COURSE OUTLINE

DIPLOMA IN SCIENCE PROGRAMME

KOLEJ POLY-TECH MARA
COURSE

: FUNDAMENTALS OF MARKETING

CODE

: MKT 243

CREDIT

SYNOPSIS

: 4 (4L)

:
This course examines the fundamentals, practical, managerial
approach to marketing. It gives the students a comprehensive,
innovative, managerial and practical introduction to marketing.

OBJECTIVE :
On completion of these courses, student should be able to:
1. Have a basic understanding and knowledge of marketing
2. Demonstrates the application of marketing concept and theories
in the business world.

LEARNING OUTCOME:
1. To define the concept of marketing
2. To recognize the components of marketing mix
3. To be able to relate the marketing concepts to the business
world

ASSESSMENT

:
Comprehensive final examination
Test
Assignment
Quizzes
Presentation

: 60%
: 30%
: 10%
: 5%
: 5%

WEEK

HOURS

TOPICS

1
09/06/13
13/06/13

2
2

Chapter 1: Introduction
Definition of marketing and marketing mix
Marketing management philosophies

Marketing management philosophies(cont.)

16/06/13
20/06/13

1
2

Chapter 2: Marketing Environment

Marketing environment definition
External and internal marketing environment

Corporate social responsibility

1
1

Chapter 3 : Consumer Decision Making

Important of understanding of consumer behavior
Consumer buying behavior

1
1
1

Consumer decision process

Types of consumer buying decisions
Factors influencing consumer buying decision

Chapter 4 : Market Segmentating, Targeting

and Positioning
Criteria for successful segmentation

1
1
1
1

Bases for segmentation consumer markets

Steps in segmenting market
Strategies for selecting target market
Positioning

Positioning (cont.)

1
1

Chapter 5 : Product decision

Definition of product and types of consumer
products
Product items, lines & mixes

23/06/13
27/06/13
4
30/06/13
04/07/13

5
07/07/13
11/07/13

6
14/07/13
18/07/13

COURSEW
ORK

Quiz 1

Quiz 2

7
21/07/13
25/07/13

1
1
1

Branding and benefits

Trademark
Packaging and labeling

Chapter 6: Developing and Managing Product

Type of New product

2
2

New product development process

Product life cycle (PLC)

8
28/07/13
01/08//1
3

TEST

04/08/13 - 08/08/13
MID SEMESTER BREAK
HARI RAYA AIDILFITRI

04/08/13
08/08/13
10
11/08/13
15/08/13

11
18/08/13
22/08/13

12
25/08/13
29/08/13

13
01/09/13
05/09/13

MID SEM

1
1
1
1

Chapter 7: Marketing Channel

Definition of marketing channels
Channel intermediaries and their function
Consumer channel structure
Level of channel distribution intensity

Level of channel distribution intensity (cont.)

1
1
1

Chapter 8: Retailing
Definition of retailing
Classification of retails operation
Major types of retail operation

1
1
1

Non- store retailing

Franchising
Franchising (cont.)

Chapter 9: Promotional Mix

The promotion mix

1
1
1
1

The goal of promotion

The AIDA concept
Definition and major types of advertising
Media decisions in advertising

Quiz 3

31/08/13
HARI
MERDEKA

14
08/09/13
12/09/13

15
15/09/13
19/09/13

1
1
1

Definition and consumer sales promotional tools

Definition, functions of public relation and tools
Definition of personal selling

Chapter 10: Pricing concepts

Price definition

1
1
2

Factors that influence price decisions

Pricing objectives
Pricing Strategies

16
22/09/13
26/09/13

REVISION WEEK
23/09/13 - 24/09/13

FINAL EXAM
25/09/13 13/10/13

RUJUKAN UTAMA
C.W Lamb Hr.J.F.Hair,Jr.& Mc Daniel, C.Marketing 11th Edition, South- Western
College Publishing (2011)

Kotler, P.&Armstrong, G Principle Of Marketing 14th Edition, Prentice Hall (2012)

Disediakan:

Disahkan :

____________________

___________________

(SITI NOOR AZLIZAWATI AB RAHIM)

(WAN NORSURYANI WAN NASRU)

Tarikh: 09/06/2013

Tarikh: 09/06/2013