MKW1120

Marketing theory and practice

(BUS)

Dr Mohd. Sadiq Sohail

6 points + First and second semester + 2-hour lecture and 1-hour tutorial per week

Synopsis: Topics include the history of marketing and the development of the marketing concept; the analysis of marketing situations into organisation, market, competition, resources supply, regulation, pressure group and economics components; marketing strategy; tactical marketing including the product, pricing, packaging, advertising, direct mail, merchandising, sales promotion, selling, distribution and after sales service; organising and controlling marketing.

Assessment: Group assignment 1 (Situation analysis): 15% + Group assignment (2) (Product plan): 20% + Presentation/participation: 10% + Mid-semester test: 10% + Tutorial attendance/summaries: 5% + Examination: 40%