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BUS2233 PRINCIPLES OF MARKETING - SEM 3 (2025/2026)
Class
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Nor Suhana Sateri
Lessons
Here is the class outline:
1. TOPIC 1 : MARKETING: MANAGING PROFITABLE CUSTOMER RELATIONSHIP
Nov 25
CLO1. Explain marketing, its core concept and marketing management orientation. • Defining Marketing • Five Core Marketing Concepts • Five Marketing Orientation • Customer relationship Management 5 sections
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2. TOPIC 2 : COMPANY AND MARKETING STRATEGY: PARTNERING TO BUILD CUSTOMER RELATIONSHIP
Dec 1
CLO2. Explain the organization’s overall strategic planning for long run survival and forces that exist in the company’s marketing environment. • Strategic Planning • The Marketing Process • Marketing environment 5 sections
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3. TOPIC 3 : SEGMENTATION, TARGETING AND POSITIONING: BUILDING THE RIGHT RELATIONSHIP WITH THE RIGHT...CLO3. Explain how companies identify attractive market segment, choose a target marketing strategy and position their products in the marketplace. • Market Segmentation • Target Marketing • Positioning for Competitive Advantages 6 sections
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4. TOPIC 4: CONSUMER MARKET AND CONSUMER BEHAVIOUR
Apr 23
• Model of Consumer Behaviour • Characteristics Affecting Consumer Behaviour • Types of Buying Decision Behaviour • The Buyer Decision Process 6 sections
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5. TOPIC 5 : PRODUCT, SERVICES & BRANDING STRATEGYCLO4. Apply and explain the elements of marketing mix used in customer-driven marketing strategy. • What is Product • Product and Services Decision • Branding Strategy: Building Strong Brands 4 sections
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6. TOPIC 6 : NEW PRODUCT DEVELOPMENT AND PRODUCT LIFE CYCLE STRATEGIESCLO4. Apply and explain the elements of marketing mix used in customer-driven marketing strategy. • New Product Development Strategy • Product Life Cycle Strategies 4 sections
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7. TOPIC 7 : PRICING CONSIDERATION AND APPROACHESCLO4. Apply and explain the elements of marketing mix used in customer-driven marketing strategy. • What is A Price • Factors to Consider When Setting Prices • General Pricing Approaches 3 sections
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8. TOPIC 8: PRICING STRATEGIESCLO4. Apply and explain the elements of marketing mix used in customer-driven marketing strategy. • New Product Pricing Strategies • Product Mix Pricing Strategies • Price Adjustment Strategies • Price Changes 3 sections
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9. TOPIC 9 : MARKETING CHANNEL AND SUPPLY CHAIN MANAGEMENTCLO4. Apply and explain the elements of marketing mix used in customer-driven marketing strategy. • The Nature and Importance of • Marketing Channels • Channel Organization 3 sections
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10. TOPIC 10 : RETAILING & WHOLESALINGCLO4. Apply and explain the elements of marketing mix used in customer-driven marketing strategy. • Retailing – Types and Function • Wholesaling – Types and Function 4 sections
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11. TOPIC 11 : INTEGRATED MARKETING COMMUNICATION STRATEGYCLO4. Apply and explain the elements of marketing mix used in customer-driven marketing strategy. • The Marketing Communication Mix • Integrated Marketing Communication • Types of Sales Promotion 3 sections
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12. TOPIC 12: THE GLOBAL MARKET PLACE• Global Marketing Today • The Global Marketing Environments • Deciding Whether to Go Global • Deciding How to Enter the Market • Deciding on the Global Program – the 4 Ps 1 section
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