MINISTRY OF EDUCATION AND TRAINING SOCIALIST REPUBLIC OF VIETNAM

NATIONAL ECONOMICS UNIVERSITY Independence – Freedom – Happiness

DETAILED SYLLABUS
(Issued attached Decision of NEU’s President, December, 2021)

1. GENERAL INFORMATION
- Title: Principles of Marketing
- Course number: MKMA1105
- Type of course: Compulsory course
- Number of credits: 3 Credits
+ Theoretical hours: 27
+ Exercise and discussion hours: 18
+ Self-study hours 81
- Prerequisite: Micro Economics1

2. LECTURERS' INFORMATION
Department: Marketing
Adress: R1305, 13th flr., Building A1, The National Economics University, 207 Giai Phong
Road, Hai Ba Trung District, Hanoi, Vietnam.
Lecturers:
PhD. Nguyen Thu Lan Tel: 0932 258 666 Email: lannt@neu.edu.vn
PhD. Le Thuy Huong Tel: 0914 922 775 Email: lethuyhuongmkt@neu.edu.vn
PhD. Vu Hoang Linh Tel: 0787 238 362 Email: linhvh@neu.edu.vn
MSc. Duong Thi Hoa Tel: 0988 902 742 Email: hoadt@neu.edu.vn
MSc. Nguyen Huu Dang Khoa Tel: 0902 448 985 Email: khoahhd@neu.edu.vn

3. COURSE DESCRIPTIONS
The course introduces students to the basic concepts of marketing, the role of marketing
within an organization; the neccesary understanding about the market, marketing environment
and consumer behavior. The course also introduces the main marketing tools such as marketing
research, market segmentation, market targeting, positioning and 4Ps of marketing mix: Product,
Price, Place and Promotion. Students are provided with a conceptual vocabulary and basic
English structures in marketing so that they are able to read and use materials and specialized
books related to marketing in English.

4. LEARNING RESOURCES
Text book
[1]. Philip Kotler and Gary Amstrong (2014), Principles of marketing, 15th edition, Pearson
Education
[2]. Trần Minh Đạo (2012), Giáo trình Marketing căn bản, NXB ĐH Kinh tế Quốc dân
Tài liệu khác
[3]. Philip Kotler (2010), Marketing 3.0, NXB Tổng hợp Thành phố Hồ Chí Minh
[4]. Philip Kotler (2008), Những phương thức sáng tạo, chiến thắng và khống chế thị trường,
NXB Trẻ
[5]. Philip Kotler (2021) Marketing 5.0, John Wiley & Sons Inc

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 [6]. Philip Kotler (2017), Phiêu lưu trong thế giới Marketing, Nguyễn Dương Hiếu, Phan
Thị Thùy Vi dịch, Nhà xuất bản Trẻ
5. COURSE GOALS
Table 5.1. Course goals

MIT’
Goals Goals Description PLOs
level
[1] [2] [3] [4]
Provide learners with the basic knowledge of marketing, the basic 1.3 3
G1 philosophies of marketing; the role and position of marketing; the
relationship between the marketing function and other functions
Introduce learners to the marketing implementation process towards 1.4 3
G2
making effective marketing decisions.
Show learners that the information used as a basis for making 1.4 3
marketing decisions is the factors belonging to marketing
G3
environment, including micro factors and macro factors; how to
gather and analyze that information for marketing decision making
Introduce learners to the strategic decisions in marketing through 1.5 3
the STP formula
G4 Provide learners with a basic understanding of tactical marketing
decisions and the basic for making those decisions through the 4Ps
formula
Create opportunities to practice teamwork skills ; practice 2.1 4IU
G5
analytical skills regarding marketing actitities in a specific business 2.2
Initially equip learners with awareness of social context, awareness 3.1 3I
G6
of professional ethics and social responsibility 3.2

6. COURSE LEARNING OUTCOMES (CLOs)

Table 6.1. Course learning outcomes (CLOs)

MIT’
Goals CLOs CLOs Description
level
[1] [2] [3] [4]
CLO1.1 Understand the essence, ideology and basic philosophies of marketing 3
G1 CLO1.2 Understand the role and position of marketing; the relationship between 3
the marketing function and other function
CLO2.1 Understand the marketing implementation process towards making 3
G2
effective marketing decisions
CLO3.1 Understand the role of information in marketing decision making and 3
how to gather it
G3 CLO3.2 Understand the basis for making marketing decisions is the factors 3
belonging to the marketing environment, including customers, micro
factors and macro factors
CLO4.1 Understand the essence and how to make strategic decisions in 3
marketing through the STP formula
G4 CLO4.2 Understand the essence and the role of basic marketing tools through 3
the 4Ps formula ; analyse marketing activities in the
organization/business
G5 CLO5.1 Practice teamwork skills 4IU
2
 CLO5.2 Demonstrate information-gathering skills and generally analyse 4IU
marketing activities in a specific business
CLO6.1 Understand the requirement to get social context ; have professional 3I
G6
ethics and social responsibility
7. COURSE ASSESSMENT
Table 7.1. Course assesment

Type of Tools and Criteria Contributio

Content Week CLO
Assessment assessment n to grade %
[1] [2] [3] [4] [5] [6]
Learning attitude Week CLO1- Lecturer's teaching diary
in class 1 - 15 CLO6 with evaluation criterium :
Answer in-class (i) Level of participation
Participatio (ii) Level of interaction;
questions 10%
n (iii) Quality of answers
Answer
discussion
questions
Week 2- CLO1- According to the tests’
Individual tests
13 CLO3 requirements
CLO1- Assessment sheet with the
Group CLO6 following criterium: (i)
presentation: Content; (ii) Good
Analysis report of Week resentations ; (iii)
Individual marketing 14-15 Attractive and persuasive
tests activities in a presentation; (iv) Degree
Group specific unit of cooperation in 40%
works answering questions; (v)
project Presentation time
Submit an Assessment sheet with the
analysis report of following criterium: (i)
Week
marketing Content; (ii) Good
16
activities in a presentation; (iii) Time;
specific unit (iv) Cross-evaluation

Course’ CLO1- According to the exam

Final Exam Final exam 50%
s exam CLO4 requirement
schedule

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8. LESSON PLAN
Table 8.1. Lesson plan for the course

Week Content Required readings text CLO Activities Assessment

[1] [2] [3] [4] [5] [6]
Lecturer introduces the course Level of
Lecturer sets learning requirements participation
Lecturer instructs students to read Level of interaction
Greeting and course introduction, its logic, documents Quality of answers
CLO1.1
1 its role and position in the program Syllabus Lecturer instructs students to find
CLO6.1
documents
Lecturer instructs to group work
Lecturer divides students into
working groups
Students have to read the related Level of
Chapter 1. Marketing Overview Philip Kotler and Gary contents before coming to class participation
1.1. The essence of marketing Armstrong, CLO1.1 Level of interaction
Lecturer euips students with
2 1.2. The role and position of marketing in “Principles of CLO1.2 Quality of in-class
theorical information
business Marketing”, Pearson CLO2.1 answers and exams
1.3. Marketing management Education Limited, CLO6.1 Student have to discuss the
1.4. The new challenges of marketing 2016, Chapter 1 circumstances and questions asked
by the lecturer
Students have to read the related Level of
Philip Kotler and Gary contents before coming to class participation
Chapter 2. Information system and Armstrong, Lecturer euips students with Level of interaction
Marketing research CLO3.1 Quality of in-class
“Principles of theorical information
3 CLO5.2 answers and exams
2.1. Marketing information system Marketing”, Pearson Students have to discuss the
CLO6.1
2.2. Marketing research Education Limited, circumstances and questions asked
2016, Chapter 4 by the lecturer

4 Chapter 3. Marketing Environment Philip Kotler and Gary CLO3.2 Students have to read the related Level of
3.1. An overview of marketing environment Armstrong, CLO6.1 contents before coming to class participation
3.2. Macro marketing environment “Principles of Lecturer euips students with Level of interaction
Marketing”, Pearson theorical information Quality of in-class
4
Week Content Required readings text CLO
Education Limited,
3.3. Micro marketing environment
2016, Chapter 3
Philip Kotler and Gary
Chapter 4. Customer behaviour Armstrong,
4.1. Customer overview “Principles of
CLO3.2
4.2. Consumer behaviour Marketing”, Pearson
5-6 CLO6.1
4.3. Corporate customer behaviour Education Limited,
2016, Chapter 5 and
Chapter 6
Chapter 5. Segmentation, Targeting and Philip Kotler and
Positioning Gary Armstrong,
5.1. An overview of STP process “Principles of
7-8 CLO4.1
5.2. Market segmentation Marketing”, Pearson
5.3. Market targeting Education Limited,
5.4. Positionting 2016, Chapter 7
Philip Kotler and Gary
Chapter 6. Establishing and implementing
marketing strategies Armstrong,
CLO2.1
“Principles of
9 6.1. Marketing strategy system CLO4.1
Marketing”, Pearson
6.2. Developing marketing strateg and plan CLO6.1
Education Limited,
6.3. Organizing marketing implementation 2016, Chapter 2
5
Activities Assessment
Students have to discuss the answers and exams
circumstances and questions asked
by the lecturer
Students have to read the related Level of
contents before coming to class participation
Level of interaction
Lecturer euips students with
Quality of in-class
theorical information
answers and exams
Student have to discuss the
circumstances and questions asked
by the lecturer
Students have to read the related Level of
contents before coming to class participation
Lecturer euips students with Level of interaction
theorical information Quality of in-class
answers and exams
Student have to discuss the
circumstances and questions asked
by the lecturer
Students have to read the related Level of
contents before coming to class participation
Level of interaction
Lecturer euips students with
Quality of in-class
theorical information
answers and exams
Students have to discuss the
circumstances and questions asked
by the lecturer
Week Content Required readings text CLO
Chapter 7. Product decisions
Philip Kotler and Gary
7.1. Products- from a marketing point of view
Armstrong,
7.2. Decisions related to each product unit “Principles of CLO4.2
10
7.3. Product range and category decision Marketing”, Pearson CLO5.2
7.4. Brand decision Education Limited, CLO6.1
2016, Chapter 8 and
7.5. Product life cycle and new product
Chapter 9
marketing
Philip Kotler and Gary
Chapter 8. Pricing Decisions
Armstrong,
8.1. General pricing issues “Principles of CLO4.2
11
8.2. Key factors influencing pricing decisions Marketing”, Pearson CLO5.2
8.3. Valuation process Education Limited, CLO6.1
2016, Chapter 10 and
8.4. Pricing strategies
Chapter 11
Activities Assessment
Students have to read the related Level of
participation
contents before coming to class
Level of interaction
Lecturer euips students with
theorical information Quality of in-class
answers and exams
Students have to discuss the
circumstances and questions asked
by the lecturer
Students have to read the related Level of
participation
contents before coming to class
Level of interaction
Lecturer euips students with
theorical information Quality of in-class
answers and exams
Students have to discuss the
circumstances and questions asked
by the lecturer

Chapter 9. Distribition Channel Decisions Philip Kotler and Gary Students have to read the related Level of
9.1. The essence and importance of distribution Armstrong, contents before coming to class participation
channels “Principles of CLO4.2 Lecturer euips students with Level of interaction
9.2. Structure, behaviour and relationships in Marketing”, Pearson CLO5.2 theorical information Quality of in-class
12 answers and exams
the channels Education Limited, CLO6.1 Students have to discuss the
9.3. Distribution channel management 2016, Chapter 12 and circumstances and questions asked
9.4. Distribution of physical products Chapter 13 by the lecturer
Students have to read the related Level of
Chapter 10. Marketing Communication Philip Kotler and Gary contents before coming to class participation
Decisions Armstrong, Lecturer euips students with Level of interaction
CLO4.2 Quality of in-class
10.1. An overview of marketing communication “Principles of theorical information
13 CLO5.2 answers and exams
10.2. Building communication programs Marketing”, Pearson Students have to discuss the
CLO6.1
10.3. Decisions for each form of Education Limited, circumstances and questions asked
communication 2016, Chapter 14 by the lecturer

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Week Content Required readings text CLO Activities Assessment
CLO1- Groups report and answer questions Assessment sheet
CLO6 Lecturer and class members with the following
comments criterium: (i)
Content; (ii) ; (iii)
Attractive and
Present group exercise. Analysis report of
persuasive
14-15 marketing activities in a specific unit presentation; (iv)
Degree of
cooperation in
answering questions;
(v) Presentation time

CLO1- Groups submit reports Assessment sheet

CLO6 Lecturer evaluates reports with the following
Complete group exercise. Analysis report of
criterium: (i)
16 marketing activities in a specific unit
Content; (ii); (iii)
Time; (iv) Cross-
evaluation
Final exam CLO1- Students take exams according to According to the
- CLO4 givem schedule exam requirement

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9. COURSE REQUIREMENT & EXPECTATION
9.1. Requirements for taking final /terminal exams

- Students are allowed to take the final exam/terminal exams (50%) if their attendance score
(10%) reaches 5 points or more (on the scale of 10).

9.2. Requirements for attending classes

- Students are responsible for attending all classes. In case of absence from school due to force
majeure reasons, sufficient and reasonable proofs must be provided. For each absence, 1 point
will be deducted 1 point. Students who miss any classes more than 3 times, with or without
reason, will be considered as failing to complete the course and have to re-register.
- Students will be awarded points for constructive comments these points are added to attendance
points and group assignments.
- Groups who do not submit the group work will receive a score of 0 (zero). Late submissions
will be deducted for each day of late submission.
9.3. Requirements for in-class behaviour

- The course is conducted on the principle of respecting learners and lecturers. Any behaviour
that affects the teaching and learning process is strictly prohibited.
- Students must come to class on time. Students who are late more than 10 minutes after class
starts will not be allowed to attend the class. Do not make noise and affect others during the
learning process.
- Laptops and tablets are only used for the purpose of taking notes for and calculating for lectures
and exercises, absolutely forbidden to use for other purposes.

Head of Department Faculty Dean NEU’s President

Assoc. Pham Thi Huyen Assoc. Vu Huy Thong Assoc. Pham Hong Chuong