Skip to main content
Help Center
×
How Can I Help?
Help
Micro-credential@USM
ATW159MQ PRINSIP PEMASARAN (PRINCIPLES OF MARKETING)
0%
Previous
Course data
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
Next
Micro-credential@USM
Side panel
Categories
All categories
SCHOOL OF MANAGEMENT
SCHOOL OF MANAGEMENT/Bachelor of Management in S...
SCHOOL OF MANAGEMENT/Bachelor of Management in S.../Sidang 2024/2025
SCHOOL OF MANAGEMENT/Bachelor of Management in S.../Sidang 2024/2025/Semester I
SCHOOL OF MANAGEMENT/Bachelor of Management in S.../Sidang 2024/2025/Semester II
SCHOOL OF MANAGEMENT/Bachelor of Management in S.../Sidang 2024/2025/KSCP
Home
Teaching Assessment
Library
Website
OPAC
ePerpustakaan
Course Reserve
Reference & Academic Support
Research Data Management
Proquest eBook Central
Open Educational Resources (OER)
Open Science
USM Library TV
Library Guides
ProQuest Dissertations and Theses (PQDT)
Course Search
Log in
Login using USM Identity :
Username
Username
Password
Password
Log in
Micro-credential@USM
Categories
Collapse
Expand
All categories
SCHOOL OF MANAGEMENT
SCHOOL OF MANAGEMENT/Bachelor of Management in S...
SCHOOL OF MANAGEMENT/Bachelor of Management in S.../Sidang 2024/2025
SCHOOL OF MANAGEMENT/Bachelor of Management in S.../Sidang 2024/2025/Semester I
SCHOOL OF MANAGEMENT/Bachelor of Management in S.../Sidang 2024/2025/Semester II
SCHOOL OF MANAGEMENT/Bachelor of Management in S.../Sidang 2024/2025/KSCP
Home
Teaching Assessment
Library
Collapse
Expand
Website
OPAC
ePerpustakaan
Course Reserve
Reference & Academic Support
Research Data Management
Proquest eBook Central
Open Educational Resources (OER)
Open Science
USM Library TV
Library Guides
ProQuest Dissertations and Theses (PQDT)
Course Search
SCHOOL OF MANAGEMENT
Summary
Course info
ATW159MQ PRINSIP PEMASARAN (PRINCIPLES OF MARKETING)
Lecturer:
DR. JASMINE YEAP AI LEEN
Skill Level
:
Beginner
