2/12/2022
MARKETING MANAGEMENT
Dr. Đỗ Khắc Xuân Diễm
E.mail: diem.dkx@ou.edu.vn
Ho Chi Minh City, 2/2022
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Course objectives
• Advanced knowledge about marketing, specialized in
marketing management.
• Application of the marketing knowledge to analyse and solve
marketing problems and develop a marketing plan for a specific
product or business.
• Autonomy and responsibility abilities for activities related to
marketing.
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Content
Chapter 1
Defining marketing for the new realities
Chapter 2
Developing marketing strategies and plans
Chapter 3
Conducting marketing research
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Content
Chapter 4
Analysing customers
Chapter 5
Market segmentation, targets and positioning
Chapter 6
Product strategy
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Content
Chapter 7
Pricing strategy
Chapter 8
Integrated marketing channels
Chapter 9
Integrated marketing communications
Chapter 10
Managing a holistic marketing organization for
the long run
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Textbooks
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.).
Boston: Pearson.
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References
Ferrell, O., C., & Hartline, Michael D. (2008). Marketing Strategy (4th
ed.). Mason, OH: Thomson.
Kotler, P. & Keller, K. (2013). Quản trị marketing (Tài liệu dịch).
Tp.HCM, Vietnam: NXB Lao động Xã hội.
Trương Đình Chiến (2011). Quản trị marketing. Hà Nội, Việt Nam: NXB
Đại học Kinh tế Quốc dân.
Đỗ Khắc Xuân Diễm (2015). Quản trị marketing. Tài liệu lưu hành nội
bộ: Trường Đại học Mở Tp.Hồ Chí Minh.
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Course assessment
 On-going assessment (50%)
–
–
–
–
–
Attendance: 5%
Contribution in class: 5%
Individual test (multiple choice questions on LMS): 10%
Case study/assignment (group presentation): 10%
Marketing plan for a new product (group project): 20%
• Paperwork (3,000 words plus and minus 10%): 10%
• Presentation: 10%
• Due date: the end of week 9 (Sunday, 23:59)
• Presentation: week 10
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Course assessment
 Final test (50%) (Individual)
Marketing project (2,000 words, ± 10%)
Analysing an existing brand, suggesting brand extension and building a
marketing plan for this brand extension.
 Plagiarism check < 20%.
 Citations and references required.
 English grammar check.
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Classroom rules




Please come in class in time.
Please concentrate on the lectures and participate in class activities.
Please do not do other works not related to the course subject.
Please put your phone in vibration mode and use the phone outside the
classroom.
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CHAPTER 1
DEFINING MARKETING FOR THE NEW REALITIES
Dr. Đỗ Khắc Xuân Diễm
E.mail: diem.dkx@ou.edu.vn
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Trường Đại học Mở Tp.HCM
Contents
1.
2.
3.
4.
5.
6.
KHOA ĐÀO TẠO ĐẶC BIỆT
The scope of marketing
Core marketing concepts
The new marketing realities
A dramatically changed marketplace
Company orientation toward the marketplace
Marketing management tasks
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The scope of marketing
- What is marketing?
- What is marketed?
- Who markets?
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Discussion
What is marketing? Do you agree that marketing is important?
Justify your answers.
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What is marketing?
Marketing is the activity, set of institutions, and process for creating,
communicating, delivering and exchanging offerings that have value for
customers, clients, partners, and society at large (American Marketing Association).
Marketing is a societal process by which individuals and groups obtain
what they need and want through creating, offering and freely exchanging
products and services of value with others (Social definition of marketing).
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What is marketing?
Marketing is the art of selling products (Managerial definition of marketing).
The aim of marketing is to make selling superfluous. The aim of
marketing is to know and understand the customer so well that the product
or service fits him and sells itself. Ideally, marketing should result in a
customer who is ready to buy (Peter Drucker).
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What is marketing?
Marketing management is the art and science of choosing target
markets and getting, keeping, and growing customers through creating,
delivering, and communicating superior customer value.
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What is marketed?
Goods
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What is marketed?
Services
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What is marketed?
Events
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What is marketed?
Experiences
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What is marketed?
Persons
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What is marketed?
Places
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What is marketed?
Properties
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What is marketed?
Organisations
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What is marketed?
Information
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What is marketed?
Ideas
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Who markets?
• Economists:
Market is a collection of buyers and sellers who transact over a
particular product or product class (ex: the housing market).
• Marketers:
Market is a collection of buyers who have the same need on a
particular product and can afford to buy to satisfy that need.
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Who markets?
A simple marketing system
Communication
Goods/services
Industry
(a collection of sellers)
Market
(a collection of buyers)
Money
Information
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Who markets?
Key customer markets
• Consumer markets
• Business markets
• Nonprofit and Governmental markets
• Global markets
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Core marketing concepts
-
Needs, wants and demands
Target markets, positioning, and segmentation
Offerings and brands
Marketing channels
Paid, owned and earned media
Impressions and engagement
Value and satisfaction
Supply chain
Competition
Marketing environment
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The new marketing realities
- Technology
- Globalisation
- Social responsibility
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A dramatically changed marketplace
- New consumer capabilities
•
•
•
•
•
Can use the internet as a powerful information and purchasing aid
Can search, communicate and purchase on the move
Can tap into social media to share opinions and express loyalty
Can actively interact with companies
Can reject marketing they inappropriate
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A dramatically changed marketplace
‒ New company capabilities
• Can use the internet as a powerful information and sales channel including for
individually differentiated goods.
• Can collect fuller and richer information about markets, customers, prospects and
competitors.
• Can reach customers quickly and efficiently via social media and mobile
marketing, sending targeted ads, coupons and information.
• Can improve purchasing, recruiting, training, and internal and external
communications.
• Can improve cost efficiency.
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A dramatically changed marketplace
‒ Changing channels
‒ Heightened competition
• Catalog houses
• Private labels
• Direct mail firms
• Mega-brands
• Deregulation
• TV direct-to-customer ads
• Privatization
• Home shopping TV
• E-commerce
• Entertainment into stores
• ‘Brick-and-click’ retailers
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Company orientation toward the marketplace
Production
concept
Consumers
favor products
that are available
and affordable.
Product
concept
Consumers
favor products
that offer the
most quality,
performance and
features.
Selling
concept
Consumers will
not buy enough
products unless
the firm
undertakes a
large-scale
selling and
promotion
effort.
Marketing
concept
Achieving
organisational
goals depends
on knowing the
needs and wants
of target markets
and delivering
the desired
satisfactions
better than
competitors.
Societal
marketing
concept
A company’s
marketing
decisions should
consider
consumers’
wants, the
company’s
requirements,
consumers’
long-run
interests and
society’s longrun interests.
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The holistic marketing concept
Marketing
department
Products Channels
& Services
Price
Communications
Senior
Other
Management departments
Internal
marketing
Integrated
marketing
Holistic
marketing
Sales
revenue
Brand &
customer equity
Relationship
marketing
Performance
marketing
Customers
Social
Ethics
Legal
Environment
Employees
Partners
Financial
community
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Updating the four Ps
The evolution of marketing management
Product
Place
People
Modern
marketing
management
Marketing mix
Price
Process
Promotion
Programs
Performance
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Marketing management tasks
Developing marketing strategies and plans
Capturing marketing insights
Connecting with customers
Building strong brands
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Marketing management tasks
Creating value
Delivering value
Communicating value
Conducting marketing responsibility for longterm success
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Applications
• Marketing debate
Does marketing create or satisfy needs?
Marketing has often been defined in terms of satisfying customers’
needs and wants. Critics, however, maintain the marketing goes beyond
that and creates needs and wants that did not exist before. They feel
marketers encourage consumers to spend more money than they should
on goods and services they do not really need.
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Applications
• Marketing discussion
Shifts in marketing
Consider the three key forces driving the new marketing realities. How
are they likely to change in the future? What other major trends or forces
might affect marketing?
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Applications
Case study
Nike
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References
Kotler, P., & Keller, K. L. (2016). Marketing management (15th edition.
ed.). Boston: Pearson.
Ferrell, O., C., & Hartline, Michael D. (2008). Marketing Strategy (4th ed.).
Mason, OH: Thomson.
Kotler, P. & Keller, K. (2013). Quản trị marketing (Tài liệu dịch).
Tp.HCM, Vietnam: NXB Lao động Xã hội.
Trương Đình Chiến (2011). Quản trị marketing. Hà Nội, Việt Nam: NXB
Đại học Kinh tế Quốc dân.
Đỗ Khắc Xuân Diễm (2015). Quản trị marketing. Tài liệu lưu hành nội bộ:
Trường Đại học Mở Tp.Hồ Chí Minh.
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