INS2003 PRINCIPLES OF MARKETING

GROUP ASSIGNMENT

Group 01
18xxxxxx Nguyen Van A
19xxxxxx Tran Thi B
2007xxxx Do Van C
18xxxxxx Vu Thi D
19xxxxxx Hoang Van E

Lecturer: Dr. Nguyen Tien Dzung

Hanoi, October 2021

 TABLE OF CONTENTS

CHAPTER 1 ASSIGNMENT REQUIREMENTS 3

1.1 SUBMISSION 3
1.2 PRESENTATION 3
CHAPTER 2 REPORT STRUCTURE AND CONTENTS 4
REPORT STRUCTURE 4
SELECTED CONTENTS 5
CHAPTER 3 REPORT FORMATTING 6
2.1 PAPER SETTING 6
2.2 REPORT HEADER AND FOOTER 6
2.3 FONT STYLES 6
2.4 TABLES AND FIGURES 6
2.4.1 Tables 6
2.4.2 Figures 7
2.5 CITATION AND REFERENCING 7
2.6 APPENDICES 8

Dr. Nguyen Tien Dzung – IS-VNU Assignment Instruction 8

 CHAPTER 1
ASSIGNMENT REQUIREMENTS
1.1 Submission
• Each group submits only one report file and one PowerPoint presentation file.
• Submission files
o Each individual should submit these two files into Group Assignment in MS Team
before the due time.
o Late-in submission time is allowed for 30 minutes, but the late submission will be
penalized.
• The report file (.docx)
o The report file should have the cover page and contents as required.
o The report file name: CourseID_GroupNumber_Report(.docx). For example:
INS2003_Group01_Report(.docx).
o The report contents and formatting is described below.
• The PowerPoint file (.pptx)
o The PowerPoint file should contain the main ideas and items for group presentation.
o It is noted that the PowerPoint file is not a copy-and-paste from the report file. The
number of slides should be adequate with the time amount allowed (20 minutes).
o The PowerPoint file name: CourseID_GroupNumber_Slide(.pptx). For example:
INS2003_Group01_Slides(.pptx).

1.2 Presentation
Every member must be present and talk a section in his/her group assignment. The
maximum amount of time for presentation is 20 minutes. It means that each member will talk
in 4 minutes on average.
If a student is absent, the student will get zero (0) mark for the regularity assessment and
“F” mark for the course.

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 CHAPTER 2
REPORT STRUCTURE AND CONTENTS
Report Structure
Cover page
Protestation of Academic Integrity
Acknowledgements
Table of Contents
Chapter 1: Case analysis
1.1 (Question 1)
1.2 (Question 2)
1.3 (Question 3)
1.4 (Question 4)

Each group will answer the questions in the case study. For example, Group 01 will answer the
questions in the Argos case as follows:
1.1 To what extent do you think the acquisition of Argos by Sainsbury’s resulted in
delivering superior value to the customers?
1.2 How is the concept of share of customer illustrated in the case study?
1.3 To what extent would you agree with the claim that Argos’s marketing management
orientation is a marketing concept? Justify your standpoint with relevant points from the case
study.
1.4 What are the key actions taken by Argos which show that the organization is
following the changing marketing landscape?
1.5 In view of the stiff competition in the UK retail sector, suggest various ways by
which Argos could continue to provide better value to its customers.

Chapter 2: Marketing Concepts and Lessons

2.1 Relevant Marketing Concepts
2.2 Marketing Lessons

In the chapter, each group must apply the marketing theory to describe the relevant concepts
and lessons drawn from the case study.
2.1 Marketing concepts
- Students capture the most relevant marketing concepts from the case study (not less than three
concepts) and explain why and how they are relevant.
2.2 Marketing lessons
- Students draw out not less than three lessons for marketing strategies and programs from the
case study.

References
Appendices (if available)

Dr. Nguyen Tien Dzung – IS-VNU Assignment Instruction 8

Selected Contents
At the beginning of an assignment report, students should write: (1) protestation of academic
integrity and (2) acknowledgements. Samples of these parts are provided as follows.

PROTESTATION OF ACADEMIC INTEGRITY

In this part, a student/group will write a short paragraph to show his/her/their academic
integrity. It means that the report was made from his/her/their own effort, not from copying
other materials. An example of the protestation are as follows:

I understand about academic integrity and plagiarism. I assert that the report is written by
my own effort. All the data, tables, figures are presented with clear citation. If any evidences
of plagiarism in my report were found, I will do receive severe penalties from the school and
university.

ACKNOWLEDGEMENTS
In this part, student(s) write thanks to your instructor, school, university, the individuals and
organizations who supported to collect or analyze data, friends, family and others. Be brief and
concise.

Dr. Nguyen Tien Dzung – IS-VNU Assignment Instruction 8

 CHAPTER 3
REPORT FORMATTING
2.1 Paper Setting
• Paper size: A4. Please setup and carefully check the setting for paper size on Microsoft
Word and printer setting before editing and printing.
• Margins: Top = Bottom = 2.5 cm; Left = 3 cm; Right = 2 cm.
• Report length: at least 10 pages or 3,000 words, including
• There is no limit for the maximum number of pages or the total number of words.
• The cover page is provided in a separate file.
• This instruction document is also a report template.

2.2 Report Header and Footer

• Header: It is not necessary to have a header.
• Footer: The space from the edge = 1.25 cm. The footer should have the page number on
the right. On the left of a footer, some information of the course ID, course name, student
name, student ID or group name (if it is a group assignment) could be presented. For
example, a group assignment footer could be as follows

2.3 Font Styles

• Normal font style: Times New Roman, 12pt, regular, Before = After = 0, Line Spacing =
Single, Justified Alignment.
• Font for chapter titles (Level 1 Heading): Upper case, bold, font size 14 pt.
• Font for the Level 2 Heading (1.1, 2.3 …): capitalized each word, bold, font size 14pt.
• Font for the Level 3 Heading (1.1.1, 2.3.2 …): capitalized each word, bold, font size 13pt.
• Font for the Level 4 Heading (1.1.1, 2.3.2 …): capitalized each word, bold and italic, font
size 12pt.
• Font for tables and figures: smaller font sizes or other types of fonts could be used. Some
fonts such as Times New Roman 11pt, 10pt, 9pt, or Arial 9pt, 8pt, or Calibri 10pt, 9pt, 8pt
are recommended.

2.4 Tables and Figures

2.4.1 Tables
• An illustration with rows and columns is called “a table”.
• The title or caption of a table is above the table.
• Tables are numbered based on the chapter and the occurrence order of these tables in that
chapter. For example, Table 2.5 means that this table is the fifth one in Chapter 2.
• Every table must have a source line at the bottom of the table.
• For a short table, avoid splitting the table into many pages. Students could move and arrange
text paragraphs so that a short table lies in only one page. For a long table, the table header
should be repeated in the next page.
• In order to write about to a table, referring to the specific number or caption of that table is
recommended. Avoid to write “see the table below” because this is general and not
academic. “For more details, see Table 1.5” or “It could be seen that A takes the largest

Dr. Nguyen Tien Dzung – IS-VNU Assignment Instruction 8

 market share (see Table 1.5)” is a better presentation and recommended if you want to talk
about that table.
• An example of presenting a table is as follows.
Table 2.1 presents two ways to define a company mission. Traditionally, companies follow
a product orientation to define their mission. They try to define they exist because “I make”
or “I sell” something. However, a better and modern way to define a company mission is
based on market orientation. A company will define its mission based on what value it can
bring to its customers.
Table 2.1 Product-Oriented versus Market-Oriented Definition

Source: Philip Kotler & Gary Armstrong (2017), Principles of Marketing, 17th edition,
Global Edition, Pearson Education, p. 65.

2.4.2 Figures
• All the charts, diagrams, schemata, flow maps, graphs, pictures, photos are called “figures”.
• The title or caption of a figure is below that figure.
• Figures are numbered based on the chapter and the occurrence order of these figures and
tables in that chapter. For example, Figure 1.2 means this figure is the second one in Chapter
1.
• Every figure must have a source line at the bottom of the figure.
• Similar to present a table, you should present the specific number or caption of a figure
instead of writing that “see the figure below”.
• An example of presenting a figure is as follows.
Marketing is a process to create and deliver values for customers. After designing and
implementing a successful product, marketing program, marketers could reap or capture
value from customers in terms of sales volumes, revenues, profits, brand loyalty and
positive relationship (see Figure 2.1).

Source: Philip Kotler & Gary Armstrong (2017), Principles of Marketing, 17th edition, Global Edition,
Pearson Education, p. 30.

Figure 2.1 The Marketing Process: Creating and Capturing Customer Value

2.5 Citation and referencing

In-text citation

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 • All the data used in the assignment are cited and quoted from the reliable sources.
• In-text citation and referencing should follow strictly the APA 7th format.
• The reference sources should be showed below each figure and table. If the source is
from the student’s survey, it could be written as “Source: The author’s survey”.
References
• List the papers, books or other documents used and cited in the report body.
• The in-text citation and the list of references at the end of the report should follow the APA 7th
edition style.
• You can refer the APA 7th edition via the following links
o https://www.easybib.com/guides/citation-guides/apa-format/apa-7-vs-apa-6/
o https://www.easybib.com/guides/citation-guides/apa-format/apa-sample-paper/
o https://libraryguides.vu.edu.au/apa-referencing/7GettingStarted
o https://www.citationmachine.net/apa
o https://www.youtube.com/watch?v=teErxDIPP5M&ab_channel=APAStyleVid
eosbySam
Below is an example of references following APA 7th style. The list of references may
contain both Vietnamese and foreign authors. Use the last name for foreign authors and the full
name (in the natural order, don’t make the last name first) for Vietnamese authors.
REFERENCES
Aaker, D.A. (1991), Managing Brand Equity. The Free Press.
Jones, C., & Kim, S. (2010). Influences of retail brand trust, off-line patronage, clothing
involvement and website quality on online apparel shopping intention: Online apparel
shopping intention. International Journal of Consumer Studies, 34(6), 627–637.
https://doi.org/10.1111/j.1470-6431.2010.00871.x
Kotler, P., & Armstrong, G. (2017), Principles of Marketing, 17th edition, Global Edition.
Pearson Education.
Kuan, H.-H., Bock, G.-W., & Vathanophas, V. (2008). Comparing the effects of website
quality on customer initial purchase and continued purchase at e-commerce
websites. Behavior & Information Technology, 27(1), 3–16.
https://doi.org/10.1080/01449290600801959
Lin, H.-F. (2007). The impact of website quality dimensions on customer satisfaction in the
B2C e-commerce context. Total Quality Management & Business Excellence, 18(4),
363–378. https://doi.org/10.1080/14783360701231302
Nguyen Tien Dzung (2012), Giao trinh Marketing can ban (danh cho sinh vien khoi kinh te
cac truong ky thuat), NXB Giao duc Viet Nam (Vietnamese language).
Stojmenovic, M., Pilgrim, C., & Lindgaard, G. (2014). Perceived and objective usability and
visual appeal in a website domain with a less developed mental model. Proceedings of
the 26th Australian Computer-Human Interaction Conference on Designing Futures:
The Future of Design, 316–323. https://doi.org/10.1145/2686612.2686660.

2.6 Appendices
List the appendices if you have. Usually, appendices may include questionnaires, news, selected
statistical analysis tables, data, processes, procedures or others that are relevant to the topic.

Dr. Nguyen Tien Dzung – IS-VNU Assignment Instruction 8