i. Definition of marketing and marketing mix
ii. Marketing management philosophies

i. External marketing environment
ii. Corporate social responsibility

i. Importance of understanding consumer behaviour
ii. Consumer buying behaviour
iii. Consumer decision making process
iv. Types of consumer buying decisions
v. Factors influencing consumer buying decisions

i. Criteria for successful segmentation
ii. Bases for segmenting consumer markets
iii. Steps in segmenting consumer markets
iv. Strategies for selecting target market
v. Positioning

i. Definition of product and type of consumer products
ii. Product items, lines and mixes
iii. Branding and benefits
- Trademark
iv. Packaging and Labelling

i. New product development process
ii. Product life cycles

i. Definition of marketing channels
ii. Channel intermediaries and their functions
iii. Consumer channel structure and level of channel distribution intensity

i. Definition of retailing
ii. Classification of retails operations
iii. Major types of retail operations
iv. Non-store retailing
v. Franchising

i. The promotion mix
ii. The goal of promotion
iii. The AIDA concepts
iv. Definition and major types of advertising
- Media decisions in advertising
v. Definition and consumer sales promotional tools
vi. Definition and function of public relations and tools
vii. Definition of personal selling

i. Pricing objectives
ii. Pricing strategies

A1 : Please register at https://mooc.uitm.edu.my