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Course Guide

Lakshmi Datti April 25, 2022


You must read this course guide carefully from beginning to end. It tells

You briefly what the course is about and how you can work your way through the course material. It also suggests the amount of time you are likely to spend in order to complete the course successfully. Please keep on referring to the Course Guide as you go through the course material, as it will help you to clarify important study components or points that you might miss or overlook.


OMBA 5124 Marketing Management is one of the courses offered by the

Faculty of Business and Technology at the University of Cyberjaya (UOC). This

The course is worth four credit hours and covers over eight lessons.


This is a core course for the Masters of business administration students.  As an open and distance learner, you should be able to learn independently and optimise the learning modes and environment available to you. Before you begin this course, please confirm the course material, the course requirements and how the course will be conducted.


Learners accumulate a standard UOC practice 40 study hours for every credit hour. As such, for a four-credit hour course, you are expected to spend 160 study hours. Table 1 gives an estimation of how the 160 study hours could be accumulated.

Table 1: Estimation of Time Accumulation of Study Hours

Study ActivitiesStudy Hours
Briefly go through the course content and participate in initial discussion the course content and participate in initial discussion 3  10
Study the module60
Attend 3 to 8 tutorial sessions23
Online participation23
Assignment(s), Test(s) and Examination(s)21


This course is divided into 13 topics. The synopsis for each topic is presented


Topic 1 discusses about defining market for new realities. The American Marketing Association defines marketing as “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large”. Coping with these exchange processes, marketing management takes place to manage and facilitate the exchange process and as a mean of achieving desired responses from all parties. Marketing management, thus, was defined as the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.

Topic 2 discusses about developing marketing strategies and plans. In today marketplace, people with different needs and wants, preferences, and buying criteria, the marketers must design and deliver offerings for well-defined target markets. Instead of emphasizing making and selling, companies now see themselves as part of a value delivery process. Most businesses are focused in delivering customer value at a profit. A company can win only by fine-tuning the value delivery process and choosing, providing, and communicating superior value to increasingly well-informed buyers. This realization inspired a new view of business processes that places marketing at the beginning of planning.

Topic 3 discusses about collecting information, forecasting demand and conducting market research. Every firm must organize and distribute a continuous flow of information to its marketing managers. A marketing information system (MIS) consists of people, equipment, and procedures to gather, sort, analyse, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. It relies on internal company records, marketing intelligence activities, and marketing research.

Topic 4 discusses about creating long-term loyalty, relationships and analysing markets. Successful marketing companies have been founded on the customer-on-top business model and customer advocacy has been their strategy—and competitive advantage—all along. With the rise of digital technologies, increasingly informed consumers expect companies to do more than connect with them, more than satisfy them, and even more than delight them. They expect companies to listen and respond to them.

Topic 5 discusses about segmentation, targeting and positioning.  Companies cannot connect with all customers in large, broad, or diverse markets. They need to identify the market segments they can serve effectively. This decision requires a keen understanding of consumer behaviour and careful strategic thinking about what makes each segment unique and different. Identifying and uniquely satisfying the right market segments are often the key to marketing success.

Topic 6 discusses about product and service management.  To achieve market leadership, firms must offer products and services of superior quality that provide unsurpassed customer value. Lexus has conquered the luxury car market in the United States and elsewhere, in part due to a relentless focus on product and service quality. Product is anything that offered to a market to satisfy a want or need, including physical goods, services, experiences, events, persons, places, properties, organizations, information, and ideas.

Topic 7 discusses about designing and managing services. The Bureau of Labour Statistics reports that the service-producing sector will remain to be the leading service producer in the future economy, adding about 18 million jobs between 2010 and 2018, or about 88 percent of the predictable rise in total employment. Manufacturing lost an amazing 5.7 million jobs from 2000 through 2010.These numbers and others have led to a rising interest in the exclusive opportunities of marketing services.

Topic 8 discusses about designing integrated marketing channels, managing retailing, wholesaling and logistics. Producer delegate some of the selling job to intermediaries because through their contacts, experience, specialization, and scale of operation, they make goods widely available and accessible to target markets. They also offering more effectiveness and efficiency than the selling firm could achieve on its own.

Topic 9 discusses about designing integrated marketing communications and mass communication. Marketing communications are how firms takes the effort to inform, persuade, and remind consumers, directly or indirectly regarding the products and brands they sell.  In brief, they signify the voice of the company and its brands; with their help, firms can establish a dialogue and build relationships with consumers.

Topic 10 discusses about designing digital communication and personal communication.  Marketers differentiate paid and owned media from earned or free media. Paid media consist of company-generated advertising, publicity, and other promotional efforts. Earned media is all the PR and word-of-mouth aids a firm obtains without having directly paid for anything. This is for an example, all the news stories, blogs, and social network talks that deal with a brand. Social media play a key part in earned media. A large part of owned media consists of online marketing communications.

Topic 11 discusses about managing a holistic marketing organisation. With all the extraordinary developments in communication technology, the world has unquestionably become a very different place for marketers. Consumers might value appropriateness, but are unable to explain disposable products or elaborate packaging in a world trying to reduce waste.  Increasing material goals can challenge the need for sustainability. Smart companies are creatively designing with energy competence, carbon footprints, toxicity, and disposability in mind, and it has seen some successes.

Topic 12 discusses human-centric marketing and content marketing. In the current marketing environment, customers are represented as the most powerful players. However, marketers often overlook the human side of customers, which is obvious in the digital era; they are not perfect, and they feel vulnerable to marketing tricks. Thus, they build communities to enhance their positions. Marketers need to familiarise themselves with this new reality and create brands that act like humans, which is friendly and pleasant but also vulnerable.

Topic 13 discusses Omnichannel marketing and engagement marketing. Let us see a scenario here where a customer sees a product on TV ads and then visits a nearby store to try to experience the product. After examining the product as well as other rival products and consulting with a store attendant, the customer finally chooses that the product is the best. The customer then searches for the same product online and buys it there for a better price.


CLO 1: Appraise key marketing concepts and theories from the context of real-world implementations. (C5, PLO1)

CLO 2: Analyse marketing problems with state-of-the-art frameworks (C4, PLO2)

CLO 3: Construct concrete marketing solutions for businesses. (P3, PLO3)


NoComponentAssessment TypeWeightage
1Continuous AssessmentProject50%
2Continuous AssessmentPresentation20%
3Final AssessmentOnline Written Test30%