LABUAN SCHOOL OF INTERNATIONAL BUSINESS AND FINANCE
UNIVERSITI MALAYSIA SABAH – LABUAN INTERNATIONAL CAMPUS
PRINCIPLES OF MARKETING (GT00803)
SEMESTER 2 2014/2015
1. COURSE SYNOPSIS
Kotler et al (2014) states that marketing is about creating customer value and building profitable customer relationships. It begins with the understanding of customer needs and target markets, designing customer-driven marketing strategies and programs, building customer relationships and capturing value for the firm. This module offers students with basic understanding of the marketing theory and concepts from a global perspective and application of soft skills among them throughout the assessments ...view middle of the document...
Kotler, P. and Armstrong, G. (2014) Principles of Marketing (15th Edition) Pearson Prentice Hall, New Jersey.
Yusniza Kamarulzaman and Nor Khalidah Abu (2013) Principles of Marketing (2nd Edition) Oxford University Press, Shah Alam.
Kerin, R. A., Hartley, S. W., Rudelius, W. & Lau, G. T. (2009) Marketing in Asia, 9th Edition, McGraw-Hill.
Lamb, Hair, McDaniel, Summers, Gardiner, (2013) Mktg 2, 2nd Asia-Pacific Edition, CENGAGE Learning.
6.0 LECTURER’S EXPECTATION OF STUDENTS DURING LECTURES AND TUTORIALS
▪ Attend class regularly; absence need justification
▪ Participate in class / group discussions / activities with interest and preparation;
▪ Turn mobile phone on silent mode; no taking pictures, video / voice recording unless with permission from the lecturer;
▪ Read the relevant chapters of the textbook or / and related articles before attending class; and
▪ Submit assignments before / on specified date and time.
7.0 COURSE EVALUATION
Assessment will be conducted (tentatively) as follows:
Final Exam : 40 %
Midterm Exam : 20 %
Group Assignment : 40 %
TOTAL : 100 %
Final Exam (40%)
A written assessment consisting of TWO essay questions and FIFTY Multiple Choice Questions (MCQ) that test students’ knowledge of the key topics in the course.
Midterm Exam (20%)
A written assessment consisting of SIXTY Multiple Choice Questions (MCQ). Topics will cover the first six weeks of lectures /tutorials discussion before the midterm examination.
(Major) Group Assignment (40%)
You are expected to find/form your own group members consisting of 10 (maximum) members, within the same program, in each group. Font type should be either Times New Roman or Arial, size 12, 1.5 Spacing.
8.0 SYNOPSIS OF TOPICS
|Week |Chapter | |Remarks |
|1 |1 | |17/02/2015 |
| | |Chapter 1: Marketing: Creating & Capturing Customer Value (JJ) | |
| | |Chapter 2: Company and Marketing Strategy: Partnering to Build Customer | |
|2 |2 |Relationships (JJ) |24/02/2015 |
| | | | |
|3 |4 |Chapter 4: Managing Marketing Information (JJ) |3/03/2015 ...