SCHOOL OF MANAGEMENT AND BUSINESS COURSE STUDY PLAN

Course Code Semester Program

Principles of Marketing MKT 1413 23 Sep 2013 11 Jan 2014 Bachelor of Accounting / Bachelor of Actuarial Finance Bachelor of Business Administration 01/01 (2013/2014) Continuous Assessment Assignment 1 (15%) Assignment 2 (15%) Assignment 3 (15%) Quizzes (5%) Final Examination (50%)

Year Assessment Criteria and % loadings

Course Objectives

1. To understand the concept and function of marketing. 2. To analyse the elements of marketing environment and their marketing implication to business. 3. To define the targeting and marketing mix strategies for business. 4. To apply marketing research and information system to marketing decision making. 5. To understand the new product development process and implication on organization portfolio. This is an introductory course on marketing. Key aspects of marketing such as consumers behavior, product, pricing, placing, promotion and services are introduced to students. Marketing research and global aspects of marketing are also covered in this

Synopsis

SCHOOL OF MANAGEMENT AND BUSINESS 8/2013 Copy Right Protected

course.

Week (Date) Week 1 Week 2

Topic Marketing overview (Chap 1) Company and marketing strategy (Chap 2) Consumer buyer behavior (Chap 5) Assignment 1 Release Analysing marketing environment (Chap 3) Assignment 2 Release Customer-driven marketing strategy (STP) (Chap 7) Quiz 1 Managing marketing information (Chap 4) Assignment 1 Due Product, services and brands (Chap 8) Assignment 3 Release New product development (Chap 9) Pricing concept (Chap 10 & 11) Assignment 2 Due Marketing channels (Chap 12) Quiz 2 Integrated marketing communication (Chap 14) Global marketing (Chap 19) Assignment 3 Due Revision week Kotler, P. & Armstrong, G. (20120) Principles of Marketing (14th edn.). London: Pearson

Hours

Week 3 - 4 Week 5

Week 6 Week 7 Week 8 Week 9 - 10 Week 11 Week 12 Week 13 Week 14 References

SCHOOL OF MANAGEMENT AND BUSINESS 8/2013 Copy Right Protected

Lecturer Room Contact number

Ms Dolly Ong

Dolly.ong@miu.edu.my 012-4829982

LEARNING OUTCOMES Upon completion of the course, students are expected to be competent in the following aspects: Explain the marketing concepts and function Analyse the elements of marketing environment and implications the design of targeting and marketing mix strategies for businesses Apply marketing information system and solve marketing related problems

Notes: Students with less than 80% of total attendance will not be allowed to sit for the final exams Late submission of assignment will result in 15% of the mark deducted for every day late (including weekends). Assignment later than 5 days from the due date will not be accepted. Fail grade will be awarded. Plagiarism is an academic dishonesty. Submit your work in original. Fail grade will be awarded for plagiarized / copied / window-dressing work.

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