Lecture 1 introduction to the module

FOUNDATIONS OF MARKETING Introduction to the module Ms Dang Thi Mai Huong Faculty of Economics and Management International School of Thai Nguyen University Email: sarahhuong11@gmail.com CONTENTS Introduction to the module Teaching schedule Assessments Placement test GETTING TO KNOW EACH OTHER LECTURER • • • • Ms Dang Thi Mai Huong Office: Dept of Academic Affairs and Int Cooperation, ISTNU Head Office 2012-2014: MBA, NPUST 2007-2011: BA,University of Rizal System, Philippines Email: sarahhuong11@gmail.com RULES • • • • • • • • • Greetings Attendance Preparation Participation Cell-phone Chatting Copy Deadline Format INTRODUCTION TO THE SUBJECT • • • • Unit Title: Foundations of Marketing Number of credit: Hours: 30 Academic program: BA International Business, BA Accounting and Finance, BA Business and management • Perquisite: non LEARNING OUTCOMES • GLO 1: Students should be able to demonstrate a basic knowledge and understanding of the concept of marketing through the synthesis of their own experiences • GLO 2: Students should be able to apply simple analytical frameworks to real-life case studies • GLO 3: Students are able to analyze market demands, customer value of a specific product/service • GLO 4: Students are expected to analyze behaviors of final consumers and organizations • GLO 5: Students are able to make marketing mix strategy for a specific company Specific learning outcomes Chapter Introduction to Marketing Chapter Marketing Research and Information System Chapter Marketing Environment Define marketing Understand several important marketing terms, including target market, marketing mix, marketing exchanges, and marketing environment Be aware of the marketing concept and marketing orientation Understand the importance of building customer relationships Explain the major marketing functions that are part of the marketing management process Understand the role of marketing in our society Analyzing Marketing Information Distributing and Using Marketing Information Other Marketing Information Considerations Assessing Marketing Information Needs Developing Marketing Information Recognize the importance of environmental scanning and analysis Marketing Research The Company’s Microenvironment Chapter Consumer behaviors analysis and Organization behavior analysis Describe the level of involvement and types of consumer problem-solving processes Recognize the stages of the consumer buying decision process Explain how situational influences may affect the consumer buying decision process Understand the psychological influences that may affect the consumer buying decision process Be familiar with the social influences that affect the consumer buying decision process Define the business market and explain how business markets differ from consumer markets Identify the major factors that influence business buyer behavior List and define the steps in the business buyingdecision process Compare the institutional and government markets and explain how institutional and government buyers make their buying decisions Chapter Business Markets and Business Buying Behavior Be able to distinguish among the various types of business markets Identify the major characteristics of business customers and transactions Understand several attributes of the demand for business products Become familiar with the major components of a buying center Understand the stages of the business buying decision process and the factors that affect this process Describe industrial classification systems and explain how they can be used to identify and analyze business markets 1 Understand the concepts of Chapter Segmentation, Targeting and Positioning Segmentation, targeting and Identify the competitive advantages of a Positioning brand/product Perform STP analysis on existing brands Chapter Marketing Mix (4Ps) Practice Practice Revision Understand the concepts of marketing mix Differentiate Product, Service and Experience and their components Understand major pricing strategies Understand main distributing channels Understand main promotion methods Perform 4Ps analysis on existing brand/products WHY learn this subject? • Help your major study • credits TEACHING SCHEDULE No Contents 7/4 Orientation Chapter 1: Introduction to Marketing Chapter 2: Marketing Research and Information System 12/4 Chapter 3: Marketing Environment Analysis 5/4 14/4 Chapter 4: Consumer behaviors analysis and Organizational behavior analysis 19/4 Midterm exam (Group presentation) 21/4 Chapter 5: Business Markets and Business Buying Behavior 26/4 Chapter 6: Market Segmentation, Targeting and Positioning 3/5 Chapter 7: Marketing Mix 5/5 Practice TEACHING SCHEDULE No Contents 10/5 Revision 17/5 Final exam HOW to study this subject? • Students: – Listening and participate in the lecture enthusiastically; – Do all homework and assignment BY YOURSELF; – Complete assignments following lecturer’s requirements; – Self study and self practice at home; – Comply to deadlines • Lecturers – Presentation of knowledge (30%) and practices; – Instruct students to self-study and evaluate performance; – Assign course work and give feedback for improvement STUDY NOTES • • • • • • DOs Be on time Complete all homework and assignments Find online resources for improvement Read business articles and books Ask your teachers and friends for help Study in groups DON’Ts • Miss the deadline • Be lazy and abuse Google translate to assignments • Copy from online sources and your friend (you will get mark) ASSESSMENTS No Criteria Weight Note Attendance 30% Full attendance, Contribution during class, Quizzes, homework Mid-term Test 20% Group presentation Final Test 50% Multiple Choices, Essay, Interview HOMEWORK • Learning materials and homework for each Topic will be sent to students 2days before lectures • Students are required to complete ALL exercises provided • Students are advised to printout the materials and submit to lecturers upon request Quiz • Quiz will be given later after class Individual assignment • Individual assignment will be given later MID-TERM • Group presentation FINAL EXAM • Multiple choice and Essay PLACEMENT TEST • OBJECTIVE – Evaluate student’s general knowledge with focus on Marketing topic which have learnt in ESP subject