UNIVERSITI TEKNOLOGI MARA

SCHEME OF WORK
Code

: MKT 404

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

Tahun Semakan: 2013

Week

Syllabus Content

Hours

Course
Outcome

Marketing in a Changing World

1.1 Definition
1.2 Core concept of marketing
1.3 Marketing management philosophy
1.4 Challenges in marketing

CO1

Assessment

Rubric

Test 1
Final Exam

n/a
n/a

Marketing Strategy
2.1 BCG Matrix
2.2 Product/Market Expansion Grid
2.3 Marketing strategy and marketing
mix

CO2

Test 1
Final Exam

n/a
n/a

Marketing Environment
3.1 Micro environment
3.2 Macro environment

CO1

Test 1
Final Exam

n/a
n/a

Consumer Buying Behavior

4.1 Characteristics affecting consumer
buying behavior
4.2 Buyer decision process
4.3 Buying process for new products

CO2

Test 1
Final Exam

n/a
n/a

Market Segmentation, Targeting and Positioning

5.1 Market segmentation
5.2 Market targeting
5.3 Positioning

CO2

Individual
Assignment
(Level 1)

Test 1
Final Exam

n/a
n/a

Test 1

n/a

TEST 1

Product and Service Strategy

6.1 Product and service definition
6.2 Product classifications
6.3 Individual product decision
6.4 Product line and product mix
6.5 Nature of services

CO2
CO3

Group
Project
(Level 1)
Group
Presentation
(Level 1)
Test 2
Final Exam

Nama Fakulti:
Fakulti Pengurusan Perniagaan
Pusat Pengajian: Pusat Pengajian Pemasaran, Peruncitan dan Keusahawanan
Hak Cipta Universiti Teknologi MARA

n/a
n/a

Tahun Semakan: 2013

WEEK
7

10

Syllabus Content
New Product Development and Product Lifecycle Strategies
7.1 New product development
strategies
7.2 Product Life-cycle strategies

Pricing Products: Approaches and Pricing

Strategies
8.1 General pricing approaches
8.2 New product pricing strategies
8.3 Product mix pricing strategies
8.4 Price adjustments strategies

Distribution Channels and Logistics

9.1 Channels functions
9.2 Number of channel levels
9.3 Channel arrangements
9.4 Logistics functions

Integrated Marketing Communication Strategy

10.1 Marketing communication mix
10.2 Integrated marketing
communications
10.3 Steps in developing effective
marketing communication
10.4 Shaping overall promotion mix

Hours

Course
Outcome

Assessment
Test/Quiz

Rubric

CO2
CO3

Group
Project
(Level 1)
Group
Presentation
(Level 1)

Test 2
Final Exam

n/a
n/a

Group
Project
(Level 1)
Group
Presentation
(Level 1)

Test 2
Final Exam

n/a
n/a

Group
Project
(Level 1)
Group
Presentation
(Level 1)

Test 2
Final Exam

n/a
n/a

Group
Project
(Level 1)
Group
Presentation
(Level 1)

Test 2
Final Exam

n/a
n/a

CO2
CO3

CO1
CO3

CO2
CO3

Nama Fakulti:
Fakulti Pengurusan Perniagaan
Pusat Pengajian: Pusat Pengajian Pemasaran, Peruncitan dan Keusahawanan
Hak Cipta Universiti Teknologi MARA

Tahun Semakan: 2013

WEEK
11

12

13

14

Syllabus Content
Advertising and Public Relation
11.1Advertising objectives
11.2Major media types
11.3Functions of public relation
11.4 Major public relation tools

Personal Selling and Sales Promotion

12.1 Steps in sales force management
12.2 Personal selling process
12.3 Consumer sales promotional tools

Hours

Course
Outcome

Assessment
Test/Quiz

Rubric

CO1
CO3

Group
Project
(Level 1)
Group
Presentation
(Level 1)

Test 2
Final Exam

n/a
n/a

Group
Project
(Level 1)
Group
Presentation
(Level 1)

Test 2
Final Exam

n/a
n/a

CO2
CO3

TEST 2

n/a

Group Project Progress Review and

Discussions

CO1
CO2
CO3

Group
Project
(Level 1)

Group Project Submission and Presentation

CO1
CO2
CO3

Group
Project
(Level 1)
Group
Presentation
(Level 1)

42
Total

4.0 Teaching Methodology

Lectures
Blended Learning
Activities by students
Presentations

Nama Fakulti:
Fakulti Pengurusan Perniagaan
Pusat Pengajian: Pusat Pengajian Pemasaran, Peruncitan dan Keusahawanan
Hak Cipta Universiti Teknologi MARA

Tahun Semakan: 2013

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
Assignments /
Quizzes

10%

CO1 (50%) PO1 (50%)

CO2 (50%) PO3 (50%)

C2,P1,A1
C3,P2,A2

Group Term
Project

10%

CO1 (20%) PO1 (20%)

CO2 (40%) PO5 (40%)

C2,P1,A1
C3,P2,A2

CO3 (40%) PO5 (40%)

C3,P3,A3

Group
Term Project
Presentation

10%

CO1 (20%) PO1 (20%)

CO2 (40%) PO4 (40%)
CO3 (40%) PO4 (40%)

C2,P1,A1
C3,P2,A2
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
Pusat Pengajian: Pusat Pengajian Pemasaran, Peruncitan dan Keusahawanan
Hak Cipta Universiti Teknologi MARA

Tahun Semakan: 2013