Download bachelor of management (marketing) programme specifications

BACHELOR OF MANAGEMENT (MARKETING)
PROGRAMME SPECIFICATIONS
1. Programme Name
Bachelor of Management (Marketing)
2. Final Award
Bachelor of Management (Marketing)
3. Awarding Institution
UTM
4. Teaching Institution
UTM
5. Programme Code
TP 22 (SHF) Version 2
6. Professional or Statutory Body of Accreditation
NA
7. Language(s) of Instruction
Bahasa Melayu and English
8. Mode of Study (Conventional, distance learning, etc)
Conventional
9. Mode of operation (Franchise, self-govern, etc)
Self-govern
10. Study Scheme (Full Time/Part Time)
Full Time and Part Time
11. Study Duration
Minimum
Maximum
: 3 yrs
: 5 yrs
No. of Semesters
Type of Semester
No. of weeks
Full Time
Part Time
Full Time
Part Time
Regular
6
12
14
14
Short
2
4
8
8
1. Programme Objectives
(i)
(ii)
(iii)
To produce graduates who are able to apply their marketing knowledge, managerial skills and
able to analyse business strategies within an ICT environment.
To produce graduates who have the ability to analyse and solve business problems critically,
logically, creatively and analytically based on sound facts and ideas in fulfilling market
requirements globally.
To produce graduates who are able to respond to societal needs and exercise marketing ethics.
2. Programme Learning Outcomes
(a) TECHNICAL KNOWLEDGE AND COMPETENCIES
Intended Learning Outcomes
Teaching and Learning Methods
Assessment
LO1. Application of disciplinary knowledge – principles and theories
Apply knowledge and
understanding of management and
marketing in the management of
related organisations within an
ICT environment.
Lectures, tutorials, seminars, ICT
lab work, directed reading, case
study, independent research and
cooperative learning, field work,
industrial visits.
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Examinations, assignments,
quizzes, seminar
presentations, discussions,
cooperative and problembased exercises, group
projects, independent projects,
reports.
LO2. Integration and application of specific competencies
Integrate marketing strategy and
technology skills in analysing and
solving firms’ marketing and
social issues creatively.
Lectures, tutorials, seminars, ICT
lab work, directed reading,
independent research and
cooperative learning, field work,
industrial visits.
Examinations, assignments,
quizzes, seminar
presentations, discussions,
cooperative and problembased exercises, group
projects, independent projects,
reports.
(b) GENERIC SKILLS
LO3. Communication Skills
Able to communicate effectively
through appropriate written and
oral modes across a wide range of
contexts and audiences.
Individual and group assignments,
group projects, industrial training,
industrial visits, cooperative
learning.
Examinations, assignments,
presentations, discussions,
cooperative and problembased exercises, observation
of group projects, reports,
peer assessment.
LO4. Team Spirit/Teamworking
Able to work collaboratively and
assume different roles in a team to
solve problems and make
decisions in order to achieve a
common goal.
Group assignments, group projects,
industrial training, industrial visits,
cooperative learning.
Group assignments,
observation of group projects,
peer assessment.
LO5. Critical Thinking and Problem Solving Skills
Able to think critically, logically,
creatively and analytically in order
to identify, analyse and solve
contemporary marketing and
social issues.
Lectures, tutorials, seminars, ICT
lab work, directed reading,
independent research and
cooperative learning, field work,
industrial visits and case studies.
Examinations, assignments,
quizzes, seminar
presentations, discussions,
cooperative and problembased exercises, group
projects, independent projects
and case study reports.
LO6. Lifelong Learning and Information Management
Able to independently seek,
acquire and manage relevant
information from a variety of
sources for continuous selfdevelopment and life-long
learning.
Group projects, industrial training,
case studies, research projects.
Industrial training reports,
project reports, learning
portfolios, observation of
group projects, assignments.
LO7. Leadership Skills
Able to lead using the acquired
basic knowledge of leadership
Lectures, group assignments, group
projects, in-class group discussions.
LO8. Ethics and Integrity
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Observation of group projects,
peer assessment.
Able to display professional ethics
and practices, and moral
responsibility during social
interactions for the benefit of
mankind.
Lectures, tutorials, seminars, ICT
lab work, directed reading,
independent research and
cooperative learning, field work,
industrial visits.
Industrial training reports,
project reports, learning
portfolios, observation by
lecturers, peer assessment,
assignments and discussions
LO9. Entrepreneurship Skills
Able to recognise and analyse
business opportunities.
Lectures, industrial speakers,
industrial visits, case studies.
Case study reports, industrial
training assessment,
assignments.
3. Classification of Subjects
3.1. Components by category and total credits for graduation
Bachelor of Management (Marketing)
Quality Assurance Format Group 4 Business and Administration Programme**
Total
Credits
Overall
Percentage
Percentage according to
QA requirements*
* Business and Management
45
44.12%
52.33%
* Specialization/Marketing Technologies
24
23.53%
27.90%
* Other Disciplines (electives)
17
16.67%
19.77%
University Courses
8
7.84%
English Language Courses
6
5.88%
Co-curriculum Courses
2
1.96%
102
100%
Category
Core Courses:
Total
Total Credits For Graduation
100%
102
* The calculation for percentage according to QA requirements excludes university courses, English
language courses and co-curriculum courses.
3.2. Components by category according to Quality Assurance requirements
Basic Business and Management: Core: 50 – 60%
Quality Assurance Requirements (QA)
1
Accounting
(minimum 2 courses)
Courses Field
Credits
Introduction to Financial Accounting
3
Cost Accounting
3
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2
3
Introduction to Microeconomics
3
Introduction to Macroeconomics
3
Management Functions
(minimum 5 courses)
a. Management
Principles of Management
3
b.
Marketing
Principles of Marketing
3
c.
Human Resource Management
Human Resource Management
3
d.
Finance
Financial Management
3
e.
Strategic
Business Strategy
3
Organisational Behaviour
3
Business Mathematics
3
Statistics I
3
Statistics II
3
Commercial Law
3
Economy
(minimum 2 courses)
4
Functional Business Area
5
Quantitative Techniques
(minimum 3 courses)
6
7
8
9
Ethics and Laws
Communication and Interpersonal
Skills
Cognitive Skills
Information Technology /
Information Systems
(minimum 1 course)
Integrated
Integrated
Technology and Information System
Total (%)
52.33%
3
45
** Source:Jadual 1: Struktur dan Kandungan Program Perniagaan dan Perdagangan, Panduan
Standard Program,Peringkat Sarjana Muda, Bil. 1, Bahagian Jaminan Kualiti, Jabatan Pendidikan
Tinggi, Kementerian Pengajian Tinggi, m.s. 17.
Specialization According to QA Requirements: 20-30%
Name of courses
Credits
Marketing Information Systems
03
Marketing Communication
03
Consumer Behaviour
03
Electronic Marketing
03
Marketing Research
03
Database Marketing
03
E-Business Development and Application
03
Multimedia Marketing
03
Total
27.90%
24
Other Disciplines According to QA Requirements: Up to 25%
Name of courses
Credits
70
Elective
03
Elective
03
Undergraduate Project (Proposal)
02
Undergraduate Project (Report)
04
Industrial Training and Report (10 weeks)
05
Total
19.77%
17
4. Total credit hours to graduate
102 credit hours
5. Programme structure and features, curriculum and award requirements
The programme is offered in full-time mode and based on a 2 Semester per Academic Year with several
courses being delivered and assessed each Semester. The programme requires students to enrol in 4
courses (12 credits) offered by the Faculty of Computer Science and Information Systems. These courses
are intended to enhance students’ knowledge and skills in ICT and to provide hands-on experience in
applying a wide range of marketing technologies. The second May Semester is used for Industrial
Training for those who have completed their second year in residence.
Assessment
: Maximum 50% final examination
: Minimum 50% coursework.
Award requirements
Students should:
• Achieve a total of 102 credit hours with a minimum CPA of 2.0.
• Pass the Industrial Training component (equivalent to 5 credit hours).
• Complete the Undergraduate Project at Year 3.
Year 1
SEMESTER I
Code
SEMESTER II
Course
Code
Course
SHF 1113
Principles of Marketing
SHD 1123
Principles of Macroeconomics
SHD 1113
Principles of Microeconomics
SHD 1713
Statistics I
SHD 1703
Business Mathematics
SHD 1523
Organisational Behaviour
SHD 1513
Principles of Management
SCK 1413
Technology and Information
Systems
SHC 1123
Introduction to Financial
Accounting
ULT 1022
Islamic and Asian Civilisation
Co-Curriculum
UHB 1412
English for Academic
Communication
UQX 1XX1
Total Semester Credits = 16
Total Semester Credits = 16
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Year 2
SEMESTER III
Code
SEMESTER IV
Course
Code
Course
SHF 2173
Consumer Behaviour
SHF 2263
Marketing Research
SHF 2183
Marketing Communication
SHD 2513
Human Resource Management
SHF 2103
Marketing Information Systems
SHD 2323
Commercial Law
SHD 2793
Statistics II
SHC 2233
Cost Accounting
SHD 2213
Financial Management
SCK 2403
Database Marketing
UHS 1152
Ethnic Relations
UHB 2422
Advanced English for Academic
Communication
UQX 1XX1
Co-Curriculum
Total Semester Credits = 18
Total Semester Credits = 17
MAY SEMESTER
Code
Course
SHF 2915
Industrial Training
Total Semester Credits = 5
Year 3
SEMESTER V
Code
SEMESTER VI
Course
Code
Course
SHF 3183
Electronic Marketing
SHF 3XX3
Department Elective
SHF 3XX3
Department Elective
SHF 3824
Undergraduate Project (Report)
SHF 3812
Undergraduate Project
(Proposal)
SHD 3583
Business Strategy
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SCK 3493
Development of E-Business
Application
SCK 3703
Multimedia Marketing
UHB 3XX2
English Language Elective
UHS 2XX2
General Elective (JPSM)
ULT 2XX2
General Electives (PPIPS)
Total Semester Credits = 15
Total Semester Credits = 15
ELECTIVES (3 credits each)
Code
Courses
SHF 3203
Service Marketing
SHF 3253
Advertising and Promotion Management
SHF 3263
International Marketing
SHF 3213
Purchasing Management
SHF 3323
Cyber Law
SHF 3103
Tourism Marketing
SHF 3113
Brand Management
SHF 3123
Industrial Marketing
SHF 3133
Entrepreneurial Marketing
SHF 3143
Retailing Technology
SHF 3193
Marketing Strategy
6. Career Prospects
Graduates of the programme can work as product marketing managers, marketing assistants/executives,
purchasing and administration executives, or hold management and marketing related posts in industries
within an ICT environment or in ICT-based organisations.
7. Cross Campus Programme
Students are given the opportunity to register for a few courses in participating universities. The grades
and credits gained (up to 1/3 of the total credits of the curriculum) can be transferred for purposes of
graduation. Currently, there are four participating universities i.e. Universiti Teknologi Malaysia,
Universiti Sains Malaysia, Universiti Malaya and Universiti Malaysia Sarawak.
8. UTM Degree ++ Programme
Students are given the opportunity to enrol in certificate programmes offered by the School of
Professional and Continuing Education (SPACE) during their semester holidays.
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9. Facilities available
List of facilities:1.
2.
3.
4.
5.
Computer laboratory.
Digital laboratory.
Smart classrooms.
Resource centre.
In-house counsellor.
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SYLLABUS SUMMARY
BACHELOR OF MANAGEMENT (MARKETING)
SHC 1123
Introduction to Financial Accounting
This course is an introduction to financial accounting. It is designed to provide an understanding of the
basic principles and concepts of accounting and bookkeeping. The course also covers the accounting
cycle in an organisation such as the use of journals, posting, preparation of trial balance, adjustments for
the final accounts and preparation of financial statements.
SHC 2233
Cost Accounting
This course is a basic course on costing and management accounting. The course covers the principles,
techniques and methods involved in cost accounting. It introduces students to concepts and classifications
of costs, particularly costs in manufacturing organisations; for instance materials, labour and overhead
costs. The course will also cover types and apportionment of operation and production costs, job costing
as well as process costing. On completion of the course, students should be able to explain the role of cost
accounting within the organisation, use various classifications to analyse costs, explain various costing
systems and apply principles, techniques and methods involved in cost determination.
SHD 1113
Principles of Microeconomics
This course provides an understanding of and equips students with skills of economic analysis.
Understanding microeconomics is necessary for individuals or organisations to make rational decisions
and to assess government policy effects. It is the basis for understanding macroeconomics or the study of
the entire economy. The course emphasises the basic economic concepts of scarcity and opportunity cost;
demand, supply and market equilibrium; elasticity; production and the cost of production; market
structure and factor markets, as well as externalities and inefficiency. At the end of the course, the
students should be able to explain the fundamental economic problem and to apply the economic concepts
to current economic issues. The students should be able to work in a team, possess high ethics and are
able to enhance their knowledge in economics and to apply the knowledge to their respective areas of
specialisation.
SHD 1123
Principles of Macroeconomics
This course provides students an understanding about the factors which affect an economy in aggregate
terms such as national income, interest rates and price level. This course also tries to explain the effects
of economic policies, in particular monetary and fiscal policies on economic stability. At the end of this
course, the students should be able to explain the concept of national income and evaluate the
effectiveness of government policies in solving economic problems. The students should also be able to
cooperate among group members to produce a high quality assignment in macroeconomics.
SHD 1513
Principles of Management
This course will expose students to the basic concepts of management and business. Analysis of
management functions including planning, staffing, organising and control will be covered. Also
included will be methods of delegating authority, policy development, production and cost control. It will
also emphasise on social responsibility and organisation culture. The role of technology in management
will also be introduced. At the end of the course, students will be able to explain and apply the various
management concepts and practices. It will help students to understand and apply the various tools and
techniques of effective management.
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SHD 1523
Organisational Behaviour
This course is designed to expose students to the basic concept and important aspects related to the human
behaviour in organisations. It will emphasise on topics such as introduction to organisational behaviour,
culture and behaviour, individual differences, social perception, employee motivation and improving
employee performance, development of group behaviour, work team, leadership, power and politics in
organisation, conflict and negotiation, decision making, communication, change management and
managing stress. At the end of the course, students should be able to explain the important aspects that
relate to organisation behaviour, describe the relationship between organisational processes and behaviour
and its impact on organisational productivity, and identifying and solving problems related to human
behaviour in organisation. Students will also be able to collect information either individually or in
groups and analyse, report and present the information from various sources.
SHD 1703
Business Mathematics
This course introduces students to the mathematical principles, techniques and applications which are
useful to students in the field of business, economics and social science. It will emphasise on methods of
solving mathematical applications in linear equation systems. In financial mathematics, the course will
cover simple interest, compound interest, annuities, consumer loans, partial payment in loans, and markup and markdown. It will also cover applications in basic differential calculus; the derivative and
important economic concepts. At the end of the course, students should be able to solve mathematical
applications in linear equation systems. Students should also be able to solve problems related to
financial mathematics and applications of calculus in economics.
SHD 1713
Statistics I
This course introduces students to descriptive statistics. It will emphasise the methods of collecting,
organising, summarising and presenting data in useful ways to make informed and effective decisions. It
will begin with the explanation of basic statistical concepts. In organising data, the course will cover
methods to construct data arrays, frequency distributions, histograms, polygons and ogives. It will also
examine the use of measures of central tendency and dispersion in frequency distribution. The course
will also introduce to students basic experimental designs and sampling. It will also cover topics on
simple regression and correlation as well as basic probability concepts. At the end of the course, students
should be able to apply the knowledge learned by preparing a report on a simple study using the methods
of data collection, data organisation and data presentation.
SHD 2213
Financial Management
This course discusses the basic concepts of accounting and financial managemenet, methods of financial
statement analysis, evaluation of financial assets in terms of risk and return, and short-term and long-term
capital management of an organisation. At the end of the course, students should be able to explain basic
concepts of financial management in an organisation, and make decisions on financing and investment in
an organisation. Students should also be able to work either in groups or individually in gathering,
analysing and reporting information obtained from various sources.
SHD 2323
Commercial Law
This course emphasises five branches of law which are the Malaysian Legal System, Contract Law,
Employment Law, Consumer Protection Law, and Marketing Law. It will describe the basic concept of
the Malaysian Legal system, right and liability of the parties involved, based on the laws related to
commercial transactions. Besides that, the course will give the knowledge regarding the technique of
statute application, relevant cases and terms commonly used in this field. At the end of this course,
students should be able to identify the Malaysian Law related to commercial transactions, perform
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commercial activities in accordance with the law and settle the related problems. Students also should be
able to know the techniques of statute application, related cases and terms commonly used in this field.
SHD 2513
Human Resource Management
This course is designed to expose students to the major functions of human resource management in an
organisation. Among the topics discussed are human resource planning, human resource auditing,
forecasting of human resources, staffing and performance appraisal, recruitment, selection, placement,
orientation, training and development, career path management, job analysis techniques, compensation
administration, safety and health management, and industrial relations. It will emphasise the discussion
of the importance of each activity, processes involved, and also the factors influencing the
implementation of these activities. At the end of the course, students should be able to explain and
differentiate the major activities in human resource management, apply the knowledge and understanding
to solve problems in human resource management, and increase their self-confidence to become future
managers of an organisation.
SHD 2793
Statistics II
This course introduces students to inferential statistics. It will emphasise the methods of sampling,
estimating and hypothesis testing. It will begin with explaining basic statistical concepts and theories used
in all the topics covered. It will also cover topics on simple regression and correlation as well as basic
probability concepts. At the end of the course, students should be able to apply the knowledge learned by
preparing a report on a simple study using the methods of data collection, data organisation and data
presentation. At the end of the course, students will be able to decide on the optimal decisions based on
the data provided.
SHD 3583
Business Strategy
This course introduces students to some major views and theories in the area of business strategy. It will
examine some key issues in business strategy with special focus on organisation mission, analysis of the
external and internal business environments, business strategy formulation, implementation and
evaluation. The course will also provide practice in carrying out a project to formulate a strategic plan for
a business organisation. At the end of the course, students should be able to apply the theory and produce
a strategic plan for a business organisation.
SHF 1113
Principles of Marketing
This course is designed to give an early exposure and understanding on the concept and practice of
marketing to the students. The course emphasises four main sections i.e. understanding marketing;
marketing management process; developing the marketing strategies and marketing mix; and, managing
the marketing in the global and societal contexts. At the end of the course students should be able to
develop a basic marketing concept to fulfil customer’s needs and wants and appreciate the firm’s interest.
Students are also expected to be able to discuss the roles of marketing in the firm’s strategic planning,
evaluate the business environment, and identify the opportunities as well as understanding buyer
behaviours. Students are also expected to be able to adopt the basic 4Ps in their decisions in marketing.
SHF 2103
Marketing Information System
This course is designed to provide knowledge to the students on the application of a Marketing
Information System (MkIS). The course emphasises three main aspects of the system, i.e. searching,
developing and delivering information. It also emphasises the importance of managing information
effectively. At the end of the course students should be able to develop a concept or blueprint of a MkIS
for a business, identify the quality and form of the required information, map-out the design of the
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relational database, integrate marketing research activity, internal information system and market
intelligence into the MkIS, integrate the decision support system and executive support system into the
MkIS as the channel to bring out the information that has been processed for the users to design a
marketing strategy and make decisions.
SHF 2173
Consumer Behaviour
This course is introduced to give an understanding on the concept and exploration on consumer
behaviour, including the impact of ICT, globalisation and digital environment on consumer behaviour and
its application in the planning and organisational strategic marketing. Emphasis is given on the
understanding about consumer behaviour, conciliation and development of marketing strategies and
programs. Focus is also given to consumer learning and involvement and its application in the marketing
practice, change of attitude and attitude building. It is then followed by the communication strategy
development and the media that best suit the consumer in the ICT environment. At the end of the course,
students should be able to explain the diversities of consumers, relevant concepts of the consumer
behaviour and the impact of digital environment on the consumer behaviour towards the determination of
an effective and practical segment, target and positioning strategies.
SHF 2183
Marketing Communication
This course focuses on the factors that have an influence in the development and management of the
marketing communication in an organisation. Emphasis is given on the techniques in advertisement,
sales promotion, publicity and personal selling as well as interactive marketing and direct marketing for
all media channels that are utilised in the marketing. At the end of the course, students should be able to
introduce the marketing communication concept and brand development process. They are also expected
to be able to introduce the concept of developing, transmitting and receiving message as well as
measuring the effectiveness of the communication programme. Students should also be able to appreciate
the social, law and ethics issues and digest them in the marketing communication strategy.
SHF 2263
Marketing Research
This course is designed to give exposure and training to the students on research aspects in marketing.
Emphasis is given on the practical aspects, whereby the students will be assigned to exercise a real
research on a real business organisation and on a real marketing issue. Students will be exposed to the
processes, principles, techniques and research tools. The usage of research and statistics softwares will
also be emphasised and students will undergo training on the usage of the tools for analysis and data
gathering. At the end of the course, students will be able to understand the basic concept, process and
appreciate the importance of marketing research, data assessment and findings to be exploited as the basis
of decision-making.
SHF 2915
Industrial Training
This course is designed to allow students to obtain actual exposure and training to the various
management, marketing, financial and other related fields as what have been introduced in the lecture,
project, simulation and other assignments in a selected organisation. Students who register in this course
will be placed under the guidance of a supervisor/manager of the respective organisation. The supervisors
are required to assist, supervise and guide students on the job they are required to do during the training
period, and will be required to submit a monthly progress report on their training activities and student
performance. At the end of the training, students are expected to submit a report on the experience
together with the activities they went through, and that are related to the field of their study. Students are
also expected to portray a professional attitude suitable to their discipline.
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SHF 3103
Tourism Marketing
This course introduces the marketing concept in the tourism industry, with emphasis given on the
technique and modern marketing mix of tourism industry, the characteristics of tourists, managing the
demand, marketing strategies for tourism industry and its tactical plan, expenses, maintenance and the
country as the tourist destination and marketing of accommodation facilities. At the end of the course,
students should be able to acquire skills in research activities and analyse the tourism marketing. Based
on the environmental analysis, students should be able to appreciate the opportunities and be aware of
threats in the modern tourism industry. Students should be able to apply the marketing strategies and
competencies, stimulate the development of skilled-marketers and heighten the interpersonal skills.
Students are also expected to be aware of diverse issues, problems and perspectives as well as cases in
tourism industry.
SHF 3113
Brand Management
This course is designed to explain the significance and roles of brand and branding in marketing strategy.
The course will integrate advanced thinking and latest developments in the academic and experience of
industries. Knowledge on an effective brand, brand equity and brand management will be emphasised to
enable the decision making to be in place. Topics that will be discussed include customer-based brand
equity, brand position and value, brand element and its relationship with integrated marketing
communication, measuring brand equity, strategy design and the implementation of the brand strategy as
well as branding in the globalisation era. At the end of the course, students will be able to understand the
concept of the brand equity building, evaluate the brand equity by utilising the evaluation system and
manage the brand equity.
SHF 3123
Industrial Marketing
This course is designed to provide exposure to students on the basic industrial marketing concept and
approaches based on the unique characteristics of industrial marketing. Students will also be trained to
differentiate the differences in diverse industries and various strategies will be required to cater to
different needs and requirements. This course will emphasise on eight sections, i.e. environmental and
dimensions in industrial marketing, purchase behaviour, planning on the marketing strategy for industrial
business, product and services strategy, the roles of 4Ps and finally the strategy in competition,
monitoring and international industrial market. At the end of the course, students should be able to
understand the usage of effective industrial marketing mix and be knowledgeable about the basic trends in
the development of industrial marketing planning.
SHF 3133
Entrepreneurial Marketing
This course is designed to expose students to the entrepreneurial-based marketing concept. It contains
topics such as customer analysis, potential market, use of data in analysis and making a logic hypothesis
based on the behaviour and customers’ needs relationship. This course also aims to train students to
design the marketing strategies in the scarcity of resources and identify factors that contribute to the
failure of the marketing activities. It also aims to give exposure to the students on the marketing strategy
that entrepreneurs should develop in a challenging environment. At the end of the course, students should
be able to identify the marketing opportunities in entrepreneurial activities, apply marketing strategies,
sustain an effective customer relationship and uphold the development of the entrepreneurial
characteristics and interpersonal skills during interactions in marketing and entrepreneurship activities.
SHF 3143
Retailing Technology
This course is designed to expose students to the retailing business and to train them on the management
of the retailing business. Students will also be trained to choose and adopt technology as a tool to add
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value to the implementation of the retailing strategies. Emphasis is given to the understanding of the
basic concept of retailing, the process and the significance of management in retailing business. Students
will also be trained to adopt strategic approach in planning, implementing and monitoring the retailing
management process, and the application of electronic tool (such as the web, E-tailing concept, UPC,
EDI). At the end of the course, students will be able to design the strategies for businesses in the retailing
industry, utilise suitable technologies to improve the effectiveness of the strategy and solve competition
problems in retailing.
SHF 3183
Electronic Marketing
This course is introduced to give early exposure to students about electronic marketing and factors that
distinguish it from the traditional business. Overall, this course forwards the marketing application
through electronic technology, which electronic technology is utilised as the tool that sharpens and
strengthens the strategy that enables businesses to operate in a more dynamic way and be competitive.
This course aims to give an understanding to the students on the electronic marketing concept: from the
business model perspective, performance metric to the role of its strategic planning. It also aims to train
students to analyse the electronic marketing environment with emphasis given on the legal, technological,
ethics and global aspects. At the end of the course, students will be able to build and develop marketing
strategy on an electronic platform and recommend an electronic marketing model for any business
institution.
SHF 3193
Marketing Strategy
This course provides a mental exercise to the students about how the decision-making process in
managerial level is done with an application of the strategic concept and related principles in marketing.
Students will be trained to know, understand and become an active contributor in the decision making
process strategically and tactically, regardless of whether he/she is in the entrepreneur or manager’s
shoes. The course focuses on five key issues: i.e. understanding what is meant by market driven strategy;
situational analysis; designing the market driven strategy; developing programs that are market-focused
and implementing and managing the market driven strategy. At the end of the course, students are able to
prepare a marketing strategy framework that suits one’s organisational needs.
SHF 3203
Service Marketing
This course is designed to provide an exposure and to train the students on the process of delivering the
services and its importance in all types of businesses. This course will introduce the basic concept,
process and the significance of the services sector and the importance to have a specific marketing
strategy in the service business. This course will also train students to focus on the execution of quality
service and specific services strategy to face a competitive situation in all industries. At the end of the
course, students are able to adopt services framework so that they are able to develop a more focused
customer-driven strategy, know which strategy is able to increase customer satisfaction and finally sustain
the customer for themselves.
SHF 3213
Purchasing Management
This course is designed to provide an understanding on the concept, method and activities in an in-bound
logistic, i.e. purchasing. Students will be trained to develop an effective purchasing program. Focus will
be given on five elements, i.e. the priority in procurement to get the ‘5 rights’ that is the right quality,
right quantity, right vendor, right price and right time. At the end of the course, students should be able to
introduce the roles and objective of the purchasing management in the firm; explain its relationship with
other departments and the significance of the purchasing in any organisations; evaluate the five elements
that influence the purchasing management activities; discuss an inventory issue, transportation and
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international purchasing, including the significance of information technology and its application concept;
bases of purchasing and other institutions such as retailing and government.
SHF 3253
Advertising and Promotion Management
This course is designed to explain to students the changes and shifts in advertising and promotion
management, widely known as advertising only, as well as the accountability concept. To explain the
shifts, the main factor that will be emphasised is the development of the promotion and advertisement
program measurement tools with the realisation of the accountability concept. This course forwards
measurement aspects and Integrated Marketing Concept so that the students will possess knowledge to be
able to build an effective communication strategy. At the end of the course, students are expected to be
able to understand the concept, principles and practices of marketing promotion management and
effective advertising. Students should also be able to develop advertising and promotion communication
plan as the tool to manage the strategic marketing.
SHF 3263
International Marketing
This course is designed to explain to the students on the changes and the opportunities and threats that
emerge in the global platform. Students will be trained to develop critical thinking skills in facing global
competition. This will help to prepare the students with global managerial skills. The learning will be
focused on five sections, i.e. introduction to the global era and globalisation, global marketing
environment, the development of competitive marketing strategies, global marketing strategy
development and global operational management. Students will be exposed to the Global Marketing
Management System Online (GMMSO) and Global Marketing Information Database, i.e. the strategic
planning tools that are useful in developing the strategic marketing plan. At the end of the course,
students should be able to understand the practices of marketing activities in the global arena, choosing
the right market to venture into and knowledgeable towards the entry strategy and able to develop the
marketing strategy in foreign markets.
SHF 3323
Cyber Law
This course aims to prepare students with legal competency suitable for the 21st century. It focuses on
how the information revolution, which is driven by dramatic changes in computer and communication
technologies, presents fundamental challenges to the existing law. An important concern is whether the
form of existing laws is able to adjust to the functions of the global economy. An overview will be
provided to specific categories of law (contract, tort, criminal law and intellectual property) in the context
of cyberspace at the national and international level as well as business, finance and social issues arising
out of the activities in cyberspace. This course aims to equip students with a basic understanding about
this new medium i.e. cyberspace. It will also enable students to identify the effects of activities on the
Internet on the various fields of law as well as the lives of people. It additionally exposes students with
the terminologies and cases associated with this area of law at the international level. At the end of this
course, students are expected to have knowledge on the emerging changes in the different fields of law
and judicial decisions as a result of the ongoing problems in relation to the Internet and digital revolution.
The students will also have the ability to analyse and evaluate proactive measures (problem solving) in
the organisational setting to prevent potential legal problems due to activities in cyberspace. Additionally
the students should be able to undertake group project where team members are able to identify the
current solutions employed by organisations at the international arena to overcome problems in relation to
the Internet and digital revolution.
SHF 3812
Undergraduate Project (Proposal)
This course is designed to give students an experience that is related to the field of the study. Students
will be trained to diagnose problems, investigate the background problems, determine the scope, decide
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the sample and subjects as well as determine the methodology and approach of the study. Students will
also be trained to review past related research to develop a conceptual framework that will be utilised as
the guideline for the implementation of the research in the course that follows, i.e. SHF 3824
UNDERGRADUATE PROJECT. At the end of the course, students are expected to be able to produce a
research proposal related to their field of study, which is scientific, reliable and implementable. The
proposal writing must follow the standard format that has been determined.
SHF 3824
Undergraduate Project (Report)
This course is designed to allow students to execute a research project as proposed in the SHF 3812
UNDERGRADUATE PROJECT (Proposal). This course requires students to adopt an analytical
approach critically. Students have to undergo every stage of the research process, i.e. preparing the data
collection instrument, collecting the data, determining the sample of the study, analysing the data and
reporting the findings of study individually. At the end of the course, students will prepare a report in a
pre-determined systematic format. Students are also expected to be able to produce a project that fully
fulfills the objectives, utilise the right methodology, analyse the data using the right tools and finally
produce an effective conclusion and recommendations.
SCK 1413
Technology and Information System
This course will introduce information system (IS) and information technology (IT) and how IS/IT can be
used in daily human life and profession. Students will also be trained to understand IS/IT basic concepts
on data communication and telecommunication based on the latest technology in ICT and basic terms in
IS/IT. This course also introduces concepts of IS, IS management and IS development. Last but not least,
it will discuss the latest technological advancement, latest issues on ICT and their implementation in
terms of ethics, impacts and security. At the end of the course students should be able to describe basic
IS/IT concepts on data communication and telecommunication based on the latest technology in ICT.
Students will also be able to use the basic understanding of IT concepts in IS and to apply the IS
management concept and IS development. Finally students will be able to discuss the latest technological
advancement and latest issues on ICT.
SCK 2403
Database Marketing
This course introduces students to the concepts and methods of database marketing. The course provides a
hands-on experience and methodological orientation. The goal is to put students in contact with the real
world applications of databases. Topics that will be covered are analytical techniques that will assist in
data reduction and consumer segmentation, techniques to uncover the characteristics of the different
consumer segments, applications of the database including list selection, prospecting, cross-selling, direct
marketing, market segmentation, product customisation, and managing acquisition versus retention. At
the end of the course, students are expected to be able to have a working knowledge of database
marketing and its application potential, and limitations. Students should be able to apply the techniques to
some marketing problems, devise communication strategies, catalogue marketing, software, retailing,
financial services and other industries.
SCK 3493
E Business Applications and Development
This course provides an understanding of the applications, base line technologies, changing skill sets, and
business concepts that organisations need to master in order to manage and lead their E-Business
initiatives. It also provides the students with a theoretical understanding and a practical experience of
designing E-Business applications using best practices and patterns. Topics include key issues and
problems of E-Business application development, best practice and patterns for E-Business, designing EBusiness solutions using patterns and E-Business applications. At the end of the course, students should
be able to build solutions on a single business pattern basis (a case study); build solutions on a multiple
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business patterns basis (a case study) and map solutions to implement technology and choose the
appropriate architecture and technology for E-Business applications.
SCK 3703
Multimedia Marketing
This course introduces multimedia in marketing to the students. It focuses on the usage of High-Tech
Multimedia tools to market and promote a business or organisation. Students will get hands-on
experience in integrating audio, video, graphics, text, and animation into marketing products. These
different media will be integrated using multimedia-authoring tools like the Microsoft FrontPage,
Microsoft PowerPoint, Adobe Premiere, Adobe PhotoShop, Macromedia Flash, Macromedia Dream
weaver, Macromedia Director, and QuickTime VR. At the end of the course, students should be able to
design any multimedia-based marketing programs for product promotion, communication, internetmarketing, digital catalogues marketing etc. Students are also expected to be able to choose relevant
multimedia platforms for a specific purpose that delivers effective marketing strategies
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