HO CHI MINH CITY OPEN UNIVERSITY

FACULTY OF BUSINESS ADMINISTRATION

COURSE OUTLINE
I. General information
1. Course title: MARKETING MANAGEMENT
2. Course code: BADM2304
3. Knowledge/Skills: Professional Knowledge
4. Credits

Total Theory Practice Self-study

3 2 1 6

5. Trimester: ☐1 ☐2  3
6. Academic year: 2019-2020
7. Mode of delivery: In-person
8. Language of instruction: English
9. Lecturer
Name: Nguyen Hoang Sinh
Office: Room. 403, 35-37 Ho Hao Hon Street, District 1, Ho Chi Minh City
Email: sinh.nh@ou.edu.vn
II. Course specifications
1. Course overview
Marketing plays an important part in our day-to-day lives, and is an integral part of our
consumer society. Whilst marketing strategy is not prescriptive in that one size fits all, it is possible
to understand the dynamics of marketing and apply appropriate concepts and frameworks to a
marketing problem. Therefore, this course presents an overview of the marketing process and the
key marketing management decisions in the areas of product and service delivery, pricing,
communications, and distribution. The course includes lectures, class discussion, case-study analysis
and project assignments.
2. Requirement course
Prerequisites: Principles of Marketing

Prior-course: None

Co-requisites: None
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3. Course objectives
Course Description Program learning
objectives outcomes
CO1 Knowledge about mareketing and apply it to PLO4, PLO5, PLO6
marketing management decision making.
CO2 Application of the marketing mix elements to PLO7, PLO8, PLO9
integrate those elements in real business marketing
campaigns.
CO3 Autonomy and responsibility abilities for activities PLO11, PLO13
related to marketing.

4. Course learning outcomes

At the end of the course, learners will achieve:

Course
Course learning outcomes
objectives
CLO1.1 Evaluate marketing problems in terms of the set of influences
acting on a marketing decision-maker either in private or public
sector organisations.
CLO1.2 Evaluate critically and creatively the applicability of marketing
CO1 concepts and frameworks.
CLO1.3 Evaluate marketing practice themes across industry types (fast-
moving consumer, consumer durables, financial services, other
services, business to business).
CLO2.1 Have a skill to understand the marketing perspective so that you
enhance your ability as a reflective practitioner.
CO2 CLO2.2 Have practise skills: communication, teamwork, presentation
and time management; secondary and primary research skills
for collection, analysis, and critical evaluation of information.
CLO3.1 Appreciate the importance of marketing management in
CO3 business.
CLO3.2 Conduct works, learning and self-development.

The matrix integrates the learning outcomes of the course and the learning outcomes of the
program
CL PL PL PL PL PL PL PL PL PL PL PL PL PL
Os O1 O2 O3 O4 O5 O6 O7 O8 O9 O O O O
10 11 12 13
1.1 X X
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 1.2 X X
1.3 X X
2.1 X X X X X X
2.2 X X X X
3.1 X X
3.2 X X

5. Materials and textbooks

a) Required textbooks
[1] Kotler, P., T. & Keller, K., L., (2016). Marketing Management, 15th ed. Upper Saddle
River, NJ: Pearson.
b) References
[1] Dhruv Grewal, Michael Levy (2016). Marketing (5th ed.). New York: McGraw Hill -
PL: 658.8.
[2] Chernev, A., Kotler P. (2018). Strategic marketing management. Cerebellum Press.
PL: 658.802 / C5216.

6. Teaching and learning methods

Each class is broken into a lecture and tutorial session.
a. The lectures will provide the information needed to fulfil the learning outcomes discussed:
CLO1.1-CLO1.3.
b. Tutorials reinforce the information received and provide opportunities to put this knowledge
into practice. Tutorials include but not limited to group discussion or case analysis (CLO2.1-
CLO2.2, CLO3.2), exercise (CLO1.1-CLO1.3), group presentation/pitching (CLO2.1-CLO2.2,
CLO3.1-CLO3.2), role play (CLO2.1-CLO2.2), attending guest speakers or firm (agency) tours
(CLO2.1-CLO2.2, CLO3.2).

7. Assessment
Components Assessment forms Schedule Learning outcomes Percentage %
(1) (2) (3) (4) (5)

On-going Group CLO1.3, CLO2.1,

During the 30%
assessment - Project CLO2.2
course

Individual
- Attendance During the
On-going CLO1.1, CLO1.2,
(10%) course 20%
assessment CLO3.1, CLO3.2
- Case study
discussion (10%)

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 Components Assessment forms Schedule Learning outcomes Percentage %
One of the
following can be
used: CLO1.1, CLO1.2,
- Exam: written or CLO1.3, CLO2.1,
Final test Final 50%
multiple choice. CLO2.2, CLO3.1,
Used material CLO3.2
- Essays by topics.
Used material
Total 100%

8. Course contents
Course
Materials &
Session Content learning
References
outcomes
L1: An Introduction to IMC
1 CLO1.1 [1], [3]

L2: Market Analysis

CLO1.2
- Case: Baskin Robbins
2 CLO2.1 [1], [2], [3]
CLO2.2

L3: Buyer Behaviour

- Case: Air Asia CLO1.2
3 CLO2.1 [1], [2], [3]
CLO2.2

L4: Market Segmentation & Positioning CLO1.2

- Case: The Coffee Bean & Tea Leaf CLO2.1
4 CLO2.2 [1], [2], [3]
CLO3.1
CLO3.2
L5: Product Development
- Case: Samsung Galaxy S7
CLO1.3
5 CLO2.2 [1], [2], [3]
CLO3.1

L6: Marketing of Services CLO1.3

- Case: Singapore Airlines (SIA) CLO2.1
6 CLO2.2  [1], [2], [3]
CLO3.1
CLO3.2
L7: Pricing Policies CLO1.3
- Case: P&G CLO2.1
7 [1], [2], [3]
CLO2.2
CLO3.1
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 CLO3.2
L8: Distribution Decisions CLO2.1
- Case: Giant Hypermarket CLO2.2
8 [1], [2], [3]
CLO3.1
CLO3.2

CLO2.2
L9: Communication Strategy
9 CLO3.1 [1], [2], [3]
- Case: Coca-Cola
CLO3.2

L10: Building Strong Brands

- Case: Berjaya Corp. Berhad CLO2.1
CLO2.2
10 [1], [2], [3]
CLO3.1
CLO3.2

L11: Marketing Implementation CLO2.1

CLO2.2
11 CLO3.1 [1], [3]
CLO3.2

CLO1.3
CLO2.1
12 Presentation (1) CLO2.2
CLO3.1
CLO3.2
Presentation (2) CLO1.3
CLO2.1
13 CLO2.2
CLO3.1
CLO3.2
Review CLO2.1
CLO2.2
14 [1], [3]
CLO3.1
CLO3.2

9. Course regulations
 Submission of assignments and tests: Students submit their assignments on time and be
present on time for the tests.
 Attendance: Students need to complete at least 80% of the assigned assignments to get a
ongoing assessment score.
 Final test: If students are absent more than 3 class sessions, they are not eligible for the
final exam or the final project.
 Classroom rules: Students need to follow the rules of Ho Chi Minh Open University.

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Group project:
Weighting: 30%
Presentation and Report submission: the last week.
You are required to prepare a marketing plan of your choice, but an established brand/product line in
Vietnam. Working in groups of 4 – 6, you will conduct a market analysis, SWOT and develop a
marketing plan with an emphasis on digital marketing for your selected brand/product line by
utilising concepts and theories outlined in class. Further information about the expectations of the
plan will be discussed in class. Each marketing plan project should be no more than 3,000 words
(approx. 15 pages, excluding appendices) including:

1. Analyze the internal and external environments affecting the company/brand and market. Identify
the customer segments and describe the relative size of each market.
2. Study the company’s existing or potential competitors and explain the resources that both your
selected company/brand and competitors have.
3. Using your analyses of the customer segments and resources, identify the customer segment that
makes the most attractive target market for the company/brand. Provide your justifications.
4. Develop a marketing plan with an emphasis on digital marketing for your selected brand/product
line.

Faculty of Business Administration Lecturer

Trinh Thuy Anh Nguyen Hoang Sinh

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