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INTRODUCTION TO MARKETING
Introduction to the module: The module and assessment
Marketing Overview: CHAPTER 1: Creating Customer Value and Engagement
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Hello and welcome from

the module team!
• Lecturer: Ms. Uyen H. Nguyen
§ Email: uyennh@uel.edu.vn

MSc. Uyen H. Nguyen

We have designed this module to...

ü Develop transferable marketing skills and your

confidence as a marketer
ü Allow you to be ‘hands on’
ü Be creative and fun
ü Provide you with a solid grounding in marketing
principles, which you will use at HIGHER LEVEL

MSc. Uyen H. Nguyen

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THE MODULE
In this module you will be building MODULE CONTENT
THE MODULE & on your marketing knowledge and Module delivery consists of 13 lectures in
ITS CONTENT & applying it to create marketing 13 weeks
solutions
ASSESSMENT ▸ Module lectures will cover key
On successful completion of this marketing principles and concepts,
module you will be equipped with supported by examples of current
knowledge and skills to respond practice
to market analysis in the form of a
marketing plan, with a particular
focus on new product
development

MSc. Uyen H. Nguyen

MODULE ASSESSMENT
Type of
Assignments No. Weights (%)
Collaboration
Class attendance and Participation - Individual
Individual Assignment 1 (Case
1 Individual
Study) 20
Individual Assignment 2 (Video &
1 Individual
Brief Explanation)

Group Assignment + Presentation 1 Group 30

Final Exam 1 Group 50

Total 100

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 Module reading
You should already have purchased the core text or get access to:
v Kotler, P. & Armstrong. G (2021). Principles of Marketing (18th edition). Harlow,
Essex, England: Pearson Education Limited.

As this is a module about current practice, you are strongly advised to read
trade press and journals in addition to the module texts

Put these in your favourites folder today and sign-up for free:
• www.ted.com
• www.thedrum.com
• www.advertisingvietnam.com
• www.marketingmagazine.co.uk

MSc. Uyen H.6 Nguyen

BEING A “GOOD STUDENT”
Know exactly what we’re looking for
Keep up
Be engaged (not just about attendance)
Energy and initiative
Take pride in your work
Responsibilities to fellow students
Be respectful to each other and module team
MSc. Uyen H. Nguyen 7
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Week Week Lecture
commencing
1 18 Jan 21 Chapter 01: Marketing Creating Customer Value and Engagement
2 25 Jan 21 Chapter 02: Company and Marketing Strategy Partnering to Build Customer
Engagement, Value, and Relationships
3 1 Feb 21 Chapter 03: Analyzing the Marketing Environment
4 22 Feb 21 Chapter 04: Managing Marketing Information to Gain Customer Insights
5 1 Mar 21 Chapter 05 & 06: Understanding Consumer and Business Buyer Behavior
6 8 Mar 21 Chapter 07: Customer-Driven Marketing Strategy: Creating Value for Target
Customer
7 15 Mar 21 Chapter 08 & 09: Products, Services, and Brands: Building Customer Value
8 22 Mar 21 Chapter 10 & 11: Pricing: Understanding and Capturing Customer Value
9 29 Mar 21 Chapter 12 & 13: Marketing Channels: Delivering Customer Value
10 5 Apr 21 Chapter 14: Engaging Consumers and Communicating Customer Value
11-12 12-19 Apr 21 Presentation & revision
FINAL ASSESSMENT SUBMISION
 Chapter 1
Creating Customer
Value and Engagement

Copyright © 2018 Pearson Education Ltd. All Rights Reserved.

Learning Objectives

Definition Identify Discuss

What is marketing? Marketing strategies Customer relationship
management
Marketplace and Key elements of a
customers; five core customer-driven Strategies for creating
marketplace marketing strategy value for customers
concepts. and capturing value
from customers in
Integrated Marketing return.
How to outline steps Plan & Program
in the marketing
process Major trends and
forces

MSc. Uyen H. Nguyen

1. What is
marketing?

Marketing is a process by which

companies create value for customers
and build strong customer relationships
in order to capture value from
customers in return.

MARKETING IS ALL AROUND YOU

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Marketing is in good old traditional forms and in host of
new forms

Goals of Marketing
• Attract new customers by
promising superior value
• Keep and grow current
customers by delivering
satisfaction

MSc. Uyen H. Nguyen

Forms of Marketing

Traditional Contemporary

• Making a sale • Satisfying customer needs

• Abundance of products in • Imaginative Web sites and
the nearby shopping mobile phone apps, blogs,
centers online videos, and social
• Television, magazine, and media
direct-mail ads • Reach customers directly,
personally, and interactively

MSc. Uyen H. Nguyen

The Marketing Process:
Creating and Capturing Customer Value

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1-14
2. Understanding the Marketplace and Customer Needs
Five core customer and marketplace concepts:

Needs Wants Demands

are states of felt are the form human are human wants
deprivation needs take as that are backed
include basic they are shaped by buying power
physical, social by culture and
and individual individual
needs personality

MSc. Uyen H. Nguyen

Core customer and marketplace concepts

Exchange is the act of obtaining a desired object from someone by

offering something in return.
Marketing actions try to create, maintain, and grow desirable exchange
relationships.
Market offerings Marketing myopia

are some combination of is focusing only on

products, services, existing wants and
information, or losing sight of
experiences offered to a underlying consumer
market to satisfy a need needs.
or want.

MSc. Uyen H. Nguyen

Customer Value and Satisfaction

Customers form expectations about the value and satisfaction of market offerings.
• Satisfied customers buy again
• Dissatisfied customers switch to competitors

Setting the right level of expectations

• Low expectations may fail to attract buyers
• High expectations may disappoint buyers

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1-17
Market concept

A market is set of actual and potential buyers.

Consumers market when they:
search for products
interact with companies to obtain information
make purchases

Market
Sellers Buyers

Customer-managed relationships
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 A Modern Marketing System

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3. Designing a Customer Value-Driven Marketing
Strategy
Marketing management is the art and science of choosing target markets
and building profitable relationships with them.

Answer two questions:

What customers will we serve (target market)?
How can we best serve these customers (value proposition)?

MSc. Uyen H. Nguyen

Designing a Customer Value-Driven Marketing Strategy

Market segmentation refers to dividing

the markets into segments of customers.
Target marketing refers to which
segments to go after.

A brand’s value proposition is the set of

benefits or values it promises to deliver to
customers to satisfy their needs.
Choosing a value proposition - the company must decide how it
will differentiate and position itself in the marketplace.
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Marketing management orientations

Societal
Production Product Selling Marketing
Marketing
concept concept concept concept
concept

MSc. Uyen H. Nguyen

Designing a Customer Value-Driven Marketing
Strategy

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Designing a Customer Value-Driven
Marketing Strategy

Societal marketing:
The company’s marketing
decisions should consider
consumers’ wants, the
company’s requirements,
consumers’ long-run
interests, and society’s
long-run interests.

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Marketing Mix
The marketing mix is comprised of a set of tools known as the four Ps:
Product, Price, Promotion Place

Integrated marketing program—a

comprehensive plan that
communicates and delivers intended
value
MSc. Uyen H. Nguyen
4. Building
Customer
Relationships

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Managing Customer Relationships and Capturing
Customer Value

Customer relationship
management—the overall process
of building and maintaining
profitable customer relationships
by delivering superior customer
value and satisfaction.

MSc. Uyen H. Nguyen

Managing Customer Relationships and
Capturing Customer Value

Relationship Building Blocks

Customer- Customer
perceived value satisfaction

• The difference • The extent to

between total which perceived
customer performance
perceived matches a
benefits and buyer’s
customer cost expectations

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Customer Relationship Levels and Tools

Levels Tools

• Basic relationships • Frequency

o Low-margin marketing programs
customers • Loyalty rewards
• Full partnerships programs
o High-margin • Club marketing
customers programs

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1-29
Customer - Engagement Marketing
fosters direct and continuous customer involvement in shaping brand
conversations, experiences, and community.

• Customer-engagement marketing
makes the brand a meaningful part of
consumers’ conversations and lives.
• Greater consumer empowerment
means that companies must practice
marketing by attraction.
• Marketers must find ways to enter
consumers’ conversations with
engaging and relevant brand
messages.

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Consumer - Generated Marketing

• Brand exchanges created by

consumers
o Consumers play an increasing
role in shaping their own brand
experiences and those of other
consumers.
• Uninvited and Invited
o Consumer-to-consumer
exchanges
o Consumers invited by companies
New product and service ideas
Active role in shaping ads

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Partner relationship management

involves working closely with partners in other company

departments and outside the company to jointly bring greater
value to customers.

• Partners inside the firm—cross-functional teams

• Partners outside the firm—suppliers, channel partners

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Capturing Customer Value
Keeping customers loyal makes good economic sense.

Customer lifetime value is the value of the

entire stream of purchases that the
customer would make over a lifetime of
patronage.

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Capturing Customer Value

Customer equity is the total combined customer

lifetime values of all of the company’s customers.

Share of customer is the portion of the

customer’s purchasing that a company gets in its
product categories.

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 Managing Customer Relationships
and Capturing Customer Value

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5. A change of
marketing landscape

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The Changing Marketing Landscape
Digital and social media marketing
involves using digital marketing tools such
as
• web sites
• social media
• mobile ads and apps
• online videos
• e-mail, and blogs
that engage consumers anywhere, at any
time, via their digital devices.

Mobile marketing
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The Changing Marketing Landscape
Changing Economic Environment
Not-for-profit marketing growth
Rapid globalization
Sustainable marketing

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 So, What Is Marketing? Pulling It All Together

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