FACULTY TECHNOLOGY MANAGEMENT AND BUSINESS

1. Name of Course/Module Strategic Marketing

2. Course Code MPA 10303

3. Name(s) of academic staff Associate Professor Dr Haji Amran Haji Harun

4. Rationale for the inclusion for This is a required course for the MBA Program of the Faculty
the course/module in the Technology Management and Business, Universiti Tun Hussein Onn
programme Malaysia. By taking this course, MBA students will learn the importance
of managing marketing activities and environments within corporations.

5. Semester and Year offered Year 1, Semester 1

6. Total Student Learning Time Non Contact Total Guided and

Face to Face (F2F)
(Non F2F) Independent Learning

L = Lecture L T P O Total hours:

T = Tutorial 120
42 3 75
P = Practical
(1 credit = 40
O = Others
hours/
semester)

7. Credit Value 3 Credit

8. Pre-requisite None

9. The objectives of the To provide MBA students with highly applied decision making
module are to: framework and adoption of strategic marketing tools in solving
marketing problems.

10. Learning Outcomes Upon completion of the module the students should be able to:
1) Generate current issues in marketing (C5)
2) Construct marketing strategies in current business situation (P5)
3) Formulate marketing plan using relevant marketing concepts and
theories (A4)
11. Transferable Skills 1) To apply critical thinking in problem solving and decision-making.
2) Teamwork and communication skills through class presentations and
assignments

12. Teaching-learning and Teaching-learning and assessment strategies: Individual and Group
assessment strategy Assignments, Case Studies, Seminars, and Final Examination

13. Synopsis The purpose of this course is to introduce MBA students to the
comprehensive overview of factors that influence marketing decision
making and strategies at the management level, based on the
marketing principles and concepts. MBA students will also be exposed
to current issues in strategic marketing. Discussion on current issues
and case studies will be emphasized throughout this course.
The course covers four essential of strategic marketing decision making
stages: (1) Situation Assessment (2) Strategy Formation (3)
Implementation (Positioning and Marketing Mix) and (4) Documentation,
Assessment and Adjustment. In addition, this course will also provide
MBA students with the process, concepts and tools needed to develop a
 strategic marketing plan.
14. Mode of Delivery Lecture, online learning, case study, presentation

15. Assessment Methods and  Coursework: 70%

Types  Exam : 30%

1. Individual Assignment : 15 % (CLO2)

2. Quiz : 15% (CLO1)

3. Groups Assignments : 30 % (CLO3)

4. Group Presentations : 10 % (CLO3)

5. Final Examination : 30 % (CLO1)

Total : 100%

1: Individual assignment (15%)

Each student is required to choose a topic from the followings:
i) Religious tourism
ii) Umrah service quality
iii) Brand and destination image
This assignment should be written with a minimum of ten pages, single
space, using Times New Roman of 11 font size. The writing report
should have four sections namely 1) Introduction- where this section
required students to describe the subject matter 2) Literature review:
discuss the theories used in the research, discuss definitions of the
variables, the topic must be discussed with a reference of a minimum of
15 related current article journals 3) Analysis –: identify the research
gaps, describe the variables used in the studies, explain the research
methodology of the studies, analyze type of sample/respondents used
in the research, explain findings of the studies, is there any new trend in
research findings? 4) Conclusion and lastly 4) References. Before
submission, it is a must for students to check their work for plagiarism
using Turnitin and the result should be attached together with the
writing report in the appendix. The deadline for this assignment is on
the week six of the class. Please submit the writing report in the class,
as well as email me a copy of your assignment to
amranh@uthm.edu.my. Late submission will be penalized.

2: Case Study Report (15%) and Presentation (5%)

Each group will be assigned one case study. This assignment should
be written with a minimum of ten pages, single space, using Times New
Roman of 11 font size. The case study report should have five chapters
: 1) Introduction- background of the company 2) Situation
Assessment- a crucial set of questions should be addressed: a) What
is the situation? (context, industry, competition, customers, and the
company itself b) What has changed or is changing in the situation?
Where are those changes and trends headed? C) How have those
changes impacted the firm’s customers, its strategy and its competition?

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3) Problem Identification using gap analysis: by identifying the
difference between where we are and where we want to be 4)
Evaluation and Analysis-what are the possible courses of action?
Analyze each for viability and merit 5) Recommendation- what is the
best course of action? Again, plagiarism checking is needed and the
output should be attached in the writing report in the appendices.
Please submit the case report in the class, as well as email me a copy
of your assignment to amranh@uthm.edu.my. Please refer to the
course schedule for the deadline of the case study report. Late
submission will be penalized.

Each group is given 20 minutes for presentation and the use of

PowerPoint slide should be minimized to 10 slides only. The
presentation will be assessed based on the following criteria:
i) Clarity (5%)
ii) Creativity (5%)
iii) Organization (5%)
iv) Question and answer (5%)

3: Strategic Marketing Plan Report (15%) and Presentation (5%)

This is a group project. This project should be written with a minimum of
fifteen pages, single space, using Times New Roman of 11 font size.
This report answer three fundamental questions:
1) Where are we now?
2) Where do we want to go?
3) How do we get there?
Please refer to the appendix: strategic marketing plan in the text book
for the format of the report writing. Late submission will be penalized.

The presentation is scheduled on week 13 and week 14 of the class.

Each group is given 20 minutes for presentation and the use of
PowerPoint slide should be minimized to 15 slides only. The
presentation will be assessed based on the following criteria:
1) Clarity (5%)
2) Creativity (5%)
3) Organization (5%)
4) Question and Answer (5%)

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16. Mapping of the course/module to the Programme Educational Objectives (PEO)

Course LOs / Program Aims PEO1 PEO2 PEO3 PEO 4 PEO 5

Generate current issues in marketing (C5) /
Construct marketing strategies in current /
business situation (P5)
Formulate marketing plan using relevant /
marketing concepts and theories (A4)

17. Mapping of the course/module to Programme Learning Outcomes

PLO 10
PLO 11
PLO 12
PLO 13
PLO 1
PLO 2
PLO 3
PLO 4
PLO 5
PLO 6
PLO 7
PLO 8
PLO 9
Course LOs / Program LOs

Generate current issues in marketing /

(C5)
Construct marketing strategies in current /
business situation (P5)
Formulate marketing plan using relevant /
marketing concepts and theories (A4)

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18. Content outline of the course/module and the student learning time (SLT) per topic

Student Learning Time (SLT)

Total (hours)

Assessment
Self-Study
Practical
Tutorial
Lecture

Test &
Week Course Materials

Exam
1 Situation Assessment/Strategy
Formation 3

2 Implementation/ Market Definition

3

3 PEST Analysis/ Customer

Assessment: Trend and Insights Case
3
**Case study: Apple’s Winning study 1
Marketing Strategy
4 Consumer Buyer
Behavior/Competitor Analysis 3 Quiz 1

5 Industry Analysis/ Product Lifecycle

3

6 The Marketing Concept/ Marketing

Strategy
**Submission of individual Case
3
Assignment Study 2
** Case study: Mattel Confronts Its
Marketing Challenges
Generic Strategies/Product market
7 Growth Strategies 3

8 Market Segmentation 3 Quiz 2

9 Competitive Advantage/ SWOT
Analysis Case
3
** Case study: BP Struggles to Repair Study 3
Its tarnished Reputation
10 Targeting and Positioning/ Branding 3
11 Product Development/Product
3 Quiz 3
Innovation
12 Pricing/Promotion/Place
Case
**Case study: Zappos: Delivering 3
Study 4
Happiness
13 Group Presentation (Industry Analysis) Industry
3
**Submission of group project Analysis
14 Group Presentation (Industry Analysis) Industry
3
**Submission of group project Analysis

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 Total 42 3 75 210
Notional hours Tot
al
ho
urs 120
/
cre
dit
Creadit value 3

11 Main references supporting

the course Mooradian.T, Matzler. K and Ring.L, (2013), Strategic Marketing:
Pearson New International Edition - (1st edition), Pearson Education
Limited, ISBN-10: 1292020563

Kotler. P, Keller.K.L, Ang.S.H, Leong. S.W, Tan.C.T, (2013), Marketing

Management: An Asian Perspective (6th edition), Prentice Hall
Kerin. R, Peterson. R., (2012), Strategic Marketing Problems:
International Edition (12th edition) Prentice Hall, ISBN-10: 0273768948

Kotler. P., Keller. K.L., (2011), Marketing Management, (14th edition),

Pearson-Prentice Hall, ISBN-10: 0132102927

Chernev. A., Kotler, P., (2012), Strategic Marketing Management, (7th

Edition), Cerebellum Press, ISBN-10: 193657215X

12 Additional references Mba sudents are required to read and refer to articles published in
supporting the course marketing related journals for given assignments.
Plagiarism and Format
13 Other additional information
Please be advised that Plagiarism (using source material without due
reference) is a serious offence in academia. Failure to observe proper
referencing within individual assignment, case studies and final project
will result in an immediate grade ‘F’.

Submission deadlines will be strictly enforced. Please hand in your

assignment in class. Late submission is strictly prohibited.
Assignment received by fax will not be accepted. Please refer to the
assessment and course outline for the deadline information. Students are

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not given an extension of the deadline.

Group Assignment Cover Sheets:

Where a course has a group assessment item, each member of the

group MUST sign the cover sheet acknowledging the plagiarism
declaration. The names should be arranged alphabetically. Assignments
submitted without this information may not be assessed.

GOOD LUCK

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