PMM 6013 - MARKETING MANAGEMENT
Course Instructor : Dr. Nor Azila Mohd Noor
ACADEMIC WRITING (30%)
In a group of 3, students are required to discuss the following issues:
Issue 1
Marketing has often been defined in terms of satisfying customers’ needs and wants. Critics maintain that marketing does much more than satisfying customers’ needs and wants and, in fact, create needs and wants that did not exist before. According to these critics, marketers encourage consumers to spend more money than they should on goods and services they really do not need. What is your opinion of this on-going debate? Take a stance and defend your position using examples of companies that you perceive to have created or satisfied customer needs.
Issue 2
Choose one company that interest you. Research the company online, through business magazines or through other sources to learn what seems to be the scope of its business. Write a brief description of the company’s scope of business as it is now. Then, describe the company’s scope of business over the next ten years. Use your creativity and critical thinking skills to come out with the ideas.
Issue 3
Using an example of one company that interest you. Visit the company’s website and measure its product mix. Then create a chart to describe the describe its product mix by clearly identify the product length, width and breadth, along with a few specific examples.
CASE STUDY (30%)
Refer to case Coca-Cola (pg. 32 & 33), Disney (pg. 208 & 209) and HSBC (pg. 73 & 274) in your text book and answer all the discussion questions in the respective cases.
