Principles of Marketing Essay

( Distance Learning )
Semester
Course Leader
Office Location
Telephone
Electronic mail
Consultation Hours

: February 2014
: Normaziah Che Musa
: FBIT. UNITAR International University. Level 12. Flying A. Tierra Crest. Jalan SS3/6. Kelana Jaya. 47301 Petaling Jaya. Selangor DE.
: 03- 7627 7265
: [ electronic mail protected ]
: Wednesday: 9. 00 am – 11. 00 am & amp ; 3. 00 pm – 5. 00 autopsy
or By Appointment

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Course Synopsis
This class is designed to present pupils to selling rules and patterns. Emphasis will be placed on selling in the context of the house and society. The class content includes a survey of the relationship between selling and society. nature and maps of selling. selling direction processes. selling tools. the markets. and the consumers.

Course Aims
The chief end of the class is to supply an overview of the basic rules underlying modern selling theory and pattern. It will supply participants with an apprehension of the analysis that is necessary for taking selling determinations. and the broad scope of factors ( and interactions of those factors ) that need to be considered in the design of a selling plan. Students should come away with this class with an apprehension of
the selling system and its function within the Malayan economic system and within an single house by analyzing how merchandises and services are planned. priced. promoted. and distributed in order to fulfill consumers’ wants.

Learning Results
Upon completion of the class. pupils should be able to:
? define and use cognition of the cardinal selling constructs. ? explicate how selling determinations are influenced by environment. tendencies and developments. ? discourse the factors act uponing consumer behaviour.

? discuss the ways in which merchandise. pricing. topographic point ( distribution ) . and publicity affect selling. ? write a simple selling program.

Required Materials
?

Kotler. P. & A ; Armstrong. G. ( 2012 ) . Principles of Marketing. 14th Edition. Pearson.

Optional/Additional Materials
?
?

Nor Khalidah Abu and Yusniza Kamarulzaman ( 2013 ) . Oxford Revision Series: Principles of Marketing. ( 2nd erectile dysfunction ) . Oxford University Press. Shah Alam.
Lamb. C. W. . Hair. J. F. & A ; McDaniel. C. ( 2012 ) . Necessities of Marketing. 7th erectile dysfunction. . South-Western CENGAGAE Learning. USA.

Course Assessment
Coursework ( Assignments/ Group Project )

:

40 %

Forums
Final Examination

:
:

10 %
50 %

Entire

100 %

Course Requirements & A ; Policies
?

Attendance
Attendance will be taken. Students are expected to turn up to category on clip as to avoid perturbations and being late for take parting in the category treatments. Attendance policy will be based on policies stated in the university’s Academic Regulation.

?

Class Engagement
Students are encouraged to take part as much of the acquisition will come from treatment during category. It is expected that you switch off your manus phone! “SMSing” is wholly forbidden! During category. you may be required to fall in as participants in marketing research undertakings. Please frock decently and suitably ( harmonizing to university’s frock codifications ) when go toing categories.

?

Group undertakings & A ; Assignments
There will be group undertakings and assignments. For group undertaking. work
together with your group members and at the terminal of the undertaking your group members will measure your part to the undertaking. You are expected to make a group presentation before entry of written transcript during the semester. Assignments will be uploaded in UNIEC. In category assignments must be submitted on the specified day of the month otherwise you may be penalized for late entry. If you encounter any job to subject assignments on the specific day of the month. you are required to inform the lector within 2 yearss of the specified day of the month.

For any type written assignments given. the format of the paper should be as follows: ? A screen page with your inside informations – Name. Student ID and Sections ( as registered in CMS ) ? Font: Time New Roman. size 12 with 1. 5 spacing

? Include a mention page for every assignment that you submitted.

?

Forums
Students are required to take part in ALL 3 forums posted by the Course Leader and Markss will be assigned based on the quality of the treatment.

?

Accessing/ Checking UNIEC Virtual
It is extreme of import for pupils to entree and look into their UNIEC Virtual for any updates and information pertaining to the class on a regular basis throughout the semester. Ignorance is NO EXCUSE.

Examination Format
Final scrutiny will be a three hours-examination. The test will measure your degree of understanding and cognition acquired in this class. The inquiry formats may dwell of multiple pick. true-false. short essays. and case-based jobs.

Week

Subjects
Covered
Overview

1

2

3

4

Subject 1:
Selling:
Pull offing
Profitable
Customer
Relationship

Subject 2: The
Selling
Environment
and the
Selling
Information

Subject 3:
Consumer
Markets and
Consumer
Buyer
Behavior

Topics/Activities

Remarks/
Deadlines

Introduction.
Class activities:
– Geting to cognize.
– Overview of class program.
Selling: Managing Profitable Customer
Relationship
? Definitions of selling
? Basic construct of selling
? Developments of selling
? Relationship selling
? Marketing scheme and the selling mix
? Marketing Challenges in the hereafter
Read:
? Kotler: Chapter 1
? Harley-Davidson instance. Chapter prevue p158.
Class activities:
? Discuss reading stuffs Topic 1
? Discuss Harley Davidson exercising.
The Marketing Environment and Marketing
Information
? Company’s Microenvironments
? Company’s Macroenvironments
? Marketing research procedure
Read:
Forum 1
? Kotler: Chapter 3 & A ; 4
? Real Selling 4. 2 ‘Tracking consumers on the Web: Smart targeting or a small creepy’ . P 151
Class activities:
? Discuss reading stuffs Topic 2
? Discuss ‘Prius: Leading a Wave of Hybrids’ instance
Consumer Markets and Business Market
? Consumer Buying Behavior
? Consumer Decision-making Process
? Factors Affecting Consumer Buying Behavior
? The Organizational Market
? The Organizational Buying Procedure
? Factors Affecting Organizational Buying Behavior
Read:
? Kotler: Chapter 5 & A ; 6
? Real Selling 5. 2 ‘Lexus: Delighting Customers After
the Sale to Keep Them Coming Back’ . P 180.
? Real Selling 6. 2 ‘International Selling Mannerss:
When in Rome. Do as the Romans Do’ . P 203.
Class activities:

?
?

5

Subject 4:
Making
Value To
Target
Customers

Discuss reading stuffs Topic 3
Discuss ‘Arabic Blackberry: Adapting to the linguistic communication of
the market’
Making Value To Target Customers
? Market Segmentation Bases
? Market Targeting
? Differentiation and Positioning
Read:
? Kotler: Chapter 7
? Real Selling 7. 2 ‘Dunkin’ Doughnuts: Positioning for the Average Joe’ p 235.
Class activities:
? Discuss reading stuffs Topic 4
Merchandise
? Levels & A ; categorizations of merchandise
? New merchandise development
? Product life rhythm phases
? Product & A ; service determinations
? Service selling

6

Subject 5:
Product & A ;
Servicess

Read:
? Kotler: Chapter 8 & A ; 9
? Chapter prevue ‘Customer-Driven Marketing Strategy’ . P 214.
? Chapter prevue ‘New Product Development’ . P 280.

Industry
Linkages:
Submit
Group
Assignment
1

Class activities:
? Discuss reading stuffs Topic 5
? Discuss ‘Britvic: Making a trade name flavor’ instance. P 278. Merchandise
? Levels & A ; categorizations of merchandise
? New merchandise development
? Product life rhythm phases
? Product & A ; service determinations
? Service selling
7

Subject 5:
Product & A ;
Servicess

Read:
? Kotler: Chapter 8 & A ; 9
? Chapter prevue ‘Customer-Driven Marketing Strategy’ . P 214.
? Chapter prevue ‘New Product Development’ . P 280.
Class activities:
? Discuss reading stuffs Topic 5
? Discuss ‘Britvic: Making a trade name flavor’ instance. P 278.

8
9

MID SEMESTER BREAK
Subject 6:
Pricing

Pricing
? Objective of Pricing
? Factors act uponing monetary value
? Pricing schemes and tactics

Forum 2

?

Particular pricing issues

Read:
? Kotler: Chapter 10 & A ; 11
? Real Selling 10. 0 ‘Ryanair: Pricing low and Proud of it’ . P 318.
? Real Selling 10. 2 ‘Pricing high and Proud of it’ . P 325.
? Real selling 11. 1 ‘Pricing Dishonesty? ’ . P 342

10

Subject 7:
Topographic point

Class activities:
? Discuss reading stuffs Topic 6
? Exercise Price
Topographic point
? Marketing channel
? The importance of mediators
? Functions and activities of selling channel member
? Channel Design Decisions
? Marketing Logistics and Supply Chain Management
? The function of wholesaling
? Different types of jobber
? The function of retailing
? Different types of retail operations
Forum 3
Read:
? Kotler: Chapter 12 & A ; 13
? Chapter prevue ‘Marketing Channels’ . P 360.
? Real Selling 12. 1 ‘Netflix: Disintermediator or
disimtermediated? ’ P 372

11

12

Subject 8:
Promotion

Subject 8:
Promotion

Class activities:
? Discuss reading stuffs Topic 7
? Discuss ‘Zara: The Technology Giant of the manner
world” . P 390.
Promotion
? Promotion Mix
– Advertising. Public Relations. Personal Selling. Gross saless
Promotion. Direct & A ; Online Selling
? Integrated Marketing Communications
? Marketing Communication Process
? Determining the Overall Promotion Mix
Read:
? Kotler: Chapter 14 – 17
? Real Selling 15. 2 ‘The Super bowl: the Mother of All Advertising Events – But is it worth it? ’ p 469.
? Real Selling 17. 2 ‘Online Social Networks: Targeting Niches of Like-Minded People’ . P 538.
Class activities:
– Discuss reading stuffs Topic 8
Promotion
? Promotion Mix

Presentation
of Group

Ad. Public Relations. Personal Selling. Gross saless
Promotion. Direct & A ; Online Selling
Integrated Selling Communicationss
Marketing Communication Procedure
Determining the Overall Promotion Mix

?
?
?

Assignment
2

Read:
? Kotler: Chapter 14 – 17
? Real Selling 15. 2 ‘The Super bowl: the Mother of All Advertising Events – But is it worth it? ’ p 469.
? Real Selling 17. 2 ‘Online Social Networks: Targeting Niches of Like-Minded People’ . P 538.
Class activities:
– Discuss reading stuffs Topic 8
Global Selling
? Global Market Entry Schemes
13

Subject 9:
Global
Selling

14

Revision

Self survey

15

Revision

Self survey

16

Read:
? Kotler: Chapter 19
? Real Selling 19. 1 ‘Oreos and milk. Chinese Style’ . P 594
? Real Selling 19. 2 ‘Watch your language’ . P 597

FINAL EXAMINATION WEEK

Note: Course leader has the right to do amendments to the class program as deemed necessary.