Lecture 1 introduction to the module

FOUNDATIONS OF MARKETING Introduction to the module Ms.. INTRODUCTION TO THE SUBJECT • Unit Title: Foundations of Marketing • Number of credit: 2 • Hours: 30 • Academic program: BA I

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

GETTING TO KNOW EACH OTHER

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

LECTURER

INTRODUCTION TO THE SUBJECT

• Unit Title: Foundations of Marketing

• Number of credit: 2

• 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

3 Be aware of the marketing concept and marketing orientation

4 Understand the importance of building customer relationships

5 Explain the major marketing functions that are part of the marketing management process

6 Understand the role of marketing in our society Chapter 2

Marketing

Research and

Information

System

1 Analyzing Marketing Information

2 Distributing and Using Marketing Information

3 Other Marketing Information Considerations

4 Assessing Marketing Information Needs

5 Developing Marketing Information

3 The Company’s Microenvironment

4 The Company’s Macro environment

5 Responding to the Marketing Environment

Chapter 5 Business Markets and Business

factors that affect this process

6 Describe industrial classification systems and explain how they can be used to identify and analyze business

markets

Chapter 6 Segmentation, targeting and

1 Understand the concepts of marketing mix

2 Differentiate Product, Service and Experience and their components

3 Understand major pricing strategies

4 Understand main distributing channels

5 Understand main promotion methods

6 Perform 4Ps analysis on existing brand/products

Practice

Practice

Revision

WHY learn this subject?

• Help your major study

• 2 credits

12/4 Chapter 3: Marketing Environment Analysis

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

10/5 Revision

17/5 Final exam

HOW to study this subject?

– Presentation of knowledge (30%) and practices;

– Instruct students to self-study and evaluate performance; – Assign course work and give feedback for improvement

• Ask your teachers and

friends for help

• Study in groups

DON’Ts

• Miss the deadline

• Be lazy and abuse Google translate to do assignments

• Copy from online sources and your friend (you will get 0 mark)

ASSESSMENTS

No Criteria Weight Note

1 Attendance 30% Full attendance, Contribution during

class, Quizzes, homework

2 Mid-term Test 20% Group presentation

3 Final Test 50% Multiple Choices, Essay, Interview

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