Course Introduction

Introduction to Marketing
Principles (MKTG1205)
course
Self-introduction

Share with the class 3 things about yourself

 Use a paper/Access Padlet.com (lecturer will provide the link)
 Write down: 3 things about yourself + a picture/song/video/anything that can
represent you
 Turn on your audio and video, then, introduce yourself to the class.

2
Lecturer’s Expectation, Class Rules, and Course
Policy
• Please come to join every class and attend your classes on time.
• Please stay tuned and focused during all classes
• You must attend the class you are enrolled in.
• If you want to change class, you must do it officially through student timetabling.
• Email response: your lecturer will respond to you within 24 hours (unless your
lecturer has some emergency), and your lecturer may not check your email at the
weekend. Please consult your lecturer for more information.

3
Group Assignment

• 5 – 6 students per group, depending on

class size
• You must form teams in the class you are
enrolled in. Once a team has been formed, you
cannot move to another team.
• Group and teamwork problem: If your group
has problems with member’s contribution and
you do not get along well, you should tell your
lecturer as soon as possible. Your lecturer will not
solve your problem after Week 4. After Week 4,
there is only “Peer Evaluation” that you can
use. Peer Evaluation’s final results will be
decided by the team’s members and the
lecturers, and/or the Course Coordinator.

4
Course Learning Outcomes

On successful completion of this course you will be able to:

• CLO1: Examine the underlying philosophy of the marketing concept, its role as a
business function and its relationship with other business functions
• CLO2: Identify and analyse the impact of key trends in the external and internal
environments on marketing- related activities of organisations
• CLO3: Analyse the marketing process and determine how various elements of the
marketing mix work together to put the right product in the right place in a
professional context
• CLO4: Develop effective marketing strategies to achieve organisational objectives

5
Course Assessments
1. Individual Reflection (20%)
• Topics covered: Topic 1, 2, 3
• Task: Students will write a piece of reflection of your learning experience of the topics covered in topic 1 to topic 3 and
relate them to your personal experience. This assignment will help students see the importance and relevancy of
marketing in daily life. It also improves students’ critical thinking about the application and impact of marketing in real-
life practices.
2. Group Marketing Plan Presentation (40%)
• Topics covered: Topic 1, 2, 3, 4,5, 6
• Task: This assignment involves applying the theories learnt in class to a real company operating in Vietnam. You will
analyse the marketing environment, SWOT, and customer-driven marketing strategies, and identify the main issues
the company is facing. Then, you will analyse the marketing mix (excluding the Promotion topic) and give
recommendations to your company. Finally, your team will need to deliver the oral presentation.
3. Individual Final Marketing Project (40%)
• Topics covered: All
• Task: Students will be given a marketing context. Students will apply the concepts learnt in the course to identify,
analyse, and evaluate a brand/company's current marketing performance. Based on these evaluations, students will
recommend marketing strategies and tactics for the brand/company in response to the given marketing context.
Note: Check all assessments’ due dates on Canvas (www.rmit.instructure.com)

6
References and Plagiarism – Must read!

Please make sure that you read these 2

files carefully before doing your
Assignment 2 and Assignment 3.
1. Plagiarism & Consequences
2. Quick Guide for In-text Citation and
Reference List

7
Sharing from Phuong Anh, Digital Marketing
student

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Topic 1

Introduction to
Marketing Principles.
Managing Profitable
Customer Relationships
Learning Objectives

After this session, you should be able to:

1. Define Marketing and outline the stages in the simple model of marketing process. Briefly
introduce each stage of the marketing process

2. Explain the importance of understanding customers and the marketplace, and identify the
five core marketplace concepts

3. Identify the key elements of a customer-driven marketing strategy and discuss the
marketing management orientations that guide marketing strategy

4. Discuss customer relationship management, and identify strategies for creating value for
customers and capturing value from customers in return
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What is Marketing?

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What is Marketing?

Marketing is all around you…

The company has to:
• Understand the target market
• Distribute products at the right place
• Sell them at the right price
• Be alert of competing products

They have to make sure that they offer superior

customer value.

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 Activity | Talk & Share (15 minutes)
 Say “Hello” to your new friends.
 Visit this page:
https://www.facebook.com/starbucksvietnam/photos/a.5
20901644616999/7236447569729006/
Another version of "Reusable Cup" is ready to capture the moments of love!
From February 13th to February 21st, 2022, with any purchase of a handcrafted
beverage, Starbucks Rewards members can own (1) lovely Reusable Cup when
paying an additional VND 10,000 (Gold members) and VND 20,000 (Green
Members).

 In your group, discuss these questions & post your

answer on Padlet (your lecturer will provide the link):
1. Who are the customers of this product?
2. What is special about this product?
3. Where can you buy it?
4. How much is it?
5. Who are their competitors?
6. How do you think about the marketing
activities? Good/Not good? Why?
 Present your finding to the class.
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What is Marketing and the Marketing Process?

Marketing is the process by which marketing organisations engage customers, build

strong customer relationships and create customer value in order to capture value
from customers in return.

Topic 1 & 2 Topic 3 Topic 4, 5, 6, 8 Topic 1 Topic 1

The simple model of the marketing process

Source: Armstrong et al. (2021)

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Heineken | #SocialiseResponsibly

Source: Bilir (2020) and Heineken (2020)

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 Dior | Jisoo – Dior global ambassador

JISOO's Parisian voyage of discovery:

The Dior global ambassador for fashion and beauty explored the
secretive world of the ateliers where the collection was being made, the
pieces in the Dior Heritage archives that inspired it…
Source: Christian Dior (2021)
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Starbucks Vietnam | Halloween 2021

On Starbucks Vietnam Facebook fanpage:

‘Who said Halloween must follow the scary or mystery theme?
Choose your own costume concept and have "Timid Ghost
Collection" be one of companion.
• Collection is available from today, October 5th, 2021 at all stores
(except stores in HCMC)
• Online shopping: Shopee (https://shopee.vn/starbucksvn) |
LazMall (https://www.lazada.vn/shop/starbucks-flagship-store)’

Source: Starbucks Vietnam (2021)

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Stage 1:
Understand the Marketplace
and Customer Needs
 Needs – Wants – Demand
 Marketplace
 Marketing Environment (next topic)

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5 core customer and marketplace concepts

Source: Armstrong et al. (2018)

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Customer needs, wants, and demands
• Human needs are states of felt deprivation.
Physical needs: Food, clothing, warmth, and safety
Needs Social needs: Belonging and affection
Individual needs: Knowledge and self-expression

• Wants are the form human needs take, as they are shaped
Wants by culture and individual personality.
• Wants are described in terms of objects that will satisfy needs.

Demands • Human wants that are backed by buying power.

Source: Armstrong et al. (2018, p. 6)

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Maslow’s hierarchy of NEEDS

Source: Sprouts (2017)

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Maslow’s hierarchy of NEEDS

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Market Offerings: Goods, services, and experiences
• Consumers’ needs and wants are fulfilled through a market offering – some
combination of products, services, information, or experiences offered to a
market to satisfy a need or want.
• Marketing offerings are not just limited to physical products, they also include
services, activities or benefits offered for sale that are essentially intangible and do
not result in the ownership of anything.

Source: Kotler et al. (2017, p. 7), Closeup (2021), Ovenmaru Chicken (2020) &
23 Gacmini Hair Spa (2021)
Market Offerings: Goods, services, and experiences

Marketing Myopia: The mistake of paying more attention to the specific products a
company offers than to the benefits and experiences derived from these products.
• It is when the company is focusing only on existing wants and losing sight of
underlying consumer needs.
• Avoid marketing myopia by focusing on product benefits and customer needs

Source: Kotler et al. (2017)

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Kodak’s marketing myopia
• What went wrong with Kodak and Nokia, given their previous leading position in the
market?
• Marketing Management orientations - Product Concept

Read the Case Study HERE Read the Case Study HERE

Source: Anthony (2016) and Crutchfield (2012)

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Kodak’s marketing myopia
Kodak used to be the market leader in the film camera industry but
then they fall into the trap of “marketing myopia”.

• Question: “What is the underlying need of having a camera”?

• Many people will say it is about “nice photo”, “to take picture”, etc.
But the underlying need is to “capture the moment”, “keep the
memories”. There are many ways/means to do so, not just only
film camera.

Kodak’s management board was too confident with their existing

successful film camera that they ignored the proposal by Steve
Sasson, an engineer working for Kodak, in which he suggested the
firm to invest in a new type of camera (which is digital camera).

Later on, competitors such as Nikon, Cannon and Sony introduced

their first digital cameras and win the market’s attention and
purchase. Kodak are now very struggling. On September 3, 2013, the
company emerged from bankruptcy having shed its large legacy
liabilities and exited several businesses Source: National Science & Technology Medals Foundation (2017)
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Customer value and satisfaction

• Customers form expectations about the value and satisfaction that various market
offerings will deliver, and buy accordingly.
• Creating the balance between customer expectations and the marketers’ ability to
deliver on value

Customers
• Value and satisfaction

Marketers
• Set the right level of expectations
• Not too high or low
Source: Kotler et al. (2017, p. 7)
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Exchanges, transactions, and markets
Exchange:
• The act of obtaining a desired object from someone by offering something in return.
• Marketing occurs when people decide to satisfy needs and wants through exchange relationships.
E.g. A political candidate wants votes, a singer wants audience, Vlogger wants views, etc.
Transaction:
• A trade between two parties that involves at least two things of values, agreed-upon conditions,
and a time and place of agreement.
• A transaction is marketing’s unit of measurement.
• In a transaction, we must be able to say that one party gives X to another party and gets Y in return.
E.g. If you pay $1,000 for a smartphone to The Gioi Di Dong in HCMC, you are engaged in a classic monetary
transaction

Market: The set of all actual and potential buyers of a product or service.
• These buyers share a particular need or want that can be satisfied through exchange relationship.

Source: Kotler et al. (2017, p. 7) and Armstrong et al. (2021)

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Stage 2:
Design a customer-driven
marketing strategy
 Select customers to serve
 Choose a value proposition
 Marketing management orientations

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Designing a customer-driven marketing
strategy
Marketing Management is defined as the art and science of choosing target markets
and building profitable relationships with them. The marketing manager’s aim is to find,
attract, keep, and grow target customers by creating, delivering, and communicating
superior customer value.

Two key questions to determine how to design a winning marketing strategy:

• What customers will we serve?
• How can we best serve these customers?

Source: Kotler et al. (2017, p. 9)

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Select customers to serve

• The company wants to select only

customers that it can serve well and
profitably.
• The company must decide who it will
serve by dividing the market into
segments of customers (market
segmentation) and selecting which
segments it will go after (target
marketing).

Source: Kotler et al. (2017, p. 9)

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Choose a Value Proposition

• The company must also decide how it will serve targeted customers – how it will
differentiate and position itself in the marketplace.
• A company’s value proposition is the set of benefits or values it promises to deliver
to consumers to satisfy their needs.

Source: Kotler et al. (2017, p. 10)

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Marketing Management Orientations
• Marketing management wants to design strategies that will build profitable
relationships with target consumers. But what philosophy/sort of thinking should
guide these marketing strategies?
• There are 5 alternative concepts with which organisations design and carry out their
marketing strategies:
SOCIETAL
PRODUCTION PRODUCT SELLING MARKETING
MARKETING
CONCEPT CONCEPT CONCEPT CONCEPT
CONCEPT
• Focus on • Focus on making • Undertake a • Know the needs • Consider
improving continuous large-scale selling and wants of consumers’
production and product and promotion target markets wants, the
distribution improvements effort and delivering the company’s
efficiency desired requirements,
satisfaction better consumers’ long-
than competitors run interests, and
do society’s long-run
interests

Source: Kotler et al. (2017, p. 11)

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Marketing Management orientations -
Production Concept
• Consumers will favour products that are available and affordable.
• Management should focus on improving production and distribution efficiency.

Source: Kotler et al. (2017, p. 11)

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Marketing Management orientations -
Product Concept
• Consumers will favour products that offer the most in quality, performance, and
innovative features
• Organization should therefore devote its energy to making continuous product
improvements.

E.g. In Apple’s Worldwide

Developers Conference 2020
(WWDC20) on 22nd June, 2020,
Apple was introducing the all-
new iOS 14, iPadOS 14, and
watchOS 7 and the entirely
reimagined macOS Big Sur.

Source: Kotler et al. (2017, p. 11) and Apple (2020a)

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Product Concept – In Apple’s Worldwide Developers
Conference 2020 (WWDC20), Apple announced:
The things you do every day just
got easier than ever with iOS 14.
Redesigned widgets put more
information on an all-new Home
Screen. App Clips help you
handle tasks quickly. And the
App Library automatically
organizes your apps, so you can
find them even faster.
macOS Big Sur brings a
stunning new design that
makes Mac even more
powerful. The biggest
Safari update ever
delivers a more personal
and private browsing
experience, while
updates to Messages
and Maps let you
express and explore like
never before.
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With watchOS 7, you can
now discover custom watch
faces on websites and social
media and share faces with
friends. You’ll also meet the
Sleep app of your dreams,
track fitness metrics with
four new workouts, and
create healthier habits with
the new
Handwashing feature.
Unlock the unique capabilities
of iPad with iPadOS 14. Use
handwriting as easily as typed
text in Notes. Access more
app functions in a single view
with enhanced app designs.
And write in any text field
with Scribble.
Source: Apple (2020b)
Apple’s Worldwide Developers Conference 2020

Source: Apple (2020c)

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Marketing Management orientations - Selling
Concept
Consumers will not buy enough products unless:
• the company undertakes a large scale selling and
• promotion effort from the company

Source: Kotler et al. (2017, p. 11)

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Marketing Management orientations -
Marketing Concept
• Customer-driven marketing is about understanding customer needs and creating
products and services that meet existing and latent needs.
• And delivering the desired satisfactions better than competitors do
E.g. KFC and McDonald’s adapt their menu to suit Vietnamese tastes.

Source: Kotler et al. (2017, p. 11-12)

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Marketing Management orientations –
Selling concept vs Marketing Concept
The selling and the marketing concepts contrasted

Source: Kotler et al. (2017, p. 12)

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Marketing Management orientations –
Societal Marketing Concept
Societal marketing concept is a principle of
enlightened marketing that holds that a company
should make good marketing decisions by:
1. Considering consumers’ wants
2. The company’s requirements
3. Consumers’ long-term interests and society’s
long-run interests.

Companies should balance three considerations

in setting their marketing strategies: company
profits, consumer wants, and society’s interests.

Source: Kotler et al. (2017, p. 13-14)

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Societal Marketing Concept | LUSH Fresh
Handmade Cosmetics

Source: Lush (2020)

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Societal Marketing Concept | Everlane

Source: Everlane (2021)

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Stage 3:
Preparing an Integrated
Marketing Plan and Program
 Product strategies
 Price strategies
 Place strategies
 Promotion strategies

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Preparing an Integrated Marketing Plan and
Program
The major marketing mix tools are classified into four broad groups, called the four Ps of
marketing: Product, Price, Place, and Promotion. To deliver on its value proposition, the
firm must:
• create a need-satisfying market offering (product);
• decide how much it will charge for the offer (price);
• Decide how it will make the offering available to target consumers (place);
• and communicate with target customers about the offer and persuade them of its
merits (promotion).

The firm must blend all of these marketing mix tools into a comprehensive, integrated
marketing program that communicates and delivers the intended value to chosen
customers.
Source: Kotler et al. (2017, p. 14)
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Stage 4:
Building Customer Relationship

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Customer Relationship Management (CRM)

• CRM is the overall process of building and

maintaining profitable customer relationships by
delivering superior customer value and satisfaction.
It deals with all aspect of acquiring, keeping, and
growing customers (Kotler et al. 2017, p. 15).
• More specifically, CRM is the process of managing
detailed information about individual customers and
carefully managing customer touch points in order
to maximise customer loyalty (Armstrong et al.
2021).

Source: Kotler et al. (2017, p. 15) and Armstrong et al. (2021)

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Relationship Building Blocks: Customer
Value and Satisfaction
 Customer perceived value: The
customer’s evaluation of the difference
between all the benefits and all the
costs of a market offering relative to those
of competing offers.
48
 Customer satisfaction: The extent to which
a product’s perceived performance matches
a buyer’s expectations. If:
• Perceived performance < expectations =>
dissatisfied.
• Perceived performance = expectations =>
satisfied.
• Perceived performance > expectations =>
highly satisfied or delighted.
Source: Kotler et al. (2017, p. 15)
Case Study: Customer Perceived Value
Toyota Prius hybrid automobile owners gain a number of benefits. The most obvious benefit is fuel
efficiency. However, by purchasing a Prius, the owners also may receive some status and image
values. Driving a Prius makes owners feel and appear more environmentally responsible. When
deciding whether to purchase a Prius, customers will weigh these and other perceived values of
owning the car against the money, effort, and psychic costs of acquiring it. Moreover, they will
compare the value of owning a Prius against that of owning another hybrid or non-hybrid brand.
They will select the brand that gives them the greatest perceived value. To enhance its perceived
value, Toyota redesigned its hybrid vehicle Web site to let owners create profiles similar to those
found on social networking sites. It allows users to view other owners’ profiles, share their reasons
for driving a hybrid, and provide statistics about themselves and their vehicles. There’s also an
interactive distance map that charts how much further Toyota hybrid vehicles travel compared to
ordinary cars, as well as a petrol savings calculator. Toyota feels that their hybrid owners are
passionate about their vehicles and the reasons they drive them. The community site taps into this
excitement by letting users visually represent themselves through graphic art and video.7
In 2009, Toyota launched its first mobile site that gives vehicle and dealer information on
consumers’ mobile phone browsers. Those with an iPhone or iPod Touch get a rich media
experience as they can view videos and access a 360-degree colorizer from their handheld
device.8
Customers often do not judge product values and costs accurately or objectively. They act on
perceived value. For example, is the Prius really the most economical choice? In reality, it might
take years to save enough in reduced fuel costs to offset the car’s higher sticker price. However,
Prius buyers perceive that they are getting real value. A survey of the ownership experiences of
69,000 new car buyers showed that the Prius was rated as most “delightful” in terms of fuel
economy, and that Prius owners perceived more overall value for their money than buyers of any
other hybrid car.
Source: Kotler et al. (2017, p. 15-16)
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Example: Customer Delight
• Emirates is celebrating with its customers on board and on the ground to mark
Valentine’s Day across its global network.
• To sweeten air travel during this period, Emirates is giving out heart shaped milk
chocolates on all flights from Dubai on the 14th of February. The premium single
origin coverture Belgium chocolate will be served alongside the main course for
Economy and Business Class customers exclusively for one day only.

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Example: dissatisfied customers

United Airlines dragged passengers off the plane because of

overbooked flight.

Source: Koenig (2017) and NBC News (2017)

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Stage 5:
Capturing Value from
customers

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Creating Customer Loyalty and Retention
Customer lifetime value is the value of the entire stream of purchases that the
customer would make over a lifetime of patronage.

E.g. A customer spends 1 million VND/

week for Saigon Coop-mart. It means
she will spend:
 4 mil VND/ month
 52 mil VND/year
 520 mil/10 years (If she lives in that
neighbourhood for 10 years)

Source: Kotler et al. (2017, p. 22)

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Growing Share of Customers
Share of customer: Good CRM can
also help marketers to increase their
share of customer – the share they
get of the customers purchasing in
their product categories.
• E.g., Banks want to increase their
“share of wallet.” Supermarkets
and restaurants want to get more
“share of stomach.” Airlines want
greater “share of travel.”
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To increase share of customer, firms
can offer greater variety to current
customers. Or they can train employees
to cross-sell and up-sell in order to
market more products and services to
existing customers.
• E.g., Amazon: bookseller => music,
videos, gifts, toys, consumer
electronics, office products, home
improvement items, lawn and garden
products, apparel and accessories,
jewellery, and an online auction.
Building Customer Equity
• Customer equity is the total combined customer lifetime values of all of the company’s
customers. The more loyal firm’s profitable customers, the higher the firm’s customer equity.
• Building the Right Relationships with the Right Customers

• Strangers: Don’t invest anything in

them.
• Butterflies & True Friends: Firm
should invest and pay attention to
them.
• Barnacles: Firm may need to get
rid off this group, depends on the
situation.

Figure: Customer Relationship Groups

Source: Kotler et al. (2017, p. 23)
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Reference List (1)
• Anthony, SD 2016, Kodak’s Downfall Wasn’t About Technology, Harvard Business Review, viewed 20 February 2021, <https://hbr.org/2016/07/kodaks-
downfall-wasnt-about-technology>.
• Apple 2020a, Homepage, Apple, viewed 26 Jun 2020, <https://www.apple.com/>.
• Apple 2020b, Apple Event WWDC, Apple, viewed 26 Jun 2020, <https://www.apple.com/apple-events/#june-2020>.
• Apple 2020c, WWDC20 highlights, Apple, viewed 26 Jun 2020, <https://www.apple.com/newsroom/2020/06/wwdc20-highlights/>.
• Arinci, C 2020, IKEA Encourages People to #StayHome, Digital Agency Network, viewed 20 February 2021, <https://digitalagencynetwork.com/ikea-
encourages-people-to-stay-home/>.
• Armstrong, G, Adam, S, Denize, S, Volkov, M, & Kotler, P 2018, Principles of Marketing (7th edition), Pearson Education Australia, Melbourne.
• Armstrong, G, Denize, S, Volkov, M, Adam, S, Kotler, P, Ang, SH, Love, A, Doherty, S, & Van Esch, P 2021, Principles of Marketing (8th edition), Pearson
Education Australia, Melbourne.
• Bilir, G 2020, Memorable stay home ad campaigns by brands for Covid-19, Digital Agency Network, viewed 20 February 2021,
<https://digitalagencynetwork.com/memorable-stay-home-ad-campaigns-by-brands-for-covid-19/>.
• Branding in Asia 2020, In Response to Coronavirus, Lifebuoy Launches the ‘Six Step Hand Washing Dance’ in Vietnam , viewed 20 February 2021,
<https://www.brandinginasia.com/lifebuoy-launches-the-six-step-hand-washing-dance/>.
• Business Wire 2017, JetBlue Becomes Only Airline With Free, High-Speed Wi-Fi at Every Seat, viewed 01 January 2019,
<https://www.businesswire.com/news/home/20170111005328/en/JetBlue-Airline-Free-High-Speed-Wi-Fi-Seat>.
• Corona USA 2020, NEW Corona Hard Seltzer. Four delicious flavors. One splashy entrance, Youtube, 24 February, viewed 20 June 2020,
<https://www.youtube.com/watch?time_continue=28&v=cumBN7fNFtg&feature=emb_title>.
• Crutchfield, D 2012, Nokia: Four Steps to Brand Revival, Forbes, viewed 20 February 2021, <https://www.forbes.com/sites/deancrutchfield/2012/06/20/nokia-
four-steps-to-brand-revival/?sh=69e86032204e>.
• DossierNet 2020, Heineken - Back The Bars, Youtube, 5 May, viewed 20 February 2021, <https://www.youtube.com/watch?v=hkYdjG2-
BFY&feature=emb_title>.
• Dove US 2020, Courage is Beautiful, Youtube, 8 April, viewed 20 February 2021, <https://www.youtube.com/watch?time_continue=30&v=sQOq0-
ODBbc&feature=emb_title>.
• Everlane 2021, More sustainable every day, Everlane, viewed 20 February 2021, <https://www.everlane.com/sustainability>.

56
Reference List (2)
• Heineken 2020, Heineken | Connections, Youtube, 5 May, Heineken, viewed 20 February 2021, <https://www.youtube.com/watch?v=WZnHkv5-
z4k&feature=emb_title>.
• i24NEWS English 2018, Burger King Makes a Whopper of a Football Mistake, Youtube, 21 June, viewed 20 February 2021,
<https://www.youtube.com/watch?v=HcSxq_fkTFI>.
• IKEA Espana 2020, Your house has something to tell you - Anuncio IKEA, Youtube, 18 March, viewed 20 February 2021, <https://www.youtube.com/watch?
v=zg0Hei0cjl0&feature=emb_title>.
• Jarboe, G 2020, Brands looking awful during Coronavirus pandemic, Search Engine Journal, viewed 20 June 2020,
<https://www.searchenginejournal.com/brands-looking-awful-during-coronavirus-pandemic/360970/#close>.
• Koenig, D 2017, US won't punish United over passenger-dragging incident, WJLA, viewed 20 February 2021, <https://wjla.com/news/nation-world/us-wont-
punish-united-over-passenger-dragging-incident-09-07-2017>.
• Kotler, P, Armstrong, G, Ang, SH, Tan, CT, Yau, OHM & Leong, SM 2017, Principles of Marketing, An Asian Perspective, Pearson Education Limited, Harlow,
United Kingdom.
• Lifebuoy Vietnam 2020, Vũ điệu 6 bước rửa tay đúng cách vui nhộn - Cùng Lifebuoy phòng chống virus Corona (2019-nCoV) , Youtube, 13 February, viewed
20 February 2021, <https://www.youtube.com/watch?v=wg2GfIgLpes&feature=emb_title>.
• Lush 2020, Homepage, Lush, viewed 20 June 2020, <https://uk.lush.com/>.
• National Science & Technology Medals Foundation 2017, An Evening with Steve Sasson at USF, National Science & Technology Medals Foundation, viewed
20 February 2021, <https://nationalmedals.org/stories/aewss/>.
• NBC News 2017, U.S. Won't Punish United for Dragging Passenger Off Plane, NBC News, viewed 20 February 2021,
<https://www.nbcnews.com/news/asian-america/u-s-won-t-punish-united-airlines-over-passenger-dragging-n799556>.
• Reynolds, E 2015, Instant noodle queen building Africa’s future with food revolution, news.com.au, viewed 22 February 2021,
<http://www.news.com.au/lifestyle/food/eat/instant-noodle-queen-building-africas-future-with-food-revolution/news-story/
44ceaf9b8ea1f47d9f8325649d3290dc>.
• Sally 2016, The JetBlue Story: Customer Service in an Industry Americans Hate, viewed 01 January 2019, <https://sharpencx.com/blog/jetblue-customer-
service/>.
• Sprouts 2017, Maslow's Hierarchy of Needs, Youtube, 6 January, viewed 25 February 2021, <https://www.youtube.com/watch?v=O-4ithG_07Q>.

57
Preparation for this course

 Read the Lecture Slides of Topic 2 before class.

58
Thank you!

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