UNIVERSITI TEKNOLOGI MARA

COURSE INFORMATION

Code Course Level Credit unit Contact hours Part Course Status Pre-Requisite

: : : : : : :

MKT646/657 Strategic Marketing Degree 4 4 5 Core

: None

Course Outcomes At the end of the course, students should be able to :1. discuss and apply the core elements of marketing and marketing management process to the marketing activities or business environment. analyze changes in the marketing environment and formulate marketing strategies. develop and present a marketing plan.

2. 3.

Course Description This course introduces all the major aspects of analysis, planning, implementation and control elements of the marketing management. The area of study includes collecting, analyzing and integrating pertinent information significant to formulate marketing strategies and develop the marketing plan. Syllabus Content
Fakulti Pengurusan Perniagaan Ijazah Sarjana Muda Pentadbiran Perniagaan (Kepujian) Pemasaran Hak Cipta Universiti Teknologi MARA Tahun Semakan: 2010

1.0

Introduction to Strategic Marketing Management 1.1 1.2 1.3 1.4 1.5 1.6 1.7 Define Marketing and Its Importance Core Concepts of Marketing Definition and Tasks of Marketing Management Companys Orientations Toward the Marketplace Major Drivers of the New Economy Customer Value and Satisfaction Customer Database and Database Marketing

2.0

Market-Oriented Strategic Planning 2.1 2.2 2.3 2.4 2.5 2.6 The Nature of High-Performance Businesses Overview of Strategic Planning Corporate Strategic Planning Process Review of BCG Matrix and GE Matrix Business Unit Strategic Planning Process Product Planning: The Nature and Contents of a Marketing Plan

3.0

Analyzing Marketing Opportunities 3.1 3.2 3.3 3.4 Marketing Information System (MIS) Marketing Environment Analyzing Industries and Competitors Balancing Customer and Competitor Orientation

4.0

Developing Marketing Strategies 4.1 4.2 4.3 4.4 4.5 4.6 Basic Competitive Strategies Strategies for Market Leaders Strategies for Challengers Strategies for Followers Strategies for Nichers Strategies for Building A Companywide Marketing Orientation

5.0

Identifying Market Segments and Selecting Target Markets 5.1 5.2 Bases for Segmenting Consumer Markets Market Targeting - Evaluating Attractiveness of Market Segments - Selecting the Target Segments

6.0

Differentiating and Positioning 6.1 6.2 Positioning Strategies Differentiation Strategies

7.0

Product Life Cycle Strategies 7.1 7.2 Product Life Cycle Product Life Cycle Strategies
Tahun Semakan: 2010

Fakulti Pengurusan Perniagaan Ijazah Sarjana Muda Pentadbiran Perniagaan (Kepujian) Pemasaran Hak Cipta Universiti Teknologi MARA

8.0

Developing New Products 8.1 8.2 8.3 New Product Development Process New Product Adoption Process Factors Influencing the Adoption Process

9.0

Pricing Strategies and Programs 9.1 9.2 9.3 Setting the Price Adopting the Price Initiating and Responding to Price Changes

10.0

Marketing Channels and Delivering Value 10.1 10.2 10.3 10.4 Marketing Channels and Value Networks The Importance and role of Marketing Channels Designing and Managing Marketing Channels E-Commerce Marketing Practices

11.0

Integrated Marketing Communication 11.1 11.2 11.3 11.4 11.5 11.6 11.7 Communication process & effective communication Introduction to Promotional Tools On-line and Direct Marketing Growth and Benefits of Direct Marketing Channels for Direct Marketing Public and Ethical Issues in the Use of Direct Marketing Managing Integrated Marketing Communications

12.

Organizing, Implementing, Evaluating and Controlling Marketing Activities 12.1 Options to organize the marketing department 12.2 Marketing implementation 12.3 Marketing control and evaluation

Teaching Methodology Lecture. Tutorial class discussion, case studies and/or assignments. Group project presentation and report of marketing plan.

Assessment
Fakulti Pengurusan Perniagaan Ijazah Sarjana Muda Pentadbiran Perniagaan (Kepujian) Pemasaran Hak Cipta Universiti Teknologi MARA Tahun Semakan: 2010

Continuous Assessment: Test 1 10% Test 2 10% Project 20% Assignments 10% Final Examination Total

50% 50% -----100% ====

Recommended Textbook Philip Kotler et.al (2009), Marketing Management : An Asean Perspective, 5th Edition, Prentice Hall (Singapore) Pte. Ltd. References 1. Darymple, D.J. and Parsons, L.J.(2000), Strategic Marketing, 6th Edition, USA, John Wiley. Cravens, D.W. (2000), Strategic Marketing, 6th Edition, Mc Graw-Hill. Peter and Donnelly (1998), Marketing Management : Knowledge and Skills, USA, McGraw-Hill. Aaker, D.A.(1998), Strategic Marketing Management, 5th Edition, USA, John Wiley. Internet Sources

2. 3.

4. 5.

Fakulti Pengurusan Perniagaan Ijazah Sarjana Muda Pentadbiran Perniagaan (Kepujian) Pemasaran Hak Cipta Universiti Teknologi MARA

Tahun Semakan: 2010