Course Syllabus
Principles of Marketing
MRKG 1311
Course
PMRK
Fall 2014 – 3 credits
Instructors
Le Minh Duc
duclm@saigontech.edu.vn
Location/Times
Quang Trung campus – R201 – Friday 07:30-10:40
Course Length
48 hours / 16 weeks
Type of Instruction
Lecture
Course Description:
Introduction to basic marketing functions; identification of consumer and
organizational needs; explanation of economic, psychological, sociological, and
global issues; and description and analysis of the importance of marketing research.
(Formerly MKTG 1305)
Course Prerequisite(s)
R4 (Reading level 4)
W4 (Writing level 4)
Program Learning
Outcomes (PLO)
1. Identify the marketing mix components in relation to market segmentation.
2. Explain the environmental factors which influence consumer and organizational
decision-making process.
3. Outline a marketing plan.
4. Identify the elements of the communication process between buyers and sellers in
business.
5. Utilize marketing research techniques to implement competitive marketing
decisions.
Student Learning
Outcomes (SLO):
1. Identify the marketing mix components in relation to market segmentation.
2. Explain the environmental factors which influence consumer and organizational
decision-making processes.
3. Identify marketing activities that can add values to organization
4. Outline a marketing plan.
Learning Objectives
Students will be able to
1.1 Identify marketing mix including price, place, product and promotion.
1.2 Use marketing mix in according with market segmentation.
2.1 Describe external factors affecting consumer behavior. For example, economic
factors, cultural factors, psychological factors and so on.
2.2 Understand decision making process.
3.1 Identify marketing activities and understand their advantages and disadvantages.
3.2 Apply marketing activities in practical scenarios.
4.1 Write a basic marketing plan.
4.2 Gain presentation skills as presenting marketing plan in front of the class and
lecturer.
Lam Nguyet Anh
anhln@saigontech.edu.vn
Student
Assessment(s)
Attendance 10%
Project Report 20%
Case Studies: 10%
Midterm Exam: 20%
Project Presentation: 10%
Final Exam: 30%
HCC Grading Scale:
A = 100- 90
B = 89 - 80:
C = 79 - 70:
Instructional Materials
Marketing, Dhruv Grewal and Michael Levy, 2nd Edition, McGraw-Hill/Irwin, New York,
NY, 2010, 2008 ISBN: 978-0-07-338095-7
Instructor's
Requirements
Both essay and multiple choice examinations are closed-book. No material is
allowed.
Exam
Midterm
Exam
Final
Exam
D = 69 - 60:
F = 59 and below
Passing grade is D
Type
Duration
Points
Multiple Choice
35 minutes
30
Essay
75 minutes
70
Multiple Choice
35 minutes
30
Essay
75 minutes
70
Chapters
1, 2, 4, 5, 8,
9, 10
1, 2, 4, 5, 8,
9, 10
12, 13, 15,
16, 17, 18, 19
12, 13, 15,
16, 17, 18, 19
Course Policies
The use of laptops and tablets in class for presentation purpose and review session is allowed. Other purposes of
electronic device use in class and in tests are not allowed as they may drive students to distraction from lectures.
Please mute your cellphones. Emergency call can be made out of class.
Make-up Exam Policy: Make-up exams will not be given unless the student has a verifiable, valid excuse that has
been discussed with and agreed by the instructor in advance. At instructor’s sole discretion for very limited cases,
provisions for missed exams may be made for extraordinary situations. Students who may miss an exam should
make every effort to get written permission from instructor prior to the exam.
Attendance: Those who are absent more than six (6) hours will be dropped from the course and will receive an F.
Please read information about attendance and withdrawal policies on SaigonTech website:
http://www.saigontech.edu.vn/saigontech/english/general_academic.jsp?subid=37#6
Academic Honesty
Students are responsible for conducting themselves with honor and integrity in fulfilling course requirements.
Penalties and/or disciplinary proceedings may be initiated by SaigonTech officials against a student accused of
scholastic dishonesty. Please visit this site for more details about Academic Dishonesty Policy:
http://www.saigontech.edu.vn/saigontech/english/student_discipline.jsp?disID=3&subid=42
Course Calendar
Week
Date
Topics
Introduction to Marketing: Overview & Ethics
1
Sep 26
Project Group Allocation: Write a marketing plan for your company
Developing marketing strategies and a marketing plan
Reading
Assignments
Syllabus & Unit
outlines
Chapter 1 & 3
Chapter 2
2
Oct 3
3
Oct 10
Analyzing the marketing environments
4
Oct 17
Consumer behavior & B2B
5
Oct 24
Segmentation, Targeting & Positioning
Chapter 8
Marketing research & Information system
Chapter 9
6
Oct 31
7
Nov 7
8
Nov 14
Midterm Exam
9
Nov 21
Service: the intangible product
10
Nov 28
Pricing concepts for establishing value
11
Dec 5
Project milestone – Project outline approval
Chapter 4
Chapter 5 & 6
Mid-term test review / Project consulting
Product, branding & package decisions
Developing new products
Chapter 10 & 11
Chapter 12
Chapter 13 & 14
Supply chain management
Chapter 15
Retailing & Multi-channel marketing
Chapter 16
Integrated marketing communication
Chapter 17
12
Dec 12
13
Dec 19
Advertising and promotion sales
Chapter 18
14
Dec 26
Personal selling & Sales management
Chapter 19
Project consulting
15
2015 Jan 2 Final exam
16
2015 Jan 9 Presentation, Final Report & Feedback
Report deadline
2015 Jan 6, 4PM