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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. 67 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 68 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 69 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 71 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 72 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. 73 9. Facilities available List of facilities:1. 2. 3. 4. 5. Computer laboratory. Digital laboratory. Smart classrooms. Resource centre. In-house counsellor. 74 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. 75 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 76 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 77 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. 78 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 79 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 80 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 81 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 82 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 83