(TIỂU LUẬN) mar101 principles of marketing – unit guide

MAR101 – PRINCIPLES OF MARKETING Unit Guide Trimester 2021-2022 MAR1 01 PRINC IP LES OF M ARKETING TRI MES TER 20 21- 202 CONTACT INFORMATION Dr Ngo Cong Khanh Senior Lecturer Ms Du Phuc My Kim Lecturer Program Administrator Ms Nguyen Truong An Email: khanh.ngo@isb.edu.vn Email: kim.du@isb.edu.vn Address: 17 Pham Ngoc Thach St., D3, HCMC Phone: (028) 3920 9999 (Ex: 305) Email: an.nguyen@isb.edu.vn UNIT OVERVIEW Principles of Marketing is an introductory marketing course aimed at students commencing the Bachelor of Business (Marketing) or students from other courses who have not previously studied marketing It is a core course for the Bachelor of Business (Marketing) 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 you the important concepts underpinning the marketing process and the practical tools used by marketers to implement marketing strategies The course will introduce to you the importance of marketing philosophy to future business viability and how each person in an organization can make a contribution to the marketing process For marketing students, Principles of Marketing offers a preview of many of the important marketing courses you will by studying throughout your course and will provide you with the basic concepts and tools with which to explore the more specialized marketing courses that follow It leads into Advanced Marketing Concepts and Applications, where specific topics and skills are developed further For all other students, Principles of Marketing offers insights into the field of marketing, putting into context the role of marketing in an organization, and how you may interface with marketing in your role The course is based on both the theory and practice of marketing Throughout teaching sessions and assessment tasks you will be encouraged to apply the theoretical learning to real world practices PREREQUISITE None UNIT LEARNING OUTCOMES Upon completion of this unit, students will be able to: ULO1 Demonstrate an understanding of the underlying philosophy of the marketing concept and its strategic importance for business ULO2 Demonstrate an understanding of the key marketing concepts and how they are applied within a business context ULO3 Show an ability to analyse marketing situation critically, offer marketing solutions and justify and support recommendations with marketing theory and examples from industry ULO4 Conceptualise broadly the marketing process and how the various elements of the marketing mix, specific marketing tools and related theory fit together to make up a complete marketing overview | 12 MAR1 01 P RINC IP LES OF M ARKETING TRI MES TER 20 21- 202 ULO5 ULO6 Demonstrate an understanding of the differences between goods and services, consumers and business markets and the implications to marketers managing these varied businesses Demonstrate capability in written and oral communication and analytical skills in a marketing context PROGRAM LEARNING OUTCOMES In line with its focus on assuring students’ skills in unit learning outcomes 1-7 above, this unit is also responsible for introducing/developing/assuring the following program-level learning outcomes (PLOs): PLO1 Knowledge & Application Solid understanding and competency of appropriate application of business discipline-specific knowledge PLO2 Communication Competency in professional written and oral communication suited to multiple audiences and contexts PLO3 Teamwork Effective collaboration in teamwork or other tasks in organizational settings PLO4 Critical thinking Critical thinking through appropriate observing, analyzing and reasoning, etc PLO5 Problem solving Effective and constructive problem solving PLO6 Ethics An ethical perspective, including an understanding of the ethical responsibilities of organizations PLO7 Cultural Diversity A global mindset, including an understanding of the different business settings, the ability to identify foreign market potentials, to diagnose cross-cultural communication problems and propose appropriate solutions STUDENT WORKLOAD 6.1 Study Load The classes are VERY interactive and STUDENTS WILL BE EXPECTED TO PARTICIPATE in the class discussions To this, it’s important that students review all the relevant materials, some of which will be given to the students as homework, whilst other content will be given to them in class as preparation for the discussions The students can learn a great deal from listening to other people’s insights and views As well as this method of learning, the course will also use in-class mini presentations, assignments, and open discussions to this A student is expected to study 04 credit hours per week in the class Meanwhile, they students also have to spend at least 08 credit hours per week for self-study and/or off-class group work 6.2 Attendance It is strongly recommended that students attend all scheduled learning activities to support their learning 6.3 Online learning requirements Unit materials will be made available on the unit’s E-Learning site Students are expected to consult Elearning at least twice a week, as all unit announcements will be made via the platform Teaching and learning materials will be regularly updated and posted online by the teaching team | 12 MAR1 01 P RINC IP LES OF M ARKETING TRI MES TER 20 21- 202 6.4 Feedback on assessments Feedback is an important part of the learning process that can improve your progress towards achieving the learning outcomes Feedback is any written or spoken response made in relation to academic work such as an assessment task, a performance or product It can be given to you by a teacher, an external assessor or student peer, and may be given individually or to a group of students At ISB, it is the responsibility of all students to seek out and act on feedback that is provided as a resource for further learning 6.5 General submission requirements – Students must complete all assessments on the assigned dates including quizzes, mid-term test, and final exam If there are extenuating or unforeseen circumstances, students must follow the school’s policies and procedures accordingly – All students must complete assignments and strictly follow instructions on how to submit The students must keep a copy of all assignments submitted for marking – If a student submits a late assessment without receiving a formal approval for an extension of time (on the basis of an agreement between the school and the instructor), that one will be penalized by 10% per day for up to 10 days In other words, marks equal to 10% of the assignment’s weight will be deducted from the mark awarded 6.6 Special Requirements – Essential equipment: Not applicable – Legislative pre-requisites: Not applicable STUDENT ASSESSMENT SYSTEM The assessment items in this unit are designed to enable the students to demonstrate that they have achieved the unit learning outcomes Completion and submission of all assessment items which have been designated as mandatory or compulsory is essential to receive a passing grade To pass this unit, the students must: – Complete all assessment items – Achieve an overall mark of at least 50% – Achieve the mandatory attendance threshold requirement of 80% of all classes, including classes of Knowledge Review & Discussion delivered by Lecturer, and classes of Knowledge Expansion & Application delivered by Senior Lecturer Complete all available assessment elements An automatic Fail Non-Submission grade must be awarded if any assessment task is not submitted/completed as per the details specified Assessment Quiz (Indiviual) Weight 40% Business Analysis Report (Individual) Group Project (Group) 20% 40% 7.1 Assessment 1: Quiz Weight: Type of Collaboration: Due: Format: Due Knowledge Review & Discussion 1, 4, 6, 10 Session Session 12 PLOs assessed PLOs 1.1-1.7 PLOs 1.1-1.7 PLOs 1.1-1.7 40% Individual After Knowledge Review & Discussion 1, 4, 6, and 10 20 MCQs per Quiz, Quizzes in total | 12 MAR1 01 P RINC IP LES OF M ARKETING TRI MES TER 20 21- 202 Duration: Submission: 15 minutes/quiz Take online quiz on Elearning Overview This activity will be carried out to evaluate the learning and progress of students throughout the whole semester, students will be required to read the textbook and reading materials to take quizzes Details Students should carefully read the instruction on Elearning before taking the attempt - Quiz 1: Chapter 1+2+3 (~ Marketing in General - Micro + Macro, SWOT, ) - Quiz 2: Chapter 4+5+6+7+8 (~ Market Research, STDP) - Quiz 3: Chapter 9+10+11 (~ 4Ps: Product + Price) - Quiz 4: Chapter 12+13+14+15+16+17 (~ 4Ps: Place + Promotion) 7.2 Assessment 2: Business Analysis Report 20% Weight: Individual Type of Collaboration: Before Session Due: Written report Format: Length: 1,500 words (+/- 10% is applicable; excluding reference list & appendix) Submission: Report should be submitted on Elearning Overview The specific product/ brand name will be provided by the senior lecturer Students will analyze the Micro and Macro environmental factors that will impact the company, SWOT analysis, and a brief overview of what are some marketing issues the company is currently facing 7.3 Assessment 3: Group Project Weight: 40% Group Type of Collaboration: Session 12 Due: Presentation (15 minutes for presentation and minutes for Q&A) Format: Each group is required to submit the presentation file before the Submission: presentation session The representative of each group can submit the file (PDF, PPT, ) or the link (online text: Google, bitly, - if your file exceeds 20 MB) Overview The specific product/ brand name will be provided by the senior lecturer Students are required to analyze the marketing strategies of the company in Vietnam, then, present the current 4Ps analysis as well as recommendations Note: All students must participate in the presentation and failure to so will result in the student getting zero marks for the presentation Special circumstances that may arise needs to be discussed with the team and senior lecturer and will be considered on a case-by-case basis Moreover, individual performance will be reviewed during the presentation | 12 MAR1 01 P RINC IP LES OF M ARKETING TRI MES TER 20 21- 202 LEARNING MATERIALS Principles of Marketing: Kotler, P., & Armstrong, G (2018) Principles of Marketing Textbook (17th ed.) Pearson International Edition Recommended As assigned by the instructors readings Others o International Journals of Market Research o Journals of Advertising o Journals of Consumer Marketing o Journals of Marketing o Journals of Product Innovation Management (eJournals) o http:// www.adweek com/ o http:// www.marketingcharts.com/ o http:// www.marketingovercoffee.com/ o http:// www.mediapost.com/ o http://sethgodin.typepad.com/ o http://www.ted.com/topics/business http://search.proquest.com/login E-library Username: UEHCMC2010 Password: thuvien0810 E-learning http://elearning.isb.edu.vn/ SCHEDULE OF ACTIVITIES 9.1 For the mainstream block Knowledge Review SS Main purposes & Discussion (In charge: Lecturer) Introduction to T: Marketing in a nut Marketing shell (Read Chapter 1-3) + What is Marketing? + Marketing environment (Macro & Micro) + SWOT Analysis + Marketing research A: X-ray the business Knowledge Expansion & Application (In charge: Senior Lecturer) - Class Introduction - What did you learn from reading and tutorial session? - Introduction Case: Amazon Obsessed with Creating Customer Value and Relationships - Debate: Is Consumer Behavior More of a Function of a Person’s Age or Generation - Real Marketing: Real-time Marketing - Company Case: Philips - Analyzing the Marketing Environment in the Middle East - Real Marketing: Cause-related Marketing Assessments A1-Q1 (10%) | 12 MAR1 01 P RINC IP LES OF M ARKETING TRI MES TER 20 21- 202 2 Consumer Behavior (Read Chapter 4-6) STDP (Read Chapter 7) Products, Services, and Brands (Read Chapter 8) T: Market Research; Consumer Buyer Behavior + Factors influence consumer behavior + Customers Buying Journey A: Customer persona T: Customer-Driven Marketing Strategy – How to evaluate the segments for target market, building the customer profile A: Segmentation T: Products, Service Marketing, Branding Strategy A: Branding Development - Project activity: your brand for A2 and A3 - Home work: Enhance customer intimacy through every possible touch point in digital era - What did you learn from reading and tutorial session? - Company Case: Campbell Soup Company – watching what you eat - Introduction Case: GoPro: Be a Hero! - Debate: Is Target Marketing Ever Bad? - Real Marketing: Enhance customer intimacy through every possible touch point in digital era - Company case: Porsche - Guarding the Old While Bringing in the New - Introduction Case: IBM - The World’s Most Valuable Business-toBusiness Brand - Real Marketing: KOL marketing - Individual Project activity: questions - Home work: Niche Marketing - What did you learn from reading and tutorial session? - Introduction Case: Air Asia Success in Targeting the Right Markets - Debate: Is Mass Marketing Dead? - Real Marketing: Niche Marketing - Company Case: BMW Segmentation - Real Marketing: Positioning Statement - Company Case: Nespresso Positioning - Individual Project activity: questions for A2 - Homework: ST for A3 - What did you learn from reading and tutorial session? - Introduction Case: Lexus Products - Debate: With product, form or function? A1-Q2 (10%) | 12 MAR1 01 P RINC IP LES OF M ARKETING TRI MES TER 20 21- 202 Strategies: Examples; Pros vs Cons Marketing Mix: Product (Read Chapter 9) Marketing Mix: Price T: Product + Components, characteristics and classifications + New Product Development + Product Life Cycle T: Pricing strategies A: Pricing strategy (Read Chapter 10-11) Marketing Mix: Place (1) (Read Chapter 12) T: The Nature and Importance of Marketing Channels; - Company Case: Nivea helps to protect your skin - Real Marketing: Brand Logo Makeovers - Company Case: Procter & Gamble Branding - Group project activity: present on ST A3 - Homework: DP for A3 - What did you learn from reading and tutorial session? - Introduction Case: New Product Apple - Debate: Whom Should You Target with New Products? - Company Case: Google NewProduct Innovation at the Speed of Light - Real Marketing: Evolution of Slogan - Company Case: Managing L'Oreal's Product Life Cycle: More Than Just Make Up - Group project activity: present on DP for A3 - Homework: Marketing Mix Product for A3 - What did you learn from reading and tutorial session? - Introduction Case: Amazon versus Walmart - A Price War for online supremacy - Debate: Is the Right Price a Fair Price? - Real Marketing: How much you want to pay? - Company Case: Ebay - Real Marketing: Dynamic Pricing Budget Airline - Group Project activity: present on Marketing Mix Product for A3 - Homework: Marketing Mix Price for A3 - What did you learn from reading and tutorial session? A1-Q3 (10%) A2 (20%) | 12 MAR1 01 P RINC IP LES OF M ARKETING TRI MES TER 20 21- 202 Channel Behavior and Organization; Marketing Logistics and Supply Chain Management Marketing Mix: Place (2) (Read Chapter 13) Marketing Mix: Promotion (1) (Read Chapter 14-1516) T: Types of Retailing and Wholesaling; Omni Channels T: Steps in Developing Effective Marketing Communication; Advertising; Public Relations; Personal Selling A: Salesforce Management and calculation - Introduction Case: Uber - radically reshaping urban transportation channels - Debate: Does It Matter Where You Sell? - Real Marketing: Best Logistic Companies in the world - Company Case: Apple Pay - Taking Mobile Payments Mainstream - Real Marketing: Warehouse Automation System - Group project activity: present on Marketing Mix Price for A3 - Homework: Marketing Mix Place for A3 - What did you learn from reading and tutorial session? - Introduction Case: UNIQLO - The Innovative Route in Fashion Retailing - Debate: Should National-Brand Manufacturers Also Supply PrivateLabel Brands? - Real Marketing: Omni-Channel Retailing - Company Case: Zara - Real Marketing: Technology in retail store - Group project activity: present on Marketing Mix Place for A3 - Homework: Marketing Mix Place for A3 - What did you learn from reading and tutorial session? - Introduction Case: Oreo and Snicker - Debate: Has TV Advertising Lost Its Power? - Real Marketing: Celebrity Endorsements - The Good and The Bad - Company Case: Gillete - Real Marketing: Event marketing - Group project activity: present Marketing Mix Place for A3 | 12 MAR1 01 P RINC IP LES OF M ARKETING TRI MES TER 20 21- 202 - Homework: Marketing Mix Promotion for A3 10 Marketing Mix: Promotion (2) (Read Chapter 16-17) 11 12 Integrated Marketing Communications (IMC) T: Sales Promotion; Direct & Online Marketing A: Review 4Ps analysis T: Developing an IMC Plan A: Example of IMC Plan - What did you learn from reading and tutorial session? - Introduction Case: Facebook - “We Are One Percent Done With Our Mission” - Debate: What Is the Value of Buzz? - Real Marketing: Social Media Monetization - Company Case: Unilever (Axe and Dove) - Real marketing: Mobile Marketing - Group project activity: present Marketing Mix Promotion for A3 - Homework: Marketing Mix Promotion for A3 - What did you learn from reading and tutorial session? - Introduction Case: P&G - It’s not Sales, It’s Customer Business Development - Debate: Are Great Salespeople Born or Made? - Real Marketing: Sales Dashboard - Company Case: Salesforce.com: Helping Companies Super-Charge the Selling Process - Real Marketing: Consultative Selling - Group project activity: present Marketing Mix Promotion for A3 - Homework: Complete A3 Group Presentation A1-Q4 (10%) A3 (40%) 10 GENERAL INFORMATION AND POLICY 10.1 Referencing Plagiarism Student assignments are to contain original content created by the students Assignments will be rejected if they include plagiarized content or contain excessive amounts of quoted/cited material and minimal original content Students will receive a grade of ZERO (0%) for any assignments rejected for | 12 MAR1 01 P RINC IP LES OF M ARKETING TRI MES TER 20 21- 202 this reason Written assignments WILL BE checked by the lecturer with Turnitin.com, an online plagiarism-checking tool Sources Furthermore, your reference to support your statements must be from a reliable source, such as textbooks, additional reading materials, and reference books However, many websites are not reliable sources Examples are Wikipedia.org, about.com, and ask.com If you are not sure if a reference is acceptable or not, please contact the lecturer Referencing & Citation The Publication Manual of the American Psychological Association (APA) 6th ed., will serve as the primary reference materials for all students Therefore, all papers must be submitted in APA format The mechanics of student papers and work will be evaluated, as well as the content 10.2 Submission Assignment cover sheet ▪ All assignments are required to be submitted with an Assignment Cover Sheet ▪ Group assignments are to be submitted with a Group Assignment Cover Sheet as well as a Peer Evaluation Form depending on the request of unit instructor Non-contributing team members can sometimes be an issue with group-work structured assessment Individual student group work scores may be adjusted as a result of peer dissatisfaction with a particular student’s contribution to group work assignments, as reflected in submissions of the evaluation form Note: ▪ Assignment cover sheets and the evaluation form can be located on MyISB system ▪ Students are advised to keep a copy of all assignments submitted for marking Submission style Assignments are expected to achieve a professional standard: ▪ Be typed, one and a half spaced, on A4 paper ▪ Use a simple clear format, suitable for a report to senior management in a commercial organization Submission method Soft copy: submitted electronically via E-learning system by 11:55 PM on the due date (Suggested title: A#_Student full name_Student ID, # is the number of the Assessment) Hard copy: submitted to ISB Submission Box at the Reception Area or Faculty Office by the due date, if required Late assignment and make-up policy No late assignments will be accepted unless prior authorization granted by the Academic Department based on a Special Consideration Application for assessment task extension Students must complete all assessments on the assigned dates including quizzes, mid-term test, and final exam If there are extenuating or unforeseen circumstances, students must follow the school’s policies and procedures accordingly 10.3 Attendance Students are required to attend a minimum of 80% of both mainstream blocks of Knowledge Review & Discussion as well as Knowledge Expansion & Application Other cases equating to an absence: ▪ Arriving to class late by 15 minutes at the beginning, ▪ Arriving late by minutes after the break ▪ Leaving prior to the scheduled end time without the permission of the lecturer 10 | 12 MAR1 01 P RINC IP LES OF M ARKETING TRI MES TER 20 21- 202 If you are unable to attend any session, please let your lecturer know AND submit a request for absence form to program administrator prior to the session  IMPORTANT: Students will not be allowed to sit in the final examination if violating the above absence rule Electronic device use ▪ Cell phones will be turned off or switched to vibrate mode before class starts ▪ No phone calls or text messaging are allowed inside classroom during class time ▪ Portable listening and/or music devices may not be operated in the classroom ▪ Headphones and/or ear buds of any type may not be worn while in the classroom whether operating or not ▪ Laptop and other electronic devices are not permitted unless specifically authorized by the lecturer exclusively for note taking and doing class work  IMPORTANT: If you are in violation of these policies, you will be excused from class and an absence will be assessed 10.4 Email etiquette Your Senior Lecturers and Lecturers receive many emails each day In order to enable them to promptly respond to your emails appropriately, students are asked to follow basic requirements of professional communication Your emails should: ▪ Have email’s subject ▪ Have a concise and descriptive title, including the class and name of the unit you are enquiring about ▪ Be clear about the intention of their emails ▪ Use appropriate tone and language, proof-read what is written in the email before sending it Students should also allow 3-4 working days for a response before following up If the matter is legitimately urgent, you may indicate “URGENT” in the email subject header Make an appointment: If your email request is complex and requires a lengthy response it may be probably best to make an appointment with your lecturer/instructor to meet in person 10.5 Student behavior guidelines Everyone must behave professionally Students are expected to demonstrate respect for teacher and fellow students at all times Behavior that is disruptive to a positive learning environment reported to the teacher will result in a warning on the first instance; the second instance might result in a failing grade along with expulsion from the school Unacceptable behaviors can be: ▪ Cheating on an exam ▪ Collaborating with others on work to be presented, if contrary to the stated rules of the course ▪ Submitting, if contrary to the rules of the course, work previously submitted in another course ▪ Knowingly and intentionally assisting another student in any of the above actions, including assistance in an arrangement whereby work, classroom performance, examination, or other activity is submitted or performed by a person other than the student under whose name the work is submitted or performed ▪ Plagiarizing  IMPORTANT: ▪ First violation will result in a grade ZERO (0%) for that assignment ▪ Second violation will result in a failing course grade 11 | 12 MAR1 01 P RINC IP LES OF M ARKETING TRI MES TER 20 21- 202 10.6 Disability support services Students with disabilities are advised that accommodations and services are available at UEH-ISB It is the student's responsibility to contact UEH-ISB office and submit appropriate documentation prior to receiving such services 10.7 Additional information This unit guide may be revised at the discretion of the Academic Department with approval from Program Academic Director and School Academic Committee where appropriate 12 | 12 ... marketing It is a core course for the Bachelor of Business (Marketing) Principles of Marketing is a prerequisite for all other marketing courses Principles of Marketing provides an overview of. .. organization can make a contribution to the marketing process For marketing students, Principles of Marketing offers a preview of many of the important marketing courses you will by studying throughout... 305) Email: an.nguyen@isb.edu.vn UNIT OVERVIEW Principles of Marketing is an introductory marketing course aimed at students commencing the Bachelor of Business (Marketing) or students from other