FACULTY OF BUSINESS & ACCOUNTANCY

UNIVERSITY OF MALAYA

Bachelor of Business Administration

Bachelor of Accounting

Academic Year 2014/2015, Semester 2

CBEB1106: PRINCIPLES OF MARKETING

Instructor: Md. Nor Othman, Ph.D. (Professor)

Office: Room A2-18

Telephone: 03-7967-3956 (direct line); 03-7967-3843 (personal assistant)
Email: mohdnor@um.edu.my
Consultation Hours: By appointment

A. LECTURE SCHEDULE

Week Date Topic Reading Assignments

1 23/2 a. Introduction

b. Marketing: Creating & Capturing a. Chapter 1

Customer Value

2 2/3 a. Company & Marketing Strategy a. Chapter 2

b. Analyzing the Marketing b. Chapter 3

Environment

3 9/3 a. Managing Marketing Information a. Chapter 4

b. Video 1: Zappos b. p.55

4 16/3 a. Consumer Markets and Consumer a. Chapter 5

Buyer Behaviour

b. Business Markets and Business Buyer b. Chapter 6

Behaviour

5 23/3 a. Customer-Driven Marketing Strategy a. Chapter 7

b. Video 2: Domino’s b. p.151

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Week Date Topic Reading Assignments

6 30/3 a. Products, Services, and Brands a. Chapter 8

b. New-Product Development & Product b. Chapter 9

Life-Cycle Strategies

7 6/4 a. Pricing a. Chapter 10

b. Video 3: Goodwill Industries b. p.162

13/4 Semester Break

8 20/4 a. Pricing Strategies a. Chapter 11

b. MID-SEMESTER EXAM

9 27/4 a. Marketing Channels a. Chapter 12

b. Retailing and Wholesaling b. Chapter 13

c. Video 4: Life is Good c. p.277

10 4/5 a. Integrated Marketing a. Chapter 14

Communications Strategy

b. Video 5: Smashburger b. p.309

11 11/5 a. Advertising and Public Relations a. Chapter 15

b. Personal Selling and Sales Promotion b. Chapter 16

12 18/5 a. Direct and Online Marketing a. Chapter 17

b. Video 6: The U.S. Film Industry b. p.576

13 25/5 a. Creating Competitive Advantage c. Chapter 18

b. The Global Marketplace b. Chapter 19

14 1/6 a. Sustainable Marketing a. Chapter 20

b. Revision

22/6 FINAL EXAM

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B. TUTORIAL SCHEDULE

Tutorial Week Materials

1 3 Case 1: Abou Shakra Restaurant (p.55-56)

2 4 Case 2: Trap-Ease America (p.86-88)

3 5 Case 3: Xerox (p.118-120)

4 6 Case 4: Porsche (p.184-186)

Semester Break

5 7 Case 5: Mavi Jeans (p.278-279)

8 Mid-Term Exam (no tutorial for this week)

6 9 Case 6: Google (p.307-308)

7 10 Case 7: Amazon vs Walmart (p.357-358)

8 11 Case 8: Red Bull (p.450-452)

9 12 Project Paper Presentation: Topic 1 to Topic 3

10 13 Project Paper Presentation: Topic 4 to Topic 6

11 14 Project Paper Presentation: Topic 7 to Topic 9

C. TOPICS FOR PROJECT PAPER

Note: You are required to write the paper from the marketing perspective. You can
search for the materials from the internet and interview the respective companies for
information. However, avoid plagiarism. If you are discovered plagiarising your
report extensively, you will be penalised. Zero (0) mark will be given to your report.
The decision of the instructor on this issue is final.

1. The rise and fall of Nokia.

2. Innovation: The story of Samsung.
3. Market segmentation: The Bata example
4. Giant Hypermarket: A retailing success story
5. AirAsia: A marketing success story
6. Think Global, Act Local: McDonalds’ in India
7. Online food marketing in Malaysia
8. Proton Berhad: The failure to venture into overseas markets
9. How to enter international markets: The Secret Recipe way
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D. CLASS TEXT AND REFERENCES

Class Text: Philip Kotler and Gary Armstrong (2014), Principles of Marketing,
Essex, England: Pearson Education, Limited.

References:

1. Noel Capon and Shamza Khan (2015), Capon’s Marketing Principles: Asia
Edition, Subang Jaya, Selangor: SJ Learning.

2. Gary Armstrong and Philip Kotler (2009), Marketing: An Introduction, Upper

Saddle River, New Jersey: Pearson Education, Inc.

3. Philip Kotler, Susan Burton, Ken Deans, Linden Brown, and Gary Armstrong
(2013), Marketing, French Forest, New South Wales: Pearson Australia.

4. Michael R. Solomon, Greg W. Marshall, and Elnora W. Stuart (2012), Marketing:

Real People, Real Choices, Upper Saddle River, New Jersey: Pearson Education,
Inc.

5. Michael Levens (2012), Marketing: Defined, Explained, Applied, Upper Saddle

River, New Jersey: Pearson Education, Inc.

6. David L. Kurtz (2012), Principles of Contemporary Marketing, Singapore: South-

Western, Cengage Learning.

7. William O. Bearden, Thomas N. Ingram, and Raymond W. Laforge (2007),

Marketing: Principles and Perspectives, New York: McGraw-Hill/Irwin.

8. Dhruv Grewal and Michael Levy (2008), Marketing, New York: McGraw-
Hill/Irwin.

9. Joseph P. Cannon, William D. Perreault, Jr., and E. Jerome McCarthy (2008),

Basic Marketing: A Global-Managerial Approach, New York: McGraw-
Hill/Irwin.

10. Roger A. Kerin, Lau Geok Theng, Steven W. Hartley, and William Rudelius
(2013), Marketing in Asia, New York: McGraw-Hill Companies, Inc.

E. GUIDELINE FOR CLASSWORK

1. Case Study

 By drawing lots, each one of you will be assigned to one case study group.
 Maximum number of group members is three.
 Again by drawing lots, each group will be assigned one case.

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 The group members will choose a leader of the group.
 The Case Study report has to be done together as a group. No individual Case
Study report is accepted.
 You are only required to answer the questions at the end of the case.
 Deadline for the submission of the case study report is on the day of the
presentation.
 Case study presentation has to be done as a group, i.e., each member has to
participate in the presentation.
 Presentation has to be made using power-point.
 The allocation of marks for the Case Study will be as follows: 70% written report,
30% oral presentation.
 For the written report, all group members will get the same marks. However, for
the oral presentation, the marks will be based on the individual performance of
each group member.
 Before presentation, a copy of the powerpoint slides has to be given to the
instructor.
 Presentation should not exceed more than 15 minutes.
 Q&A session (for 5 minutes) will be opened to the floor after the presentation.
 The grading of the case will follow the Faculty of Business & Accountancy rubric
which will be explained in the first class.

2. Project Paper

 Each one of you will be assigned to one group by drawing lots.

 Maximum number of group members is four.
 Again by drawing lots, each group will be assigned one of the nine topics.
 The group members will choose a leader of the group.
 The project paper has to be done together as a group. No individual paper is
accepted.
 Deadline for the submission of the Project Paper report is on the day of the
presentation.
 Project paper presentation has to be done as a group, i.e., each member has to
participate in the presentation.
 Presentation has to be made using powerpoint.
 Project paper presentation will start from Week 12.
 The allocation of marks for the Project Paper will be as follows: 70% written
report, 30% oral presentation.
 For the written report, all group members will get the same marks. However, for
the oral presentation, the marks will be based on the individual performance of
each group member.
 Before presentation, a copy of the powerpoint slides has to be given to the
instructor.
 Presentation should not exceed more than 15 minutes.
 Q&A session (for 5 minutes) will be opened to the floor after the presentation.
 The grading of the project paper will follow the Faculty of Business &
Accountancy rubric which will be explained in the first class.

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F. CLASS EVALUATION

1. Case Study 10 %
2. Mid-term Exam 25 %
3. Project Paper 15 %
4. Final Examination 50 %
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Total 100 %
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