UNIVERSITI TUNKU ABDUL RAHMAN (UTAR)

FACULTY OF ACCOUNTANCY AND MANAGEMENT (FAM)

FACULTY OF BUSINESS AND FINANCE (FBF)

Course Plan

Course Code & UKTM1013/UBTM1013 Principles of Marketing

Course Title:
Programme of Bachelor of International Business (Hons)
Study: Bachelor of Accounting (Hons)
Bachelor of Economics (Hons) Global Economics
Bachelor of Commerce (Hons) Accounting
Bachelor of Business Administration (Hons) Banking and Finance
Bachelor of Marketing (Hons)
Bachelor of Social Science (Hons) Psychology
Bachelor of Information Systems (Hons) Business Information Systems
Bachelor of Information Systems (Hons) Information Systems Engineering
Year of Study: Year One, Year Two

Year and 201901

Semester:
Credit Hour: 3 credit hours
Lecturing hours 2.0 hours lecture per week for the duration of 14 weeks
and Tutoring 1.5 hours tutorial per week for the duration of 14 weeks
Hours
Name(s) of Lecturer(s):
Academic Staff: Faculty of Accountancy and Management
Lead Lecturer
Mr. Lee Yoon Heng (leeyh@utar.edu.my) Room KA650

Faculty of Business and Finance

Dr. Khor Saw Chin (sckhor@utar.edu.my) Room No H1-132

Co-Lecturer
Ms. Mah Pei Yew (mahpy@utar.edu.my) Room No: H2-312

Tutor(s):
Faculty of Accountancy and Management (FAM):
Ms Yeong Wai Mun (yeongwm@utar.edu.my) Room No: KA740
Mr Lee Yong Heng (leeyh@utar.edu.my) Room No: KA650

Faculty of Business and Finance (FBF):

Dr. Khor Saw Chin (sckhor@utar.edu.my) Room No: H1-132
Ms. Mah Pei Yew (mahpy@utar.edu.my) Room No: H2-312
Dr. Chen I-Chi (Angela) (chenic@utar.edu.my) Room No: H2-241
Mr. K. Raja Kumar a/l K. Kathiravelu (krajakk@utar.edu.my) H1-157
Moderator Ms Tai Lit Cheng (tailc@utar.edu.my )
Mode of Delivery: Lecture and Tutorial

Course Plan of UKTM/UBTM 1013 Principles of Marketing January 2019 (Lee YH) ` 1
Synopsis: This course seeks to introduce students to the core concepts of marketing with particular reference
to the role and function of marketing in business organizations. Students will also be exposed to
the relationship of marketing to organizational management.
Course Learning Upon completion of this course, a student shall be able to:
Outcome:
 CLO1 – Explain the role of marketing in an organization and its relationship with the
organizational environment.
 CLO2 – Demonstrate the usage of marketing concepts and theories in the development of
marketing strategy for an organization.
 CLO3 – Exhibit the understanding of marketing concepts and theories to business organization
for future decision-making.

References: Main Reference:

1. Kotler, P., & Armstrong, G. (2018). Principles of marketing (17th ed.). Harlow: Pearson.

Additional References:
1. Boone, L. E., & Kurtz, D. L. (2016). Contemporary marketing (17th ed.). USA: Cengage
Learning
2. Chua, A. P. H., Khatibi, A., Ahmad, A., CheWel, C. A., Lim, J. K. G., Abdullah, K., & Kurtz, D.
L. (2014). Contemporary marketing Malaysia Edition (1st ed.). Malaysia: Cengage Learning
Asia.
3. Kerin, R. A., Hartley, S. W., & Rudelius, W. (2017). Marketing (13 th ed.). New York:
McGraw-Hill.
4. Kotler, P., Armstrong, G., Ang, S. H., Leong, S. M., Tan, C. T. & Yau, O. H. M. (2012).
Principles of marketing: An Asian perspective (3rd ed.). Singapore: Pearson Education
South Asia.
5. Perrault, Jr. W. D., Cannon, J., & McCarthy, E. J. (2013). Basic marketing: A marketing
strategy planning approach (19th ed.). New York: McGraw-Hill.

Constructive Alignment Table

No Course PLO Domain & Delivery Method Assessment Methods & Mark
Learning Taxonomy Breakdown
Outcomes Level Test Project Final TOTAL
(CLO) Examination

1 CLO1 1 C4 Lecture, Tutorial 10% 10%

2 CLO2 3 C5 Lecture, Tutorial 40% 40%

3 CLO3 4 A5 Lecture, Tutorial 50% 50%

TOTAL 10% 40% 50% 100%

Domain – Affective (A), Cognitive (C), Psychomotor(P); Taxonomy Level – A (Level 1 – 5), C (Level 1 – 6), P (Level 1 – 5)
F2F: Face to face delivery, AL: Action learning, CL: Collaborative learning, SDL: Self directed learning, PBL: Problem/Project based
learning, TD: Technology-based delivery, EM: Experiential method, WBL: Work-based learning

Course Plan of UKTM/UBTM 1013 Principles of Marketing January 2019 (Lee YH) ` 2
Assessment The course grading breaks down as follows:
Methods:
Due Date Percentage
Components of Continuous Assessment Marks
(%)
1. Mid-Trimester test Week #5 10 20
2. Group Presentation: Week # 9 – 10
Customer Value-Driven Marketing Plan 20 40
1-Page written summary
3. Group Written Assignment - Critical
Week #11 20 40
Learning
Total of Continuous Assessment 50 100

Percentage
Final Examination Marks
(%)
Section A:
40
ONE (1) compulsory case study question. 50%
Section B:
60
Answer any TWO (2) out of THREE (3) essay questions
Total of Final Examination 50 100

A. Continuous Assessment (50%)

i. Mid-trimester Test 10% (20 marks)

Test will be given to monitor students’ progress on the understanding of the lectures and
the tutorials. The duration of the test is 1 hour and will be scheduled on week 5, Saturday
16th February 2019 (time and date subject to further confirmation by lecturer).

Note: Candidates who are unable to attend the mid-trimester test must produce evidence
from an appropriate source and valid reason(s) strictly within ONE WEEK from the date of
the test. Your score will be automatically nullified on failure to show the particular
documentations. There will be NO make-up test for absences without any valid reason.

ii. Group Presentation Assignment – Customer value-Driven Marketing Plan 20% (40
Marks):

SUMMARY Detail
Task i. A 15 Minute Presentation+ 5 minutes presentation of a Customer
(Deliverable) Value-Driven Marketing Plan,
ii. 1-page summary report of your plan.

How Group of 4-6 students pending on tutorial class size

Due date Week #9 - 10 during tutorial session (Presentation + 1-page summary)

The group assignment requires each group to choose a consumer product from the Red
Dot Design Award Winner to develop and present a Customer value-driven marketing
plan for the Malaysia market. This is a group assignment - single member is expected to
contribute to the success of the assignment. Students are expected to put in substantial
hours to develop the plan.

Course Plan of UKTM/UBTM 1013 Principles of Marketing January 2019 (Lee YH) ` 3
 Tasks
 Students are required to form into number of small groups of 4 – 6 students each.
However, the number of group members in a group would be determined based on
tutorial class size.
 Students are required to register their chosen product category/brand/business with
their respective tutor by the end of Week 2. If there is a case of two groups or more in
the same tutorial class selecting the same topic, the decision will be based on the first
come first serve basis. Overall, the written report should reflect the group’s thoughts
and analysis rather than the work of others.
Deliverables
 Final Presentation
Before the start of presentation, each group has to submit the following to their
respective tutor:
 Presentation Cover Sheet (Appendix IA)
 Presentation evaluation form (Appendix IA)
 1-Page Summary Report evaluation form (Appendix IB)
 Overall Assignment Score Sheet form (Appendix IC)
 Printed hardcopy of presentation slides and 1-page summary report
 Softcopy of presentation slides and 1-page summary report the respective
tutor.
Final Presentation will be held from week #9 - 10. Each group are given 15 minutes to
present with 5 minutes of Q&A.
Student should follow the following presentation outline:
1. Introduction of the chosen product
2. Outcomes of the 5Cs Analysis
3. SWOT Summary table (derived from 5Cs analysis)
4. Outcomes of STP analysis
5. Marketing objectives derived from SWOT & STP analysis
6. Decision Making – Recommendation of marketing mix that support marketing
objectives
You will be acting as a part of the marketing team of the company. Please speak as an
employee of said company and come from a place of authority based on your research
and analysis. Adhere to the grading rubric as much as possible for success (see
Appendix 1A).
 1- Page Written Summary:
It is a vital skill to be able to write for leadership. This entails easy to read bullet points,
graphical representation of important data, and recommendations categorized by level
of effort. In a 1-page document, please pull out the most important information
(analysis, recommendation, etc) from your works. Consider what a marketing manager
would need to know in order to speak to the CEO about the product-marketing plan.
YOU need to be disciplined in determining what is vital information (hence the 1
page!) This will serve you well in your career.

The 1-page summary report should have a report title at the top, and It should
provide enough of an overview of the report so that an executive (who doesn't
have time to fully read the longer document) gets the main ideas and conclusions of
your report. Most importantly, the summary should contain (1) the purpose of the
report (with minimal background information), (2) what you did (analysis) and what
you found (results), and (3) your recommendations. It should all contains in just one
page.

Course Plan of UKTM/UBTM 1013 Principles of Marketing January 2019 (Lee YH) ` 4
 There written assignment report should be using single spacing, font size of 12 and
format in Times New Roman and Justified Alignment. Each group shall submit the
group assignment to your respective tutor during the presentation slot of the group.

Deliverables
i. Each group shall submit the printed and softcopy by During the presentation slot.
ii. The assignment should include the following:
 Cover sheet. Refer to Appendix IB.
 Marking scheme for group assignment. Refer to Appendix IB. (Attach
immediately after cover page)
 List of presentation appraise
 The written report
 Any references used, shall follow American Psychological Association (APA) style
of referencing. Refer to Appendix IV.
 Appendices (if any).
 All pages in the report should be numbered except for the cover page and table
of contents.

iii. Group Written Assignment – Critical Learning 20% (40 Marks)

SUMMARY Detail
Task Observe group presentations (of assignment #1) of other groups and
(Deliverable) critically appraise the content of those presentation based on the
course topics in a written report.

How Attend, observe, ask questions when other groups are presenting.
These are crucial for the successful completion of this assignment.

Due date Week #11. Thursday before 1.00pm

Working in the same group as Group Assignment #1. This written assignment based on
what the students observed and learnt from the Customer value-driven marketing plan
group presentations of their fellow classmates.
After witnesses the group presentation, the student is required to critically appraise the
content of the presentation by:
a. Identify two (2) strengths and two (2) weaknesses of the Customer value-driven
marketing plan presentation related to any of the following topics covered in the
course:
Topic
Topic 2: Company and Business Unit Strategic marketing planning; Customer
Value-Driven Marketing Plan
Topic 3 & 4: 5Cs Marketing Environment Analysis; SWOT
Topic 5: Market Segmentation, targeting, and Positioning
Topic 6, 7, 8, 9: Marketing Mix – Product, Price, Place, Promotion

b. Zooming into weaknesses identified, provide specific recommendations that may

help strengthen the overall quality of the customer value-driven marketing plan.
c. The emphasize of the written assignment is on the CONTENT of the presentation.
d. Refer to the marking criteria at the appendix section (Appendix IIB)

Course Plan of UKTM/UBTM 1013 Principles of Marketing January 2019 (Lee YH) ` 5
 Task:
Students are required to submit maximum TWO (2) pages for EACH of the group
presentations held in the tutorial class. The students’ own group presentation is
excluded. For example, if there were all together five (5) group presentations, the group
is requires to appraise four (4) presentations with maximum page of 8 (4 presentation x 2
page maximum).
There written assignment report should be using 1.5 spacing, font size of 12 and format
in Times New Roman and Justified Alignment.
To complete this assignment, students are required to:
a. Attend every group presentation;
b. Pay attention of the presentation and take note of the presentation content;
c. Actively ask questions during the Q&A to seek clarification.
d. Write concisely! The written assignment should be not more than two (2) pages per
presentation observed. Use single spacing, font size of not smaller than 10 and
format in Times New Roman and justified alignment. Each student shall submit the
printed and softcopy by Week 11 of the trimester, Thursday, before 1.00pm.
IT IS HIGHLY ADVISABLE THAT IMMEDIATELY AFTER WITNESSING THE PRESENTATION
OF OTHERS GROUPS, THE MEMBER OF THE GROUP TO DISCUSS THE PRESENTATIONS
AND AGREE ON WHAT DEEMED “STRENGHTHS” AND “WEAKNESSESS”

Deliverables
i. Each student group shall submit the printed and softcopy by Week 11 of the
trimester, Thursday, before 1.00pm.
ii. There written assignment report should be using 1.5 spacing, font size of 12 and
format in Times New Roman and Justified Alignment.
iii. The assignment should include the following:
 Cover sheet. Refer to Appendix II.
 Marking scheme for group assignment. Refer to Appendix IIB. (Attach
immediately after cover page)
 List of presentation appraise
 The written report
 Any references used, shall follow American Psychological Association (APA) style
of referencing. Refer to Appendix IV.
 Appendices (if any).
 All pages in the report should be numbered except for the cover page and table
of contents.

iv. Binding instruction:

 The assignment should be bound using tape binding with two punch holes on the
left-hand side of the assignment for easy filing. Please refrain from using plastic
cover sheets when binding your assignment.

Late Submission Penalty Clause

Deadline for submission of assessment item(s) is to be strictly adhered to. No extension of time
will be allowed except in unavoidable circumstances, e.g. medical reasons. Students who wish to
apply for extension of time for submission of assessment item(s) after the due date shall put in
writing the request together with validated documentary evidence to support the application to
his/her class tutor. The lead lecturer may consider and grant such extension of due date for the
assessment item(s) based on the tutor's recommendation.

Any assessment item required by the Coursework Assessment which is submitted after the due

Course Plan of UKTM/UBTM 1013 Principles of Marketing January 2019 (Lee YH) ` 6
 date, without an approved extension, will be penalized. A penalty of 10% reduction of the
maximum mark applicable to the assessment item(s) will be levied for each day of late
submission. Weekends and Public Holidays are counted as one (1) day late. Assessment item(s)
submitted more than seven (7) days after the due date will be awarded with zero (0) marks.
A. Final Examination (50%) (100 marks)
a. Faculty of Business and Finance (FBF): UBTM1013
c. Faculty of Accountancy and Management (FAM): UKTM1013
The final examination for this subject will be 3.0 hours and will consist of TWO(2) sections:
i. Section A (40 marks): ONE (1) compulsory case study question.
ii. Section B (60 marks): Answer any TWO (2) out of THREE (3) essay questions.
Remark: ACADEMIC REGULATIONS
Attendance
Attendance at all lectures and tutorials is compulsory. Students must give reasons for their absence
by providing the supporting evidence(s) (e.g. medical certificate, letter from parents/guardians &
etc.) and apply for leave of absence from the respective Head of Department. Poor attendance
without any approved leave of absence may prompt the faculty to take disciplinary action, which
may include being barred from sitting for the final examination.
Plagiarism
Plagiarism is defined as the submission or presentation of work, in any form, which is not one's
own, without acknowledgment of the sources. If a student obtains information or ideas from an
outside source, that source must be acknowledged. Another rule to follow is that any direct
quotation must be placed in quotation marks and the source immediately cited.
Plagiarism is also defined as copy of all or part of the work of another student(s) of current or
previous batch of this University or another higher learning institution. The University's degree and
other academic awards are given in recognition of the candidate's personal achievement.
Plagiarism is therefore considered as an act of academic fraudulence and as an offence against
University discipline.
Intellectual Property
Copyright must be seriously protected. The University takes a strong stand against any illegal
photocopying of textbooks and any other materials by students. Students are forewarned of the
consequences and the penalty that may be meted out if they are "caught in the act".
Mode of Referencing
Students are advised to incorporate proper academic modes of referencing. The normally
acceptable mode of academic referencing is the American Psychological Association (APA) system;
please refer to the attached APA referencing system document for detailed usage.
Fieldwork Clause (where applicable)
Students are reminded of the importance to consider their personal safety when conducting
research in the field. You will be exposing yourself in new situations and meeting with people who
are unknown to you. It is important that you are aware of potential dangers and take the necessary
safety steps. You have to be extra careful and cautious if you are going to interview or conduct
survey with small, unknown organizations or individuals 'on site'.
You should ensure you have the full details (full name, job title, organization name, address and
telephone numbers) of anyone or organization you intend to conduct the field research. You
should establish the credibility of these respondents before your groups visit them. The field
research should be made in groups not alone. Leave word with your fellow classmates on your field
visit (details of place, contact numbers, person you are interviewing or conducting survey with,
expected time of return, etc). The field work should be at office hours.

Course Plan of UKTM/UBTM 1013 Principles of Marketing January 2019 (Lee YH) ` 7
Lecture, Tutorial/Practical and Assessment Plan
Week Lecture Topic CLO Tutorial Topic Assignment Reference
1 Topic 1: Definition of Marketing CLO1 Tutorial 1: Group Chapter 1
(14 Jan 2019 and Customer Value-driven CLO2 Assignment (Kotler&
– Marketing Overview of #1: Armstrong,
20 Jan 2019)  Purpose of Business and course plan, and Presentation 2018)
Marketing class
 History of Marketing participation. Given Date:
Thoughts Week 1
 Marketing Concepts Break Brief on group
Down assignment. Deadline for
registration
of product to
respective
tutor on
Week 2.

Due date:
Week 9 & 10
in tutorial
class

Group
Assignment
#2: Critical
Learning
Written
Report

Due Date:
Week #11

2 Topic 2: From Company Strategic CLO1 Tutorial 2: Deadline for Chapter 2

(21 Jan 2019 Planning to Business Unit’s CLO2 registration (Kotler&
– Marketing Planning Topic 1: of product for Armstrong,
27 Jan 2019)  Company-wide strategic 5 short group 2018)
planning questions to be assignment
21 Jan (Mon):  Business Unit Customer answered and #1 to
Thaipusam: Value-Driven marketing discussed by the respective
Strategy Planning students in class. tutor

3 Topic 3: Analyzing the Tutorial 3: Chapter

(28 Jan 2019 Marketing Environment CLO2 Topic 2 3
–  5Cs Analysis Part A CLO3 Case discussion: (Kotler&
3 Feb 2019) Spicy Mix Armstrong,
Seasoning 2018)
Powder
Steenburgh, T.
J., & Avery, J.
(2010).
Marketing
analysis
toolkit:
Situation
analysis

Course Plan of UKTM/UBTM 1013 Principles of Marketing January 2019 (Lee YH) ` 8
 Week Lecture Topic CLO Tutorial Topic Assignment Reference
4 Topic 4: Analysing the Tutorial 4: Chapter 3
(4 Feb 2019 Marketing Environment CLO2 Topic 3 & 4 (Kotler&
–  5Cs Analysis Part B CLO3 Read and discuss Armstrong,
10 Feb 2019) Beryl’s chocolate 2018)
marketing plan
5 – 6 Feb from past year Steenburgh, T.
(Tue - Wed) students and re- J., & Avery, J.
CNY do marketing (2010).
environment Marketing
analysis with 5Cs analysis
framework toolkit:
(download from Situation
Wble) analysis.

5 Topic 5: Segmentation, Targeting Tutorial 5: Mid-Term Chapter

(11 Feb 2019 and Positioning CLO2 Topic 3 & 4 test 7
–  Market segmentation CLO3 Construct a (Saturday) (Kotler&
17 Feb 2019)  Market targeting SWOT based on (time will be Armstrong,
 Market Positioning 5Cs analysis of notified by 2018)
the Beryl’s lecturer)
Chocolate
marketing plan

6 Topic 6: Marketing Mix - Product Tutorial 6: Chapter

(18 Feb 2019  Level of product CLO2 Topic 5 8, 9
–  Product classification CLO3 5 short (Kotler&
24 Feb 2019)  Product hierarchy questions to be Armstrong,
 Product Identity answered and 2018)
 New product development discussed by the
 Product Life cycle (PLC) students in class

7 Topic 7: Marketing Mix - Pricing Tutorial 8: Chapter

(25 Feb 2019  Pricing decision CLO2 10, 11
Topic 7
–  Pricing factors CLO3 (Kotler&
5 short
3 Mar 2019)  Pricing strategy for new Armstrong,
questions to be 2018)
products
answered and
 Price adjustment strategies
discussed by the
students in class.

8 Topic 8: Marketing Mix - Place Tutorial 8: Chapter

(4 Mar 2019  Supply chain and value delivery CLO2 12, 13
Topic 7
– network CLO3 (Kotler&
5 short
10 Mar 2019)  Marketing channel structure Armstrong,
questions to be
 Wholesaler and Retailers 2018)
answered and
 Retail location
discussed by the
 Managing channel network and
students in class.
marketing logistic

9 Topic 9: Marketing mix - Group Presentation Assignment Chapter

(11 Mar 2019 Promotion CLO2 Week 14, 15, 16
–  Understand IMC and CLO3 (Kotler&
Each group is requires to submit
17 Mar 2019) Promotion mix Armstrong,
the following to their respective
 Marketing communication 2018)

Course Plan of UKTM/UBTM 1013 Principles of Marketing January 2019 (Lee YH) ` 9
 Week Lecture Topic CLO Tutorial Topic Assignment Reference
process tutor:
 Promotion mix
 Presentation evaluation form
(Appendix IA)
10 Topic 10: Managing Marketing Chapter 4
Information CLO2  1-Page Summary Report (Kotler&
(18 Mar 2019
 Marketing Information and CLO3 evaluation form (Appendix Armstrong,
–
consumer insights IB) 2018)
24 Mar 2019)
 Marketing Research –  Printed hardcopy of
Formulation and process presentation slides and 1-
page summary report
 Softcopy of presentation
slides and 1-page summary
report the respective tutor.

11 Topic 11: Understanding Tutorial 9: DUE Chapter 5

(25 Mar 2018 Consumer behaviour CLO2 Group (Kotler&
Topic 9 & 10
–  Consumer buying behaviour CLO3 Assignment Armstrong,
5 short
31 Mar 2018) model #2: Critical 2018)
questions to be
 Buyer Decision process Learning
answered and
discussed by the Written
students in class report

Thursday,
before
1.00pm
12 Topic 12: Understanding Business Tutorial 12: Chapter 6
(1 Apr 2019 Buyer behaviour CLO2 (Kotler&
Topic 11
–  Business market CLO3 Armstrong,
5 short
7 Apr 2019)  Business buyer behaviour 2018)
questions to be
answered and
discussed by the
students in class.

13 Topic 13: Direct, On-line, and Tutorial 13: Chapter 17

(8 Apr 2019 Mobile Marketing CLO2 (Kotler&
Topic 12
–  Direct and digital media Armstrong,
5 short
14 Apr 2019)  Forms of direct and digital 2018)
questions to be
media
answered and
 Digital and social media
marketing
discussed by the
students in class.

14 Revision Tutorial 14: Nil.

(15 Apr 2019  Revision on past year
– questions. Case study with
21 Apr 2019) 3 short
questions to be
answered and
discussed by the
students in class.

Course Plan of UKTM/UBTM 1013 Principles of Marketing January 2019 (Lee YH) ` 10
This Course Plan is:

Prepared by: Moderated by: Approved by:

___________________ ___________________ ____________________________

Lee Yoon Heng Ms Tai Lit Ching Puan Farah Waheeda
Lead Lecturer Moderator Head of Department
(Department of International Business)

Date: 10 January 2018 Date: Date:

Notes: The information provided in this Course Plan is subject to change by the Lecturers. Students shall
be notified in advance of any changes

Course Plan of UKTM/UBTM 1013 Principles of Marketing January 2019 (Lee YH) ` 11
 Appendix IA
UNIVERSITI TUNKU ABDUL RAHMAN
FACULTY OF ACCOUNTANCY AND MANAGEMENT
FACULTY BUSINESS AND FINANCE

(ACADEMIC YEAR 2018/2019)

JANUARY 2019 TRIMESTER

UKTM/UBTM1013 PRINCIPLES OF MARKETING

Presentation Assignment Rubric

The rubric is your guide to success on this presentation assignment, please refer to it in detail.

INCOMPLETE BELOW EXPECTATION MEET EXPECTATION EXCEED EXPECTATION

Customer Value-Driven Message (Central message):

The ability to articulate an easily understood, compelling, and memorable purpose or main point of a presentation.
Central message is missing Central message is Central message is clear and Central message is compelling
OR central message can understandable but is not consistent with the supporting (precisely stated, appropriately
only be deduced because often repeated and is not analysis/material. repeated, memorable, and
it is not explicitly stated in memorable. strongly supported).
the presentation.

Analysis, Analysis Conclusion, and Recommendation/Decision Making

The ability to follow process of formulating customer value-driven marketing that lead to robust, relevant, and
convincing conclusion, and conclusion of analysis is effectively used in making sound decision/recommendation.
Analysis performed is Analysis performed is Analysis performed is Analysis performed is sufficient
insufficient to support the somewhat appropriate; appropriate and sufficient and robust (in-depth)
marketing Plan.
Some but incomplete Appropriate and logical Logical and insightful
No clear conclusions / conclusions / interpretations conclusions/ interpretations conclusions/ interpretations
interpretation at the end from the analysis performed were drawn from analysis were drawn from analysis
of analysis performed performed performed
Recommendation/decision
Recommendation/decision making has connection with Recommendation/decision Recommendation/decision
making has none or little analysis but only making is consistently making is specific and
connection with analysis selectively/incomplete. connected to outcome/ actionable, connected well to
interpretation of analysis outcome/ interpretation of
Presenters failed to Presenters somewhat establish analysis
establish authority/ authority/credibility on the Presenter generally succeed in
credibility on the plan plan but done so inconsistently establishing credibility Credibility/authority on the
/authority on the topic. topic is fully established by the
presenters.

Course Plan of UKTM/UBTM 1013 Principles of Marketing January 2019 (Lee YH) ` 12
 Organization of Presentation:
The ability to group and sequence ideas with supporting material such that organization of the content reflects the
purpose of the presentation makes ideas easy to follow, and accomplishes the goal(s).

Organizational pattern is Organizational pattern is Organizational pattern is Organizational pattern is

not observable within the intermittently observable clearly and consistently clearly and consistently
presentation. within the presentation. observable within the observable, is skillful, and
presentation. makes the content of the
presentation cohesive.

Presentation Slides and Visual Aids

The ability to use visual aids (over-heads, slides, handouts, etc.) that support the central message/ ideas of the
presentation, enhances the credibility presentation, and adds value for the audience.

Slides are dominated by Slides are somewhat text Slides are less dominates by Slides visually strong and
texts heavy text attention grabbing

Visual aids are missing
entirely OR are ineffective;
Visual aids are difficult to
read/understand,
distracting, or inadequate
for presentation.
Visual aids are adequate; visual
aids are readable,
understandable, and
somewhat support the central
ideas of the presentation.
Visual aids are good; visual
aids are easy to
read/understand, attractive,
and enhance presentation by
supporting the central ideas of
the presentation.
Visual aids are highly effective;
visual aids are easy to
read/understand, help to
establish credibility, support
the central ideas of the
presentation, and add value
for the audience.

Delivery of Presentation and Use of Language:

Demonstrate the ability to use appropriate terminology,
and concepts that are relevant to the course topic and to the audience.

“Reading” slides, no eye
contacts; distracting body
movements (gesture,
stance, and facial
expression)
Terminology and concept
used are unclear, in-
correct, and minimally
support the effectiveness
of the presentation.
Somewhat “reading” slides;
Infrequent eye contacts, some
distractive body movements
Terminology and concept used
partially support the
effectiveness of the
presentation; language in
presentation is appropriate to
audience.
“Story telling” and not reading
slides; Frequent eye contacts;
Effective use of body
movement to enhance
presentations
Terminology and concept used
are thoughtful and generally
support the effectiveness of
the presentation; language in
presentation is appropriate to
audience.
Engaging “Story telling”
(interesting, fun, etc); Constant
eye contacts; Controlled,
purposeful body movement
that supports and reinforces
central messages and attract
audience attention.
Terminology and concept used
are imaginative, memorable,
and compelling, and enhance
the effectiveness of the
presentation; language in
presentation is appropriate to
audience.

Course Plan of UKTM/UBTM 1013 Principles of Marketing January 2019 (Lee YH) ` 13
 Appendix IA
UNIVERSITI TUNKU ABDUL RAHMAN
FACULTY OF ACCOUNTANCY AND MANAGEMENT
FACULTY OF BUSINESS AND FINANCE

(ACADEMIC YEAR 2018/2019)

JANUARY 2019 TRIMESTER

UKTM1013/UBTM1013 PRINCIPLES OF MARKETING

GROUP PRESENTATION COVER SHEET:

CUSTOMER VALUE-DRIVEN MARKETING PLAN PRESENTATION

Course Details

Faculty:
Tutorial Group:
Tutor’s Name:

Assignment Detail

Title of the group assignment : ________________________________________________

Presentation date : ____________________________________________________

Student Details

Name (ID Number) Programme (Year & Trimester) Email Address

1.
2.
3.
4.
5.
6.

Assignment overall marks:

Important Note: Submission of assignments is the responsibility of the students. Failure to reference may result in a zero mark.

Course Plan of UKTM/UBTM 1013 Principles of Marketing January 2019 (Lee YH) ` 14
 Appendix IA

UKTM/UBTM1013 PRINCIPLES OF MARKETING

Presentation Assignment Evaluation Form
BELOW MEET EXCEED
INCOMPLETE SCORE
EXPECTATION EXPECTATION EXPECTATION
Customer Value-Driven Message (Central message): 5 Marks 5 Mark x ( %)
The ability to articulate an easily understood, compelling, and memorable purpose or main
point of a presentation.

0 -30% 31 – 50% 51 – 80% 81 – 100%

( ) ( ) ( ) ( )
Analysis, Analysis Conclusion, and Recommendation/Decision Making: 10 Marks x ( %)
10 Marks
The ability to follow process of formulating customer value-driven marketing that lead to
robust, relevant, and convincing conclusion, and conclusion of analysis is effectively used in
making sound decision/recommendation.

0 -30% 31 – 50% 51 – 80% 81 – 100%

( ) ( ) ( ) ( )
Organization of Presentation: 5 Marks 5 Marks x ( %)
The ability to group and sequence ideas with supporting material such that organization of
the content reflects the purpose of the presentation makes ideas easy to follow, and
accomplishes the goal(s).

0 -30% 31 – 50% 51 – 80% 81 – 100%

( ) ( ) ( ) ( )
Presentation Slides and Visual Aids: 5 Marks 5 Marks x ( %)
The ability to use visual aids (over-heads, slides, handouts, etc.) that support the central
message/ ideas of the presentation, enhances the credibility presentation, and adds value
for the audience.

0 -30% 31 – 50% 51 – 80% 81 – 100%

( ) ( ) ( ) ( )
Delivery of Presentation and Use of Language: 5 Marks 5 Marks x ( %)
Demonstrate the ability to use appropriate terminology,
and concepts that are relevant to the course topic and to the audience.

0 -30% 31 – 50% 51 – 80% 81 – 100%

( ) ( ) ( ) ( )

SUB-TOTAL (30 Marks)

Course Plan of UKTM/UBTM 1013 Principles of Marketing January 2019 (Lee YH) ` 15
 Appendix IB
UNIVERSITI TUNKU ABDUL RAHMAN
FACULTY OF ACCOUNTANCY AND MANAGEMENT
FACULTY OF BUSINESS AND FINANCE

(ACADEMIC YEAR 2018/2019)

JANUARY 2019 TRIMESTER

UKTM1013/UBTM1013 PRINCIPLES OF MARKETING

1-PAGE SUMMARY WRITEN REPORT COVER SHEET:

CUSTOMER VALUE-DRIVEN MARKETING PLAN PRESENTATION

Course Details

Faculty:
Tutorial Group:
Tutor’s Name:

Assignment Detail

Title of the group assignment : ________________________________________________

Presentation date : ____________________________________________________

Student Details

Name (ID Number) Programme (Year & Trimester) Email Address

1.
2.
3.
4.
5.
6.

Assignment overall marks:

Important Note: Submission of assignments is the responsibility of the students. Failure to reference may result in a zero mark.

Course Plan of UKTM/UBTM 1013 Principles of Marketing January 2019 (Lee YH) ` 16
 Appendix IB
UNIVERSITI TUNKU ABDUL RAHMAN
FACULTY OF ACCOUNTANCY AND MANAGEMENT
FACULTY BUSINESS AND FINANCE

(ACADEMIC YEAR 2018/2019)

JANUARY 2019 TRIMESTER

UKTM/UBTM1013 PRINCIPLES OF MARKETING

1-Page Summary Report Evaluation Form

MARK ADEQUATE EXCELLENT

GOOD WORK SCORE
ALLOCATION WORK WORK
Clarity Purpose and main Purpose and main Purpose and main
points are unclear OR points are fairly clear are clear with
4 can only be deduced but some level of minimum level of 4 Mark x ( %)
because it is not deduction needed deduction needed
explicitly stated.

< 50% 51 – 80% 81-100%

Concise Contains many Contains some Contains very little
needless words, needless words, needless words,
3 3 Mark x ( %)
phrases, or whole phrases, or whole phrases, or whole
sentences sentences sentences

< 50% 51 – 80% 81-100%

Coherent Progression of Progression of Progression of
information from one information from one information from one
3 point to next is loose point to next is point to next is 3 Mark x ( %)
and lack of connected well and logical and
coherence fairly of coherence coherence

< 50% 51 – 80% 81-100%

SUB-TOTAL (10 Marks)

The 1-page summary report should have a report title at the top, and It should provide enough of an
overview of the report so that an executive (who doesn't have time to fully read the longer document)
gets the main ideas and conclusions of your report. Most importantly, the summary should contain (1) the
purpose of the report (with minimal background information), (2) what you did (analysis) and what you
found (results), and (3) your recommendations. It should all contains in just one page.

Course Plan of UKTM/UBTM 1013 Principles of Marketing January 2019 (Lee YH) ` 17
 Appendix IC

Presentation Assignment + 1-Pager Written Assignment Total Score

Total Marks
Component of Assignment Score Awarded
Allocation
1. Presentation 30

2. 1- Pager Written Summary 10

TOTAL MARKS BEFORE CONVERSION TO 20% 40

FINAL MARKS AFTER CONVERSION 20

[Comments]

Name of marker : _____________________

Signature of marker : _____________________

Date : _____________________

Course Plan of UKTM/UBTM 1013 Principles of Marketing January 2019 (Lee YH) ` 18
 Appendix II
UNIVERSITI TUNKU ABDUL RAHMAN
FACULTY OF ACCOUNTANCY AND MANAGEMENT
FACULTY OF BUSINESS AND FINANCE

(ACADEMIC YEAR 2018/2019)

JANUARY 2019 TRIMESTER

UKTM1013/UBTM1013 PRINCIPLES OF MARKETING

CRITICAL LAERNING WRITTEN ASSIGNMET COVER SHEET:

Course Details

Faculty:
Tutorial Group:
Tutor’s Name:

Student Details

Name (ID Number) Programme (Year & Trimester) Email Address

1.
2.
3.

Assignment overall marks:

Important Note: Submission of assignments is the responsibility of the students. Failure to reference may result in a zero mark

Course Plan of UKTM/UBTM 1013 Principles of Marketing January 2019 (Lee YH) ` 19
 Appendix IIA
UNIVERSITI TUNKU ABDUL RAHMAN
FACULTY OF ACCOUNTANCY AND MANAGEMENT
FACULTY BUSINESS AND FINANCE

(ACADEMIC YEAR 2018/2019)

JANUARY 2019 TRIMESTER

UKTM/UBTM1013 PRINCIPLES OF MARKETING

Critical Learning Written Assignment Assessment Rubric

The rubric is your guide to success on this Critical Learning Written assignment, please refer to it in detail.

Assessment Criteria BELOW EXPECTATION MEET EXPECTATION EXCEED EXPECTATION

Articulate and justify Shown little evidence in knowing What deemed as strength are What deemed as strength are
effectively on Strengths which course topics to use to justified reasonably well with justified effectively and
that were identified justify what deemed as strengths knowing what particular convincingly with knowing
with most relevant course topics to use. what particular course topics
course topics to use.

Articulate and justify Shown little evidence in knowing What deemed as weaknesses What deemed as weaknesses
effectively on which course topics to use to are justified reasonably well are justified effectively and
weaknesses that were justify what deemed as with knowing what particular convincingly with knowing
identified with most weaknesses. course topics to use. what particular course topics
relevant course topics to use.

Corrective Corrective recommendations are Corrective recommendations Corrective recommendations

recommendations are too general and lack of detail. are reasonably specific with are specific, detail, and
given to improved necessarily detail. comprehensive.
weaknesses that were
identified

Course Plan of UKTM/UBTM 1013 Principles of Marketing January 2019 (Lee YH) ` 20
 Appendix IIB
UNIVERSITI TUNKU ABDUL RAHMAN
FACULTY OF ACCOUNTANCY AND MANAGEMENT
FACULTY BUSINESS AND FINANCE

(ACADEMIC YEAR 2018/2019)

JANUARY 2019 TRIMESTER

UKTM/UBTM1013 PRINCIPLES OF MARKETING

Critical Learning Written Assignment Score Sheet

ASSESSMENT MARK BELOW MEET EXCEED SCORE

CRITERIA ALLOCATION EXPECTATION EXPECTATION EXPECTATION
Articulate and justify 15 marks
effectively on Strengths x ( %)
< 50% 51 – 80% 81-100%
that were identified with 15
most relevant course topics ( ) ( ) ( )

Articulate and justify 15 marks

effectively on weaknesses x ( %)
< 50% 51 – 80% 81-100%
that were identified with 15
most relevant course topics ( ) ( ) ( )

Corrective 15 marks
recommendations are x ( %)
given to improved < 50% 51 – 80% 81-100%
weaknesses that were
10
( ) ( ) ( )
identified

SUB-TOTAL (Before Conversion to 20 Marks)

FINAL MARKS AFTER CONVERSION

Name of marker : _____________________

Signature of marker : _____________________

Date : _____________________

Course Plan of UKTM/UBTM 1013 Principles of Marketing January 2019 (Lee YH) ` 21