Course Syllabus
Special Topics in Business Marketing and Management
MRKG 1391
Course
STMK
Summer 2015 – 3 credits
Instructors
Le Minh Duc
duclm@saigontech.edu.vn
Lam Nguyet Anh (co-instructor)
anhln@saigontech.edu.vn
Location/Times
Quang Trung campus – R204 on Tuesday 7:30-9:30 & R203 on Friday 9:45-11:45
Course Length
48 hours / 12 weeks
Type of Instruction
Face to Face
Course Description:
Introduction to marketing in service industry; identification of consumer and
organizational needs; explanation of economic, psychological, sociological, and
global issues.
Course Prerequisite(s)
R4 (Reading level 4)
W4 (Writing level 4)
S4 (Speaking 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
1.1 Identify the 4Ps of marketing mix for services.
1.2 Use marketing mix in according with market segmentation.
2.1 Describe external factors affecting consumer behavior.
2.2 Understand decision making process from both consumer and business side.
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.
Office: Room 610
Mon-Fri 07:30-16:30, Sat 07:30-11:30
Office: Room 604
Mon-Fri 07:30-16:30, Sat 07:30-11:30
Student
Assessment(s)
Attendance 10%
Midterm Exam: 25%
Students are expected to come to
Students are expected to take a 2 hour
class on time and not miss more than
exam to test their knowledge of the first 7
6 hours of class.
chapters covered in class.
Presentation: 25%
Final Exam: 25%
Students are expected to give 5
Students are expected to take a 2 hour
presentations in front of class.
exam to test their knowledge of the last 8
chapters covered in class.
Final Report 15%
Students are expected to write a 10
page report to sum up all the
knowledge learnt in class and apply to
a case company.
HCC Grading Scale:
A = 100- 90
B = 89 - 80:
C = 79 - 70:
D = 69 - 60:
F = 59 and below
Passing grade is D
Instructional Materials
Services Marketing: People, Technology, Strategy. 7 edition.
Christopher Lovelock, Jochen Wirtz. Pearson, 2011.
Instructor's
Requirements
Both essay and multiple choice examinations are closed-book. No material is
allowed. Students are advised to bring own printed dictionary to exams.
Exam
Type
Duration
Points
Chapters
Midterm
Exam
Multiple Choice
65 minutes
60
1 to 7
Essay
45 minutes
40
1 to 7
Final
Exam
Multiple Choice
65 minutes
60
8 to 15
Essay
45 minutes
40
8 to 15
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 electronic devices. Emergency calls 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.
Being late to each class will be counted as missing half of that class.
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 beware of the following:
A. Cheating
Acts of cheating in examinations, homework, tests and other assignments include but are not limited to:
1. Copy tests, works, reports etc. from computers, database, programs of other students and people
2. Use study materials or electronic devices during examinations, tests without instructor’s permission
3. Collaborate with other students during examinations, tests, or assignments without instructor’s permission
4. Use or submit the same work for different classes without instructors’ permission
5. Use, buy, sell, steal, spread out, ask for a part or a whole of unpublished tests
6. Take the test for someone else or have someone take the test for you or help or ask someone to do your
homework
7. Bribe to get unpublished tests
8. Bribe students, instructors, or school staff to change grades
B. Plagiarism
Acts of plagiarism include but are not limited to:
1. Submit other people’s works to get points
2. Copy words or ideas without citing source and author’s name
3. Do not use quotation marks for direct citation
4. Cite the wrong source
5. Change the wording but sentence structure without citing author’s name
6. Borrow words/ phrases from a source without using quotation marks or with making negligible change
7. Copy too many words or ideas that make up the most of personal work, regardless of whether source and
author’s name are cited
8. Copy information from Internet such as company information, market information etc.
9. Use Google Translation to write up papers, regardless of whether you use your own ideas or borrow ideas
10. Use Google Translation to write up papers by translating Vietnamese from existing Vietnamese study materials/
sources into English
Course Calendar
Week
Date
Topics
Assignments
1
June 17
Introduction
Chapter 1
1
June 19
Consumer Behavior
Chapter 2
2
June 23
Positioning
Chapter 3
2
June 26
Presentation 1
3
June 30
Product
Chapter 4
3
July 3
Distribution
Chapter 5
4
July 7
Price
Chapter 6
4
July 10
Promotion
Chapter 7
5
July 14
Presentation 2
5
July 17
Midterm Review
6
July 21
Midterm Exam
6
July 24
Process
Chapter 8
7
July 28
Capacity
Chapter 9
7
July 31
Environment
Chapter 10
8
August 4
People
Chapter 11
8
August 7
Presentation 3
9
August 11
Loyalty
Chapter 12
9
August 14
Recovery
Chapter 13
10
August 18
Quality
Chapter 14
10
August 21
Leadership
Chapter 15
11
August 25
Presentation 4
11
August 28
Final Review
12
Sep 1
Final Exam
12
Sep 4
Final Presentation & Feedback
Project Report
Deadline 4PM