UNIVERSITI TEKNOLOGI MARA

SCHEME OF WORK

Code : MKT 410

Course : Introduction to Marketing
Level : 1
Credit Unit : 3
Contact Hours : 3
Part : 2
Pre-Requisite : None

1.0 Course Outcomes

At the end of the course the students should be able to:

Define marketing and identify its functions within a business organization. (C2,
P1,A1)(LO1)
Demonstrate and execute the relevant processes, techniques and principles of
marketing. (C3,P2,A2)(LO4)
Apply the marketing concepts through written and verbal presentation. (C3, P3,A3)
(LO5)

2.0 Course Description

This course introduces the principles and practice of marketing. It includes the basic
concept and philosophies in marketing, market segmentation, targeting and positioning
as well as marketing mix (4Ps). In addition, areas on consumers buying behavior,
marketing environment and marketing role in strategic planning and society are also
emphasized.

Nama Fakulti: Fakulti Pengurusan Perniagaan Tahun Semakan: 2013

Pusat Pengajian: Pusat Pengajian Pemasaran, Peruncitan dan Keusahawanan
Hak Cipta Universiti Teknologi MARA
Week Syllabus Content Hours Course Assessment Rubric
Outcome

Marketing in a Changing World

1 1.1 Definition Test 1 n/a
1.2 Core concept of marketing 3 CO1 Final Exam n/a
1.3 Marketing management philosophy
1.4 Challenges in marketing

2 Marketing Strategy 3 CO2 Test 1 n/a

2.1 BCG Matrix Final Exam n/a
2.2 Product/Market Expansion Grid
2.3 Marketing strategy and marketing
mix

3 Marketing Environment 3 CO1 Test 1 n/a

3.1 Micro environment Final Exam n/a
3.2 Macro environment

4 Consumer Buying Behavior 3 CO2 Test 1 n/a

4.1 Characteristics affecting consumer Final Exam n/a
buying behavior
4.2 Buyer decision process
4.3 Buying process for new products

5 Market Segmentation, Targeting and Positioning 3 CO2 Individual

5.1 Market segmentation Assignment
5.2 Market targeting (Level 1)
5.3 Positioning
Test 1 n/a
Final Exam n/a

6 TEST 1 1 Test 1 n/a

Product and Service Strategy 2 CO2 Group

6.1 Product and service definition CO3 Project
6.2 Product classifications (Level 1)
6.3 Individual product decision Group
6.4 Product line and product mix Presentation
6.5 Nature of services (Level 1)

Test 2 n/a
Final Exam n/a

Nama Fakulti: Fakulti Pengurusan Perniagaan Tahun Semakan: 2013

Pusat Pengajian: Pusat Pengajian Pemasaran, Peruncitan dan Keusahawanan
Hak Cipta Universiti Teknologi MARA
WEEK Syllabus Content Hours Course Assessment Rubric
Outcome Test/Quiz

7 New Product Development and Product Life- 3 CO2 Group

cycle Strategies CO3 Project
7.1 New product development (Level 1)
strategies Group
7.2 Product Life-cycle strategies Presentation
(Level 1)

Test 2 n/a
Final Exam n/a

8 Pricing Products: Approaches and Pricing 3 CO2 Group

Strategies CO3 Project
8.1 General pricing approaches (Level 1)
8.2 New product pricing strategies Group
8.3 Product mix pricing strategies Presentation
8.4 Price adjustments strategies (Level 1)

Test 2 n/a
Final Exam n/a

9 Distribution Channels and Logistics 3 CO1 Group

9.1 Channels functions CO3 Project
9.2 Number of channel levels (Level 1)
9.3 Channel arrangements Group
9.4 Logistics functions Presentation
(Level 1)

Test 2 n/a
Final Exam n/a
10 Integrated Marketing Communication Strategy
10.1 Marketing communication mix 3 CO2 Group
10.2 Integrated marketing CO3 Project
communications (Level 1)
10.3 Steps in developing effective Group
marketing communication Presentation
10.4 Shaping overall promotion mix (Level 1)

Test 2 n/a
Final Exam n/a

Nama Fakulti: Fakulti Pengurusan Perniagaan Tahun Semakan: 2013

Pusat Pengajian: Pusat Pengajian Pemasaran, Peruncitan dan Keusahawanan
Hak Cipta Universiti Teknologi MARA
WEEK Syllabus Content Hours Course Assessment Rubric
Outcome Test/Quiz

11 Advertising and Public Relation 3 CO1 Group

11.1Advertising objectives CO3 Project
11.2Major media types (Level 1)
11.3Functions of public relation Group
11.4 Major public relation tools Presentation
(Level 1)

Test 2 n/a
Final Exam n/a

12 Personal Selling and Sales Promotion 3 CO2 Group

12.1 Steps in sales force management CO3 Project
12.2 Personal selling process (Level 1)
12.3 Consumer sales promotional tools Group
Presentation
(Level 1)

Test 2 n/a
Final Exam n/a

13 TEST 2 1 n/a

Group Project Progress Review and 2 CO1 Group

Discussions CO2 Project
CO3 (Level 1)

14 Group Project Submission and Presentation 3 CO1 Group

CO2 Project
CO3 (Level 1)
Group
Presentation
(Level 1)

42
Total

4.0 Teaching Methodology

Lectures
Blended Learning
Activities by students
Presentations

Nama Fakulti: Fakulti Pengurusan Perniagaan Tahun Semakan: 2013

Pusat Pengajian: Pusat Pengajian Pemasaran, Peruncitan dan Keusahawanan
Hak Cipta Universiti Teknologi MARA
5.0 Assessment

MODE OF ASSESSMENTS
TABLE OF SPECIFICATIONS
Assessments Weightage CO-PO Achieved LEVEL OF C, P AND
A
Test 1 10% CO1 (100%) PO1 (100%) C2

Test 2 10% CO1 (100%) PO1 (100%) C2

Individual 10% CO1 (50%) PO1 (50%) C2,P1,A1

Assignments / CO2 (50%) PO3 (50%) C3,P2,A2
Quizzes

Group Term 10% CO1 (20%) PO1 (20%) C2,P1,A1

Project CO2 (40%) PO5 (40%) C3,P2,A2

CO3 (40%) PO5 (40%) C3,P3,A3

Group 10% CO1 (20%) PO1 (20%) C2,P1,A1

Term Project CO2 (40%) PO4 (40%) C3,P2,A2
Presentation CO3 (40%) PO4 (40%) C3,P3,A3

Final Exam 50% CO1 (100%) PO1 (100%) C2

6.0 Main Textbook

Kotler, Philip And Gary Armstrong, Principles Of Marketing, 14 th Edition, Prentice Hall
2012

Nama Fakulti: Fakulti Pengurusan Perniagaan Tahun Semakan: 2013

Pusat Pengajian: Pusat Pengajian Pemasaran, Peruncitan dan Keusahawanan
Hak Cipta Universiti Teknologi MARA