MAR101

PRINCIPLES OF MARKETING

SEMESTER 1 2021
Unit Guide
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About Principles of Marketing

Contacts
Below is a list of contacts for this unit. Please liaise directly with your unit instructor regarding appropriate
consultation times. It is usually best to make contact with the staff via email.

Dr. Long Nguyen

Unit Instructor Email: nvthanglong@gmail.com
Phone: 0909377144
Ms. Kim Du
Academic Tutor Email: kim.du@isb.edu.vn
Phone: 0934000901
ISB BBUS Program
17 Pham Ngoc Thach Street, District 3, HCMC
Student Advisor
Phone: (028) 5446 7879
Email: bbusprogram@isb.edu.vn
Ext: 104 (Ms. An)

Unit overview
Principles of Marketing is an introductory marketing course aimed at students commencing the Bachelor of Business
(Marketing) or students from other courses who have not previously studied marketing. It is a core course for the
Bachelor of Business (Marketing). Principles of Marketing is a prerequisite for all other marketing courses.

Principles of Marketing provides an overview of the marketing process, and how it works within the business context.
The aim is to introduce to you the important concepts underpinning the marketing process and the practical tools
used by marketers to implement marketing strategies. The course will introduce to you the importance of marketing
philosophy to future business viability and how each person in an organization can make a contribution to the
marketing process.

For marketing students, Principles of Marketing offers a preview of many of the important marketing courses you will
by studying throughout your course and will provide you with the basic concepts and tools with which to explore the
more specialized marketing courses that follow. It leads into Advanced Marketing Concepts and Applications, where
specific topics and skills are developed further.

For all other students, Principles of Marketing offers insights into the field of marketing, putting into context the role
of marketing in an organization, and how you may interface with marketing in your role.

The course is based on both the theory and practice of marketing. Throughout lectures, tutorials and assessment tasks
you will be encouraged to apply the theoretical learning to real world practices.

Pre-requisites
None
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Assessment information
Learning outcomes
Learning outcomes for the unit are outlined below. Upon completion of this unit, students will be able to:
Demonstrate an understanding of the underlying philosophy of the
1. marketing concept and its strategic importance for business.
Demonstrate an understanding of the key marketing concepts and
2.
how they are applied within a business context.
Show an ability to analyse marketing situation critically, offer
3. marketing solutions and justify and support recommendations with
marketing theory and examples from industry.
Conceptualise broadly the marketing process and how the various
4. elements of the marketing mix, specific marketing tools and related
theory fit together to make up a complete marketing overview.
Demonstrate an understanding of the differences between goods
5. and services, consumers and business markets and the implications
to marketers managing these varied businesses.
Demonstrate capability in written and oral communication and
6.
analytical skills in a marketing context.

ASSESSMENT LEARNING VALUE

ASSESSMENT ITEM AND DUE DATE
NUMBER OUTCOMES (/100)

1. Quizzes - Individual 1, 2, 3, 4, 5 and 6 40%

Business Analysis Report – Individual

2. 2, 3 and 4 and 6 30%
Due: Week 6
Final Team Project – Group
3. 2,3,4,5 and 6 30%
Due: Team presentation take place during session 11 and 12

Assessment summary
Final marks and grades are subject to confirmation by the School Assessment Committees
which may scale, modify or otherwise amend the marks and grades for the unit, as may be required by University
policies.
Note: To successfully complete this unit, students must:
Achieve a minimum of 50 marks;
Complete all assessment items; and
Attend 80 per cent of class time. See attendance requirements in the section of class policies and rules below.
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Assessment 1: Class reflection & quizzes (40%)
Overview:
For reflection, this activity will be carried out to evaluate the learning and progress of students throughout the whole
semester, students will be required to prepare the answers quizzes in every 2 weeks. Demonstration tutorials may be
offered to provide clarification and guidance of completing the various assessment tasks and addressing questions
related to the topic of the week.

Assessment 2: Business Analysis Report - Individual (30%)

Overview:
The reports will be submitted on E -learning. The company/brand will be provided by the lecturer.
Students will analyze the Micro and Macro environmental factors that will impact the company, SWOT analysis of the
company and present a brief overview of what are some marketing issues the company is currently facing (Refer to
attached Guideline and Marking Criteria of Assessment 2). The report word limit is 1500 words (excluding reference list,
appendix (if any))

Assessment 3: Team Project (30%)

Overview:
Team projects: Working in groups of 5, students are required to analyze the marketing strategies of the company in
Vietnam. The presentation slides will be submitted on E -learning.
Teams will present the current 4Ps analysis as well their recommendations for the next year. All students must
participate in the presentation and failure to do so will result in the student getting zero marks for the
presentation. Special circumstances that may arise needs to be discussed with the team and lecturer and will be
considered on a case by case basis.
Length: Presentation of 15 minutes duration with 5 minutes for question from the audience. Please note that the
individual performance will be reviewed during the presentation.

Penalty:
Late submissions: Reports submitted late will incur a penalty of 10 marks (10% of 100) for each day submitted
late for a maximum of 3 days. After 3 days the report will not be marked and will receive zero mark.
Peer evaluation: Peer-evaluation will be used in the allocation of the final mark if there is dispute within the
group about contribution to group work.

General submission requirements

Assignment cover sheet
All assignments are to be submitted with an Assignment Cover Sheet. Group assignments are
to be submitted with a Group Assignment Cover Sheet as well as a Peer Evaluation Form. Non - contributing team
members can sometimes be an issue with group -work structured assessment. Individual student group work scores
may be adjusted as a result of peer dissatisfaction with a
particular student’s contribution to group work assignments, as reflected in submissions of the
evaluation form.
Note: Assignment cover sheets and the evaluation form can be located on E -learning system (http://elearning.
isb.edu.vn/). Students are to keep a copy of all assignments submitted for marking.

Submission style and method

A professional standard of presentation is expected for all assignments. Assignments should be typed, one and a half
spaced, on A4 paper. Use a simple clear format, suitable for a report to senior management in a commercial
organisation.

All assignments are required to be submitted electronically via E -learning system (http://elearning.isb.edu.vn/) by
11:59 PM on the due date and if required, in hard copies to the unit coordinator by the due date. The title of
assignment submitted via E -learning system shall be as follows: Student name_Unit name_Name of Assignment.
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Late assignment and make -up policy

Coursework and assignments are expected to be completed within the stated time frame. No late assignments will be
accepted unless prior authorisation granted by the coordinator. In case such an authorisation is not granted, grade
deduction will be applied. The coordinator may decide not to accept assignments that are not submitted within 3 days
after the assignment due date. However, if there are extenuating or unforeseen circumstances, an exception may be
granted at the discretion of the unit coordinator and based on a Special Consideration Application for assessment task
extension.

All quizzes, mid-term, and the final exam must be taken on the assigned dates. If there are extenuating or unforeseen
circumstances, the unit coordinator must be contacted prior to the quiz or exam dates to authorize a make -up if
required. No make -up quiz or exam will be accepted unless a prior approval granted by the unit coordinator based on
a Special.
Consideration Application for a supplementary examination.
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Teaching activities
Schedule of activities
SESSION Lecture – Topic Lecture - Activities Tutorial – Topic & Activity Assessment & Quiz
Marketing: Managing Profitable Course introduction & Assessment T: Reviewing Key components of Marketing
S1 Customer Relationship Team Registered A: X-ray the business of popular brand of
(4/1-10/1) X-ray the business Detergent, Shampoo
Marketing research: Searching for Activity: Identify the market by using T: Reviewing market research principle, tools to A1-Quiz 1 (10%)
S2 potential market. Scanning the analytics tools: Trends, FB Insights, use for research (Secondary & primary research)
(11/1-17/1) environment Similar Web, Fanpage Karma for A: Scanning the market of Detergent, Shampoo
Beverages / English Institutions
Marketing STP: Segmentation Activity 1: Identify the Consumer T: Why segment, how to segment
S3 - Understand the B2C and B2B market Journey for English learning, A: Consumer Insights of the selected cases of
(18/1-24/1) & customer behaviour Convenience store visit Detergent, Shampoo
- Customer insight, consumer journey Activity 2: Insight (consumer insight)
Marketing STP: Segmentation Strategy & Activity 1: Market Segmenting for T: How to evaluate the segments for target A1-Quiz 2 (10%)
S4 Targeting Beverage market, building the customer profile
(25/1-31/1) Activity 2: Customer profiles of travelers A: Customer profiles of the selected cases of
to Quang Binh, Hue, Da Nang Detergent, Shampoo
Marketing STP: Positioning, and Branding Activity 1: Identify brand values of T: Brand Positioning & Perceptual map
S5 (Emotional, Functional, Context) beverage market A: Positioning, target market and brand
(1/2-7/2) Activity 2: Vinamilk product/ brand performance of the selected case
portfolio and its target markets
Product: Product components, New Activity 1: Identify VinSchool product & T: Product component, New product A1-Quiz 3 (10%)
S6 Product Development, and Product Life service layers development
(22/2-28/2) Cycle Activity 2: Beverage product life cycle A: Product Life of the selected case

Pricing Product: Pricing Strategies Activity 1: Dynamic pricing of Vinpearl T: Pricing (retails vs wholesales), price elasticity Assessment 2:
S7 Activity 2: Bundle pricing, allowance or of demand Individual –
(1/3-7/3) discount? Pricing technique Activity: Pricing strategy of the selected case Business analysis
Vietjet, Amazon vs. Walmart report – 30%
S8 Place: Marketing Channels and Activity 1: Beverage distribution T: MT and GT, Ecommerce
(8/3-14/3) Distribution Activity 2: Handling channel conflicts Activity: Distribution of the selected case
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Promotion Mix: Advertising and Public Activity 1: New Communications T: Digital & Social Media A1-Quiz 4 (10%)
S9 Relations, Personal Selling, Direct Thinking Activity: Communication review of the selected
(15/3-21/3) Marketing, Sales Promotion Activity 2: Celebrity Endorsement case
Reviewing the IMC campaign Case study 2: PR at Coca Cola, Media T: Reach & Frequency
S 10
Budgeting & Evaluation Profile Activity: Review of the selected case
(22/3-28/3)
S 11 T: Developing Marketing Plan #1: Goal & SMART Objectives, Target Customer Profile
(29/3-4/4) Activity: Setting the goal & Objective, Outline who are your customers
S 12 T: Developing Marketing Plan #2: Product, Pricing & Distribution Strategy
(5/4-11/4) Activity: Key products, supporting products, whole sales & retail pricing, where to sell
S 13 T: Developing Marketing Plan #2: Marketing Communication Plan Above the line (PR & Advertising)
(12/4-18/4) Activity: Creative idea, story to tell, media channels to reach
S14 T: Developing Marketing Plan #2: Marketing Communication Plan Below the line (Sales Promotion, Direct Marketing, Personal Selling)
(19/4-25/4) Activity: How to reach customers at their touchpoint
Team Presentation Assessment 3:
S15
Team Project –
(26/4-2/5)
30%
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Tutorials
Tutorials following the lecture in each session provide students the opportunity to apply and share knowledge by
doing a variety of in -class activities individually or in group such as exercises, discussion, and presentation. These
activities focus on demonstrating your skills and help you build your ability to achieve the learning outcomes for this
unit.

Tutorial questions/exercises will be provided in class. You will be expected to have completed specific reading and
exercises from the textbook and other required materials prior to attending each lecture and tutorial class. If you have
not prepared adequately, you will not get the full benefit from this learning opportunity

Learning resources

Essential reading
Textbook Kotler, P., & Armstrong, G. (2015). Principles of Marketing (15th ed.). Pearson
International Edition , ISBN 0131273124

Recommended International Journal of Market Research

reading Journal of Advertising
Journal of Consumer Marketing
Journal of Marketing
Journal of Product Innovation Management (eJournals)
http:// www. adweek .com/
http:// www. marketingcharts.com/
http:// www. marketingovercoffee.com/
http:// www. mediapost.com/
http://sethgodin.typ epad.com/
http:// www. ted.com/topics/business

Online resources
http://search.proquest.com/login
E-library Username: UEHCMC2010
Password: thuvien0810

E-learning http://elearning.isb.edu.vn

Referencing requirements
Student assignments are to contain original content created by the students. Assignments will be rejected if they
include plagiarised content or contain excessive amounts of quoted/cited material and minimal original content.
Students will receive a grade of ZERO (0%) for any assignments rejected for this reason. Written assignments WILL BE
RANDOMLY checked by the lecturer with Turnitin.com, an online plagiarism -checking tool.

Furthermore, your reference to support your statements must be from a reliable source, such as textbooks, additional
reading materials, and reference books. However, many websites are not reliable sources. Examples are
Wikipedia.org, about.com, and ask.com. If you are not sure
if a reference is acceptable or not, please contact the l ecturer.

The Publication Manual of the American Psychological Association (APA) 6th ed, will serve as the primary reference
materials for all students. Therefore, all papers must be submitted in
APA format. The mechanics of student papers and work will be evaluated, as well as the content. It is imperative that
guidelines be reviewed before an assignment is begun. It is also important that the required submission format be
followed in compiling the final paper or assignment.
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Class Policies and Rules

Attendance requirement
UEH-ISB policy requires students to enter electronic finger print before entering the classes. Class attendance is
compulsory and students should provide reasons for the failure to attend the class on a particular lecture/workshop
session. Students are required to attend a minimum of 80% of all classes in order to secure class participation marks.
Please let your lecturer and/or UEH -ISB know if you are unable to attend any session.

Arriving to class late by 15 minutes at the beginning, arriving late by 5 minutes after the break, or leaving prior to the
scheduled end time without the permission of the lecturer will equate to an absence. Grade reductions for the unit
will be assessed when final grades are assigned if the above absence rule is violated during the unit.

Electronic device use

Cell phones will be turned off or switched to vibrate mode before class starts. No phone calls or text messaging are
allowed inside classroom during class time. Portable listening and /or music devices may not be operated in the
classroom. Headphones and/or ear buds of any type may not be worn while in the classroom whether operating or
not. Laptop and other electronic devices are not permitted unless specifically authorised by the lect urer exclusively
for note taking and doing class work. If you are in violation of these policies you will be excused from class and an
absence will be assessed.

Email etiquette
Your teachers receive many emails each day. In order to enable them to respond to your emails appropriately and in a
timely fashion, students are asked to follow basic requirements of professional communication. Firstly, all emails
should have a concise and descriptive title, including the class and name of the unit you are enquiring about as your
teacher may be teaching more than one unit/class. Students need to be clear about the intention of their emails, use
appropriate tone and language, proof -read what is written in the email before sending it. Students should also allow
3-4 working days for a response before following up. If the matter is legitimately urgent, you may indicate this in the
email subject header but be sure that the email does require an immediate response before using this strategy. If your
email request is complex and requires a lengthy response it may be probably best to make an appointment with your
teacher to meet in person.

Student behaviour guidelines

Everyone must behave professionally. Students are expected to demonstrate respect for teacher and fellow students
at all times. Behaviour that is disruptive to a positive learning environment reported to the teacher will result in a
warning on the first instance; the second instance might result in a failing grade along with expulsion from the course
or program.

Students are to be punctual at every class session and group meeting. Homework, readings and other required
assignments must be well prepared and completed as scheduled. Students must also actively participate in classroom
activities and discussions.

Any student caught (1) cheating on an exam, (2) collaborating with others on work to be presented, if contrary to the
stated rules of the course, (3) submitting, if contrary to the rules of the course, work previously submitted in another
course, (4) knowingly and intentionally assisting another student in any of the above actions, including assistance in
an arrangement whereby work, classroom performance, examination, or other activity is submitted or performed by a
person other than the student under whose name the work is submitted or performed, or (5) plagiarising, may fail the
class and be subject to further disciplinary action.
First violation will result in a grade ZERO (0%) for that assignment. Second violation will result in a failing course grade
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Disability support services

Students with disabilities are advised that accommodations and services are available at UEH – ISB. It is the
student's responsibility to contact UEH -ISB office and submit appropriate documentation prior to
receiving such services.

Additional information
This unit guide may be revised at the discretion of the Unit Coordinator with approval from
Program Academic Director and School Academic Committee where appropriate.