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 NAM FACULTY OF ECONOMICS
–LAW-LOGISTIS Y
Independence– Freedom – Hapiness
MODULE OUTLINE DETAILS
1 General Information
- Course Name: Marketing Management
- Module Code: 0101100067
- Credit: 3 credits
- Previous Prerequisite Modules : None
- The requirements for the module: None
2 Objectives of the module
Marketing Management module enables students to understand and grasp of marketing activities and equip students with the knowledge of marketing strategy planning in business
Knowledge:
Aim to equip students of governance the most fundamental principles in the governance process marketing activities
- Understand the overview of Marketing and Marketing management
- Understand the analysis of marketing opportunities
- Understand the the strategy marketing objectives
- Understand the competitive marketing strategy
- Understand Marketing planning program
- Understand the organization, implementation and assessment activities Marketing
Skills:
- Capable of applying the knowledge learned in studies evaluating a marketing plan
of 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 marketing activities
- 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 performance
of a business marketing
3 Preparation of the module output
After completing the module students will able to work with the basic knowledge about 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 knowledge
of marketing management, methods of planning, market analysing, consumer behavior and consumption behavior of the organizations and identifying business opportunities Thereby applying the knowledge to plan the marketing mixed strategy to help companies enhance competitive advantages
5 The detailed content and forming of organization of teaching, learning section
5.1 Module theory or theory combined with practice:
Detail Content
Number of periods Specific
objectives Specific tasks of
student
In class Experiment,
practice Theory 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 the philosophy of modern governance
Marketing management process is approached as a process of innovation and providing
Previouse Research:+ Document [1]: Content from Chapter 1, Section 1.1
to 1.2
1.1 The basic
understanding of
Marketing
1.1.1 Scientific basis of
Marketing
1.1.2 What is Marketing?
1.2 The core concept of
Marketing
1.2.1 Needs, wants and
needs with solvency
1.2.2 Value, cost and
satisfaction
1.2.3 Exchange, transactions
and relationships
1.2.4 The product
1.2.5 The market
1.2.6 Marketing and
Previouse Research:+ Document [2]: Content from Chapter 1, Section 1.3
to 1.4
Trang 3marketers customers’s value
1.3 Marketing
Management
1.3.1 Definition
1.3.2 The process of
marketing
1.3.3 Field to apply
marketing
1.4 The market orientation
of the company
1.4.1 Production
perspective
1.4.2 Product perspective
1.4.3 Sales perspective
1.4.4 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 is customers’s the value satisfaction?
How could leading companies create and deliver them
to customers How can companies able to attract new customers and maintain existing customers
simultaneously
How companies boost customer profitability
Previouse Research:+ Document [1]: Content from Chapter 2, Section 2.1
to 2.3
2.1 Defining value and
customer satisfaction.
2
2.1.1 Value for customers
2.1.2 Customer satisfaction
2.1.3 Survey of Customer
Satisfaction
2.1.4 The relationship
between the value for
customers and
marketing-mix
measures
2.2 Providing value and
satisfaction for our
customers
2.2.1 Value string
2.2.2.Analysis of the value
chain and competition
measures
2.3 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 is the major steps in the process of marketing? What
is the main contents of the marketing plan?
What is the main theoretical tools to describe the effects of different types of marketing efforts to sales and profitability of the company ?
Previouse Research:+ Document [2]: Content from Chapter 4, Section 3.1
to 3.2
3.1 The process of
marketing
3.1.1 Analyze market
opportunities
3.1.2 Research your target
market selection
3.1.3 Designing a marketing
strategy
3.1.4 Marketing planning
programs
3.1.5 Organize, implement
and test marketing
efforts
3.2 The marketing plan
(essay)
3.2.1 Plan Summary
3.2.2 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 4.1
to 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 Definition
4.2.2 The process of
marketing research (5
step)
4.2.3 Identify the problem
and research objectives
4.2.4 Research planning
4.2.5 Data collection
4.2.6 Data analysis
4.2.7 Reporting results
4.2.8 Practical examples of
marketing research
Chapter 5: Consumer
market analysis and
purchaser behavior.
know factors affecting the behavior of consumers and organizations
Understand the different types of behavior of consumers and organizations
Describe the process of purchasing
decisions of consumers and organizations
Previouse Research:+ Document [1]: Content from Chapter 5, Section 5.1
to 5.3
5.1 Models purchasing
behavior of consumers
5.2 Factors affecting the
purchasing behavior of
consumers
5.2.1 Cultural factors
5.2.2 Social factors
5.2.3 Personal factors
5.2.4 Psychological factors
5.3 The process of
purchasing decisions of
consumers
5.3.1 Format buyers and
purchase decision
process
5.3.2 The process of
purchasing decisions of
consumers.(?!!!!!!)
5.4 The process of
purchasing decisions
for new products
5.4.1 Stages in the process
of selecting new
products
5.4.2 Influence of the
product characteristics
to choosing speed
Chapter 6: Strategize
marketing
Marketing strategy planning
organization and the 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 planning schools Discuss Marketing
strategy planning process company-level and strategic SBU business unit-level Method
of establishing a marketing plan
Chapter 5, Section 6.1
to 6.5
6.3 6.3.Business unit
strategy planning
6.3.1 The concept of
strategic business in
unit level
6.3.2 The process of
strategic planning
business in unit level
6.4 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 7.1
to 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 77.2.3 Concentration
7.3 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
customers
5.2 Practice Management Module:
Details Number of
periods
Specific objectives
Tools and equipment used
Norm of material/student
;group
Specific tasks of student
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 References
7.1 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