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BPMM 3013 / STRATEGIC MARKETING

SECOND SEMESTER 2016 / 2017 ( A162 )


School of Business Management
College of Business
UNIVERSITI UTARA MALAYSIA

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COURSE CODE: BPMM 3013


COURSE: CONSUMER BEHAVIOR
PRE-REQUISITE: PMM 1013 PRINCIPLE OF MARKETING

INSTRUCTOR : Dr. Jamal Mohammed Esmail Alekam


CONTACT : jamalalekam@uum.edu.my or gamal_mohammed2003@yahoo.com
Room 117.2 Cetma Building/ Convention Centre/ 0175778276/ 049286675

BPMM 3013 / STRATEGIC MARKETING


SECOND SEMESTER 2016 / 2017( A162 )
UNIVERSITY UTARA MALAYSIA

GROUP PROJECT and INDIVIDUAL FOR BPMM 3013

Unit assessments :
Group project : 20%
Participation (individual) : 5%
Case study (individual) : 15%
Mid semester exam : 20%
Final exam : 40%
Total 100%

GROUP PROJECT FOR BPMM 3013


A group of not more than four must be formed. The purpose of this assignment is to introduce the students to the concept of
marketing analysis and marketing strategy. This exercise is also to complement the concepts that have been discussed in the
lecture. The group has to identify a company and has to perform an analysis regarding the market, the customers, the
competition, other marketing environments, and internal factors of the company. Then the group has to analyze the marketing
mix strategies pursued by the companies. Finally the group has to comment on those strategies and make own
recommendations.

Below are the topics that should be covered in the report.


1. Company background.
2. Market analysis.
3. Competitors analysis.
4. Customer analysis.
5. Other marketing environment analysis.
6. Internal analysis.
7. SWOT.
8. Marketing Mix analysis.
9. Comment and recommendation.
10. Conclusion.

The discussion on the above topic or sections must be based on the concept or materials that have been discussed in the
lecture. In another word, use the lecture sessions to guide you to do discussion on those topics mentioned above.

The report is worth 25% of the total grade. The grading will be based on how well you do the analysis, the comment and
recommendation. Please do not cut and paste from the internet and please do not use previous report because I will notice it
when I read your report. This will usually result a zero or at most only 5% of the allocated percentage.

Any member who did not contribute to the writing of the report and who is reported to me by the group that he / she did not
contribute will be given zero for the project paper.

No two groups will be allowed to do the same company.

CASE STUDY (INDIVIDUAL)

Case FOUR Chapter 9 page 256

Hands on assignment 10.9 page 292

Hands on assignment 11.7 page 315

Review and discussion question13.1 - Page 363

Hands on assignment 14.8 page 379

PLEASE TAKE NOTE OF THESE IMPORTANT DATES:


Mid-Term Exam - (TUESDAY)
Project Report - MAY 2017
Case study / assignment - MAY 2017