SCHEME OF WORK

Faculty Business Management (BMD)

Course Strategic Marketing
Code MKT646
Subject Status Core
Level/Semester Bachelor Degree/5
Lecturer Dr Wan Marhaini Bt Wan Omar
Room No. Blok A102
Tel No 012-7069346 (mobile)
E-mail Whaini299@kelantan.uitm.edu.my/ marhainiomar@yahoo.com
On-Going Test 1 : 10%
Assessment Test 2 : 10%
Individual Assignment : 10%
Group Project - Marketing plan : 20%
Final Examination : 50%
Total 100%

Course Description This course introduces all the major aspects of analysis, planning,
implementation and control elements of the marketing
management. The area of study includes collecting, analyzing and
integrating pertinent information significant to formulate the
marketing strategies and develop the marketing plan.

Objectives Upon completion of this course, students should be able to:

 Discuss and apply the core elements of marketing and
marketing management process to the marketing activities
or business environment.
 Analyze changes in the marketing environment and
formulate marketing strategies.
 Developing and presenting a marketing plan

Text Books Philip Kotler et.al (2018), Marketing Management: An Asean

Perspective, Seventh Edition, UK, Pearson Education Limited.

References Darymple, D.J and Parsons, L.J (2000), Strategic Marketing,

Sixth Edition, USA, John Wiley.

Cravens, D.W. (2000), Strategic Marketing, Sixth Edition,

Mc Graw-Hill.
 Aaker, D.A. (1998), Strategic Marketing Management, Fifth
Edition, USA, John Wiley.

Peter and Donnelly (1998), Marketing Management: Knowledge

and Skills, USA, McGraw-Hill.

Teaching  Lectures
Methodologies  Presentation
 Small group discussions
 Tutorial

Test I & II The first test will be given before semester break (Week 7) and
the second test will be given in Week 13. Format of the tests:
4 essay questions.
Students are required to answer any TWO questions within 2
HOURS. The date for both tests will be informed by the lecturer.

Individual Students are required to search TWO journals in order to

Assignment – complete the assessment for individual assignment. Then,
Evaluation and students need to summarize and critics on the journal with pages
Critics on Journal between 2 – 3 pages only. The original journals need to be
attached together with the report for submission. Journals should
searched according to the instruction below:

i. 1st journal – Students need to search the journal related

to
“Sustainability Packaging”
Deadline : Week 4
ii. 2nd journal - Students need to search the journal related
to
“Integrated Marketing Communication in
Food and Beverage Product”
Deadline : Week 10
Group Project – Students need to form themselves into groups consisting of not
Marketing Plan more than 4 persons per group (depending on the total no. of
Presentation student per class). Students are free to choose their group
members. Every group is required to setup a business and create
new product for the mentioned business.

**(Please refer to the handout given for the format)

Presentation materials must include:

a. Power point slides, covering every important aspect of
the topic.
b. Print copies of the slides/power point and handouts to
the lecturer before presentation begin.
 c. Presentation period must be completed in 30 minutes.
d. Every person in the group member must contribute to
the presentation.
e. A soft copy of the content of the presentation must be
turned in to the lecturer after the presentation,
preferably by email.
f. Grades given include individual performance during the
presentation and group work.

Ask Questions
Students are required to ask questions to the presenting group.
Points will be awarded to those students who ask question
approved by the lecturer. Points will be deducted from the
presenting group if the presenting group failed to furnish
acceptable responses.

Attendance Ground Late comers are unwelcome. Be in time for the class. If you’re
Rules late please consider yourself absent and will not be allowed to
enter class for that day.

WEEK SYLLABUS CONTENT ACTIVITY

Breaking The Ice Session and Overview of the Syllabus  Group Formation
1  Assign group project
 Assign Individual
assignment

2 INTRODUCTION
 Defining Marketing and Its Importance
 Core concepts of marketing
 Definition and tasks of marketing management
 Company’s orientations toward the marketplace
 Major drivers of the New Economy
 Customer Value and satisfaction
 Customer Database and Database Marketing

3 MARKET-ORIENTED STRATEGIC PLANNING

 The Nature of High-Performance Businesses
 Overview of Strategic Planning
 Corporate Strategic Planning Process
 Review of BCG Matrix and GE matrix
 Business Unit Strategic Planning Process
 Product Planning: The Nature and contents of a
Marketing Plan
 SUBMIT 1ST INDIVIDUAL
4 ANALYZING MARKETING OPPORTUNITIES ASSIGNMENT
 Marketing Information System (MIS)
 Marketing Environment
 Analyzing Industries and Competitors
 Balancing Customer and Competitor Orientation

5 DEVELOPING MARKETING STRATEGIES

 Basic Competitive Strategies
 Strategies for Market Leaders
 Strategies for Challengers
 Strategies for Followers
 Strategies for Nichers
 Strategies for building a companywide marketing
orientation

6 IDENTIFYING MARKET SEGMENTS AND

SELECTING TARGET MARKETS.
 Bases for Segmenting Consumer Markets.
 Market targeting
o Evaluating Attractiveness of Market
Segments
o Selecting the Target Segments

7 DIFFERENTIATING AND POSITIONING TEST 1

 Differentiation strategies
 Positioning Strategies

8 PRODUCT LIFE CYCLE STRATEGIES In-class Activity:

 Product Life Cycle
 Product Life Cycle Strategies Group Discussion and
Presentation

9 DEVELOPING NEW PRODUCTS In-class Activity:

 New Product Development Process
 New Product Adoption Process Group Discussion and
 Factors Influencing the Adoption Process Presentation

10 PRICING STRATEGIES AND PROGRAMS SUBMIT 2ND

 Setting the Price INDIVIDUAL
 Adopting the Price ASSIGNMENT
 Initiating and Responding to Price Changes
11 MARKETING CHANNELS AND DELIVERING
VALUES
 Marketing Channels and Value Networks
 The Importance and role of Marketing Channels
 Designing and Managing Marketing Channels
 E-Commerce Marketing Practices

12 INTEGRATED MARKETING COMMUNICATION

 The Communication process
 Developing effective communication
 Introduction to Promotional Tools
 On-line and Direct Marketing
 Growth and Benefits of Direct Marketing
 Channels for Direct Marketing
 Public and Ethical Issues in the Use of Direct
Marketing
 Managing Integrated Marketing Communications

13 ORGANIZING, IMPLEMENTING, EVALUATING AND TEST 2

CONTROLLING MARKETING
 Options to organize the marketing department
 Marketing Implementation
 Marketing Control and Evaluation

 Submission of
14 MARKETING REPORT AND PRESENTATION Marketing Plan
 Group Presentation

15 REVISION SESSION