COURSE OUTLINE
Department & Faculty: Department of Chemical Engineering
Faculty of Chemical & Natural Resources Engineering
Page
1 of 3
Semester: 1
Academic Session: 2009/2010
Subject & Code: Strategic Marketing Planning &
Implementation (MKL 1873)
Total Lecture Hours: 7 hours X 4 days (28 hours)
Lecturer
Room No.
Tel. No.
E-mail
:
:
:
:
Assoc Prof Abdul Hamid Mohamed
Mobile: 012-3302611
hm_md48@yahoo.com
Section
Meeting Time
Venue
Assistant
:
:
:
:
01
Saturday (2.00pm – 9.00pm) Sunday (8.30am – 4.30pm)
Rumah Semarak (CEPP), UTM International Campus, Kuala Lumpur
none
Prerequisite
: none
Synopsis
: This course is designed to introduce postgraduate students (working executives) to
marketing management, its role and importance of organizational performance in the
hyper-competitive, rapid internalization and globalisation of the business environment.
The course, whilst introducing basic concepts and tools of marketing management,
deals with the analysis of marketing mix, marketing opportunities, consumer and
business markets. It exposes participants to the various steps of preparing strategic
marketing plan.
Objectives
: By the end of the course, students should be able to:
a) Understand and appreciate strategic marketing planning concepts and tools,
b) Develop skills in preparing strategic marketing decisions,
c) Generate knowledge on how to prepare an effective marketing plan,
d) Create insights into the basic strategic options available in analyzing and
solving marketing problems.
e) Cooperate in team working as part of a group of students working to solve
strategic marketing planning and implementation problem
Generic Skills
Addressed
:



Problem solving
Presentation & communication skills
Team working
Prepared by:
Name: Assoc. Prof. Abdul Hamid Mohamed
Signature:
Date: 16 December 2008
Certified by: (Course Coordinator)
Name: Prof Ramlan Abd Aziz
Signature:
Date: 16 December 2008
COURSE OUTLINE
Department & Faculty: Department of Chemical Engineering
Faculty of Chemical & Natural Resources Engineering
Page
Semester: 1
Academic Session: 2009/2010
Subject & Code: Strategic Marketing Planning &
Implementation (MKL 1873)
Total Lecture Hours: 7 hours X 4 days (28 hours)
Day
1
Topic
Analyzing Marketing Opportunities
 Market oriented strategic planning
 Gathering information and market demand
measure
 Scanning marketing environment
 Understanding consumer behaviour
 Understanding competition
 Market segments and selecting target
markets
Case Study Briefing
 Case handouts/groupings/format
discussion
Developing market strategies
 Product positioning
 Product life cycle
 Product development
 Global/glocal market
Case Study 1
3
Shaping the Market Offerings
 Product and branding strategies
 Strategic marketing plan
 Product mix strategies
 Price strategies
Case Study 2
4
Learning Outcomes
Course Content Overview & Requirements
 Marketing concepts and tools
 Scope of marketing
Understanding Marketing Management
 Adapting marketing to the new economy
 Building customer value and satisfaction
2
2
1 of 3
It is expected that the participants will be
able to:






Understand the role and scope of
marketing
Understand the relevance of
marketing to their own work
environment
Understand the behavioural pattern
of consumers
Understand how marketing minds
dissect and do customer profiling
Appreciate the purpose and
usefulness of case study methods
Learn through group dynamics
Participants will acquire knowledge on:

Elements of marketing mix:
 Product
 Price
 Promotion
 Place
 People
 Process

Strategies for domestic market and
global market
Applying knowledge gained in problem
solving and teamwork
Participants will have a deeper
understanding of marketing offerings on:
 the important role of branding
 product innovation
 pricing
Applying knowledge gained in problem
solving and teamwork
COURSE OUTLINE
Department & Faculty: Department of Chemical Engineering
Faculty of Chemical & Natural Resources Engineering
Page
Semester: 1
Academic Session: 2009/2010
Subject & Code: Strategic Marketing Planning &
Implementation (MKL 1873)
Total Lecture Hours: 7 hours X 4 days (28 hours)
Day
4
Topic
Managing and Delivering Marketing
Programmes
 managing marketing channels
 managing retailing
 managing wholesaling and logistics
 managing integrated marketing
communications
 managing advertising, sales, PR and
direct marketing
 managing total marketing effort
Case Study 4
Teaching Methodology
References
:
3
1 of 3
Learning Outcomes
Particpants will have a comprehensive
understanding of how marketing works and
be able to:


assess/evaluate marketing
stratgegies
write and prepare a workable
marketing plan
Applying knowledge gained in problem
solving and teamwork.
: Lectures, case studies, group discussions/presentations and videos
1. Kotler P., Marketing Management, 12th Edition 2006, prentice Hall, new Jersey
(recommended text)
2. Peter J.p., Donnelly Jr., A Preface to Marketing Management, 9th Edition 2003, McGraw
Hill, Hew York
3. Kotler P., Swee H.N., Marketing Management, An Asian Perspective, 2003, Prentice
Hall, Singapore
Assessment
:
Participation
Case Studies
Marketing Plan
15%
40% (1)
45% (1)