKILLS Student should be able to develop a good understanding of background of principle of marketing through a process of lectures, tutorial, and group assignment.
12. TEACHING-LEARNING AND ASSESSMENT STRATEGY Teaching-learning strategy:

· The course will be taught through a combination of formal lectures, exercise, group work, using authentic materials, informal activities, and various textbooks. Collaborative teamwork will be fostered throughout the course. The use of examination and internal reporting assessment will assess student’s ability to apply theoretical concept in context.

 

Assessment strategy:

· Formative

· Summative

13. SYNOPSIS Through this course, the basic principles of marketing in relation to the marketing mix elements (4 P’s) – product, price, place, and promotion will be discussed together with the modern marketing concepts. Students will also be exposed to the ethical issues and social obligations in marketing as well as the marketing practices which are based on Islamic principles. This course will be conducted through series of lectures, tutorials, project papers, quizzes, presentations, and final exams.
14. MODE OF DELIVERY Lectures, tutorial, and online learning (SCL).
15. ASSESSMENT METHODS AND TYPES
Component %
Continuous Assessment 50
Final examination 50
Total 100
16. CONTENT OUTLINE OF THE COURSE/MODULE AND SLT PER TOPIC
TOPIC Lecture Tutorial Test/Quiz/Exam Assignment Assessment (Library Search) Self-study Total
Marketing: Creating and capturing customer value 2 2 3 7
Company and marketing strategy: Partnering to build customer relationship 2 2 3 7
Analyzing the marketing environment 2 2 3 7
Segmentation 2 2 3 7
Consumer markets and consumer buyer behavior 2 2 3 7
Business markets and business buyer behavior 2 2 3 7
Products, services and brands: Building customer value 2 2 3 7
New-product development and product life-cycle strategies 4 3 6 13
Pricing: Understanding and capturing customer value/pricing strategies 4 3 6 13
Marketing channel, retailing, & wholesaling 2 2 3 7
Integrated marketing channel: Advertising, personal selling, sales promotion, PR, & direct marketing 4 4 6 14
Continuous Test/Quiz/Assessment 2 6 4 12
FINAL 3 9 12
TOTAL 28 26 5 6 13 42 120
17. REFERENCES Main reference:

1.     Kotler, P. & Armstrong, G. 2012. Principles of Marketing.14th Edition. Prentice Hall.

 Additional references:

1. Kerin, R.A., Theng, L.G., Hartley, S.W., & Rudelius, W. 2013. Marketing in Asia. 2nd Edition. Mc Graw Hill.

2. Abu, N.K. & Kamarulzaman, Y. 2013. Principles of Marketing. 2nd Edition. Oxford University Press.

3. Lamb, C.W, Hair, J.F., & McDaniel, C. 2011. Introduction to Marketing. 11th Edition. South Western College

4. Kotler, P., Amstrong, G., Abd Hamid, A.B., Shamsuddin, A.S., Baharun, R., & Hashim, N. H.S. & Huam, H.T. 2010. Principles of Marketing. Kuala Lumpur: Pearson Malaysia

5. Kalthom, Abdullah. 2008. Marketing Mix from an Islamic Perspective: A Guide from Marketing Course. Prentice Hall.

6. Abu Bakar, A.H., Shamsuddin, A.S., Muhammad, M.M., Md Ariff, M.S., Md Salleh, N., Baharun, R., & Sheikh Ahmad, F. 2007. Principles of Marketing: A Global Perspective. Kuala Lumpur: McGraw Hill (Malaysia)

 

Mapping of the course/module to the Programme Learning Outcomes

TOPIC

Contact hours (week)

Lesson Learning Outcome(Students are able to..)

CLO KI Teaching & Learning Activities Assessment Tasks
TOPIC 1: Marketing: Creating and capturing customer value. 4 To briefly understand marketing overview. LO1 oLecture
TOPIC 2: Company and marketing strategy: Partnering to build customer relationship. 4 To understand marketing strategy. LO2 oForm a group of 5

oLecture

TOPIC 3: Analyzing the marketing environment. 4 To explain marketing information. LO2 oLecture

oFirst quiz

Quiz 1

Individual assignment

TOPIC 4: Segmentation. 4 To describe marketing segmentation. LO1 oLecture
TOPIC 5: Consumer markets and consumer buyer behavior. 4 To understand consumer markets. LO1 oLecture

oGroup discussion

oInternet article search

Topic 6: Business markets and business buyer behavior. 4 To understand business markets. LO1 oLecture

oGroup discussion

oInternet article search

TOPIC 7: Products, services and brands: Building customer value. 4 To understand the first P (product concept). LO1

LO8

ES1 oLecture

oMid Semester Test

Quiz 2
TOPIC 8: New-product development and product life-cycle strategies. 7 To understand the new product development extension of Product.

 

To construct marketing plan.

LO1

LO8

ES1 oLecture

oGroup discussion

oInternet article search

oEnhancing the group assignment

TOPIC 9: Pricing: Understanding and capturing customer value/pricing strategies. 7 To understand the second P (pricing concept). LO1 oLecture

oOpen Book quiz

oDiscussion on the group assignment

Quiz 3

 

TOPIC 10: Marketing channel, retailing, & wholesaling. 4 To understand the third P (place). LO1 oLecture

oGroup discussion

TOPIC 11: Integrated marketing channel: Advertising, personal selling, sales promotion, PR, & direct marketing. 8 To understand the forth P (promotion). LO1 oLecture

oFinalizing the group assignment

Submission of group assignment