Undergraduate Programme

BBA/BBAMKT/BBAMGT/BBAIB

School of Business

Module Guide

Semester May 2015MARKETING MANAGEMENT

BM3213

(Lecturer: Lau Cheng Yong)1. Name Of Course/Module: MARKETING MANAGEMENT

2. Course Code: BM3213

3. Name(s) of academic staff: Lau Cheng Yong

4. Rationale for the inclusion of the course/module in the programme:This module focuses on building and strengthening of marketing management knowledge and skills of students in making well-informed decisions on marketing for enhancement of personal effectiveness as a leader and manager in order to positively impact the performance of work group and firm.

5. Semester and Year Offered: Four/ Year 2 May 2015

6. Total Student learning Time

(SLT)Face to Face

Total Guided and Independent Learning

L= Lecture

T= Tutorial

P= Practical

O=OthersL

28T

28P

O

64Guided: 56 hours

Independent Learning : 64Total: 120

7. Credit Value: 4 Credit Hours

8. Prerequisite (if any): BM3108 Introduction to Marketing

BM3104 Introduction to Organisational Behaviour

BM3212 Marketing Principles and Practice

9. Objectives:

At the end of the course, students will be able to:

discuss critical issues relating to marketing management in the global marketplace.

demonstrate the importance of information in driving marketing decision making.

apply effective marketing strategies in developing value offering in products and services by relating market segmentation, market targeting and positioning with marketing mix strategy formulation.

communicate and deliver the value offering using an integrative approach to the multitude of modes at a managers disposal under todays modern marketing environment.

10. Learning outcomes:

Knowledge and understanding

Upon successful completion of this module, students should be able to:1. Explain the elements of marketing strategy and planning

2. Discuss the importance of customer relationship management (CRM) in relation to competencies and capabilities of successful marketers

3. Utilize information to better understand competitors and customers in the consumer and business marketplaces.

4. Demonstrate the use of appropriate marketing mix to develop value offering in the marketplace.

5. Explain the importance of managing marketing channels and supply chain in the context of value addition along the distribution channel.6. Conceptualize an integrated marketing communication strategy through the effective use of the promotion mix under todays marketing environment.

7. Demonstrate the ability to use various metrics for measuring marketing performance.Disciplinary and Professional

Upon successful completion of this module, students should be able to :1. Conceptualize a marketing plan 2. Demonstrate the ability to utilise relevant marketing analysis tools to given scenarios.

3. Creatively apply the rigorous analysis required to identify, understand, and profitably fulfill the dynamic needs of customers in the marketplace.

4. Integrate key marketing concepts such as the marketing mix, branding, the product life cycle, segmentation, target marketing, product positioning, new product development, consumer behavior, and international marketing to managerially relevant situations.

11. Transferable skills: Skills and how they are developed and assessed, Project and practical experience and Internship:

Self management transferable skills -Practised and assessed

Learning transferable skills

-Practised and assessed

Communication transferable skills

-Practised and assessed

Teamwork transferable skills

-Practised and assessed

Problem solving transferable skills

- Taught, practised and assessed

Information technology transferable skills - Practised

12. Teaching-learning and assessment strategy:To introduce students to the premises of marketing, lectures (slides and video clips) would be conducted followed by discussions in tutorials (discussion, presentation and case study). Besides lectures and tutorials, a group assignment and presentation will also be conducted to evaluate students learning.

13. Synopsis:

This module covers the need to appreciate good marketing planning which requires a systematic progression from a companys vision and mission, situational analysis, SWOT analysis, marketing strategies to tactical marketing incorporating the marketing mix, budgeting and control.

14. Mode of delivery (Lecture, Tutorial, workshops, Seminars, etc.):

Lectures and tutorials

15. Assessment Methods and Types:

a. Group Assignment 40%

i. Written Assignment (30%)

ii. Group Presentation (10%)

b. Final Exam 60%

TOTAL

100%

16. Mapping of the course/module to the programme aims;

BM3213 will help students achieve the programme aims, in particular the following:

BBA (Hons) Business Administration

Programme Aims

Course Aims

To prepare students for a career in Business and Management or related areas by equipping them with relevant skills, knowledge and understandingTo encourage students to develop an analytical and enquiring mind to respond creatively to the problems and opportunities facing business and society todayTo allow students to develop qualities such as flexibility, adaptability and independence which will enable students to manage in a rapidly changing economic, social and technological environmentTo enable students to communicate effectively, not only in terms of language proficiency but also in terms of wider cultural contextBBA (Hons) in Management (BBA MGT)

Programme Aims

Course Aims

To prepare the student for a career in Management or related areasTo encourage the student to develop an analytical and enquiring mind which can respond creatively to the problems and opportunities facing business now and in the future as well as those facing themselves and society at largeTo allow the student to exercise initiative and personal responsibility in order to develop qualities such as flexibility, adaptability and independence, which will enable them to cope in a rapidly changing economic, social and technological environmentTo enable the student to communicate information, ideas, problems and solutions effectively to both specialist and non-specialist audiences in a broad cultural contextBBA (Hons) Marketing

Programme Aims

Course Aims

To encourage the student to develop an analytical and enquiring mind which can respond creatively to the problems and opportunities facing business now and in the future as well as those facing themselves and society at large To develop flexibility, adaptability & independence in its undergraduates; this will enable them to manage within organisations in a rapidly changing economic, social & technological environment

To enable the student to understand a range of business management and marketing philosophies and concepts; this will equip students to contribute to organisations in both the profit and not for profit sectorsTo enable the student to communicate information, ideas, problems and solutions effectively to both specialist and non-specialist audiences in a broad cultural context

Throughout the programme, undergraduates will be prepared for a career in business and marketing management or a related areaBBA (Hons) International Business

Programme Aims

Course Aims

To prepare students for a career in International Business or related areas

To encourage students to develop an analytical and enquiring mind which can respond creatively to the problems and opportunities facing modern business as well as those facing the students themselves and society at large

To develop qualities such as flexibility, adaptability and independence, which will enable students to cope in a rapidly changing economic, social and technological environmentTo enable students to communicate effectively, not only in terms of language proficiency, but also in terms of a wider cultural context

To allow students to appreciate the current global and national contexts and the implications of each for strategic international business management

17. Mapping of the course/ module of the learning outcomes

This course helps to fulfil the programme learning outcomes, in particular to develop their professional skills such as communication skills, leadership skills, self management and team work.

BBA (Hons) Business Administration

Programme Learning Outcomes

Course Aims

Understand the context, nature, role and significance of management activities as undertaken by managers in a range of organisationExamine and appraise management concepts and frameworks through analysis of complex, multifaceted business problems encountered by managers within organisationRecognise the importance of effective financial management of businessExplain the importance of key functions, transformational processes and practices which contribute to the effective management of businessDemonstrate strategic awareness and analyse and evaluate options open to organisations involved in the process of formulating business strategies

Appreciate the competitive environment and its effects upon the management and strategic direction of business

Apply business-specific tools of research, analyses, decision-making and evaluation to a wide range of scenarios and problems and use them to devise, substantiate and sustain arguments

Use key financial and management accounting techniquesUse and practise business-specific communication techniquesDevelop competences in planning, control and integration of business related activitiesBBA (Hons) in Management (BBA MGT)

Programme Learning Outcomes

Course Aims

Recognise the integrated nature of business and the importance of an holistic approach to business managementUnderstand the current and projected context, nature, role and significance of management activities as undertaken by managers in a range of organisationsExamine and appraise management concepts and frameworks through analysis of complex, multifaceted business problems encountered by managers within organisationsRecognise the importance of effective financial management of businessExplain the importance of key functions, transformational processes and practices which contribute to the effective management of businessDemonstrate strategic awareness and analyse and evaluate options open to organisations involved in the process of formulating business strategiesAppreciate the uncertainty of the external environment and its effects upon the management and strategic direction of businessUnderstand the importance of effective individual and corporate behaviours and cultures in management and organisational developmentDemonstrate awareness of business research methodology and techniques and its role in the developing of ideas and thinking at the forefront of the discipline

Apply business-specific tools of research, analysis, decision-making and evaluation to a wide range of scenarios and problemsUsing skills of critical evaluation, apply such business specific tools to devise, substantiate and sustain arguments contributing to decision-making in contexts with various degrees of certaintyUse and practise business-specific communication techniquesDevelop competences in planning, control and integration of business related activities

Reflect on experiences leading to personal and professional development

BBA (Hons) Marketing

Programme Learning Outcomes

Course Aims

Recognise the integrated nature of business and the importance of an holistic approach to business management

Understand the current and projected context, nature, role and significance of management activities as undertaken by managers in a range of organizations

Examine and appraise management concepts and frameworks through analysis of complex, multifaceted business problems encountered by managers within organisations

Recognise the importance of effective financial management of business

Demonstrate strategic awareness and analyse and evaluate options open to organisations involved in the process of formulating business strategies

Understand the importance of effective individual and corporate behaviours and cultures in management and organisational development

Demonstrate awareness of, and subsequently use, the available range of analytical models and techniques that might be applied to market planning and control to produce superior performance in both a national and international business context

Apply business-specific tools of research, analysis, decision-making and evaluation to a wide range of scenarios and problems

Using skills of critical evaluation, apply such business specific tools to devise, substantiate and sustain arguments contributing to decision-making in contexts with various degrees of certainty

Use and practice business-specific communication techniques

Develop competences in planning, control and integration of business related activities

Reflect on experiences leading to personal and professional development

Contribute to independent strategic thought and practical solutions to the development of marketing activities

BBA (Hons) International Business

Programme Learning Outcomes

Course Aims

Explain the importance of key functional areas and global business transformational processes, which contribute to effective international management practice, and the management of business resources worldwide;

Demonstrate strategic awareness and analyse and evaluate options open to organisations involved in the process of formulating business strategies within the context of the global business environment;

Demonstrate an understanding of the process of change and transformation in organisations operating within the global business environment;

Gain an understanding of substantive English and international law and its impact on decision making for organisations operating in the global business environment;

Relate the theory of communication, networking and the management of a multicultural workforce to practice within the global business environment;

Demonstrate awareness of business research methodology and techniques of academic writing

Apply business-specific tools of research, analysis, decision-making and evaluation to a wide range of scenarios and problems and use them to devise, substantiate and sustain argument.

Use key financial and management accounting techniques.

Use and practise business-specific communication techniques.

Develop competences in planning, control and integration of business related activities.

Reflect on experiences leading to personal and professional development.

18.

Content outline of the course/module and the SLT per topic

TOPIC

SLT HOURS

LTOILTOTAL

Marketing in Todays Business Milieu2248

Elements of Marketing Strategy and Planning2248

Understanding the Global Marketplace: Marketing without Borders2248

Perspective of Customer Relationship Management2248

Managing Marketing Information 2248

Understanding Competitors and Customers2248

Segmentation, Target Marketing and Positioning22812

Product Experience44816

Service as Core Offering2248

Managing Pricing Decisions 22812

Managing Marketing Channels and the Supply Chain2248

Integrated Marketing Communication2248

Revision2248

Total SLT282864120

19.Main references supporting the course:

Main Reading:

Greg, W. Marshall and Mark, W. Johnston (2010) Marketing Management, International Edition, McGraw Hill.

Additional Readings:1. Kotler, P. and Keller, K. (2012). Marketing Management. 14th edition. New Jersey: Pearson/Prentice Hall.

2. Kotler, P. and Armstrong, G. (2012). Principles of Marketing. 14th Edition. New Jersey: Pearson/Prentice Hall.

20.Other additional information

Guided: 56 hours

Independent Learning : 64 hours

Total: 120 hours

The 64 hours of Independent Learning includes /made up of the following activities:

Face to face consultation with the lecturer

Additional reading or exploration on the subject matter

Group discussions on assignment tasks

Preparation for written assignments/report Preparation for Presentation Preparation for quizzes /examinations

NILAI UNIVERSITY SCHOOL OF BUSINESSMARKETING MANAGEMENT (BM3213)

GROUP ASSIGNMENT (30%)The discipline of marketing has evolved through the decades largely through changes in technology, consumer behaviour , socio-economic trends, globalization and industry networks. Concommitant to these changes various types of marketing approaches have emerged to leverage on opportunities that exist in various market segments. Among these approaches are Green Marketing, Cause Related Marketing, Customer Relationship Marketing, Social Media Marketing, Sensory Marketing, Trade Show Marketing, Search Marketing (Search Engine Marketing), Long Tail Marketing, etc. Hence, in the light of these changes in the marketing environment, students need to familiarize themselves with these marketing approaches so that they can equip themselves with knowledge and skills to plan, organize, implement and monitor marketing strategies.

Your Task

1. You are required to research, analyze and evaluate a given topic on marketing given below. (Please refer to the rubric attached for guidelines in writing the assignment).

2. You need to define and elaborate the subject term of the given topic and enhance the write-up with related marketing concepts and principles. 3. In addition, you need to highlight the possible adoption in business / marketing practice and benefits that marketers will get for utilizing such concepts. 4. You are then required to provide real life examples of marketers/ firms / organizations that have successfully implemented the subject term and achieved the desired result. 5. Your personal view should be included to reflect your understanding of the topic. The topics for the group assignment are as follow:

i. Green Marketing

ii. Multi Level Marketing

iii. Customer Relationship Marketing

iv. Social Media Marketing

v. Sensory Marketing

vi. Trade Show Marketing

vii. Search Marketing (Search Engine Marketing)viii. Long Tail MarketingASSIGNMENT REQUIREMENTSYou are required to organize yourselves into groups by the 2nd week of the semester. Each group should consist of at least FOUR (4) and not more than FIVE (5) students. Each group needs to register in a form provided by the module leader and to be submitted by the end of the 3rd week.Due Date

The assignment must be handed in by Week 12 (Monday, 2015). Turnitin submission is compulsory and similarity must not be more than 20%. Late submission will not be accepted.Assignment Write-Up The write-up should be typed in a 12-point Times News Roman font or 11-point Arial, and double-spaced. All data or information in the form of charts, tables (if any) must be shown clearly and be titled appropriately. The length of the assignment should not be more than 2000 words.

Students need to attach a standard cover sheet for each assignment. The cover sheet must contain the following information:

Title of the course

Each members name (in full) Each members ID number AssessmentThe write-up is marked over 100 marks. The assignment comprises of 30% of the total marks for this course.

GuidelinesThe assignment requires extensive reading of relevant materials, related articles from electronic databases, textbooks, etc., and productive team discussion among the group members.

The following points will be considered in assessing the submitted work (You are required to refer to the rubric for guidelines):

Answer reflects in-depth discussion which reflects student maturity will definitely capture the examiners attention. All points must be supported with thorough explanation.

The way the material is systematically organized and presented.

Repetitive, lengthy and generalized arguments should be avoided.

Quality of the written expression (grammar, spelling, etc.).

Plagiarism will result in zero marks for the assignment. The group must submit the final draft of assignment to Turnitin to determine the level of plagiarism (similarity should not be more than 20%) before submission to the module leader.

Group Presentation Each group of student is required to present their work in power point slides. The group presentation is marked over 100 marks. The group presentation comprises 10% of the total marks for this course. The presentation will be held during Week 13 , 2015.Evaluation Rubric Marketing Management (BM3213)The following rubric will be used for the evaluation of the group assignment. Note that the component areas are listed on the left column, and levels of performance are listed across. This listing can help the students to prepare their assignment better. (This rubric must be attached to your assignment before submission).Components/ PartsMarks AssignedMarks Allocation First markerSecond Marker

Definition and elaboration of term/ concept/ theory10 Marks0 3 Marks4 7 Marks8 10 Marks

Definition and elaboration from author and other researchers are not very clear and doubtful.

Definition and elaboration from author and other researchers trigger reflection but raise some doubts.Distinctive definition and elaboration from book author and researchers trigger high quality reflection on the term, concept or theory.

Related marketing concepts, models and/or principles 15 Marks0 5 Marks6 10 Marks11 15 Marks

Concepts, models and principles mentioned are weak. Missing a lot of important points and elaborations.Concepts, models and principles mentioned are good. Explanation is faired average and raised minor doubts.Concepts, models and principles mentioned are precise and accurate. Explanation is thorough and convincing.

Possible adoption of the subject term / concept in business/ marketing practice 15 Marks0 5 Marks6 10 Marks11 15 Marks

Merely guessing on the possible adoption and exhibit poor understanding. Explanation is weak and raised a lot of doubts. Has made good effort to adopt the principles and values but not convincing. Explanation is faired average and raised minor doubts. Critically assessed the subject term and able to point out the principles and values which are applicable for practice. Explanation is convincing.

Benefits of utilizing the subject term /concept in marketing practice15 Marks0 5 Marks6 10 Marks11 15 Marks

Explanation on the benefits is weak and fails to impress readers.Explanation on the benefits reflects average understanding on the subject matter and raised doubts.Explanation on the benefits reflects thorough understanding on the subject matter and convincing.

Examples of real life firms/ organizations that benefited from the utilization of the concept15 Marks0 5 Marks6 10 Marks11 15 Marks

Examples mentioned are weak and doubtful. Explanation raised a lot of doubtsExamples mentioned are good. Explanation is faired average and raised minor doubts.Examples mentioned are precise and accurate. Explanation is thorough and convincing.

Personal view on the subject term /concept

15 Marks0 5 Marks6 10 Marks11 15 Marks

Explanation on personal view is rated poor and reflects poor understanding.

Explanation on personal view is rated good and reflects average understanding.

Explanation on personal view reflects students ability to provide strong view with good insights.

Conclusion5 Marks0 1 Marks2 3 Marks4 5 Marks

Conclusion is weak and does not interest the reader. A lot of unrelated concepts and explanation is repeated. Conclusion is faired average with relevant points and/or facts. Explanation is good with appropriate elaboration. Conclusion is good with relevant points and interesting facts. Explanation is thorough and reflective.

Organization of the Write-up

10 Marks0 3 Marks4 7 Marks8 10 Marks

Organization of write-up is average with cover sheet. Inconsistency in alignment, spacing, numbering, bulleting and major grammatical/ spelling error. References follow Harvard Referencing but with noticeable mistakes.Organization of write-up is good with cover sheet. Minor inconsistency in alignment, spacing, numbering, bulleting and minor grammatical/ spelling error. References follow Harvard Referencing but with minor mistakes.Organization of write-up is impressive with proper alignment, consistent spacing, proper numbering, proper bulleting and no grammatical/ spelling error. References follow Harvard Referencing and with no glaring mistakes. cover sheet, and rubric are attached accordingly.

Evaluated By:

Name: __________________

Name: __________________

Date: ___________________

Date: ___________________

Marks Agreed:

Department of Marketing and Management

Presentation Assessment Sheet (10% of the Module Marks)

Module Title: _______________________________Module Code: ____________________

Student Name: _______________________________ID. No : _____________________Programme: _______________________________ Company Name : ______________________

Judging CriteriaOutstanding

GoodAverageNeeds ImprovementWeak/Fail

Structure

Interesting opening54321

Logical progression of ideas54321

Memorable closing54321

Content & Visual Aids

Factual / Depth of information54321

Evidence (examples, statistics, research/survey, citations etc.)54321

Degree of critical thinking54321

Creativity54321

Delivery

VoicePronunciation and articulation54321

Voice projection / volume54321

Voice modulation / tone54321

Voice Distractions54321

Body LanguageFacial & Hand gesture54321

Eye-contact54321

Enthusiasm54321

Communication SkillsInteraction with audience54321

Degree of preparedness / Response to questions54321

Interesting54321

ProfessionalismProfessional attire / Dressing54321

Time Management54321

Teamwork54321

TOTAL MARKS

Comments:

______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Evaluated By:

Name: __________________

Name: __________________

Date: ___________________

Date: ____________________

GROUP MEMBERS REGISTRATION FORMCourse

: _______________________________________

Course Code

: _______________________________________

Lecturer

: _______________________________________

Semester

: _______________________________________

Assignment

: _______________________________________

Name of Organization (related to project)______________________NameStudent ID NumberProgramSignature

Marks Agreed: _______________