Unit ouline Principle of Marketing- Lecturer Dang Truong Thuy Anh - Tài liệu tham khảo | Đại học Hoa Sen

Principle of Marketing Đặng Trương Thùy Anh CONTACT DETAILS
Unit coordinator: Dang Truong Thuy Anh Email
: anh.dangtruongthuy@hoasen.edu.vn Phone
: + 84 909623279 (08: 00 a.m- 06:00 p.m) VIDEO CLIPS FOR STUDYING Chapter 1
Marketing definition : https://www.youtube.com/watch?v=9_XWp5fnXKc
4P trong marketing mix: https://www.youtube.com/watch?v=pu7OhggbCCI
Production concept in marketing: https://www.youtube.com/watch?v=OzKCOwQe6v0
Social marketing : https://www.youtube.com/watch?v=IO9d2PpP7tQ Chapter 2
Strategic Marketing: https://www.youtube.com/watch?v=0x5OE6bG4nM
BCG: https://www.youtube.com/watch?v=YIyw9qsxRKA Chapter 3
Supply chain process of Walmart: https://www.youtube.com/watch?v=cVOV7GV8wGY
Generation X Ads: https://www.youtube.com/watch?v=iyR3w9Bl9VQ
Gay Ads: https://www.youtube.com/watch?v=40MWc5DOdJ4 Chapter 4
Marketing research : https://www.youtube.com/watch?v=pLk4ZM0bzao
Focus group: https://www.youtube.com/watch?v=JJBRpylC9-Q
CRM: https://www.youtube.com/watch?v=kq0U8BYjCxw Chapter 5
Decision making process: https://www.youtube.com/watch?v=Rn5a03Xp0Kc
Mc Donald different TVC in different countries: https://www.youtube.com/watch?v=_d3SXLxzP3E
Subliminal message: https://www.youtube.com/watch?v=9Ygp0xDQBJM
Brand personality: https://www.youtube.com/watch?v=lLFZPJ6DaqU Chapter 7
Pepsi TVC: https://www.youtube.com/watch?v=zlA9tXYxD8g
Market segmentation and targeting: https://www.youtube.com/watch?v=FajZFR5qkYU
Service marketing: https://www.youtube.com/watch?v=OFbryriZ3is
What are the BRIC Countries: https://www.youtube.com/watch?v=F03yzqR4gYI Chapter 8
Organisation marketing: https://www.youtube.com/watch?v=XS6ysDFTbLU
Place marketing: https://www.youtube.com/watch?v=yhFKsWZQlZM
Person marketing: https://www.youtube.com/watch?v=O01MdFD-x3Q Chapter 10
Good value pricing: https://www.youtube.com/watch?v=kglb6z-9hDc
Value added pricing: https://www.youtube.com/watch?v=_gFSu9UmKCg
Value based pricing: https://www.youtube.com/watch?v=rJlUVD0ct90 Chapter 12
Supply chain management: https://www.youtube.com/watch?v=etr8uGZ8XLI
Franchise: https://www.youtube.com/watch?v=cuvQ_HOrElI
Logistics: https://www.youtube.com/watch?v=qeXCPnVTUsQ Chapter 14
Kiosk Marketing: https://www.youtube.com/watch?v=ts_4vOUDImE
PR: https://www.youtube.com/watch?v=saMR0uar8d0
Ads: https://www.youtube.com/watch?v=MUXJpASEcSE
Trade show: https://www.youtube.com/watch?v=JjxGmMQpTjs Chapter 15 & 16
Sales process: https://www.youtube.com/watch?v=aTdJbCsRb3U
Sales skills: https://www.youtube.com/watch?v=YdzSji0eFDY Chapter 18 1 Principle of Marketing Đặng Trương Thùy Anh
Unfair competition: https://www.youtube.com/watch?v=c4T82ez4Wtk
Blue ocean strategy: https://www.youtube.com/watch?v=mYH8EdZie24
Customer intimacy: https://www.youtube.com/watch?v=zNyMrtsK96k
Operation excellence: https://www.youtube.com/watch?v=uzhDAUSRl7Q A. ASSESSMENT Assessment methods Mark (%) 1. Oral presentation 10% 2. Case study Presentation 15% + Report for case study 3. Attendance 10% 4. Elearning assignment 15% 5. Final examination 50% B. DETAILS a) Oral presentation
The topic will be selected at the first day of lecture. You will present within 20 to 25 minutes . The
total groups is 10. The presentation is from Week 2 to Week 11. Each group is required to send the
soft copy to the lecturer before the date of oral presentation. The hard copy is submitted at the date of
your presentation (See the Appendix 1, 3) Requirement: -
No short jeans, No crop top, No Ripped jeans -
All of the members of the groups have to be on time and fully presented. If someone
missing, there is no mark for them. -
The Introduction slide should be included ID members Content:
The powerpoint is required to be well prepared, from 10 to 15 slides. You are required to select one
company and one specific product. Then, you fully apply the marketing theory into your specific product. The recommended structure: 1. Group introduction 2. Company introduction
3. Apply the theory and answer the questions 4. Conclusion b) Case study
Each group will be required to present the case study (See the Appendix 2). You will be required to
present within 15 minutes (12 minutes for case study analysis and 8 minutes for introduction of case
study). Your group has to submit your presentation before the date of presentation. Requirement: -
No short jeans, No crop top, No Ripped jeans -
All of the members of the groups have to be on time and fully presented. If someone
missing, there is no mark for them. -
The Introduction slide should be included ID members
The recommended slide structure(10-15 slides):
1. Group Introduction & Problem case study
2. The questions for case study
3. The solutions for case study
4. Apply the theories for each case study’s question 2 Principle of Marketing Đặng Trương Thùy Anh 5. Conclusion (Xem Appendix 2,4)
c) The recommended report content : 1. Cover page 2. Summary 3. Case study answers 4. Conclusion 5. Reference (APA or ISO) Reference guide: -
How to create a reference : https://chuayeucon.files.wordpress.com/2012/11/bai-3-apa- style.pdf -
How to citate: http://www.vnulib.edu.vn/wp-content/uploads/trich-dan_apa.pdf 3 Principle of Marketing Đặng Trương Thùy Anh
APPENDIX 1: ORAL PRESENTATION
Each group is required to select one company and one specific product.
Remarks: the below questions are needed to answer related to your company
Chapter 1: Creating and capturing customer value
Answer the following questions: -
Apply the Marketing process (5 steps) into your company/product -
Differences between need, want, demand into your company/product -
What is your market segmentation; target marketing into your company/ product -
Apply the CRM (Customer relationship management) into your company. How company establish
the customer relationships and how they deliver or increase the customer value? -
What are the external environment affect to your marketing (for example: great recession; technology; globalisation)
Chapter 2: Company and Marketing Strategy- Partnering to build customer relationships
Answer the following questions: -
What is strategy planning and apply strategic planning (4 steps) into the product / company - What is the Business portfolio -
Exaplin the marketing role into the strategy planning. How do your company’s departments
(marketing, finance, accounting, operation, etc. ) integrate each other to accomplish strategic planning? -
What is customer driven marketing strategy into your company (market segments, target market, marketing mix)? -
Which is marketing department organisation for your company (functional marketing organisation,
geographic organisation, product management organisation or market management organisation ) . What is ROI for your company?
Chapter 3: Analysing the marketing environment
Answer the following questions: -
Describe the micro-environment affects to your company (for example, company; suppliers;
marketing intermediaries; customer markets; competitors; publics) -
Describe the macro-environment affects to your company -
Desribe the opportunities and threats into your company/ product within 5 to 10 years -
How company react to the external environment ( including product ; product distribution; pricing
changes) Các doanh nghiệp nên làm gì cho những thay đổi của môi trường (bao gồm bất cứ sản
phẩm-product; phân phối sản phẩm-product distribution; hay giá cả thay đổi – pricing changes) -
Which age structure (baby boomer, Generation X, Milennials), does your product belong?
Chapter 4: Managing marketing information to gain customer insights
Answer the following questions: -
Describe the important role of information into marketplace and customers into your company/ product. -
Desribe your company marketing information system and how company investigate the
information. Provide the examples of information source and how the company do the marketing research. -
Provide the example of marketing research process (4 steps) -
Which software does the company use to analyse and how these information use for matketing
research and how to use it effectively? -
Provide the example of marketing research ethics which company did.
Chapter 5: Consumer markets and consumer buyer behaviour
Answer the following questions: -
For your product, which types of buying decision behaviour ( complex; variety seeking;
dissonance reducing; habitual buying behaviour) -
Desribe the psychological factors affect to your consumer behaviour ? 4 Principle of Marketing Đặng Trương Thùy Anh -
Desribe the personal factors affect your consumer behaviour and apply to your company/ product. -
Apply the buyer decision process into your company/ product. Desribe the important role of this
process and how it influences to your marketers, as well as your customers. -
Provide examples to illustrate the lifestyle in your product/ company. Why is lifestyle important for marketing strategy?
Chapter 6: Customer value driven marketing strategy
Answer the following questions: -
Desribe your segmentation for your product/ service. Describe details in term of Business market,
consumer market, international market. -
Describe the target market for your product/ service. Do you think this target market is relevant to your company? Why or why not? -
Desribe the potential market for your product/ service. -
Draw a positioning map for your product/ service. Why? -
ợi thế cạnh tranh (competitive advantage) của Sản phẩm/ dịch vụ là gì?
Chapter 7: Product, Services, and Brands building customer value
Answer the following questions: -
How many types of consumer products and which type of your product belongs? What is the
difference between consumer product and industrial product ? -
Analyse your product into 3 product level (core, actual, agumented) -
Evaluate your brand? Why do they choose this brand name (slogan, logo)? Do you think this brand
name still popular and relevant? -
Analyse your product’s strengths or weaknesses? What is the differences between your product
feature and other products? Do you think that you need improve anything for your product feature? -
Provide 5 examples of packaging or branding that bring the competitive advantage for your company. Chapter 9: Pricing
Answer the following questions: -
What is the pricing for (What is the aim of the price)? -
What is the pricing strategy for your product/ service? -
Compare the price of product/ service with other product/ service. How does the price influence the market? -
Have you ever seen your product’s price been in price floor or price celling ? -
What are internal and external considerations affect to pricing structure?
Chapter 10: Distribution channel
Answer the following questions: -
Describe the marketing distribution system for your company. Describe the wholesaler / retailer for your company. -
Identify which company marketing distribution system(vertical, horizontal, and multi-channel) belongs. -
Is any franchise in your company? If yes, desribe your franchise system. -
How the company select, motivate, and evaluate the channel members? -
Describe the logistic functions (warehouse, inventory managment, transportation, logistic information management)? Chapter 12: Promotion mix
Answer the following questions: -
What is promotion mix for your company/ product? -
Does new marketing communication landscape affect to your company? -
Does your company apply the integrate marketing communication and how it apply? 5 Principle of Marketing Đặng Trương Thùy Anh -
What is the effective marketing communication for your company. How does your company set the marketing budget? -
What is the difference between pull and push strategy? 6 Principle of Marketing Đặng Trương Thùy Anh APPENDIX 2: CASE STUDY BITIS CASE STUDY
Since 1982, Biti's has succeeded with its EVA line of rubber footwear. With many years of
development, the brand has become one of the leading manufacturers of the footwear industry in
Vietnam, accounting for more than 8.5% of the domestic market share. The legendary "Vietnamese
foot care" campaign line has stuck and gained value in local consumers’ minds from previour times
ago until now. Each year Biti's produces more than 20 million footwear products not only for the
domestic and but also export market.
Strengths: Waterpipe slippers are Biti's signature products when they were first established. Over the
past 35 years, Biti's sandals’ advantages are durable and affordable prices in consumer’s mindset.
Sales from slippers is estimated at 100 billion VND per year.
With its new line of slippers, Biti's business goal is to double these sales within 12 months.
Business problem: Biti's needs to launch a new line of flip flops, with more advanced technology to
increase the durability of the slippers.
Information about new products:
The raw materials and design are from Vietnam.
The material is from light and soft EVA rubber; otherwise the straps are made from PVC and TPU rubber.
Vietnam advanced technology is suitable for domestic weather conditions.
Benefit: Increased anti-slip function at the sole to protect the wearer.
Product differentiation: Durable and beautiful flip-flops with affordable prices.
Recommended price: 100,000 VND
Target audience: 18-30 years old
Mission: Brainstorm and a communication plan that includes Product Concept, Brand Concept,
Campaign Objectives, Creative Deliverables and Campaign Budget elements.
Brand message: Friendly, inspirational, family-oriented and happy-oriented.
Business goal: Double revenue for flip-flops within 12 months.
This is an opportunity for the Marketers to freely come up with richer and more unique solutions.
However, your ideas have to be feasible of this project. This is also the biggest challenge when all
teams have limited data including product price and the target revenue. 7 Principle of Marketing Đặng Trương Thùy Anh
APPENDIX 4: ORAL PRESENTATION EVALUATION FORM
Group:.........................................................................
Chapter:.......................................................................
Date:........................................................................... Full name Student ID CRITERIA MARK (%) LECTURER’S MARKS CONTENT Research 10 Organised Content. 5 Good Picture Good content, Answer 5 well Apply into the real 10 world MARK 30 LAYOUT Clear structure, logic 5 PRESENTATION structure, easy to follow Font, size, beautiful 5 layout Video clip, good figure 5 Grammar, spelling 5 mistake MARK 20 PRESENTATION Attractive, self- 10 confident, flexible Fully understand and 5 easily answers the questions Storyboard clearly and 10 completely outlines the project Oral presentation 5 includes many details Group members help 5 each other as needed Be on time 5 All group members 10 participate equally MARK 50 TOTAL 100 8 Principle of Marketing Đặng Trương Thùy Anh
APPENDIX 5: CASE STUDY EVALUATION FORM
Group:.........................................................................
Case study name:............................................................
Date:........................................................................... Full name Student ID CRITERIA MARK (%) COMMENT CONTENT Research 10 Organised Content. 10 Good Picture Good content, Answer 20 well Apply into the real 10 world MARK 50 LAYOUT Clear structure, logic 5 PRESENTATION structure, easy to follow Font, size, beautiful 5 layout Video clip, good figure 5 Grammar, spelling 5 mistake MARK 20 PRESENTATION Attractive, self- 5 confident, flexible Fully understand and 5 easily answers the questions Storyboard clearly and 5 completely outlines the project Oral presentation 5 includes many details All group members 10 participate equally MARK 30 TOTAL 100 9