1. NAME OF COURSE  / MODULE PRODUCT DEVELOPMENT AND MARKETING
2. COURSE CODE MCD2013
3. NAME(S) OF ACADEMIC STAFF  
4. RATIONALE FOR THE INCLUSION OF THE COURSE/MODULE IN THE PROGRAMME The course will enhance student knowledgeable in advance marketing techniques using Customer Relationship Management (CRM) approach.
5. SEMESTER & YEAR OFFERED Semester 4 / Year 2
6. TOTAL STUDENT LEARNING TIME (SLT) Face to face:

L T P O
28 26 5

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

Total Guided and Independent Learning:

120
7. CREDIT VALUE 120/40 = 3.00 (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.     Construct the new product concept with project given (LO8-ES1, C3)

2.     Show leadership quality through managing team project (LO9-LS2, P2)

11. TRANSFERABLE SKILLS Transferable skills: Student should be able to develop a good understanding of background of Product Development and Marketing, necessary tools and decision making process skills 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 fosters throughout the course. The use of examination and internal reporting assessment will assess the student’s ability to apply theoretical concept in context.

Assessment strategy:

·         Formative

·         Summative

13. SYNOPSIS This course introduces the students with the fundamentals, principles and concepts of product development and marketing in business. In stresses developing an understanding of customer value as the guiding concept for marketing decision, firms must adopt new metrics, implement new techniques, and undergo an organizational reorientation to replace current marketing approaches. While harnessing the power of modern day computers, networking, and communication systems is important for product development and marketing to succeed, it is more important to understand the basic approach which sets customer-centric marketing and customizing the products according to the contemporary needs which keep on changing along the time periods
14. MODE OF DELIVERY Lectures, tutorial and online learning
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
Introduction to Product Development & Product Life Cycle 4 4 5 13
Opportunity Identification & Identifying Customer Needs 4 4 5 13
Ideas Generation, Idea Screening & Concept Development 6 6 8 20
Marketing Strategy & Business Analysis 4 4 5 13
Product Development 2 2 4 8
Test Marketing & Commercialization 4 4 5 13
Patent and Intellectual Property 2 2 4 8
Product Development  in Islamic Perspectives 2 2 4 8
Continuous Test/Quiz/Assessment 2 6 4 12
FINAL 3 9 12
TOTAL 28 28 5 6 13 40 120
17. REFERENCES Main references:

1.     Ulrich Karl T. and Eppinger Steven D. 2012Product Design and Development.5th edition. McGraw Hill

 Additional References:

1.     Baker, M and Hart S. 2008. Product Strategy and Management.2nd Edition. Prentice Hall.

2.     Kotler, P. and Armstrong, G. 2009. Principles of Marketing. 13th Edition. Prentice Hall.

3.     Abu Bakar Abdul Hamid et. Al. 2007. Principles of Marketing, A Global Perspective. McGraw Hill (Malaysia) Sdn. Bhd.

4.     Habib Ahmed. 2011. Product Development in Islamic Banks. Edinburgh University Press.

5.     Prof. Dato Dr. Muhamad Muda & Abdullah Jalil. Islamic Financial Product Development. A Study of the Practice of Selected Malaysian Islamic Financial Institution. PPPP (E)/2005.