MODULE PLAN FOM
Module Code & Module Title: MKT4053 Fundamentals of Marketing
Semester/Year: Year 1 (Sem 2)
Chapter 1: Introduction to Marketing
Definition of marketing
The marketing process
Core marketing concepts
Company Case: Abou Shakra Restaurant: Creating Customer Value the Old-Fashioned Way
Marketing Debate: Does Marketing create or satisfy needs?
Kotler, P. and Armstrong, G. (2014) Principles of Marketing. 15th Edn. Pearson Education: USA, Pg. 55
Kotler, P., Keller, K., L., Ang, S., H., Leong, S., M., Tan, C., T. (2012) Marketing Management. 14th Edn. Prentice Hall: New Jersey, pg. 31
Chapter 2: Strategic Planning
Marketing and consumer value
The central role of strategic planning
Corporate and division strategic planning
Business unit strategic planning
Briefing on marketing plan for new product.
Marketing Management, pg. 63
Students are required to design a product and write up a marketing plan for the new product that they would like to market.
Chapter 3: Marketing Information System
Marketing information and customer insights
Assessing marketing information needs
Developing marketing information
Analysing and using marketing information
Video Case: Domino’s https://www.youtube.com/watch?v=3MIcvsQ71YA Tutorial: Chapter 1-3
Principles of Marketing. 14th Edn.
Chapter 4: Marketing environment and MIS
Components of modern marketing information system
Video Case: Ecoist http://www.ecoist.com/pc/showvideo.asp Marketing Management, pg. 87
Principles of Marketing.
Chapter 5: Consumer Behaviour
Model of consumer behaviour
Characteristics affecting consumer behaviour
Types of buying decision behaviour
The buyer decision process
The buyer decision process for new products.
Marketing ethics: Vanity sizing