PRINCIPLES OF MARKETING

PhD. Nguyen Thi Mai Anh

INTRODUCTION
 Objectives
 Subject contents
 Teaching methods
 Mile-stone
 References
 Assessment
 Assignment
 Presentation
 COURSE OBJECTIVES
 Understand key concepts
 Be able to analyze marketing environment,
identify SWOT
 Identify target market
 Develop marketing mix strategies
SUBJECT CONTENTS
1. Introduction to marketing
2. Marketing information system & Market research
3. Marketing environment
4. Customer buying behaviour
5. Market segmentation, targeting and positioning
6. Product decisions
7. Price decisions
8. Place decisions
9. Marketing Communication
TEACHING METHODS

• Lectures • Presentations
• Case studies • Games
• Group discussions • Exercise
ASSIGNMENT & ASSESSMENT
 Attendance (10%)
 Individual assignment (10%)
 Group assignment (30%)
 Final exam – 50%
INDIVIDUAL ASSIGNMENT
 Select a company of your choice, then
conduct an industry analysis for that
company
 Done individually
 10% of the total mark
 Written report – submitted on 8th March
2021
 Plagiarism :copy rate ≤15% - disqualified
INDIVIDUAL ASSIGNMENT
• Individual assignment strucuture
• Introduction of the company
• Industry analysis
GROUP ASSIGNMENT
 Select a product then conduct a research to
assess customer satisfaction to the
marketing mix of this product
 Done in group of max – 4
 Conduct market research with minimum of
80 sample
 Due: 5th April
 Presentation: 15 minutes on 5th April
 Plagiarism :copy rate ≤15% - disqualified
GROUP ASSIGNMENT
• Group assignment strucuture
• Introduction of the company, selected product
• Market research design, questionnaire
• Findings
MILE STONE

Mile stone Task

8/3/2021 Individual assignment submision

5/4/2021 Group assignment submision; presentation

12/4/2021 Course review

Final exam
REFERENCES
 Text book:
 Philip Kotler & Gary Amstrong (2017), Principles
of Marketing, 17th edition, Pearson Publisher.
ISBN-13: 978-0134492513.

 Reference:
Kotler, Philip & Keller, Kevin Lane Keller (2016).
Marketing management (15th edition). Pearson
Education Limited, Edinburgh Gate. Harlow, Essex
CM20 2JE, England. ISBN 978-0-13-385646-0.
LET’S START