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Micro-credential@USM
ATW159MQ PRINSIP PEMASARAN (PRINCIPLES OF MARKETING)
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General
Announcements
Week 1 - Course introduction
VIDEO Week 1 Course Introduction
SLIDES Week 1 - Course Introduction
SLIDES McGraw-Hill Connect Student Registration Guide
FYI - What they don't teach you in Harvard Business School
Week 2 - Marketing's Value
Video lecture 1.1 - The marketing concept and its core aspects
Video lecture 1.2 - Evolution of marketing and its value creation
Slides - Marketing's Value
Quiz on Marketing's Value
Week 3 - Marketing Strategy Planning
Video lecture 2.1 - Marketing strategy and the components of a marketing plan
Dyson launches new Dyson Zone™️ noise-cancelling headphones
Video lecture 2.2 - Growth strategies in marketing
Video lecture 2.3 - The immediate and macroenvironment affecting marketing strategies
Slides - Marketing Strategy Planning
Quiz on Marketing Strategy Planning
Week 4 - Buying Behaviour - Consumer and Business Organizations
Video lecture 3.1 - Consumer decision process
Slides 3.1 Consumer decision process
Video lecture 3.2 - Factors affecting consumer decision process
Slides 3.2 - Factors affecting consumer decision process
Video lecture 3.3 - Buying process and situations of business organizations
Slides 3.3 - Buying process and situations of business organizations
Reflection on factors affecting consumer decision process
Live session
RECORDING - Live session (090525)
Project guide - New product idea generation
Week 5 - Segmentation, targeting and positioning
Video lecture 4.1 - Segmenting a market
Slides 4.1 - Segmenting a market
Video lecture 4.2 - Choosing target segment(s)
Slides 4.2 - Choosing target market(s)
Video lecture 4.3 - Developing positioning statements
Slides 4.3 - Developing positioning methods
Application task - Writing a positioning statement
Announcement - Midterm Test - 30 May 2025
Week 6 - Marketing information and decision making
Video lecture 5.1 - Marketing research process
Video lecture 5.2 - Types and sources of data
Video lecture 5.3 - Big data and marketing analytics
Slides - Marketing information and decision making
Identifying types of data and research
Week 9 - Product management and new product development
Video lecture 6.1 - Products
Video lecture 6.2 - Branding and packaging
Video lecture 6.3 - New product development, adoption and lifecycle
Video lecture 6.4 - Services
Slides - Product management and new product development
How Air Jordan Built A $3.6 Billion Sneaker Empire
Week 10 - Objective of Pricing Policy and Price Setting
Video lecture 7.1 - Pricing orientations
Video lecture 7.2 - Price elasticity, break-even points and types of competition
Video lecture 7.3 - Price setting methods, strategies and tactics
Video lecture 7.4 - Illegal and unethical pricing practices
Slides - Objective of Pricing Policy and Price Setting
Pricing Experiments You Might Not Know, But Can Learn From
Large retailers facing lawsuits over deceptive pricing allegations
Week 11 - Place and Channel Distribution System
Video lecture 8.1 - Supply chain management
Video lecture 8.2 - Distribution intensities
Video lecture 8.3 - Types, evolution and strategies in retailing
Slides - Place and Channel Distribution System
Giant hypermarkets to be replaced by Giant Malls
Uniqlo’s Parent Company Bets Big on Tiny RFID Chips
Week 12 - Promotion and Integrated Marketing Communication
Video lecture 9.1 - The communication process and model
Video lecture 9.2 - Integrative communications channels
Video lecture 9.3 - Plan and measurement for IMC success
Slides - Promotion and Integrated Marketing Communication
Cute, cuddly, calculated: How plushies are helping brands stay relevant
ZUS Coffee's plushies return with an emotional twist
Week 13 - Advertising, Sales promotion, Publicity and Use of Media
Video lecture 10.1 - Design and execution of an advertising campaign
Video lecture 10.2 - Public relations toolkit
Video lecture 10.3 - Types of sales promotion
Video lecture 10.4 - Framework, components and applications of digital marketing
Slides - Advertising, sales promotion, publicity and use of media
How Stanley Turned A 110-Year-Old Water Bottle Into A $750 Million Business
Week 14 - Personal Selling and Customer Service
Video lecture 11.1 - Nature and steps in personal selling
Video lecture 11.2 - Salesforce management
Video lecture 11.3 - Ethical and legal issues in personal selling
Slides - Personal selling and customer service
To Sell Is Human - Dan Pink
Scrub Daddy Pitch in Shart Tank
Submission of Marketing Plan Report and Presentation
Week 15 - Issues in the Marketing Plan
Video lecture - Issue 1 – Understanding consumers’ decision process in the marketplace
Video lecture - Issue 2 – Obtaining valuable information for successful decision making
Video lecture - Issue 3 - Creating, capturing, delivering and communicating value to the intended target market(s)
Slides - Issues in the Marketing Plan
Issues in Marketing Strategy Implementation
Live session
Course recap and wrap up
Final exam details
Recording - Live session (12 June 2025)
ATW159MQ Final Exam - 21st July 2025
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SCHOOL OF MANAGEMENT
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Summary
Course info
ATW159MQ PRINSIP PEMASARAN (PRINCIPLES OF MARKETING)
Lecturer:
DR. JASMINE YEAP AI LEEN
Skill Level
:
Beginner
