MAR101

PRINCIPLES OF MARKETING

Unit
Guide

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Contents
Contacts.............................................................................................................................................................3
Unit Overview....................................................................................................................................................3
What is Expected from You?..............................................................................................................................3
Study Load.....................................................................................................................................................3
Attendance....................................................................................................................................................3
Prerequisite.......................................................................................................................................................3
Assessment Information....................................................................................................................................4
Learning Outcomes........................................................................................................................................4
Assessment Summary....................................................................................................................................4
Assessment Details........................................................................................................................................4
Assessment 1.............................................................................................................................................4
Assessment 2.............................................................................................................................................4
Assessment 3.............................................................................................................................................4
Submission Requirements.............................................................................................................................5
Teaching and Learning Activities........................................................................................................................6
Learning Resources............................................................................................................................................8
Policies, Rules, and Etiquette.............................................................................................................................8

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Contacts
Below is a list of contacts for this unit. Please liaise directly with your unit instructor regarding
appropriate consultation times. It is usually best to contact the staff via email.

Unit instructor Nguyen Thuy Hang – thuyhang@isb.edu.vn

Academic Admin Vu Thuy Khanh Ha – ha.vu@isb.edu.vn

Student advisor Nguyen Thanh Tuyen – tuyen.nguyen@isb.edu.vn

Unit Overview
Principles of Marketing is an introductory marketing course aimed at students commencing the Bachelor of
Business. Principles of Marketing is a prerequisite for all other marketing courses.
Principles of Marketing provides an overview of the marketing process, and how it works within the business
context. The aim is to introduce to students the important concepts underpinning the marketing process
and the practical tools used by marketers to implement marketing strategies.
The course is based on both the theory and practice of marketing. Throughout lectures, tutorials, and
assessment tasks you will be encouraged to apply the theoretical learning to real world practices.

What is Expected from You?

Study Load
A student is expected to study an hour per credit point per week. For example, a 10-credit point Unit would
require 10 hours of study per week. This time includes the time spent within class during lectures, tutorials,
or practices.
This course will take a “flipped classroom” approach to learning. This means that rather than your first
exposure to content occurring during a traditional lecture, it will begin before you come to class. You are
expected to read one or two chapters of the textbook and other reading materials required by the lecturer
before coming to class and find the relevant examples along with readings.

Attendance
It is strongly recommended that students attend all scheduled learning activities to support their learning.
To pass this unit, students must attend at least 10 sessions.

Prerequisite
None.

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Assessment Information

Learning Outcomes
Learning outcomes for the unit are outlined below. Upon completion of this unit,
students will be able to:

1 Understand the underlying philosophy of the marketing concept and its strategic importance
for business.
2 Understanding the key marketing concepts and how they are applied within a business
context.
3 Understand broadly the marketing process and how marketing mix elements, marketing
tools and related theory fit together to make up a complete marketing overview.
4 Illustrate marketing theory with local and global practices.
5 Analyze marketing situation critically and justify cases with the key marketing theory.
6 Demonstrate capability in written and oral communication and analytical skills in a
marketing context.

Assessment Summary

Assessments LOs Value

1 Group weekly videos and activities 2, 3 ,4, 6 30%
2 Group report and presentation 4, 5, 6 35%
3 Final exam 1, 2, 3, 4,5 35%

Final marks and grades are subject to confirmation by the School Assessment Committees which may scale,
modify, or otherwise amend the marks and grades for the unit, as may be required by university policies.
Note: To successfully complete this unit, students must:
1. Complete all assessments.
2. Achieve overall mark of at least 50 per cent of the combined assessment tasks.
3. Attend at least 80 per cent of class time.

Assessment Details
Assessment 1
6 group videos to reflect student reading or other videos, presentations and reports required by the lecturer.
Clip 1 includes chap 1&2 (due before week 2)
Clip 2 includes chap 3 & micro and macro environment analysis of one brand (due before week 3)
Clip 3 includes chap 5 (due before week 4)
Clip 4 includes chap 7 (due before week 5)
Clip 5 incudes chap 8 & Product life cycle in Chap 9 (due before week 9)
Clip 6 includes chap 14 & 15 (due before week 10)
Assessment 2
2500-word group report on how a chosen brand apply theory of this course into their marketing activities.
Groups are required to present the key points and findings of their reports.
Peer evaluations are required and members are graded according to their contribution to the group work.

Assessment 3
80-minute comprehensive exam. There will be 40 multiple choice questions, 4 short answer questions and/or
case study analysis.
Closed-book exam.

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Submission Requirements
Submissions of assignments will be though elearning or Google Drive according to the lecturer instruction.
File name format for group report: GroupName_Topic
File name for weekly videos, presentations, reports: S#_GroupName_Brand (where # is session number)
If not otherwise stated, deadline for submission is 23:59 the night before sessions.
Late submission will be subjected to a penalty of 10% per day.

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Teaching and Learning Activities.

Session Topic Activities

1 Course introduction Discussion on assignment, session format,
expectation, deadline
Homework: prereading Chap 1 & 2 and
submit Clip 1 (Chap 1&2) before Week 2
2 Marketing defined, marketing process. Chap 1 & 2
Marketing strategy, planning and competitive Marketing by the numbers: Apple vs MS
advantage Company case Facebook
Homework: prereading Chap 3 & 4 and
submit Clip 2 (Chap 3 & micro and macro
environment analysis of one brand)
before Week 3
3 Marketing environment and MIS Chap 3&4
Discussion on Vietnam Economy outlook
report
Company case Fitbit
Homework: prereading Chap 5 & 6 and
submit Clip 3 before Week 4
4 Consumer behaviours Chap 5&6
Company case GoldieBlox
Consultation on group report outline
Homework:
 prereading Chap 7 and submit Clip 4
(Chap 7) before Week 5
 submit STDP analysis in the group
report
5 STDP Chapter 7
Company case: Virgin America
Homework: prereading Chap 8 and
submit Clip 5 (Chap 8 & product life cycle
in Chap
9) before Week 5
6 STDP Chapter 7 (continued)
Product Company case AirBnb
Chapter 8 opening vignette discussion
Consultation on group report
Homework: submit STDP analysis &
Product in the group report
7 Product Chapter 9
Group report support Lecturer revises the STDP analysis &
Product in the group report
Homework: submit STDP analysis,
Product & Price in the group report
8 Price Chapter 10&11
Real marketing: LEGO
Consultation on group report
Real marketing: Dynamic pricing
Lecturer revises the STDP analysis,
Product & Price in the group report
Homework: submit STDP analysis,
Product & Price in the group report
before Week 9

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 9 Distribution Chapter 12&13
Chapter 12 opening vignette discussion
Company case: Apple pay
Lecturer revises the STDP analysis,
Product, Price & Distribution in the group
report
Homework:
 prereading Chap 14&15 and submit
Clip 6 (Chap 14& 15) before Week
10
 submit STDP analysis, Product, Price
& Distribution in the group report
before Week 10
10 IMC Chapter 14&15
Lecturer revises the STDP analysis,
Product, Price, Distribution & Promotion
in the group report
Homework: submit STDP analysis,
Product, Price, Distribution & Promotion
in the group report before Week 11
Real marketing: Converse.
11 IMC Chapter 16&17
Practiced quiz
Group report due
12 Group report presentation Group report presentation
Revision
The activities in italic are for reference only and can be changed by lecturers.

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Learning Resources.
Textbook Kotler, P., & Armstrong, G. (2018). Principles of Marketing (17th ed.). Pearson
Recommended International Journal of Market Research
reading Journal of Advertising
Journal of Consumer Marketing
Journal of Marketing
Journal of Product Innovation Management (eJournals)
https://www.adweek.com/
http://www.marketingcharts.com/
http://www.marketingovercoffee.com/
http://www.mediapost.com/
http://sethgodin.typepad.com/
http://www.ted.com/topics/business
E-library http://search.proquest.com/login
Username: UEHCMC2010
Password: thuvien0810
E-learning https://lms.westernsydney.edu.vn/login/canvas

Policies, Rules, and Etiquette.

Please refer to the student handbook.