COURSEWORK (70%)

Presentation (40%)

Presentation 1 (20%) - Prof Dr Kalsom

Presentation 2 (20%) - Prof Dr Nor Azila
PRESENTATION 1
Your in-class presentation will be based on the topic listed below. You will be expected to deliver a polished
and concise overview of the topic in the allotted 25 minute time frame. You will have 5 minutes for
questions and answers following the presentation. You will be expected to fill the complete 30 minute timer
period.

1. Defining marketing for the 21st century

- Why marketing is important?
- What is the scope of marketing?
- What are the fundamental marketing concepts?
- Changes in marketing management
- Tasks necessary for successful marketing management

2. Connecting with customers

- Consumer characteristics and buying behaviour
- Major psychological processes influence consumer responses to the marketing program
- How do consumers make purchasing decisions?

3. Analyzing business organization

- What is the business market and how does it differ from the consumer market
- What buying situations do organizational buyers face?
- Who participate in the organizational buying process?
- How do organizational buyers make their decisions?
- How do institutional buyers and government agencies do their buying?

4. Identifying and satisfying the right market segments and targets

- Levels of market segmentations
- How a company can divide a market into segments?
- Requirements for effective segmentation
- How should business markets be segmented?

5. Building strong brands: Creating brand equity

- What is brand and how does brand works?
- What is brand equity?
- How brand equity is built, measured and managed?
- Examples of brands with “brand equity”?

6. Crafting brand positioning

- What brand positioning means?
- Strategies to develop and establish an effective positioning in the market.
- How are brands can be successfully differentiated?
 - Examples of good brand positioning.
Case study (30%)

In a group of 3, students are required to prepare a case in marketing related area. The case should be
genuine and able to highlight the marketing issue and problem in a company. Format of the case report is
as below. The length of the case is between 25-30 pages (double spacing).

I. Title page
The firm’s name and student’s name should be highlighted. The course’s name and code.

II. Table of Contents

Begin numbering the pages here and continue consecutive page numbers throughout the rest of
the paper.

III. Profile of the company

IV. Analysis of industry and competitors.

For the industry analysis, begin with a definition of the industry in which the firm competes. The
focus of the analysis should be on the underlying economic attractiveness of the industry and
current or projected trends that may be expected to have an impact on the industry, whether on the
supply or demand side (be sure to indicate what the impact is expected to be and why).

In the competitor analysis, Identify 2-3 firms that are believed to be the most important competitors
of your firm and indicate why you believed these firms are the important competitors. Identify their
current position in the industry and prepare a competitor profile for each firm, including their
competencies. Keep focus on the competitors; do not analyze the firm here.

V. Problem analysis
This is the most critical part of the report. This section analyzes your chosen firm. This would
include many type of analyses, for example SWOT analysis that covers the current competitive
position, key resources/capabilities, source(s) of competitive advantage, threats and opportunities
in the current business environment and generic strategy (type of competitive advantage) and etc.
You should be able to integrate the analysis discussed above and identify marketing problems and
opportunities that must be addressed by the firm, and then make realistic recommendations for
addressing them.

VI. Recommendations & Conclusion

Based on your findings and analyses, you should be able to give some recommendations in order
to solve the problem(s) that the firm is facing. It then follows with conclusion. All conclusions should
follow naturally from, and be supported by, prior analysis.