Principles of Marketing Course Overview môn Principle of Management | Trường Đại học Quốc tế, Đại học Quốc gia Thành phố Hồ Chí Minh

WELCOME TO PRINCIPLES OF MARKETING 1. General Information Code: BA003IU Number of Credits: 03 Prerequisites: None
Lecturer : Assoc. Prof. Tran Tien Khoa e-mail: ttkhoa@hcmiu.edu.vn 2. Course Description:
The course named “Principles of Marketing” provides the students with necessary
information on the basic concepts of marketing and its principles.
It focuses on the understanding of market demand and customer behaviors as well as
marketing strategies developed by firms in terms of Product, Pricing, Place - Distribution,
Communication - Promotion (i.e. 4Ps). The course also mentions various methods to market
research and environmental factors that affects the marketing activities.
3. Educational Objectives/ Learning Outcomes:
After the course, students will be able to:
Understand basic marketing concepts and the principles used in developing marketing programs in a firm.
Overview and analyze the processes, problems and activities associated with the
planning and executing the conception, pricing, promotion and distribution of ideas,
goods and services to create exchanges.
Define marketing terminology appropriately; explain the internal and external
restraints affecting marketing decision making; identify the components of effective marketing strategy.
Understand content of marketing strategies in terms of pricing, promotion, distribution, and product. 4. Course Assessment:
30% Class assignment (Participation, Quiz, Group) 30% Mid-term Exam 40% Final Exam. 5. Course resources:
1. Slides and other materials are provided in the Blackboard
2. Textbook: Philip Kotler and Gary Armstrong (2021), Principles of Marketing,
18th Global Edition, Pearson
3. Dawn Iacobucci (2019), Marketing Management, Cengage Learning Vietnam
6. Course Outline and tentative class schedule: Week Agenda/ Topic 1
Introduction to Principles of Marketing
Chapter 1: Creating and Capturing Customer Value 2
Chapter 2: Company and Marketing Strategy- Partnering to Build Customer
Engagement, Value, and Relationships 3
Chapter 3: Analysing the marketing environment 4,5
Chapter 5: Understanding consumer buyer behaviour 5,6
Chapter 6: Business Markets and Business Buying Behavior 7
Chapter 7: Customer-Driven Marketing Strategy: Creating Value for Target Customers 8, 9
Chapter 8: Product, Services, and Brands: Building Customer Value 9,
Chapter 10: Pricing: Understanding and Capturing Customer Value 10 Chapter 11: Pricing Strategy 11
Chapter 12: Marketing Channels: Delivering Customer Value 12
Chapter 14: Communicating Customer Value: Integrated Marketing Communications Strategy 13
Chapter 15: Advertising and Public Relations 14 Review/Reserved
Midterm and Final exam coverage will be announced.