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HO CHI MINH CITY UNIVERSITY OF TECHNOLOGY

SCHOOL OF INDUSTRIAL MANAGEMENT

PRINCIPLES OF MARKETING
VŨ THẾ DŨNG, PHD.
NGUYỄN THÁI HƯNG, MSC.
JANUARY 2016

This course provides basic marketing knowledge including marketing management process,
STP strategy, marketing Mix. In addition, some up-to-date topics such as CSI, relationship
marketing and customer equity will also be discussed during the course.

Syllabus
Instructor
Vũ Thế Dũng
Marketing Senior Lecturer – School of Industrial Management
PhD in Business Administration, Marketing Major (ODU, USA)
MBA in International Business (AIT, Thailand)
E-mail: thedung@hcmut.edu.vn
Nguyễn Thái Hưng
MSc. Strategic Marketing (DMU, UK)
Marketing Tutor, Office for International Study Programs
E-mail: hung.nguyen@oisp.edu.vn
Office:
Office hour:
Class hour:
Venue:
Elearning:

Office for International Study Programs, room 306, building A4
by appointment only
Friday, 9h05-11h30
507-A4
e-learning.hcmut.edu.vn

Course Objective
This course is designed to provide undergraduate students basic principles of Marketing
theory and up-to-date approaches to solve marketing problems and issues that companies
are facing. During the course, all the important Marketing concepts, techniques, and
strategies such as market opportunity analysis, competition, marketing competitive models,
market segmentation, targeting, positioning, and marketing mix will be discussed. In addition
to marketing knowledge gain, students will also improve several important managerial skills
such as reading, presentation, proposal and report writing and defending, team work,
information seeking, and data analysis (both qualitative and quantitative data).
Text Books
Kotler, P., Armstrong, G. (2014) Principles of Marketing. 15th ed. England: Pearson.
Required Readings
1. Marketing Insights from A to Z, Philip Kotler (eBook – available online)- R1
2. Selected reading list in Vietnamese (available online) *
*In addition to English Reading, I found it important and relevant for Vietnamese
students to read selected Vietnamese articles because Marketing is a very context
sensitive subject.
Course Activities
Discussion: in-class discussion and forum discussion (over the internet) will be the major
approach to gain knowledge in this course. Students are encouraged to raise and/ or
answer questions, and give comments during class discussions. Open minded with no
prejudice is the starting point for discussion.
Text books, reference books, required readings, and video clips: Students are required
to read text books, reference books, required readings, and watch marketing video clips
before come to class. All teaching materials are either available online (Bkel) or hard copy.
Instructor will only present the major issues of the discussed topics. In addition, students are
expected to read local and international business and economic newspapers including (not
limited to) Saigon Times weekly and daily, Vietnam Investment Reviews, Business Week,
Times, Wall Street Journal. In the short quizzes, mid-term and final exam, text books,
teaching notes, and required readings will be asked.
Case studies: During the course, instructor might provide several case studies for analysis
and discussion.
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Team work: students will be assigned into small groups of 4-6 members. Students will work
in their groups all class activities such as group assignments, projects, and discussions.
Remember this is a team work not an individual work. You will be evaluated mainly through
your contributions to the team.
Presentation: students will be required to present their assignments, proposal, or project
findings in class. It is recommended that the presentations should be prepared by using
PowerPoint and professionally designed.
Searching for information: in order to meet the requirements of this course, students
should also know how to search for information through different sources and channels.
Students should be familiar with search engine such as Google in the internet.
Short quizzes: several short quizzes with multiple choice questions and/ or discussed
questions will be given during the course.
Elearning: students are required to participate in Bkel (Bach Khoa Elearning:
e-learning.hcmut.edu.vn ) to download course materials, ask and discuss questions, and
participate in other activities as well. There plenty of learning resources such as marketing
eBooks, required readings, marketing video clips, lecture notes, and discussion forums. Bkel
will be used as the major off-class mean of communication. You should try to utilize all the
resources and supports from Bkel.
Tutor Class: Room: TBA (A4 Building)
Course Evaluation
Final Exam:
Mid term & Quiz:
Individual Assignment:
Group Project:

25%
25%
15%
35%

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Course Schedule
Week
1
(19/02)

2
(26/02)

3
(04/03)

4
(11/03)

5
(18/03)

6
(25/03)

Content
Chapter 1: The Nature of Marketing
 What is marketing?
 Classification of Marketing
 Marketing Paradigm
 Important Marketing Concepts:
Marketing, Target Marketing,
Segment, Positioning, Need, Value
 Marketing Mix – 4Ps
 Marketing Management Process
 Marketing Role in a company
Chapter 2: Marketing Plan
 Objectives
 Company Profile
 SWOT analysis
 STP strategy
 Marketing Mix
 Budgeting
 Organizing and Controlling
Chapter 3: Marketing Environment
 Case Study
 Micro Environment
 Macro Environment
Responding
to
the
Marketing
Environment

Activities
Text Book – Reading
Chapter 1,2
Group Report 1:
 Form group and release project topics,
 Visit market and choose product

Text Book – Reading
Chapter 2
Quiz 1
Tutor Class:
assignment

Practice

individual

Text Book – Reading
Chapter 3
Quiz 2
Group Report 2:
 Analyze product and brand profile

Chapter 4: Consumer Behavior
 A model of consumer behavior
 Major factors influencing consumer
behavior
 The consumer buying decision
process
Major consumer groups in the market.

Text Book – Reading
Chapter 5

Chapter 5: Marketing Research
 Marketing Information System
 Marketing Research Process
 Major Sources of Information
o Secondary sources
o Primary sources
 In-depth interview
 Focus Group
 Observation
 Survey

Text Book – Reading
Chapter 4

Chapter 6: STP Strategy
Marketing Strategic Process
Sources of Competitive Advantages
STP Strategy
 Market Segmentation

for

Quiz 3
Deadline for Individual
Outlining Campaign Plan

Assignment:

Quiz 4
Tutor Class: Practice Marketing research
Group Report 3:
 Conduct market research for product
 Identify target consumers
Text Book – Reading
Chapter 7
Quiz 5
4

7
(01/04)
8
08/04
9
(22/04)

10
(06/05)

11
(13/05)

12
(20/05)

13
(27/05)
14
(03/06)
15
(10/06)

 Market Targeting
 Market Positioning
Review for Mid-term Exam

Quiz 6

Mid-term Test
Chapter 7: Product Strategy
 Product Concept
 Product Classification
 Product Life Cycle Strategy
 Product Development Process
Chapter 8: Pricing Strategy
 Factors influencing Pricing strategy
 Pricing process
 Geographical Pricing
 Discount
 Promotional Pricing
 Discrimination Pricing
 Pricing by Product types
Chapter 9: Distribution Strategy
 Channel Design
 Channel Management

Chapter 10: Integrated Marketing
Communication
 Communication Process
 Process
for
formulating
communication plan
 Major communication tools:
Advertising
Sales Promotion
Personal Selling
Direct Marketing
Online Marketing
Word of Mouth
New Trends in Marketing Thinking
and Practices
Company visit or Guest Speaker

Text Books – Reading
Chapter 8+9
Group Report 4:
 Analyzing product strategy
Text Book – Reading
Chapter 10+11
Quiz 7
Group Report 5:
 Analyzing products pricing strategy

Text Book – Reading
Chapter 12
Quiz 8
Group Report 6:
 Analyzing products distribution strategy
Text Book – Reading
Chapter 14 + 15 +16 +17
a

Quiz 9
Group Report 7:
 Analyzing products promotion strategy

Tutor Class: Guideline for marketing
proposal

Review for Final Exam

Quiz 10

Group Project Presentation

15 minutes for Presentation/ group
10 minutes for Q & A

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GUIDE FOR INDIVIDUAL ASSIGNMENT
Task
In person, prepare an outlines one of the campaigns from the 2002-2015 IPA Effectiveness
Awards. You must complete an academic report format to conduct the assignment. The softcopy of report must be submitted via E-Learning by 11/03/2016.

Report Format
The assignment must follow the academic report in APA style format. The report
length is from 1000 to 1500 words (Excluding Table of content, References, and
Appendix).
Font: Arial; Size: 12; Lining space: 1.5;
Report Structure
Your report should make use of relevant figures, diagrams and visuals from the IPA case and
should outline the following key elements of the campaign;
• Introduction of the brand,
• Problems/Situation of the brand,
• Objectives of the campaign,
• Target customers for the campaign,
• Creative Strategy,
• Media, promotion Strategy,
• Results & Evaluation techniques,
Sources
Soft copies of the award papers will be posted on E-Learning in Week 1.
Diagrams/figures/tables/visuals can be copied into PowerPoint.
Other related information can be gathered from Internet.
Individual preparation for Week 2 Tutor Class
• Read case & watch documentary video if available (IPA YouTube channel)
• Type up 1-2 pages of bullet-point notes under relevant headings (see Presentation
Structure above) plus list of relevant figures/tables that could be used for presentation
• Make a list of questions for clarification.

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GUIDE FOR GROUP PROJECT
1. Members of Group: 6 students in a group. No more than 6 groups in class.
2. Requirement for Group Report:

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Group
Repor
t

1

2

3

4

Deadline

26/02/2016

18/03/2016

01/04/2016

06/05/2016

Requirements
Visit and observe the Co.op Xtra Supermarket (Vivo City,
District 7), then pick one specific product. Complete the
report, which provides information about:
 Reason for choosing the product (at least three
reasons)
 Performances of the product in the supermarket
(number of facing, location, quantity, packaging,
design, etc.)
 Comparison with other products in the same
category (inside and outside supermarket)
Analyzing Product and Brand profile chosen in Report 1,
base on:
 Introduction detail about the product, brand, and the
company (profile, history, vision & mission,
marketing performance, etc.)
 Macro environment (using PEST/PESTLE analysis)
 Micro environment (using SWOT analysis)
Identify target consumers and Analyzing their insight, base
on:
 Products segmentation and target consumers
 Marketing research about Consumer
behavior/satisfaction/purchase intention toward
product/product category using secondary and
primary data
Analyzing product strategy, base on those question:
 What are the product characteristics and
classifications?
 What are the product values and differentiations?
 Where is the product in PLC? What are strategies
that company applied for the product? Is it worked?
Can it be improved or changed?
Analyzing products pricing strategy, base on suggested
questions:

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13/05/2016




What is the pricing objective of the product?
What is the customer willing to pay for product?
Can you offer different levels of products or
services at different price points?
How can you adjust the prices?

Analyzing products distribution strategy, base on suggested
question:


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20/05/2016


7

27/05/2016

What kind of distribution channel and strategy
that product apply?
What are the issues that the product might face
in their distribution strategy?
How should you deal with those issues?

Analyzing products promotion strategy, base on:
 What are the marketing communication tools that
product use?
 In each tool, how did they perform? What worked?
What should have been done more effectively?

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3. Report Format:
 Length: 1000 word (excluding Table of Content, References and Appendices).
 Format: will be in academic report format (Cover page, table of content, executive
summary, headings, numbering system).
 Font: Arial; Size: 12; Line Spacing: 1.5;
 You should use the Harvard referencing method.
4. Final Project Presentation:
 Topic: Each group plays a role as the products marketing team to conduct and present a
campaign proposal for product (chosen in week 1). The purpose of marketing campaign
is about relaunch, or gain more sales/customer/awareness/market share, or anything
that increase product performances in current market. The time for marketing campaign
is no more than three months; the location is limited within Ho Chi Minh City. All the
information and data from the previous reports should be applied to brainstorm and
design the campaign.
 Time for presentation: Maximum of 15 minutes (excluding 10 minutes for Q&A)
5. Presentation Structure:
 Introduction
 Brief analysis of market and product (problems and situation)
 Objectives
 Target audience
 Strategies
 Execution
 Budget and time line
 Conclusion
6. Slide Format:
 Number of slide: 20-30 slides
 Order number in each slide
 Cover slide includes: Name of the group, name of product
 No more than 40 words in each slide
 Picture, figure should be used to illustrate for ideas

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Presentation Evaluation Criteria
Score
Criteria
Format
(10%)
Content
(40%)

Presentation
skills (30%)

8-9-10
Excellent
Have all the components
of the marketing plan
No spelling and
grammatical mistake
Provide strong and
relevant analysis of
secondary and primary
data for all parts of the
plan
Provide reliable sources
of reference for all data
and information
Provide strong
conceptual background
for marketing plan
Design of marketing
objectives are SMART
based on historical data,
industry data, forecasting
data, company
objectives and strategy.
Provide creative and
practical marketing
solutions for the
marketing plan
Creative, effective and
attractive presentation.
Presenters speak to the
audiences, not read the
slide.
Voice quality is good and
emotional to catch the
whole class attention
from the beginning to the
end of the presentation.
Use at least 3 different
presentation techniques
such as games, clips,
funny story, touching
story, contest, role
playing, etc.
Present within 20
minutes.
Very good interactions
and linkages with the
audiences.
All slides are clear,
beautiful, creative, easy
to see and eye-catching.
All team members
actively involve in the
presentation and support
each other.

5-6-7
Good
Missing one component
Less than 2 spelling and
grammatical mistakes
Good analysis of secondary
and primary data for most
parts of the plan.
Provide reliable sources for
reference for most data and
information.
Provide some conceptual
background for marketing
plan.
Design of marketing
objectives are SMART
based on some factors (not
all) such as historical data,
industry data, forecasting
data, company objectives
and strategy.
Provide practical and
relevant marketing
solutions.
Effective and quite
attractive presentation.
Presenters speak to the
audiences, not read the
slide.
Voice quality is good to
catch the whole class
attention from the beginning
to the end of the
presentation.
Use at least 2 different
presentation techniques
such as games, clips, funny
story, touching story,
contest, role playing, etc.
Present within 20 minutes.
Good interactions with the
audiences.
All slides are clear,
beautiful, easy to see and
eye-catching.
Most team members
actively involve in the
presentation and support
others.

1-2-3-4
Poor
Missing more than one
components
More than 2 spelling and
grammatical mistakes
Analysis is not based on
relevant secondary and
primary data.
Sources of references for
the data are not cited
and not reliable.
No or limited conceptual
background for
marketing plan
Design of marketing
objectives are not
SMART and not based
on any factors such as
historical data, industry
data, forecasting data,
company objectives and
strategy.
Marketing solutions are
not relevant and practical
Not effective
presentation
Presenters read the
slides and do not speak
to the audiences
Voice quality is not clear
and the audiences
cannot understand
clearly what presenters
want to discuss.
Only use traditional way
of presentation.
Present more than 20
minutes.
No interactions with the
audiences
Slides are not clear, hard
to see.
Most members not
actively participate in the
presentation and do not
support others.

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Questions
and
Answers
(20%)

Creatively and effectively
lead the class
discussion.
Understand the
questions and provide
precise, relevant, and
short answers.
Cover the whole class,
rather than only focus on
small group of
audiences.
Maintain positive attitude
of discussion during 15
minutes.
Many members of the
group involve in this
activity.

Effectively lead class
discussion.
Understand most of the
questions and provide
precise, relevant and short
answers to most questions.
Cover the most of the class,
rather than only focus on
small group of audiences.
Maintain positive attitude of
discussion during 15
minutes.
Several members of the
group involve in this activity.

Not effectively lead class
discussion
Do not understand most
of the questions. The
answers are long, not
focus, not precise and
not relevant.
Cannot create the
participation of the class
in this activity.
Only one member leads
this activity.

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Written report
Length: 1000-1500 words for each report (excluding cover page, table of content, references,
appendixes)
Font size: 12
Line spacing: 1.5
Font type: Arial
Top: 2.5 cm; Bottom: 2.5 cm; left: 2.5 cm; right: 2.5 cm
Score
Criteria
Format
(30%)

8-9-10
Excellent
Creative and professional
format and design of the
final report.
Have all the components of
the marketing plan
No spelling and
grammatical mistake.
All the charts, figures,
tables are creatively and
effectively design.
Standard written English in
use for the whole report.

5-6-7
Good
Professional format and
design of the final report.
Missing one component
Less than 5 spelling and
grammatical mistakes
All the charts, figures,
tables are effectively
design.
Standard written English in
use for most part of the
report.

Content
(70%)

Provide strong and relevant
analysis of secondary and
primary data for all parts of
the marketing plan
Provide reliable sources of
reference for all data and
information
Provide strong conceptual
background for marketing
plan
Design of marketing
objectives are SMART
based on historical data,
industry data, forecasting
data, company objectives
and strategy.
Provide creative and
practical marketing
solutions for the marketing
plan.
Effectively employ the
suggestions and
recommendations for the
instructor and class
members in the
presentation for improving
the report.

Good analysis of
secondary and primary
data for most parts of the
marketing plan.
Provide reliable sources
for reference for most data
and information.
Provide some conceptual
background for marketing
plan.
Design of marketing
objectives are SMART
based on some factors
(not all) such as historical
data, industry data,
forecasting data, company
objectives and strategy.
Provide practical and
relevant marketing
solutions.
Employ some of the
suggestions and
recommendations for the
instructor and class
members in the
presentation for improving
the report.

1-2-3-4
Poor
Poor format and design
of the final report.
Missing more than one
components
More than 5 spelling
and grammatical
mistakes.
Most of the charts,
figures, tables are not
effectively design.
Standard written
English is not in use for
most part of the report.
Analysis is not based
on relevant secondary
and primary data.
Sources of references
for the data are not
cited and not reliable.
No or limited
conceptual background
for marketing plan
Design of marketing
objectives are not
SMART and not based
on any factors such as
historical data, industry
data, forecasting data,
company objectives
and strategy.
Marketing solutions are
not relevant and
practical.
Not employ any of the
suggestions and
recommendations for
the instructor and class
members in the
presentation for
improving the report.

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