BA RIA-VUNG TAU UNIVERSITY SOCIALIST REPUBLIC OF VIET NAMFACULTY OF ECONOMICS –LAW-LOGISTIS Y Independence– Freedom – Hapiness MODULE OUTLINE DETAILS1.General Information - Course Name:
Trang 1BA RIA-VUNG TAU UNIVERSITY SOCIALIST REPUBLIC OF VIET NAMFACULTY OF ECONOMICS –LAW-
LOGISTIS Y
Independence– Freedom – Hapiness
MODULE OUTLINE DETAILS1.General Information
- Course Name: Marketing Management
- Module Code: 0101100067
- Credit: 3 credits
- Previous Prerequisite Modules : None
- The requirements for the module: None2.Objectives of the module
Marketing Management module enables students to understand and grasp of marketingactivities and equip students with the knowledge of marketing strategy planning inbusiness
Marketing. Skills:
- Capable of applying the knowledge learned in studies evaluating a marketing planof a business
- Capable of applying the knowledge learned in planning, organization,implementation, examination and assessment of a marketing plan
- Form and develop (one step) information gathering capabilities, integrated skills,codifies the relationship issues in general; skill comparison, analysis,commentary, reviews the problems in the governance process marketingactivities
- Develop reasoning skills, public presentation. Attitudes:
Students have favorite-subject attitude; consciously correct in recognizing,
Trang 2evaluating a marketing plan, how to organize, implement and measure the performanceof a business marketing.
3.Preparation of the module output
After completing the module students will able to work with the basic knowledgeabout the administration of marketing activities, including the planning, organization,control and testing marketing activities
- Form and develop collaborative skills, teamwork;- Develop creative thinking and investigating skills ;- Cultivate and develop assessment capacity and self-assessment;- Develop commentating, public presentations skills;
4.Summary of the subject content:
The course consists of 6 chapters delve into the subject of specialized knowledgeof marketing management, methods of planning, market analysing, consumer behaviorand consumption behavior of the organizations and identifying business opportunities.Thereby applying the knowledge to plan the marketing mixed strategy to helpcompanies enhance competitive advantages
5.The detailed content and forming of organization of teaching, learningsection
5.1 Module theory or theory combined with practice:
Detail Content
Number of periodsSpecific
objectivesSpecifictasks of
student
In class Experiment,
practiceTheory Exercise,
Discussions
Chapter 1: Overview of Marketing Management
understand the basic concepts of Marketing in modern business The development of thinking and Marketing practical The foundation and thephilosophy of modern governance Marketing management process is approached as a process of innovation and providing
Previouse Research:+Document [1]: Content from Chapter 1, Section 1.1to 1.21.1 The basic
understanding of Marketing
1.1.1 Scientific basis of
Marketing1.1.2 What is Marketing?
1.2 The core concept of Marketing
1.2.1 Needs, wants and needs with solvency1.2.2 Value, cost and
satisfaction1.2.3 Exchange, transactions
and relationships1.2.4 The product1.2.5 The market1.2.6 Marketing and
Previouse Research:+Document [2]: Content from Chapter 1, Section 1.3to 1.4
Trang 3marketers customers’s value1.3 Marketing
Management1.3.1 Definition1.3.2 The process of
marketing1.3.3 Field to apply
marketing1.4 The market orientation
of the company1.4.1 Production
perspective.1.4.2 Product perspective.1.4.3 Sales perspective1.4.4 Marketing perspective 1.4.5 Social marketing
perspective.1.4.6 Perspective -based
marketing relationship
Chapter 2: Creating satisfaction for science by quality, service and value
understand what iscustomers’s thevalue satisfaction?How could leadingcompanies createand deliver themto customers Howcan companiesable to attract newcustomers andmaintain existingcustomers
simultaneously.How companiesboost customerprofitability
Previouse Research:+Document [1]: Content from Chapter 2, Section 2.1to 2.32.1 Defining value and
customer satisfaction.
2.2.1.1 Value for customers2.1.2 Customer satisfaction2.1.3 Survey of Customer
Satisfaction2.1.4 The relationship
between the value for customers and
marketing-mix measures2.2 Providing value and
satisfaction for our customers
2.2.1 Value string2.2.2.Analysis of the value
chain and competition
measures2.3 Keeping customers
2.3.1 The price to pay when
lose customers
2.3.2 Keeping customers
needs
2.3.3 Marketing and
Trang 4customer relations.
2.4 Check the
profitability of customers.
2.5 Service and quality of
service
Chapter 3: Governing processes and marketing planning
understand what isthe major steps inthe process ofmarketing? Whatis the maincontents of themarketing plan?What is the maintheoretical tools todescribe theeffects of differenttypes of marketingefforts to sales andprofitability of thecompany ?
Previouse Research:+Document [2]: Content from Chapter 4, Section 3.1to 3.23.1 The process of
marketing3.1.1 Analyze market
opportunities3.1.2 Research your target
market selection3.1.3 Designing a marketing
strategy3.1.4 Marketing planning
programs3.1.5 Organize, implement
and test marketingefforts
3.2 The marketing plan
(essay)
3.2.1 Plan Summary3.2.2 Marketing situation.3.2.3 Analyze opportunities
and problems.3.2.4 Target
3.2.5 Marketing strategy.3.2.6 Action Program.3.2.7 Expected profit -
losses
3.2.8 Check
Chapter 4: Marketing information systems and marketing research
information refers to the importance of activities of managing marketing information systems and the basic content of the organization and management of marketing information systems
Previouse Research:+Document [2]: Content from Chapter 5, Section 4.1to 4.2
4.1 Marketing information
system
4.1.1 Causes of formation of
marketing information system
4.1.2 The concept and the
components of marketing information system
4.2 Marketing research and
its importance
Trang 54.2.1 Definition4.2.2 The process of
marketing research (5 step)
4.2.3 Identify the problem
and research objectives4.2.4 Research planning4.2.5 Data collection4.2.6 Data analysis4.2.7 Reporting results4.2.8 Practical examples of
marketing research
Chapter 5: Consumer market analysis and purchaser behavior.
know factorsaffecting thebehavior ofconsumers andorganizations Understand thedifferent types ofbehavior ofconsumers andorganizations Describe theprocess ofpurchasing
decisions ofconsumers andorganizations
Previouse Research:+Document [1]: Content from Chapter 5, Section 5.1to 5.35.1 Models purchasing
behavior of consumers.5.2 Factors affecting the
purchasing behavior ofconsumers
5.2.1 Cultural factors5.2.2 Social factors5.2.3 Personal factors.5.2.4 Psychological factors.5.3 The process of
purchasing decisions ofconsumers
5.3.1 Format buyers and
purchase decisionprocess
5.3.2 The process of
purchasing decisions ofconsumers.(?!!!!!!)5.4 The process of
purchasing decisionsfor new products.5.4.1 Stages in the process
of selecting newproducts
5.4.2 Influence of the
product characteristicsto choosing speed
Chapter 6: Strategize marketing
Marketingstrategy planning
organization andthe development
Previouse Research:+Document [1]: Content from
6.1 Overview and the
strategy planning.6.1.1 Overview and the
strategy planning
Trang 66.1.2 The planning level and
the type of strategies.6.2 Company strategic
planning 6.2.1 Determine the
company's mission.6.2.2 Identify strategic
business units.6.2.3 Allocation of resources
for the business units.6.2.4 The growth strategies
of planningschools DiscussMarketing
strategy planningprocess company-level and strategicSBU businessunit-level Methodof establishing amarketing plan
Chapter 5, Section 6.1to 6.5
6.3 6.3.Business unit
strategy planning.6.3.1 The concept of
strategic business inunit level
6.3.2 The process of
strategic planningbusiness in unit level6.4 6.4 Marketing
strategy.6.4.1 The marketing
decisions at the strategic levels.6.4.2 Strategize Markeing.6.4.3 Marketing planning at
the product level
Chapter 7: Competition analysis and competition strategy
Overall
study the contents of competitive analysis they need to face the
competitive landscape that is increasingly complex, design competitive intelligence system to gather necessary information to compete
Previouse Research:+Document [1]: Content from Chapter 6, Section 7.1to 7.4
7.1 Analysis of
competitors.7.1.1 Five competing forces.7.1.2 Identify competitors.7.1.3 Analysis of
competitors.7.1.4 Establishing
competitive intelligence system.7.1.5 Selection of
competitors to attack and avoid
7.2 Competitive positions.7.2.1 Top necessarily about
price.7.2.2 Create distinctive
Trang 7features7.2.3 Concentration7.3 Competing strategies.7.3.1 The strategy of market
leader.7.3.2 Strategy of market
challenges.7.3.3 The strategy pursued
by the market.7.3.4 The strategy of the
market filler.7.4 Balance customer
orientation and competitor.7.4.1 Enterprises focus on
competitors.7.4.2 Enterprises focus on
Tools andequipment
used
Norm ofmaterial/student
;group
Specifictasks ofstudent
Lesson 1 Lesson 2
6 Assess the learning outcomes of study
6.1 Regular and period marks, diligently learning attitude: 20% of module marks.6.2 Mid – term test’s mark : 20% of module marks
6.3 Final test’s mark : 60% of module marks
7 References7.1 Documents required:
[1] Le The Gioi, Nguyen Xuan Lan - Marketing Management - Financial Publishing House 2011
[2] Philip Kotler (translated) - Marketing Management - Statistical Publishing House, Hanoi, 2011
[3] Lecture of marketing management by instructors
7.2 References:
[4] Dr Vu The Phu, Marketing Management, Hanoi Finance Publishing House, 2009.[5] Dr Nguyen Van Trai - MBA Nguyen Van Dung, Marketing Management, Labour Publishing House Hanoi 2012
Trang 88 Lecturer’s information:
- MBA Nguyen Thi Hong Hanh - Areas of specialization: Marketing Management, Brand Management, Business
Communication.- About the instructors- Contact Address: 01 Truong Van Bang, Ward 7, Vung Tau City- Email: hanhnth@bvu.edu.vn
Ba Ria-Vung Tau Province, date month year
PRINCIPAL EVALUATION BOARD LECTURER