UiTM/LESSON PLAN/MAC2024_August2024

FACULTY OF BUSINESS MANAGEMENT

UNIVERSITI TEKNOLOGI MARA

FUNDAMENTALS OF MARKETING (MKT243)

LESSON PLAN / SCHEME OF WORK

Chapter Topics Assessment Tools Weeks

1.0 Overview of Marketing Mid-term test 2
1.1 Overview of marketing
1.2 Elements of marketing mix (4P’s) 25/3 - 29/3
1.3 Marketing management philosophies
1.4 External marketing environment

2.0 Understanding Consumer Behaviour Mid-term test 3

2.1 Consumer buying behaviour
2.2 Factors influencing consumer buying 1/4/ - 5/4
behaviour
2.3 Consumer buying decision-making
process CUTI AIDIL - FITRI 8 - 13
2.4 Types of consumer buying decisions APR

3.0 Market Segmentation, Targeting and Mid-term test 4

Positioning
3.1 Market segmentation
3.1.1 Criteria for successful segmentation 15/4 - 19/4
3.1.2 Bases for segmenting consumer
markets
3.2 Market targeting
3.2.1 Strategies for selecting target markets
3.3 Market positioning
3.3.1 Bases for positioning

4.0 Product Business Idea Poster 6

4.1 Types of consumer products Video Presentation
4.2 Branding Final Exam 22/4 - 26/4
4.2.1 Benefits, strategies & trademarks
4.3 Packaging
4.3.1 Packaging functions
4.3.2 Labeling
4.4 Importance of new products
4.5 New product development process
4.6 Product life cycles
5.0 Price Business Idea Poster
5.1 Overview of price and its importance to Video Presentation 7
marketing managers Final Exam
5.2 Pricing objectives
5.3 The cost determinant of price 29/4 - 3/5
5.3.1 Markup, Profit maximization and
 UiTM/LESSON PLAN/MAC2024_August2024

Break-even pricing
5.4 Other determinants of price

6.0 Place Business Idea Poster 8-9

6.1 Channel intermediaries and their Video Presentation
functions Final Exam 6/5 - 17/5
6.2 Consumer channel structure
6.3 Level of channel distribution intensity
6.4 Understanding retailing
6.4.1 Major types of retail operations
6.4.2 Non store retailers
6.5 Franchising
6.5.1 Franchisor and franchisee
6.5.2 Basic forms of franchises

7.0 Promotion Business Idea Poster 10 - 12

7.1 The role of promotion in marketing mix Video Presentation
7.2 The goals of promotion Final Exam 20/5 - 24/5
7.3 The AIDA concept
7.4 The promotional mix
7.5 Factors affecting promotional mix CUTI PESTA MENUAI 27/5 - 2/6
7.6 Advertising
7.6.1 Major types of advertising
7.6.2 Media types
3/6 - 7/6
7.7 Public Relations
7.7.1 Major public relations tools
7.8 Sales Promotion
7.8.1 Tools for consumer sales promotion
7.9 Personal Selling
7.9.1 Advantages of personal selling
7.9.2 Steps in the selling process

8.0 Contemporary topics in Marketing Business Idea Poster 13

8.1 Overview of customer relationship Video Presentation
management (CRM) Final Exam 10/6 - 14/6
8.2 Social media and marketing
8.2.1 Social media tools
8.2.2 Social media and mobile technology
8.3 Ethics and social responsibility
8.3.1 The six models of social control
8.3.2 Corporate social responsibility

Induction & ice breaking 1

Mid term test 5

26 April 2024
(Friday @3pm)

Revision week and submission of group 14

report
Final Examination 15 - 17
15/7 - 4/8

CUTI SEM 5/8 - 22/9 2024