MKM5955 Marketing and the international consumer
Faculty of Business and Economics
MKM5955 Marketing and the international consumer is a level 5, 6-credit-point, postgraduate unit from the Faculty of Business and Economics, offered in 2025 in Semester 1 at Malaysia. It has no prerequisites.
- Credit points
- 6
- Offered in 2025
- Semester 1
- Malaysia
- Assessment
- No exam
- 1 task
- Workload
- 144 hours
- per semester
This is the 2025 handbook entry. See the 2027 entry.
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Requisites
Before MKM5955
Prohibitions
You can't enrol if you have passed any of these.
After MKM5955
No unit lists MKM5955 as a prerequisite in the 2025 handbook.
Equivalent units
The same content under another code. Only one of them counts.
Overview
Marketing is a means by which organisations create value for their stakeholders within pre-determined objectives. Marketing is widely accepted as a means for delivering greater levels of customer satisfaction, profitability, and sustainability within both a tactical and strategic framework. This unit will enable you to understand and apply concepts related to marketing environment analyses, consumer behaviour, marketing research, segmentation, target marketing, positioning, and marketing strategies. These topics will prepare graduates for the development and implementation of strategic marketing management plans for products and services of an organisation.
Offerings in 2025
| Teaching period | Campus | Mode |
|---|---|---|
| First semester | Malaysia | Evening |
Assessment
- Within semester assessment100%
Learning outcomes
When you finish this unit, you should be able to:
- 1
facilitate understanding of the key role of marketing in value creation and its applications in decision-making under environmental constraints in the Asia Pacific context
- 2
evaluate market-based information and consumer behaviour, using them to plan and develop marketing strategies
- 3
understand how value is created using elements of the marketing mix strategies
- 4
apply strategic planning tools in developing a marketing mindset.
Workload and teaching
- Teaching approachResearch activities
- Teaching approachActive learning
- Teaching approachProblem-based learning
Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. You are expected to complete all pre-class activities prior to your scheduled class, and post-class activities should be completed after your scheduled class. Learning activities may include a combination of teacher directed, peer directed and online engagement activities.
This unit allows you to develop your research skills by engaging in structured inquiry using a systematic approach and discipline-specific methodologies.
This unit engages you in actively applying your knowledge, skills and attributes in interactive, collaborative and reflective activities.
This unit includes problem-based learning approaches, where you engage in research, integrate theory and practice and apply knowledge and skills to develop viable solutions in response to a problem or set of problems.
Contacts
- Chief Examiners
- Dr Ewe Soo Yeong
Common questions
What are the prerequisites for MKM5955?
MKM5955 has no prerequisites.
When is MKM5955 offered?
In 2025, MKM5955 runs in Semester 1 at Malaysia.
How much work is MKM5955?
The handbook expects about 144 hours of study across the semester. No students have rated its difficulty yet.
Does MKM5955 have an exam?
No. MKM5955 has 1 assessment task and no exam.