MINISTRY OF EDUCATION AND TRAINING REPUBLIC SOCIALIST OF VIETNAM

NATIONAL ECONOMICS UNIVERSITY Independence – Fredoom – Happiness

COURSE SYLLABUS

1. GENERAL INFORMATION

- Course Title (in Vietnamese) Những nguyên lý cơ bản của Marketing

- Course Title (in English) Principles of marketing

- Course code EBMK1127

- Modules Fundamental knowledge

- Number of credits 3

- Pre-requisites None

2. INSTRUCTORS’ INFORMATION
Course Instructors: MSc. Nguyễn Thị Thu Trang
3. COURSE DESCRIPTIONS
This course is designed to provide students with an overview of the important issues and topics in
the field of Marketing. The emphasis is on learning the tools needed to be an effective
marketer. This course explains the function of Marketing and its role within the firm, industry,
and society. Since Marketing practices are used in all types of organizations (large and small
firms, profit and not-for-profit, consumer and industrial, products and services, local and
multinationals, private and public), the marketing concepts and tools presented in this course can
be generalized to many settings. In all these different types of organizations, successful
performance in large part is hinged on the development of a Marketing plan that is integrated
within the organizational structure. Since these organizations operate in a global environment, we
will look at Marketing from a global perspective including the many implications for world trade
on all aspects of marketing practices.
4. LEARNING RESOURCES
Textbook
Kotler, P. and Amstrong, G. (2018). Principles of Marketing (17th Global ed.). ISBN 10: 1-292-
22017-1
Others materials
Giáo trình Nguyên lý Marketing, NXB trường Đại học Kinh tế quốc dân
Other case studies and reading materials provided by lecturer
5. COURSE GOALS/OBJECTIVES
• Introduce the key elements involved in developing a marketing strategy and plan.
 • Enhance problem-solving skills in marketing by offering a set of analytical tools (i.e.,
frameworks, concepts, and techniques).
• Provide the opportunity to (1) refine your oral and written communication skills and (2)
improve your ability to work effectively in a team – both of which are essential to a
business career.
• Provide examples of how companies organize marketing efforts across a variety of
business settings.

Table 5.1. Course objectives

Program Learning Assessment

Outcomes (PLOs) level (theo
Objectives Descriptions
(Theo Bảng CĐR Bloom’s
của CT) Taxonomy)

[1] [2] [3] [4]

G1 Introduce the key elements involved in

developing a marketing strategy and PLO 1, PLO2 2
plan

G2 Enhance problem-solving skills in

marketing by offering a set of
PLO 1 3
analytical tools (i.e., frameworks,
concepts, and techniques)

G3 Provide the opportunity to (1) refine

your oral and written communication
skills and (2) improve your ability to
PLO 5 3
work effectively in a team – both of
which are essential to a business
career.

G4 Provide examples of how companies

organize marketing efforts across a PLO 1, PLO 2 2
variety of business settings.

6. COURSE LEARNING OUTCOMES (CLOs)

Table 6.1. Course Learning Outcomes

Course Assessment
Course
Objectives Level
Learning
Descriptions (according
Outcomes
to Bloom’s
(CLOx.x)
Taxonomy)
 [1] [2] [3] [4]

Define marketing terms and outline the steps in the

CLO1.1 2
marketing planning process

G1 Understand the marketplace, customer needs and

CLO1.2 2
customer behavior

CLO1.3 Understand the marketing mix 2

Discuss how to design business portfolios and

CLO2.1 3
develop growth strategies

CLO2.2 How to analyse marketing environment 3

G2
CLO2.3 How to create value for target customers 3

CLO2.4 Evaluate different competitive strategies 3

Describe the major trends and forces that are

G3 CLO3.1 changing the marketing landscape in this age of 3
relationships

Understand different marketing management

CLO4.1 2
orientations

Discuss the need to understand competitors as well

G4 CLO4.2 2
as customers through competitor analysis

Differentiate consumer buyer behavior vs. business

CLO4.3 2
buyer behavior

7. COURSE ASSESSMENT

Table 7.1. Course Assessments

Course
Assessment Weight
Contents Timing Learning Instruments
methods (%)
Outcomes

[1] [2] [3] [4] [5] [6]

Group Session CLO 1, CLO 2, Presentation (group

Presentation 20
presentation 10 &11 CLO 3, CLO 4 work)

CLO 1, CLO 2, Online/Paper quiz

Midterm quiz Session 5 20
CLO 3, CLO 4 (individual activity)
Examination
Final CLO 1, CLO 2, Written (individual
End 50
examination CLO 3, CLO 4 activity)
 Classes Contribution
10
Participation
Attendance

8. LESSON PLAN

Course Assessment
Week / Contents
Learning Activities Instruments
Session
Outcomes

[1] [2] [3] [4] [5]

Chapter 1: Introduction about CLO 1.1

Marketing CLO 1.3
Chapter 2: Business portfolio design
Session 1 CLO 2.1 Discussion
and Marketing plan content
CLO 4.1

Chapter 3: Marketing environment CLO 1.2

Session 2 CLO 2.2 Discussion
CLO 3.1

Chapter 5&6: Consumer market CLO 1.2

Session 3 Consumer buyer behavior vs. Business Discussion
buyer behavior CLO 4.3
Group
presentation,
Chapter 7: Segmentation, Targeting Discussion
Session 4 and Positioning (STP) CLO 2.3 Mid-term
quiz & Final
Chapter 18: Creating competitive CLO 2.4 Discussion examination
Session 5 advantage CLO 4.2 Midterm quiz

Chapter 8: Product
CLO 1.3
Session 6 Chapter 9: New product development Discussion
and Product life cycle strategies

Session 7 Chapter 10 & 11: Pricing CLO 1.3 Discussion

Session 8 Chapter 12: Marketing channels CLO 1.3 Discussion

Chapter 14: Integrated Marketing

Session 9 CLO 1.3 Discussion
Communications

Session 10 Group presentations Presentation

 Group presentations
Session 11 Presentation
Course review

9. COURSE REQUIREMENTS AND EXPECTATION

9.1 Class attendance
- Students are responsible for attending all classes. In case of absence due to force majeure
reasons, sufficient and reasonable proofs must be provided.
- Students who are absent for more than 2 sessions without reasonable proofs are considered
to have failed to complete the course.
9.2 In-class behavior
- All acts that affect the teaching and learning process are strictly prohibited.
- Students who are late for more than 10 minutes after class starting time will not be allowed
to attend the class.
- Laptops and tablets are only allowed for the learning purpose (recording lectures,
calculating and serving lectures and exercises), absolutely not allowed for anything else.
10. APPROVEMENT DATE: …………………..

NEU Business School General Management Instructor

(Ký và ghi rõ họ tên) Department (Ký và ghi rõ họ tên)
(Ký và ghi rõ họ tên)

MSc. Nguyễn Thị Thu Trang