OLYMPIA COLLGE
EXECUTIVE DIPLOMA IN
BUSINESS MANAGEMENT
MODULE LEARNING GUIDE
MODULE: MARKETING PRINCIPLES
AND PRACTICES
MODULE CODE: EDMK 101
VERSION 1: April 2012
LEARNING GUIDE
MARKETING PRINCIPLES AND PRACTICES
1) INTRODUCTION
Marketing is a crucial and critical activity in business. Product success or failure depends upon
marketing. Revenue of companies is generated by the way of marketing the products.
It is necessary to understand as a business management student the importance of marketing in
the present competitive world. What marketing plan should be developed and implemented and
to which segment it matches is important for us to understand.
This subject is the foundation for the marketing that aims to make clear understanding about the
importance of marketing in the business world. It gives broad overview of marketing by focusing
on the following areas.
1.
Definition of marketing and Role of marketing in the
organization
2.
3.
4.
5.
6.
7.
Marketing concepts
Marketing environment
Developing marketing plan and its process.
Explain Marketing research and its process
Market segmentation and its basis
Consumer behavior.
2) AIMS
The primary aim of this module is to enable students to obtain basic understanding of key
concepts and issues involved in marketing and provide them with a broad overview of this field.
This module will also enable students to analyze the importance of marketing, its planning and
consumer behavior.
3) LEARNING OUTCOMES
At the end of the module, students should be able to:
1.
Have a clear knowledge about marketing and its concepts;
know various functions in the marketing system.
2.
Formulate market research and implement marketing plans
for business application
3.
Formulation of marketing strategies that can be used to
reach target markets.
4.
Understand the marketing environment and trends in the
present world
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LEARNING GUIDE
MARKETING PRINCIPLES AND PRACTICES
5.
Define the market segmentation for marketing the different
products to reach target consumers.
6.
Understand the consumer behavior and how consumers
take decisions at the time of buying and its process.
4) AUDIENCE AND PREREQUISITES
As an introductory module, there are no pre-requisites for this module. However, students are
expected to be proficient in English, as the module materials and assessment instruments will be
in English.
5) OVERVIEW OF THE MODULE
The module begins with an introduction to core concepts and definitions of marketing, including
the marketing functions, market research & planning and marketing strategies for targeted
segment consumers. Students will then understand the marketing environment in the present
business world. Finally, students will learn about understanding consumer behavior while
purchasing products. They can do effective marketing for target consumes, able to present
effectively the product before the prospect customer to buy.
6) INSTRUCTIONAL PLAN AND RESOURCES


This study guide has been written for both students
enrolled in this module as well as for instructors who will be teaching the module.
Students are advised to keep a hard copy in a file which they should bring to class,
while the lecturer can use the study guide to monitor their progress in imparting
knowledge according to the areas and topics specified.
In addition to the above, students are also advised to read
thoroughly the primary reference book recommended for this module, and also to
refer to additional reference books. You are also advised to scan local English
newspapers from time to time so as to obtain knowledge about current developments
in economics at the national level.
7) ASSESSMENT
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MARKETING PRINCIPLES AND PRACTICES
Self & Independent Study will include research, preparation for completing assignments, presentations,
discussions and team work.
Assessment
:
Course work
:
100%
To provide feedback to participants, the following grading scale will be used for all assessed elements:
Marks
Grade
Pass/ Fail Grading
Point
80 – 100
75 - 79.99
70 - 74.99
65 - 69.99
60 - 64.99
55 - 59.99
50 - 54.99
47 - 49.99
44 - 46.99
40 - 43.99
0 - 39.99
A
ABB
B+
C+
C
CD+
D
F
Pass
Pass
Pass
Pass
Pass
Pass
Pass
Pass
Pass
Pass
Fail
4.00
3.67
3.33
3.00
2.67
2.33
2.00
1.67
1.33
1.00
0
CLASS TEACHING-LEARNING SCHEDULE
Week No
1
Topics and Sub-Topics
Definition of core concepts and overview
 Definition of Marketing
 History of Marketing
 Cost and functions Marketing

Importance of marketing
 Role of marketing within the
organization.
 MARKET MYOPIA
 Customer satisfaction
2
Marketing and strategies
 Market mix (4Ps)
 Decision areas of marketing strategy
 Marketing Strategies
Marketing environment and its scanning
 Elements of marketing environment
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MARKETING PRINCIPLES AND PRACTICES



Trends in marketing environment
Global environment
Business SWOT analysis
3
Market planning and research process
 Explanation about Market plan
 Marketing planning process
 Situational analysis
 Marketing research process
4
Market segmentation and strategies
 Market segmentation
 Criteria for effective segmentation
 Common basis for segmentation
 Strategies for target markets
5
About Consumer behavior
 Model of Consumer behavior
 Interpersonal and personal
determinants of consumer behavior.
 Consumer decision process.
6
Business to business marketing
 Issues in business to business
marketing.
 Characteristics of business market.
 Business buying process.
7
Revision
WEEKLY STUDY PLAN
WEEK 1
Topics
Over the week of lecture and tutorial, the focus will be on the following:
Definition of marketing and its history:
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LEARNING GUIDE
MARKETING PRINCIPLES AND PRACTICES

Definition of marketing by
Philip kotler and detail explanation of marketing

History of marketing: when it
evolved and its detailed explanation
References

Kotler & Armstrong,
Principles of Marketing, A Global Perspective12 edition, 2009.
Kotler, Marketing
th
Management, 9 edition, Prentice Hall, 2009.
th


http://books.google.com.my/books?id=WFZvxkMZj_kC&printsec=frontcover&dq=FUNDAMENT
ALS+OF+MARKETING&hl=en&ei=aMT2TY3IJortrQeSs4StCA&sa=X&oi=book_result&ct=result&re
snum=1&ved=0CC4Q6AEwAA#v=onepage&q&f=false
WEEK 1
Topics
Over the week of lecture and tutorial, the focus will be on the following:
Marketing role and importance:

Explanation on the role of
marketing within the organization.


MARKETING MYOPIA.
About customer satisfaction
and its importance in marketing
References

Kotler & Armstrong,
Principles of Marketing, A Global Perspective12 edition, 2009.
Kotler, Marketing
th
Management, 9 edition, Prentice Hall, 2009.
th


http://books.google.com.my/books?id=WFZvxkMZj_kC&printsec=frontcover&dq=FUNDAMENT
ALS+OF+MARKETING&hl=en&ei=aMT2TY3IJortrQeSs4StCA&sa=X&oi=book_result&ct=result&re
snum=1&ved=0CC4Q6AEwAA#v=onepage&q&f=false
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LEARNING GUIDE
MARKETING PRINCIPLES AND PRACTICES
WEEK 2
Topics
Over the week of lecture and tutorial, the focus will be on the following:
Marketing mix and strategies

Explanation on Market mix
(4Ps) product, price, place and promotion.

Decision areas of marketing
strategy

Marketing Strategies
References

Kotler & Armstrong,
Principles of Marketing, A Global Perspective12 edition, 2009.
Kotler, Marketing
th
Management, 9 edition, Prentice Hall, 2009.
th


http://books.google.com.my/books?id=WFZvxkMZj_kC&printsec=frontcover&dq=FUNDAMENT
ALS+OF+MARKETING&hl=en&ei=aMT2TY3IJortrQeSs4StCA&sa=X&oi=book_result&ct=result&re
snum=1&ved=0CC4Q6AEwAA#v=onepage&q&f=false
WEEK 2
Topics
Over the week of lecture and tutorial, the focus will be on the following:
Trends in marketing environment:
Elasticity being one of the core components in analyzing both supply and demand, we shall
discuss this topic in terms of the following:

Make students understand the
Trends in the marketing environment

Elements of marketing
environment
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LEARNING GUIDE
MARKETING PRINCIPLES AND PRACTICES

Explanation on Global
environment

Business SWOT analysis.
References

Kotler & Armstrong,
Principles of Marketing, A Global Perspective12 edition, 2009.
Kotler, Marketing
th
Management, 9 edition, Prentice Hall, 2009.
th

http://books.google.com.my/books?id=WFZvxkMZj_kC&printsec=frontcover&dq=FUNDAMENT
ALS+OF+MARKETING&hl=en&ei=aMT2TY3IJortrQeSs4StCA&sa=X&oi=book_result&ct=result&re
snum=1&ved=0CC4Q6AEwAA#v=onepage&q&f=false
WEEK 3
Topics
Over the week of lecture and tutorial, the focus will be on the following:
Marketing plan and its process

Explanation on marketing
plan.

Detailed explanation about
marketing planning process


Situational analysis.
Marketing research process.
References

Kotler & Armstrong,
Principles of Marketing, A Global Perspective12 edition, 2009.
Kotler, Marketing
th
Management, 9 edition, Prentice Hall, 2009.
th


http://books.google.com.my/books?id=WFZvxkMZj_kC&printsec=frontcover&dq=FUNDAMENT
ALS+OF+MARKETING&hl=en&ei=aMT2TY3IJortrQeSs4StCA&sa=X&oi=book_result&ct=result&re
snum=1&ved=0CC4Q6AEwAA#v=onepage&q&f=false
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LEARNING GUIDE
MARKETING PRINCIPLES AND PRACTICES
WEEK 4
Topic
Over the week of lecture and tutorial, the focus will be on the following:
Market Segmentation


Market segmentation.
Criteria for effective
segmentation.

Common basis for market
segmentation.

Strategies for target markets
References

Kotler & Armstrong,
Principles of Marketing, A Global Perspective12 edition, 2009.
Kotler, Marketing
th
Management, 9 edition, Prentice Hall, 2009.
th


http://books.google.com.my/books?id=WFZvxkMZj_kC&printsec=frontcover&dq=FUNDAMENT
ALS+OF+MARKETING&hl=en&ei=aMT2TY3IJortrQeSs4StCA&sa=X&oi=book_result&ct=result&re
snum=1&ved=0CC4Q6AEwAA#v=onepage&q&f=false
WEEK 5
Topic
Over the week of lecture and tutorial, the focus will be on the following:
Consumer behaviour

Model of Consumer
behaviour

Interpersonal and personal
determinants of consumer behavior.

Consumer decision process.
References
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LEARNING GUIDE

MARKETING PRINCIPLES AND PRACTICES
Kotler & Armstrong,
Principles of Marketing, A Global Perspective12 edition, 2009.
Kotler, Marketing
th
Management, 9 edition, Prentice Hall, 2009.
th


http://books.google.com.my/books?id=WFZvxkMZj_kC&printsec=frontcover&dq=FUNDAMENT
ALS+OF+MARKETING&hl=en&ei=aMT2TY3IJortrQeSs4StCA&sa=X&oi=book_result&ct=result&re
snum=1&ved=0CC4Q6AEwAA#v=onepage&q&f=false
WEEK 6
Topics
Over the week of lecture and tutorial, the focus will be on the following:

Issues in business to business
marketing.

Discuss various
Characteristics of business market.

Business buying process.
References

Kotler & Armstrong,
th
Principles of Marketing, A Global Perspective12 edition, 2009.

Kotler, Marketing
th
Management, 9 edition, Prentice Hall, 2009.

http://books.google.com.my/books?id=WFZvxkMZj_kC&printsec=frontcover&dq=FUNDAMENT
ALS+OF+MARKETING&hl=en&ei=aMT2TY3IJortrQeSs4StCA&sa=X&oi=book_result&ct=result&re
snum=1&ved=0CC4Q6AEwAA#v=onepage&q&f=false
WEEK 7
Revision
EXECUTIVE DIPLOMA IN BUSINESS MANAGEMENT
FINAL EXAMINATION
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LEARNING GUIDE
MARKETING PRINCIPLES AND PRACTICES
References

Primary
reference
Kotler &
Armstrong, Principles of Marketing, A Global Perspective12th
edition, 2009.
.

Additional
references
Kotler,
Marketing Management, 9th edition, Prentice Hall, 2009.
Electronic References



You are encouraged to access resources in the ebrary
system on a regular basis.
You can refer to established and authentic websites
especially to obtain current and updated information. e.g.
Malaysian economic indices
However, please exercise caution in taking materials
from Wikipedia and other electronic encyclopedias. You
are also reminded about the rules and regulations
regarding plagiarism, which is viewed by this College as
a very serious offence.
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