University of Economics HCMC Faculty of Business Administration MBA PROGRAMME- ENGLISH SPEAKING OPTIONS MARKETING MANAGEMENT COURSE OUTLINES Course intructors: • Dr Tran Ha Minh Quân Instructor • MBA Ho Phu Hai - Brand manager-Sting-Romano Guest speaker • MBus Kieu Anh Tai- Account manager-JWT Guest speaker Learning Objectives: Upon the completion of the course the student will be able to the following: Evaluate the role of marketing management in the Vietnam and globally Examine the marketing concept Compare and contrast the various elements of consumer and business markets and their management Discuss the importance of market segmentation to target market efforts Assess marketing mix strategies of product, pricing, distribution, and promotion Describe the components and relate the benefits of marketing research to the overall company goals Evaluate a promotional program that integrates several promotional methods Examine the specialized characteristics of, and the particular management strategies of, international marketing Research the varying roles of marketing in the emerging information economy and evaluate the impact of the current surge in information technology Contents Topic 1: Creating brand equity Topic 2: Analyzing consumer markets Topic 3: Analyzing business markets Topic 4: Indentifying market segment and targets Topic 5: Crafting the brand positioning Topic 6: Designing and managing intergrated marketing communications Topic 7: Managing mass communication Topic 8: Introducing new market offering Textbook: Marketing Management Edition 12th Author: PhiLip Kotler & Kevine Keller Assessment: • Short tests (every lecture) 10% • Assignment 20% • Midterm examination 20% • Final examination 50%