Undergraduate Programme

BBA/BBAMKT/BBAMGT/BBAIB

School of Business

Module Guide

Semester May 2015

MARKETING MANAGEMENT
BM3213
(Lecturer: Lau Cheng Yong)

1.

Name Of Course/Module: MARKETING MANAGEMENT

2.

Course Code: BM3213

3.

Name(s) of academic staff: Lau Cheng Yong

4.

Rationale for the inclusion of the course/module in the programme:

This module focuses on building and strengthening of marketing management
knowledge and skills of students in making well-informed decisions on
marketing for enhancement of personal effectiveness as a leader and
manager in order to positively impact the performance of work group and
firm.

5.

Semester and Year Offered: Four/ Year 2 May 2015

6.

Total Student
learning Time

Face to Face

Total Guided and

Independent Learning

(SLT)
L

L= Lecture
T= Tutorial

Guided: 56 hours
28

28

64

P= Practical
O=Others

7.

Credit Value: 4 Credit Hours

8.

Prerequisite (if any):

Independent Learning :
64
Total: 120

BM3108 Introduction to Marketing

BM3104 Introduction to Organisational Behaviour
BM3212 Marketing Principles and Practice

9.

Objectives:
At the end of the course, students will be able to:

discuss critical issues relating to marketing management in the global

marketplace.
demonstrate the importance of information in driving marketing decision
making.
apply effective marketing strategies in developing value offering in
products and services by relating market segmentation, market targeting
and positioning with marketing mix strategy formulation.
communicate and deliver the value offering using an integrative approach
to the multitude of modes at a managers disposal under todays modern
marketing environment.

10. Learning outcomes:

Knowledge and understanding
Upon successful completion of this module, students should be able to:
1. Explain the elements of marketing strategy and planning
2. Discuss the importance of customer relationship management (CRM) in
relation to competencies and capabilities of successful marketers
3. Utilize information to better understand competitors and customers in
the consumer and business marketplaces.
4. Demonstrate the use of appropriate marketing mix to develop value
offering in the marketplace.
5. Explain the importance of managing marketing channels and supply
chain in the context of value addition along the distribution channel.
6. Conceptualize an integrated marketing communication strategy
through the effective use of the promotion mix under todays marketing
environment.
7. Demonstrate the ability to use various metrics for measuring marketing
performance.
Disciplinary and Professional
Upon successful completion of this module, students should be able to :
1. Conceptualize a marketing plan
2. Demonstrate the ability to utilise relevant marketing analysis tools to
given scenarios.
3. Creatively apply the rigorous analysis required to identify, understand,
and profitably fulfill the dynamic needs of customers in the
marketplace.
4. Integrate key marketing concepts such as the marketing mix, branding,
the product life cycle, segmentation, target marketing, product
positioning, new product development, consumer behavior, and
international marketing to managerially relevant situations.
11. Transferable skills: Skills and how they are developed and assessed,
Project and practical experience and Internship:

Self management transferable skills

assessed
Learning transferable skills
Communication transferable skills
Teamwork transferable skills
Problem solving transferable skills
assessed
Information technology transferable skills

Practised and

Practised and assessed

Practised and assessed
Practised and assessed
Taught, practised and
-

Practised

12. Teaching-learning and assessment strategy:

To introduce students to the premises of marketing, lectures (slides and video
clips) would be conducted followed by discussions in tutorials (discussion,
presentation and case study). Besides lectures and tutorials, a group
assignment and presentation will also be conducted to evaluate students

learning.

13. Synopsis:
This module covers the need to appreciate good marketing planning which
requires a systematic progression from a companys vision and mission,
situational analysis, SWOT analysis, marketing strategies to tactical marketing
incorporating the marketing mix, budgeting and control.

14. Mode of delivery (Lecture, Tutorial, workshops, Seminars, etc.):

Lectures and tutorials

15. Assessment Methods and Types:

a. Group Assignment
i. Written Assignment (30%)
ii. Group Presentation (10%)

40%

b. Final Exam
60%
TOTAL
100%
16. Mapping of the course/module to the programme aims;
BM3213 will help students achieve the programme aims, in particular the
following:
BBA (Hons) Business Administration
Programme Aims
To prepare students for a career in Business
and Management or related areas by
equipping them with relevant skills,
knowledge and understanding
To encourage students to develop an
analytical and enquiring mind to respond
creatively
to
the
problems
and
opportunities facing business and society
today
To allow students to develop qualities such
as flexibility, adaptability and independence
which will enable students to manage in a
rapidly changing economic, social and
technological environment
To enable students to communicate
effectively, not only in terms of language
proficiency but also in terms of wider
cultural context

Course Aims

BBA (Hons) in Management (BBA MGT)

Programme Aims

Course Aims

To prepare the student for a career in

Management or related areas

To encourage the student to develop an

analytical and enquiring mind which can
respond creatively to the problems and
opportunities facing business now and in
the future as well as those facing
themselves and society at large

To allow the student to exercise initiative

and personal responsibility in order to
develop qualities such as flexibility,
adaptability and independence, which will
enable them to cope in a rapidly changing
economic,
social
and
technological
environment

To enable the student to communicate

information, ideas, problems and solutions
effectively to both specialist and nonspecialist audiences in a broad cultural
context

BBA (Hons) Marketing

Programme Aims

Course Aims

To encourage the student to develop an

analytical and enquiring mind which can
respond creatively to the problems and
opportunities facing business now and in
the future as well as those facing
themselves and society at large

To develop
independence
will enable
organisations
economic,
environment

flexibility, adaptability &

in its undergraduates; this
them to manage within
in a rapidly changing
social
&
technological

To enable the student to understand a

range of business management and
marketing philosophies and concepts; this
will equip students to contribute to
organisations in both the profit and not for

profit sectors
To enable the student to communicate
information, ideas, problems and solutions
effectively to both specialist and nonspecialist audiences in a broad cultural
context

Throughout
the
programme,
undergraduates will be prepared for a
career
in
business
and
marketing
management or a related area

BBA (Hons) International Business

Programme Aims
To prepare students for a career
International Business or related areas

Course Aims
in

To encourage students to develop an

analytical and enquiring mind which can
respond creatively to the problems and
opportunities facing modern business as
well as those facing the students
themselves and society at large

To develop qualities such as flexibility,

adaptability and independence, which will
enable students to cope in a rapidly
changing
economic,
social
and
technological environment

To enable students to communicate

effectively, not only in terms of language
proficiency, but also in terms of a wider
cultural context

To allow students to appreciate the current

global and national contexts and the
implications
of
each
for
strategic
international business management

17.

Mapping of the course/ module of the learning outcomes

This course helps to fulfil the programme learning outcomes, in particular to
develop their professional skills such as communication skills, leadership
skills, self management and team work.
BBA (Hons) Business Administration
Programme Learning Outcomes

Course Aims

Understand the context, nature, role and

significance of management activities as
undertaken by managers in a range of
organisation

Examine
and
appraise
management
concepts and frameworks through analysis
of complex, multifaceted business problems
encountered
by
managers
within
organisation

Recognise the importance of effective

financial management of business
Explain the importance of key functions,
transformational processes and practices
which
contribute
to
the
effective
management of business
Demonstrate strategic awareness and
analyse and evaluate options open to
organisations involved in the process of
formulating business strategies
Appreciate the competitive environment
and its effects upon the management and
strategic direction of business

Apply business-specific tools of research,

analyses, decision-making and evaluation
to a wide range of scenarios and problems
and use them to devise, substantiate and
sustain arguments

Use key financial and

accounting techniques

management

Use
and
practise
business-specific
communication techniques
Develop competences in planning, control
and integration
of
business related

activities

BBA (Hons) in Management (BBA MGT)

Programme Learning Outcomes

Course Aims

Recognise the integrated nature of business

and the importance of an holistic approach
to business management

Understand the current and projected

context, nature, role and significance of
management activities as undertaken by
managers in a range of organisations

Examine
and
appraise
management
concepts and frameworks through analysis
of complex, multifaceted business problems
encountered
by
managers
within
organisations

Recognise the importance of effective

financial management of business
Explain the importance of key functions,
transformational processes and practices
which
contribute
to
the
effective
management of business
Demonstrate strategic awareness and
analyse and evaluate options open to
organisations involved in the process of
formulating business strategies
Appreciate the uncertainty of the external
environment and its effects upon the
management and strategic direction of
business

Understand the importance of effective

individual and corporate behaviours and
cultures in management and organisational
development
Demonstrate
awareness
of
business
research methodology and techniques and
its role in the developing of ideas and
thinking at the forefront of the discipline

Apply business-specific tools of research,

analysis, decision-making and evaluation to
a wide range of scenarios and problems
Using skills of critical evaluation, apply such
business
specific
tools
to
devise,
substantiate
and
sustain
arguments
contributing to decision-making in contexts
with various degrees of certainty
Use
and
practise
business-specific
communication techniques

Develop competences in planning, control

and integration
of
business related
activities

Reflect on experiences leading to personal

and professional development

BBA (Hons) Marketing

Programme Learning Outcomes

Course Aims

Recognise the integrated nature of business

and the importance of an holistic approach
to business management

Understand the current and projected

context, nature, role and significance of
management activities as undertaken by
managers in a range of organizations

Examine
and
appraise
management
concepts and frameworks through analysis
of complex, multifaceted business problems
encountered
by
managers
within
organisations

Recognise the importance of effective

financial management of business
Demonstrate strategic awareness and
analyse and evaluate options open to
organisations involved in the process of
formulating business strategies
Understand the importance of effective
individual and corporate behaviours and
cultures in management and organisational

development
Demonstrate
awareness
of,
and
subsequently use, the available range of
analytical models and techniques that
might be applied to market planning and
control to produce superior performance in
both a national and international business
context

Apply business-specific tools of research,

analysis, decision-making and evaluation to
a wide range of scenarios and problems
Using skills of critical evaluation, apply such
business
specific
tools
to
devise,
substantiate
and
sustain
arguments
contributing to decision-making in contexts
with various degrees of certainty
Use
and
practice
business-specific
communication techniques

Develop competences in planning, control

and integration
of
business related
activities

Reflect on experiences leading to personal

and professional development

Contribute
to
independent
strategic
thought and practical solutions to the
development of marketing activities

BBA (Hons) International Business

Programme Learning Outcomes

Course Aims

Explain the importance of key functional

areas and global business transformational
processes, which contribute to effective
international management practice, and the
management
of
business
resources
worldwide;

Demonstrate strategic awareness and

analyse and evaluate options open to
organisations involved in the process of
formulating business strategies within the

context of the global business environment;

Demonstrate an understanding of the
process of change and transformation in
organisations operating within the global
business environment;

Gain an understanding of substantive

English and international law and its impact
on decision making for organisations
operating
in
the
global
business
environment;
Relate the theory of communication,
networking and the management of a
multicultural workforce to practice within
the global business environment;

Demonstrate
awareness
of
business
research methodology and techniques of
academic writing

Apply business-specific tools of research,

analysis, decision-making and evaluation to
a wide range of scenarios and problems
and use them to devise, substantiate and
sustain argument.
Use key financial and
accounting techniques.

management

Use
and
practise
business-specific
communication techniques.

Develop competences in planning, control

and integration
of
business related
activities.

Reflect on experiences leading to personal

and professional development.

Content outline of the course/module and the SLT per topic

18.

TOPIC

SLT HOURS
L

Marketing in Todays Business Milieu

Elements of Marketing Strategy and Planning

Understanding
the
Global
Marketing without Borders

Marketplace:

IL

TOTAL

Perspective
Management

19
.

of

Customer

Relationship

Managing Marketing Information

Understanding Competitors and Customers

Segmentation, Target Marketing and Positioning

12

Product Experience

16

Service as Core Offering

Managing Pricing Decisions

12

Managing Marketing Channels and the Supply

Chain

Integrated Marketing Communication

Revision

Total SLT

2
8

2
8

6
4

120

Main references supporting the course:

Main Reading:
Greg, W. Marshall and Mark, W. Johnston (2010) Marketing Management,
International Edition, McGraw Hill.
Additional Readings:
1. Kotler, P. and Keller, K. (2012). Marketing Management. 14th edition. New
Jersey: Pearson/Prentice Hall.
2. Kotler, P. and Armstrong, G. (2012). Principles of Marketing. 14th Edition.
New Jersey: Pearson/Prentice Hall.

20
.

Other additional information

Guided: 56 hours
Independent Learning : 64 hours
Total: 120 hours
The 64 hours of Independent Learning includes /made up of the following
activities:

Face to face consultation with the lecturer

Additional reading or exploration on the subject matter

Group discussions on assignment tasks
Preparation for written assignments/report
Preparation for Presentation
Preparation for quizzes /examinations

NILAI UNIVERSITY SCHOOL OF BUSINESS

MARKETING MANAGEMENT (BM3213)
GROUP ASSIGNMENT (30%)
The discipline of marketing has evolved through the decades largely through
changes in technology, consumer behaviour , socio-economic trends,
globalization and industry networks. Concommitant to these changes various
types of marketing approaches have emerged to leverage on opportunities that
exist in various market segments. Among these approaches are Green Marketing,

Cause Related Marketing, Customer Relationship Marketing, Social Media

Marketing, Sensory Marketing, Trade Show Marketing, Search Marketing (Search
Engine Marketing), Long Tail Marketing, etc. Hence, in the light of these changes
in the marketing environment, students need to familiarize themselves with
these marketing approaches so that they can equip themselves with knowledge
and skills to plan, organize, implement and monitor marketing strategies.
Your Task
1. You are required to research, analyze and evaluate a given topic on
marketing given below. (Please refer to the rubric attached for guidelines
in writing the assignment).
2. You need to define and elaborate the subject term of the given topic and
enhance the write-up with related marketing concepts and principles.
3. In addition, you need to highlight the possible adoption in business /
marketing practice and benefits that marketers will get for utilizing such
concepts.
4. You are then required to provide real life examples of marketers/ firms /
organizations that have successfully implemented the subject term and
achieved the desired result.
5. Your personal view should be included to reflect your understanding of the
topic.
The topics for the group assignment are as follow:
i. Green Marketing
ii. Multi Level Marketing
iii. Customer Relationship Marketing
iv. Social Media Marketing
v. Sensory Marketing
vi. Trade Show Marketing
vii. Search Marketing (Search Engine Marketing)
viii.
Long Tail Marketing
ASSIGNMENT REQUIREMENTS
You are required to organize yourselves into groups by the 2nd week of the
semester. Each group should consist of at least FOUR (4) and not more than
FIVE (5) students. Each group needs to register in a form provided by the
module leader and to be submitted by the end of the 3rd week.
Due Date
The assignment must be handed in by Week 12 (Monday, 2015). Turnitin
submission is compulsory and similarity must not be more than 20%. Late
submission will not be accepted.
Assignment Write-Up
The write-up should be typed in a 12-point Times News Roman font or 11-point
Arial, and double-spaced. All data or information in the form of charts, tables (if
any) must be shown clearly and be titled appropriately. The length of the
assignment should not be more than 2000 words.

Students need to attach a standard cover sheet for each assignment. The cover
sheet must contain the following information:

Title of the course

Each members name (in full)
Each members ID number

Assessment
The write-up is marked over 100 marks. The assignment comprises of 30% of
the total marks for this course.
Guidelines
The assignment requires extensive reading of relevant materials, related
articles from electronic databases, textbooks, etc., and productive team
discussion among the group members.
The following points will be considered in assessing the submitted work (You are
required to refer to the rubric for guidelines):

Answer reflects in-depth discussion which reflects student maturity will

definitely capture the examiners attention. All points must be supported
with thorough explanation.
The way the material is systematically organized and presented.
Repetitive, lengthy and generalized arguments should be avoided.
Quality of the written expression (grammar, spelling, etc.).
Plagiarism will result in zero marks for the assignment. The group
must submit the final draft of assignment to Turnitin to determine the level
of plagiarism (similarity should not be more than 20%) before submission
to the module leader.

Group Presentation
Each group of student is required to present their work in power point slides. The
group presentation is marked over 100 marks. The group presentation comprises
10% of the total marks for this course. The presentation will be held during
Week 13 , 2015.

Evaluation Rubric
Marketing Management (BM3213)

The following rubric will be used for the evaluation of the group assignment. Note
that the component areas are listed on the left column, and levels of
performance are listed across. This listing can help the students to prepare their
assignment better. (This rubric must be attached to your assignment before
submission).
Componen
ts/ Parts

Marks
Assigned

Definition
and
elaboratio
n of term/
concept/
theory

10 Marks

Related
marketing
concepts,
models
and/or
principles

15 Marks

Possible
adoption
of the
subject
term /
concept in
business/
marketing
practice

15 Marks

Marks Allocation

First
marker

0 3 Marks

4 7 Marks

8 10
Marks

Definition
and
elaboration
from author
and other
researchers
are not very
clear and
doubtful.

Definition
and
elaboration
from author
and other
researchers
trigger
reflection
but raise
some
doubts.

Distinctive
definition
and
elaboration
from book
author and
researchers
trigger high
quality
reflection on
the term,
concept or
theory.

0 5 Marks

6 10
Marks

11 15
Marks

Concepts,
models and
principles
mentioned
are weak.
Missing a lot
of important
points and
elaborations
.

Concepts,
models and
principles
mentioned
are good.
Explanation
is faired
average and
raised minor
doubts.

0 5 Marks

6 10
Marks

11 15
Marks

Merely
guessing on
the possible
adoption
and exhibit
poor
understandi
ng.
Explanation
is weak and
raised a lot
of doubts.

Has made
good effort
to adopt the
principles
and values
but not
convincing.
Explanation
is faired
average and
raised minor
doubts.

Critically
assessed the
subject term
and able to
point out the
principles
and values
which are
applicable
for practice.
Explanation
is

Concepts,
models and
principles
mentioned
are precise
and
accurate.
Explanation
is thorough
and
convincing.

Second
Marker

convincing.

Benefits of
utilizing
the
subject
term
/concept
in
marketing
practice

15 Marks

Examples
of real life
firms/
organizati
ons that
benefited
from the
utilization
of the
concept

15 Marks

Personal
view
on
the
subject
term
/concept

15 Marks

Conclusion

5 Marks

0 5 Marks

6 10
Marks

11 15
Marks

Explanation
on the
benefits is
weak and
fails to
impress
readers.

Explanation
on the
benefits
reflects
average
understandi
ng on the
subject
matter and
raised
doubts.

Explanation
on the
benefits
reflects
thorough
understandin
g on the
subject
matter and
convincing.

0 5 Marks

6 10
Marks

11 15
Marks

Examples
mentioned
are weak
and
doubtful.
Explanation
raised a lot
of doubts

Examples
mentioned
are good.
Explanation
is faired
average and
raised minor
doubts.

0 5 Marks

6 10
Marks

11 15
Marks

Explanation
on personal
view is
rated poor
and reflects
poor
understandi
ng.

Explanation
on personal
view is
rated good
and reflects
average
understandi
ng.

Explanation
on personal
view reflects
students
ability to
provide
strong view
with good
insights.

0 1 Marks

2 3 Marks

4 5 Marks

Examples
mentioned
are precise
and
accurate.
Explanation
is thorough
and
convincing.

Organizati
on of the
Write-up

10 Marks

Evaluated By:

Conclusion
is weak and
does not
interest the
reader. A lot
of unrelated
concepts
and
explanation
is repeated.

Conclusion
is faired
average
with
relevant
points
and/or facts.
Explanation
is good with
appropriate
elaboration.

Conclusion is
good with
relevant
points and
interesting
facts.
Explanation
is thorough
and
reflective.

0 3 Marks

4 7 Marks

8 10
Marks

Organizatio
n of write-up
is average
with cover
sheet.
Inconsistenc
y in
alignment,
spacing,
numbering,
bulleting
and major
grammatical
/ spelling
error.
References
follow
Harvard
Referencing
but with
noticeable
mistakes.

Organizatio
n of write-up
is good with
cover sheet.
Minor
inconsistenc
y in
alignment,
spacing,
numbering,
bulleting
and minor
grammatical
/ spelling
error.
References
follow
Harvard
Referencing
but with
minor
mistakes.

Organization
of write-up is
impressive
with proper
alignment,
consistent
spacing,
proper
numbering,
proper
bulleting and
no
grammatical/
spelling
error.
References
follow
Harvard
Referencing
and with no
glaring
mistakes.
cover sheet,
and rubric
are attached
accordingly.

Name: __________________

Name: __________________

Date: ___________________

Date: ___________________

Marks Agreed:

Marks Agreed: _______________

Department of Marketing and Management
Presentation Assessment Sheet (10% of the Module Marks)
Module Title

: _______________________________

Module Code

Student Name

: _______________________________

ID. No

Programme

: _______________________________

: ____________________
: _____________________

Company Name

: ______________________

Outstanding

Good

Average

Needs
Improvement

Weak/Fail

Interesting opening

Logical progression of ideas

Memorable closing

Factual / Depth of information

Evidence (examples, statistics,

research/survey, citations etc.)

Degree of critical thinking

Creativity

Voice modulation / tone

Voice Distractions

Facial & Hand gesture

Eye-contact

Enthusiasm

Interesting

Professional attire /
Dressing

Time Management

Teamwork

Judging Criteria
Structure

Content & Visual Aids

Delivery

Voice

Body Language

Communication
Skills

Professionalism

Pronunciation and
articulation
Voice projection /
volume

Interaction with
audience
Degree of preparedness
/ Response to questions

TOTAL MARKS
Comments:
________________________________________________________________________________________________________________
________________________________________________________________________________________________________________
______________________________________________________________________
Evaluated By:
Name: __________________
Date: ___________________

Name: __________________
Date: ____________________

GROUP MEMBERS REGISTRATION FORM

Course
Course Code

: _______________________________________
: _______________________________________

Lecturer

: _______________________________________

Semester

: _______________________________________

Assignment

: _______________________________________

Name of Organization (related to project)______________________

Student ID
Name

Program
Number

Signature