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FACULTY OF BUSINESS, ECONOMICS AND ACCOUTANCY

UNIVERSITI MALAYSIA SABAH

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Name of Course: Marketing

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Course Code: BT12003

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Name of academic staf: Grace Phang (Dr.), Tini Maizura Mohtar (Dr.) and
Azizi@Azazi@Adis (Dr.)
Rationale for the inclusion of the course / module:

4.

This course emphasizes on the fundamental marketing theory and concepts which
aims to provide students with the basic knowledge and skills necessary to design and
execute effective marketing plans and programs. The students will be introduced to
the important elements of marketing: product, price, place and distribution (4Ps). The
other aspects of marketing, such as, market segmentation, targeting and positioning,
market mix strategy, market planning and implementation, international marketing,
and services marketing also will be covered. All these topics will help students to be
able to develop a foundation of knowledge and skills in marketing.
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Semester and Year ofered: Semester 1, Year 1

6.

Total Student
Time (STL)
L = Lecture
T = Tutorial
P = Practical
O = Others

Learning

Face to Face
L

P O

Total Guided and Independent


Learning
See Appendix

7.

Credit Value: 3

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Prerequisite if any: -

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Learning outcomes:
By the end of this course, students will be able to:

a. Define and explain the simple theoretical aspects of marketing concepts and
process (C2, A1, S1; CS1)
b. Identify and compare the marketplace, consumer and business buyer
behavior (C4, A4, S1; CS2, CTPS1)
c. Distinguish the marketing strategies and marketing mix (4Ps) elements (C4,
A3, S1; CS1).
d. Work in teams, prepare a report, do presentations and analyze case studies
and make a constructive decision based the case studies (C3, A3, S2; CS3,
CTPS2, TS2, KK1)
10
.

11
.

12
.

Transferable Skills:
Presentation Skills
Communication Skills
Problem Solving Skills
Teaching-learning and Assessment Strategy
Lecture, Case Study, Group Assignment, Online Test/ Quiz, Midterm Exam and Final
Exam
Synopsis:
Marketing is a dynamic and an exciting field, the supreme importance of the
"marketing concept" is an attempt to identify and satisfy its customers' needs.
Marketing is the art and science of creating customer value and market exchanges
that benefit the organization and its stakeholders. The course is an introductory
overview of the marketing process, including the target market selection and
segmentation, marketing mix development and marketing strategy with an emphasis
on the interaction with the business environment. Social responsibility and ethics,
technology, and other macro-marketing issues are included. Marketing is designed to
help students learn about and apply the basic concepts and practices of modern
marketing as they are used in a variety of business settings. Regardless of your
career interest, Marketing should help you by providing valuable knowledge and
insight about a business function that profoundly affects both organizations and