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Unit 0 Introduction

This document outlines the principles of marketing course, including objectives, contents, teaching methods, assignments, and assessment. The course aims to help students understand key marketing concepts and develop marketing strategies. It will cover topics such as marketing environment, customer behavior, and marketing mix decisions. Students will be assessed through assignments, including an individual industry analysis and group market research project, as well as a final exam. The milestones provide due dates for assignments and exam.

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Uyen Thu
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55 views13 pages

Unit 0 Introduction

This document outlines the principles of marketing course, including objectives, contents, teaching methods, assignments, and assessment. The course aims to help students understand key marketing concepts and develop marketing strategies. It will cover topics such as marketing environment, customer behavior, and marketing mix decisions. Students will be assessed through assignments, including an individual industry analysis and group market research project, as well as a final exam. The milestones provide due dates for assignments and exam.

Uploaded by

Uyen Thu
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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PRINCIPLES OF MARKETING

PhD. Nguyen Thi Mai Anh


INTRODUCTION
 Objectives
 Subject contents
 Teaching methods
 Mile-stone
 References
 Assessment
 Assignment
 Presentation
COURSE OBJECTIVES
 Understand key concepts
 Be able to analyze marketing environment,
identify SWOT
 Identify target market
 Develop marketing mix strategies
SUBJECT CONTENTS
1. Introduction to marketing
2. Marketing information system & Market research
3. Marketing environment
4. Customer buying behaviour
5. Market segmentation, targeting and positioning
6. Product decisions
7. Price decisions
8. Place decisions
9. Marketing Communication
TEACHING METHODS

• Lectures • Presentations
• Case studies • Games
• Group discussions • Exercise
ASSIGNMENT & ASSESSMENT
 Attendance (10%)
 Individual assignment (10%)
 Group assignment (30%)
 Final exam – 50%
INDIVIDUAL ASSIGNMENT
 Select a company of your choice, then
conduct an industry analysis for that
company
 Done individually
 10% of the total mark
 Written report – submitted on 8th March
2021
 Plagiarism :copy rate ≤15% - disqualified
INDIVIDUAL ASSIGNMENT
• Individual assignment strucuture
• Introduction of the company
• Industry analysis
GROUP ASSIGNMENT
 Select a product then conduct a research to
assess customer satisfaction to the
marketing mix of this product
 Done in group of max – 4
 Conduct market research with minimum of
80 sample
 Due: 5th April
 Presentation: 15 minutes on 5th April
 Plagiarism :copy rate ≤15% - disqualified
GROUP ASSIGNMENT
• Group assignment strucuture
• Introduction of the company, selected product
• Market research design, questionnaire
• Findings
MILE STONE

Mile stone Task

8/3/2021 Individual assignment submision

5/4/2021 Group assignment submision; presentation

12/4/2021 Course review

Final exam
REFERENCES
 Text book:
 Philip Kotler & Gary Amstrong (2017), Principles
of Marketing, 17th edition, Pearson Publisher.
ISBN-13: 978-0134492513.

 Reference:
Kotler, Philip & Keller, Kevin Lane Keller (2016).
Marketing management (15th edition). Pearson
Education Limited, Edinburgh Gate. Harlow, Essex
CM20 2JE, England. ISBN 978-0-13-385646-0.
LET’S START

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