Introduction to marketing syllabus (mới) - Tài liệu tham khảo | Đại học Hoa Sen

COURSE OUTLINE Course ID Course title Credits MK203DE01
INTRODUCTION TO MARKETING 03
(To be applied to Semester:……….., School year: …………. under Decision No. . . . ./QĐ- BGH date . . . . . .)
A. Course Specifications: Periods Periods in classroom Self- Total Lecture/ Lecture Activity study Lab room Fieldwork periods* Seminar room periods (1) (2) (3) (4) (5) (6) (7) 45 39 06 90 45 0 0
(1) = (2) + (3) = (5) + (6) + (7)
B. Other related Subjects: Other related Subjects Course ID Course title Prerequisites: N/A N/A N/A Co-requisites: N/A N/A N/A Other requirements: N/A N/A N/A C. Course Description :
As the preliminary foundation for all the Marketing courses that follow, Introduction to
Marketing familiarize students with the definition of Marketing and the importance that
Marketing plays in any successful companies. The complicated process of successful marketing
in real life will be explained and demonstrated into core phases and concepts so that the students
can grasp an overall understanding of what Marketing is about.
The course will stress the underlying principle of the “marketing concept”, and integrated
concepts in relation to consumer needs, marketing information, product development, pricing,
distribution, selling, advertising, and promotions.
Comprehensive knowledge of these concepts will be further enhanced in other Marketing
courses that the students can take later as they grow their interest and focus on Marketing. D. Course Objectives: No. Course Objectives 1.
Understand what marketing, marketing process, and marketing mix are 2.
Identify marketing elements within a company’s strategies and business
environments surrounding the company 3.
Describe the process of marketing research and the use of customer insights in
understanding consumer buyer behavior 4.
Outline mandatory steps in developing a marketing strategy 5.
Understand major decision in each of the four marketing mix components. E. Learning Outcomes: No. Learning Outcomes 1.
Recall definition and nature of marketing, the 5 steps in marketing process and
the 4 elements in marketing mix 2.
Identify SWOT, business portfolio, BCG, macro-environment and micro-
environment models in examining a real company. 3.
Summarize steps and sub-steps in the entitle marketing research, from defining
the problem and research objectives to interpreting and reporting the findings 4
List 4 major factors and sub-factors that affect consumer behavior. Describe and
give example of the 5 phrases of buying decision process. 5
Explain the nature and importance of segmentation, targeting, positioning and differentiation. 6
Review advantages and disadvantages of different decisions and options
regarding product, pricing, distribution, and promotion F. Instructional Modes:
The course is highly interactive between students and instructor; therefore, it is suitable for up to 60 students/class. Number of Instructional mode Description Periods students Instructor will help student 1 Lectures/seminar understand new concept, give 39 60 students/class example and case to discuss. 2 Tutorials
Individual or group activities: 6 Individual or through case studies group work (6-10 discussion or topic students/group) presentations, students will have the opportunity to apply
the concepts, ideas learned in class Guest speaker/ Lecturer may invite guest All students Fieldtrip speaker or organize fieldtrip This course requires student to spend minimum 6 hours/week for self-study. Students are required to read Individual or 3 Self-study 90 textbook prior coming to group work class, refer additional materials in magazine or online
***Note that occasionally changes in the schedule of the course or in the assignments are
announced during class. It is your responsibility to ensure that you have received all of the
changes and you will still be responsible for this information
G. Textbooks and teaching aids:
Textbooks and teaching aids of the course are mostly in English.
Required Textbooks and Materials:
1. Textbook: Kotler, P., Armstrong, G., & Opresnik, M. O. (2017). Marketing: An Introduction
(Global Edition) (13th edition). Harlow, Essex, England: Pearson Education Limited.
2. Materials: These below materials will be sent via email. - Syllabus of this course - Lecture slide deck - Case studies
H. Assessment Methods (Requirements for Completion of the Course):
1. Description of learning outcomes assessment
Evaluation will be based on 3 components:
1.1 Mini-Test 1 (25%) and Mini-Test 2 (25%): assessment methods are based on the
lecturers (such as case-study analysis exercise or multiple-choice questions or any
activities). It will account for 25% of the mark total.
1.2 Final Test (50%): This is closed-book exam, consists of two forms:
- Multiple choice questions: 4 marks (20-40 questions, cover all chapters)
- Essay questions: 6 marks (3-6 questions) - Duration: 90 minutes
2. Summary of learning outcomes assessment
* For both main and extra semester: Components Duratio Assessment Forms Percentage Schedule n Mini-Test 1 Decided Assessment methods 25% Decided by lecturer by are based on the lecturer lecturers Mini-Test 2 Decided Assessment methods 25% Decided by lecturer by are based on the lecturer lecturers Final Test 90mins Multiple choice As scheduled by the 50% questions and essay academic administration questions office Total 100% I. Academic Integrity
Academic integrity is a fundamental value that affects the quality of teaching, learning, and
research at a university. To ensure the maintenance of academic integrity at Hoa Sen University, students are required to:
1. Work independently on individual assignments:
Collaborating on individual assignments is considered cheating. 2. Avoid plagiarism
Plagiarism is an act of fraud that involves the use of ideas or words of another person
without proper attribution. Students will be accused of plagiarism if they: i.
Copy in their work one or more sentences from another person without proper citation. ii.
Rephrase, paraphrase, or translate another person’s ideas or words without proper attribution. iii.
Reuse their own assignments, in whole or in part, and submit them for another class.
3. Work responsibly within a working group
In cooperative group assignments, all students are required to stay on task and contribute
equally to the projects. Group reports should clearly state the contribution of each group member.
Any acts of academic dishonesty will result in a grade of zero for the task at hand and/or
immediate failure of the course, depending on the seriousness of the fraud. Please consult Hoa
Sen University’s Policy on Plagiarism at http://thuvien.hoasen.edu.vn/chinh-sach-phong-tranh-
dao-van. To ensure the maintenance of academic integrity, the university asks that students report
cases of academic dishonesty to the teacher and/or the Dean. The names of those students will be kept anonymous. J. Teaching Staff: No Email, Phone number, Office Positio Professor’s name . Office location hours n Mrs. Trần Thị Thu To be announced 1 Hien.TranThiThu@hoasen.edu.vn Hiền upon class 2 Mrs. Nguyễn Phương
Lien.NguyenPhuong@hoasen.edu.vn commencement Liên day. Ms. Phạm Tường 3 Linh.PhamTuong@hoasen.edu.vn Linh Mrs. Nguyễn Thị 4
Thuan.NguyenThiNhu@hoasen.edu.vn Như Thuận Ms. Đăng Trương 5
Anh.DangTruongThuy@hoasen.edu.vn Thùy Anh Mr. Dương Định 6 Quoc.DuongDinh@hoasen.edu.vn Quốc 7 Mr. Phan Minh Tuấn Tuan.PhanMinh@hoasen.edu.vn 8 Mr. Hà Đình Tùng Tung.HaDinh@hoasen.edu.vn Ms. Nguyễn Trần 9
Van.NguyenTranKieu@hoasen.edu.vn Kiều Vân Mrs. Huỳnh Thị 10
Duong.HuynhThiThuy@hoasen.edu.vn Thùy Dương 11 Mrs. Lê Thị Anh Thư Thu.LeThiAnh1831@hoasen.edu.vn Ms. Nguyễn Ngọc 12
Thi.NguyenNgocDieu@hoasen.edu.vn Diệu Thi 13 Mr. Lê Anh Chung Chung.LeAnh@hoasen.edu.vn 15 Mr. Trần Trí Dũng Dung.TranTri@hoasen.edu.vn Mr. Trương Quang 16 Cam.TruongQuang@hoasen.edu.vn Cẩm
K. Outline of Topics to be covered (Learning Schedule):
* For both main and extra semester topics: Week Topics Sub-topics References Homework /Assignment
Part 1 – DEFINING MARKETING AND THE MARKETING PROCESS 1
Marketing Creating 1.1 What is Marketing? Chapter 1 Objectives Customer Value
1.2 Understanding the Marketplace and Review and Engagement Customer Needs Discussion
1.3 Designing a Customer-Driven Marketing Questions Strategy Company Cases
1.4 Preparing an Integrated Marketing Plan and Program
1.5 Engaging Customers and Managing Customer Relationships
1.6 Capturing Value from Customers
1.7 The Changing Marketing Landscape
1.8 So, What is Marketing? Pulling it all together 2 Company and
2.1 Company-wide Strategic Planning: Chapter 2 Objectives Marketing Strategy Defining Marketing's Role Review
Partnering to Build 2.2 Designing the Business Portfolio Discussion Customer
2.3 Planning Marketing: Partnering to Build Questions Engagement, Customer Relationships Company Cases Value, and
2.4 Marketing Strategy and the Marketing mix Relationships
2.5 Managing the Marketing Effort
2.6 Measuring and Managing Return on Marketing Investment
Part 2 - UNDERSTANDING THE MARKETPLACE AND CUSTOMER VALUE 3 Analyzing the 3.1 The Microenvironment Chapter 3 Objectives Marketing 3.2 The Macroenvironment Review Environment
3.3 Responding to the Marketing Environment Discussion Questions Company Cases 4 Managing
4.1 Marketing Information and Customer Chapter 4 Objectives Marketing Insights Review Information to
4.2 Assessing Marketing Information Needs Discussion Gain Customer
4.3 Developing Marketing Information Questions Insights 4.4 Marketing Research Company Cases
4.5 Analyzing and Using Marketing Information
4.6 Other Marketing Information Considerations 5 Understanding
5.1 Consumer markets and Consumer Buyer Chapter 5 Objectives Consumer and Behavior Review Business Buyer
5.2 The Buyer Decision Process Discussion Behavior
5.3 The Buyer Decision Process for new Questions Products Company Cases
5.4 Business Markets and Business Buyer Behavior
Part 3 - DESIGNING A CUSTOMER VALUE-DRIVEN STRATEGY AND MIX 6 Customer-Driven 6.1 Market Segmentation Chapter 6 Objectives Marketing 6.2 Market Targeting Review Strategy: Creating
6.3 Differentiation and Positioning Discussion Value for Target Questions Customer Company Cases 7
Products, Services, 7.1 What Is a Product? Chapter 7 Objectives and Brands:
7.2 Product and service Decisions Review
Building Customer 7.3 Services Marketing: The Nature and Discussion Value Characteristics of a Service Questions
7.4 Branding strategy: Building strong Brands Company Cases 8 Pricing: 9.1 What Is a Price? Chapter 9 Objectives
Understanding and 9.2 Major Pricing strategies Review Capturing
9.3 Other Internal and external Considerations Discussion Customer Value Affecting Price Decisions Questions Company Cases 9 Marketing
10.1 Supply Chains and the Value Delivery Chapter 10 Objectives Channels: network Review Delivering
10.2 The Nature and Importance of marketing Discussion Customer Value Channels Questions
10.3 Channel Behavior and Organization Company Cases 10.4 Channel Design Decisions
10.5 Channel management Decisions
10.6 Public Policy and Distribution Decisions
10.7 Marketing Logistics and Supply Chain Management 10 Engaging 12.1 The Promotion mix Chapter 12a Objectives Consumers and
12.2 Integrated marketing Communications Review Communicating Discussion Customer Value: Questions Company Cases 11 - Advertising and 12.3 Advertising Chapter 12b Objectives Public Relations 12.4 Public Relations & 13 & 14 Review - Personal Selling 13.1 Personal Selling (not Discussion and Sales
13.2 The personal selling process included in Questions Promotion 13.3 Sales Promotion final exam Company Cases - Direct, online,
14.1 Direct and Digital marketing and the social media, and
14.2 Forms of Direct and Digital Marketing lesson plan mobile marketing
14.3 Digital and Social Media Marketing design is
14.4 Traditional Direct Marketing Forms subject to
14.5 Public Policy Issues in Direct and Digital each Marketing lecturer) 12-14 Group presentation As stated under topic 15 Course review Ban Giám Hiệu
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