• Học phần
  • Cấu trúc chương trình cử nhân quốc tế
  • Principle of Marketing
  • icoPD.png

Principle of Marketing

BANKING UNIVERSITY OF HO CHI MINH CITY

CERTIFICATE IN BUSINESS MANAGEMENT

          BBM1005:  Principles of Marketing

Credits: 16

ECTS Value: 8


Marking Scheme: Numerical marking scheme (i.e. mark of 0-100)

 

Pass Mark:

The pass mark for the module is 50%

 

Delivery Type:

This module requires you to attend the classes at the scheduled time in the specific locations.

Pre-Requisites:

None

Co-Requisites:

None

 

Module Outline

This is an introductory module, designed to provide an overview of the principles of marketing and their application to consumer and industrial marketing. The class provides you with the basic “language” of marketing, an understanding of marketing issues and should serve as a basis for more advanced study in the field of marketing.

 

The topics covered in the course are marketing and its role in the company and society, marketing environment, marketing information system, consumer behavior, business to business behavior, segmentation, targeting, positioning, product strategies, pricing strategies, marketing channels, integrated marketing communications, strategic planning and marketing organization.

 

Indicative Content

Number

Description

1

  • Marketing: Managing Profitable Customer Relationship
  • The Marketing Environment
  • Managing Marketing Information
  • Marketing Plan, and communication
  • Marketing Research
  • Consumer Buyer Behaviour
  • Business Buyer Behaviour
  • Marketing mix, Segmentation, Targeting and Positioning

2

  • Product, Services, and Branding Strategy
  • New Product Development and Product Life-Cycle Strategies
  • Pricing Strategies
  • Marketing Channels
  • Integrated Marketing Communications Strategy
  • Advertising, Sales Promotion, distribution, and Public Relation
  • Personal Selling and Direct Marketing
  • Service marketing and Creating Competitive Advantage
  • Planning Marketing Strategy and Marketing Organization

 

Learning Outcomes

On successful completion of this Module you will be expected to:

Description

1

  • Be able to demonstrate a knowledge and understanding of Marketing as an academic discipline and functional area of business.

2

  • Be able to demonstrate a knowledge and understanding of models, concepts, and tools of Marketing.

3

  • Be able to demonstrate a knowledge and understanding of the need for the integration of Marketing with other functional disciplines.

4

  • Be able to analyse and apply basic Marketing concepts to a range of straight forward problems and situations.

5

  • Be able to gather Marketing information using a variety of sources and use it to produce work of an appropriate standard.

6

  • Be able to use learning resources effectively to produce work which is appropriate at an undergraduate level;
  • Have studied and learned in a manner which is appropriate at an undergraduate level;
  • Be able to communicate in a manner which is appropriate at an undergraduate level;
  • Be able to approach learning with different styles and in different ways.

 

Learning and Teaching Strategy

The teaching and learning strategy for this module will be introduced by a formal lecture. You are required to read the material in advance of the class. You will be followed class dicussion, presentation, video analysis, case studies and skill building exercises. You also will prepare you for the group role play summative assessment, research project and final written exam at the end of the module.

 

 

Learning & Teaching Methods

 

Method

Hours

Lecture & Seminar

48

Tutorial

15

Guided independent study

97

 

Summary

%

Scheduled

40

Independent

60

 

Summative Assessments

Item

Final Item?

Assessment Method

Description

Learning Outcomes

Weighting %

1

No

Mid-term Exam

2 Hour Open Book Examination

Indicative Content 1

30

2

No

Portfolio

Product Marketing Plan, Case studies, participation

Learning Outcomes 1 - 6

20

3

Yes

Final Written Exam

2 Hour Open Book Examination

Indicative Content 1

50

 

Summary

%

Final Written Exam

50

Midterm Exam

30

Portfolio

20

 

Learning Resources

Description

Textbook: P. Kotler & G. Armstrong  (2012)  Principles of Marketing, 14th Edition,  Prentice-Hall,

In addition to the set textbook, the following references will be useful:

   Jobber, D. (2007) Principles and Practice of Marketing, 5th Edition, London: McGraw-Hill
   Hart, S. J. and Baker, M.J. (2008) The Marketing Book, 6th Edition, London: Butterworth Heinemann
Kotler P., Wong, V., Saunders J. and Armstrong, G. (2005) Principles of Marketing, 4th European Edition, Harlow: FT Prentice Hall

   William D. Perreault, E. Jerome McCarthy (2005), Basic Marketing: a Global Managerial Approach, 15th edition, McGraw-Hill
- Journal of Marketing

   - Journal of Consumer Research

 

 

 

                                                           

 

 

top.png