NATIONAL ECONOMICS UNIVERSITY

BTEC HND BUSINESS & MANAGEMENT

SCHEME OF WORK (Semester 1, 2020/21)

Unit name: Marketing Essentials

Unit ID: R/508/0486 – RQF level 4
Lecturer: Tran Hong Nhung
Lecturer email: nhungmkt@neu.edu.vn

Tutor: Hoang Tuan Dung

Tutor email: dunght@neu.edu.vn
Office hours: By appointment
Semester start date: 10/02/2021

Assessment: 2 individual assignments

Total study hours: 80 (24 hours in class + ≈7 hours per week self-study * 8
weeks)
Textbooks 1. Kotler, P. and Amstrong, G. (2017) Principles of
Marketing. London: Prentice Hall

2. Brassington, F. and Pettitt, S. (2012) Essentials of

Marketing. 3rd Ed. Harlow: Pearson

3. Lovelock, C. and Wirtz, J. (2011) Services Marketing:

People, Technology, Strategy. Pearson. (Relevant chapters
provided by the lecturer)

About this module

This course is designed to serve as an introduction to the basic principles of
marketing, practices, and the application of these practices. This course
examines our present-day marketing system from a managerial point of
view and has a current events component to help emphasize the marketing
principles in today’s business world. Subjects covered include consumers,
market research and target markets, feasibility analysis, products,
promotion, channels of distribution, pricing, international marketing and
use of technology in marketing. Upon satisfactory completion of this
course, students will be able to demonstrate comprehension and
application of the following skills:

1. Define the term marketing and explain its role and importance in an
individual firm and the overall economy.

o Understand the definition and key terminologies about Marketing.

o The roles and responsibilities of Marketing function in a firm.

o The interrelationships of Marketing function with other units in a

firm.

o The roles of Marketing for the overall economy.

2. Understand the importance of strategic marketing and know the basic

outline for a marketing plan:

o Analyse the external environment to identify opportunities or

challenges to a business.

o Identify and classify marketing segments and targets,

demonstrating the use of marketing research techniques.

o Create and use a mission statement, SWOT analysis and SMART

goals.

3. Describe the elements of the marketing mix (4Ps of marketing):

o Product: Explain the use of product mix and life cycle in a

marketing strategy

o Place / Marketing Channels: Identify different marketing channels

and develop distribution strategies.
 o Promotion / Advertising: Describe the role of advertising and
public relations in marketing a product or service.

o Pricing: List and explain a variety of pricing objectives.

o In addition, an understanding about the extended Marketing mix

(7Ps) will be required as well.

4. Create and present the components of a working marketing plan

Teaching schedule

Session/Day Reading
Lectures
Textbook
1 Marketing Dynamics Chapter 1
10/03 1.1 Marketing definitions Kotler
1.2 Understanding customer needs Chapter 1
1.3 Marketing management orientations Brassington
1.4 Marketing function in a firm and
marketing management responsibilities
1.5 The changing marketing landscape
2 Marketing Environment Chapter 2
10/10 3.1 Microenvironment Kotler
3.2 Macroenvironment Chapter 13
Brassington

3 Segmentation, Targeting and Positioning Chapter 7

10/17 (STP) Kotler
6.1 Market Segmentation
6.2 Market Targeting
6.3 Positioning
4 Product Chapter 8, 9
10/24 7.1 Levels of Product and Services Kotler
7.2 Product and Service Classifications
7.3 Product Decisions and Branding
7.4 New product Development Process and
Product Life Cycle
 5 Price Chapter 10,
10/31 8.1 Pricing procedure and methods 11
8.2 Internal and external factors affecting Kotler
price decisions
8.3 Pricing strategies

6 Place Chapter 12
11/07 9.1 Channel behaviour and Organization Kotler
9.2 Channel Design Decisions

7 Promotion Chapter 14
11/14 10.1 The promotion mix Kotler
10.2 Developing effective marketing Chapter 9
communication Brassington

8 Extended marketing-mix: 7Ps (4Ps + Chapter 14

11/21 People, Process and Physical evidence) Brassington
11.1 People Chapter 8,
11.2 Process 10, 11
11.3 Physical Evidence Lovelock

Structure of the semester

This module includes two sessions per week: A lecture session to introduce
you to the new concepts, theories, and knowledge in Marketing field and a
tutorial session to assist you in understanding the course materials as well
as to guide you in preparing your assignments.

Teaching methodology
The classroom sessions shall comprise lectures, discussions, games,
exercises, case studies, and student presentations. Also, there will be a
Guest Speaker session when one Marketing expert or practitioner will
come to class and share their experiences in the field.

Important class policies

Participation: You are required to attend at least 70% of all lectures and
tutorial sessions. Failing to do this will result in having to retake the
module. You are also expected to read all materials in advance and
participate actively in the discussion of articles, topics or case studies.

Contribution to a healthy classroom environment: Students are expected to

be on time, to remain quiet when the lecturer is speaking or when other
students are making formal presentations. Laptops and other electronic
devices can only be used in the class for learning purpose.

Academic honesty: The discussion in the sessions will be open, including

discussions about examinations and assignments. However, while you may
discuss ideas with members of the teaching team or colleagues, you must
produce your own work. Any violation of academic integrity, including
plagiarism or submitting duplicate work will have very serious
consequences. The minimum consequence will be having plagiarised paper
to be marked “rework all” and you will have only one chance to do so.

Group efforts: Some works will be done in syndicates. Sometime in the

sessions may be devoted to syndicate work. Syndicate work involves
working with people who have different perspectives, backgrounds and
ways of doing things. These experiences will give you a chance to explore
change as a group. Any conflict that occurs within a group that cannot be
resolved to the satisfaction of all members of the group should be referred
to the teaching faculty for resolution. On the other hand, group works
require every group member’s efforts. Relying on other people will not be
accepted.

Written and oral assignments: Accurate and succinct communication is

extremely important in business. Consequently, it is expected that a high
standard of written and oral communication will be maintained during the
sessions.

Grading for assignments: this will focus on three criteria: Content - the
extent to which you addressed the issue; Analysis - the extent and level at
which you went beyond description and discussed the reasons for your
decisions, etc.; and, Style - the presentation, level of expression, argument,
level of typographical mistakes, and referencing.
Due dates for assignments: Your assignments’ due dates are indicated in the
assignment schedule. Late submission is not allowed.

Assessments
There will be two written assignments: an individual assignment and a
team one. Each assignment has 1 redo opportunity.

Individual assignment: you will be required to explain and analyse the roles
and responsibilities of a Marketing department, and its interrelationships
with other departments in a given company.

Group assignment: this assignment will ask you to compare the ways two
organisations use their Marketing mix to achieve their business objectives.
Also, your team needs to develop and evaluate a basic Marketing plan.
Individual team members’ contribution to the assignment must be clearly
indicated.

References
Kotler, P. and Amstrong, G (2017) Principles of Marketing. London:
Prentice Hall

Brassington, F. and Pettitt, S. (2012) Essentials of Marketing. 3rd Ed.

Harlow: Pearson

Lovelock, C. and Wirtz, J. (2011) Services Marketing: People, Technology,

Strategy. Pearson.