MKW1120 - Marketing theory and practice

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Overview

Introduction to marketing activities undertaken by business, government, profit, non profit organisations. Marketing theory, the marketing concept and its evolution from a strategic and applied perspective; development of corporate and marketing strategic plans; analysis of an organisation and marketing's role, value-exchange processes, buyer behaviour, marketing research and market analysis, the marketing environment, the use of marketing decision making tools; product concepts, strategies and development; distribution, pricing and communication mix strategies; services marketing; marketing management, implementation and control processes and procedures.

Offerings

OCT-MY-01-MALAYSIA-ON-CAMPUS

S1-01-MALAYSIA-ON-CAMPUS

S2-01-MALAYSIA-ON-CAMPUS

Requisites

Prohibition

Contacts

Chief Examiner(s)

Dr Aqilah Jahari

Dr Stephanie Cheah

Learning outcomes

On successful completion of this unit, you should be able to:

describe the key concepts upon which the practice of marketing is based

recognise these concepts in the marketplace and in everyday life

discuss the role and influence of marketing in the organisational environment

discuss how key marketing concepts can be used in analysing a range of marketing problems.

Assessment

1 - Within semester assessment

Workload requirements

Workload

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. The unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

Learning resources

Required resources