Modules

Fundamental Marketing

FUNDAMENTAL MARKETING

Course code: BUS 1200

Time: 03 credits

prerequisites: None

Main Lecturer: PhD. Phan Dinh Quyen

Supporters:

  • MBA. Tran Thi Y Nhi
  • MBA. Vo Thi Ngoc Trinh
  • MBA. Vu Quoc Viet Nam,

Documentaries :

          Nguyen Dinh Tho & Nguyen Thi Mai Trang (2008), Principles of Marketing, HCM National University Published.

          The book is written based on the marketing theories of Philip Kotler and Gary Armstrong (2012) and others, as well as the teaching and research experience of the authors.

References:

1. Phan Dinh Quyen, Tran Thi Y Nhi, Vo Thi Ngoc Trinh (2013). Principles of Marketing, HCM National University Published.

2. Philip Kotler and Gary Armstrong (2012). Principles of Marketing.  Pearson Prentice Hall

3. Marilyn A. Stone and John Desmond (2007). Fundamentals of Marketing. New York Routledge published.

          The above books provide fundamental theoretical and practical ideas about marketing. It also positively evaluates the effectiveness and differences in the application of marketing strategies, as well as access to case studies in marketing.

COURSE GOALS

          The course provides the learners with basic knowledge about the core of marketing, including  concepts, contents and processes of marketing activities in organizations such as the role and function of marketing activities; marketing environment and marketing research; market segmentation, target market selection, brand positioning, and implementing mixed marketing strategies in products and services (4P, 7P and 4C), etc.

          This is a prerequisite for in-depth study of specialized subjects such as marketing research, Marketing management, Service Marketing, Sales management, Brand management, and Sales skills.

          At the end of this course, the students' knowledge is evaluated according to the learning outcomes of the course in terms of the outcomes of the Bachelor of Business Administration Program. Response rates are classified on the basis of Benjamin S. Bloom's scale of 6 levels. Specifically, students may remember (Level 1), Understand (Level 2), and first apply (Level 3) some of the core knowledge of marketing in business and business applications, as well as marketing related fields.

Course Description

          In order to be successful in business operations, the primary factor which determines success that manufacturers cannot ignore is the customer. The customer is the key factor, dominating all business activities and competition. Hence, capturing the needs of customers and finding ways to transfer the value of the product or service to best satisfy the needs of the customer becomes the key to the success of business. Because of this, marketing is increasingly asserting its role in business operations as well as in every organization.

          This course provides learners with basic knowledge of marketing including knowledge of needs, customer purchasing decisions, competitors, the role of intermediaries, brand equity, and the role of communication activities. The core content of  basic marketing course is shown in the table below:

EXPECTED LEARNING OUTCOMES

CRITERIA

CODE

EXPECTED LEARNING OUTCOMES

CAPACITY

KNOWLEDGE

1.1.1

Apply a scientific methodology to solve economic and business problems

 

1.1.3

Apply knowledge of Social Sciences and Humanities to solve organizational and management issues

 

1.2.1

Understand basic knowledge of microeconomic theory, macroeconomic theory and management theory

 

1.3.1

Understand  knowledge and ability to think systematically in resolving organizational issues

 

SKILLS

2.1.1

Ability to identify and recognize problems in production and business

 

2.2.1

Be able to form ideas, plan business activities

 

2.3.1

Ability to think systematically when approaching issues in life and the business environment

 

2.4.1

Ability to be aware of one's own characteristics, personalities and knowledge

 

2.5.3

Be ethical, honesty and responsibility

 

attitudes

3.1.3

Ability to communicate in writing and multimedia communication

 

3.1.5

Ability to listen and critical thinking about the problem

 

4.1.1.

Be conscious, civic responsible and community sensible

 

4.1.2.

Be aware of the knowledge of law, history and culture

 

4.1.3.

Recognize the benefits that business brings to society

 

4.1.4.

Be aware of the current issues

 

4.2.1.

Respect cultural diversity in the organization

 

4.3.2.

Ability to self - study and update new knowledge into business

 

 

COURSE ASSESSMENT

ASSESSMENT TYPES

ASSESSMENT EVIDENCE

COURSE LEARNING OUTCOME

PERCENTAGE %

PROCESS

ASSESSMENT (25%)

GROUP PRESENTATIONS

(Group is divided into a specific topic within the course.

Each group must present 15 minutes and prepare in 30 minutes to answer the review questions)

 

25%

The content of presentation conforms content and structure requirements by topic

 

1.1.1, 1.1.3, 1.3.1, 2.1.1.

30%

Assess the skills of presenting in front of the crowd, skills to use the tools to support to convey the content of the subject.

1.2.1, 1.3.1, 2.2.1, 3.1.3

20%

Assess the ability to interact directly between students, with teachers to consolidate knowledge, receive new findings with the spirit of learning.

2.4.1, 2.5.3, 2.3.1.5, 4.2.1

20%

Evaluate the student's ability to acquire knowledge in combination with professional skills, communication skills and personal qualities.

2.3.1, 2.4.1, 4.1.2, 4.1.4.

30%

MIDDLE TERM

ASSESSMENT (25%)

ESSAY

Essay for groups of 2 to 5 students. Content The essay is divided into three parts: theoretical foundations, practical issues and the proposition of group ideas)

25%

Evaluate the ability to understand, logical structure of a problem of study contents: Theoretical basis, problem situation and solutions.

1.1.1, 1.1.3, 1.3.1, 2.1.1.

30%

Understad, fluently present, logical structure essay: analyzing, assessing the situation of problems. Present the point of group

 

1.2.1, 1.3.1, 1.3.3, 2.1.1, 2.2.1, 2.4.1.

30%

Ability to update new knowledge and information.

1.3.1, 2.1.1, 2.3.1 2.4.1, 3.1.3, 3.1.5, 4.1.1, 4.1.3, 4.1.4

20%

Make and design coherent, logical and organized essay

2.1.1, 2.1.4, 2.3.1, 2.4.1, 4.1.3, 4.3.2.

20%

FINAL EXAM (50%)

EXAM

The 60-minute test consists of three questions, both theoretical and practical

50%

Assess the level of understanding and receive knowledge of students, the ability to systematize and apply knowledge, explain a specific problem.

1.1.1, 1.1.3, 1.3.1, 2.1.1. 2.3.1, 2.4.1

40%

Assess the level of logical thinking, reasonable, combining theory with reality to explain a specific problem

1.2.1, 1.3.1, 1.3.3, 2.1.1, 2.2.1, 2.4.1.

20%

Assess the level of detect the problem from theory to reality

1.3.1, 2.1.1, 2.3.1, 2.4.1, 3.1.3, 3.1.5, 4.1.1, 4.1.3, 4.1.4

20%

Assess the level of writing a logical analyse, ussing knowledge to solution problem.

2.1.1, 2.1.4, 2.3.1, 2.4.1, 4.1.3, 4.3.2.

20%

 

RUBRIC FOR ASSESSMENT: ON A SCALE OF 1-10

Rubric 1: Process Assessment

Score
 

Criteria
 

10

8-9

5-7

<5

Content (40%)

 Logical.

Qualified content.

Explain the reason.

Apply the theory to the situation assessment .

Reasonably  justify to protect the givensolution.

Logical.

Qualified content.

Explain the reason.

Apply the theory to the situation assessment.

Able to justify to protect the givensolution

Logical.

Qualified content.

Explain the reason.

Apply the theory to the situation assessment.

Show the solution.

Not logical.

Unqualified content.

Not apply the theory to the situation assessment .

 

Presentation (40%)

Clarity.

Inspiration.

Not using slang.

Clarity.

Inspiration;

 

Clarity.

 

Not satisfactory any criteria

 

Language, gesture, manner, appearance (20%)

Face expression;

Eyes contact;

Accordant gestures

Cover the space of Presentation

Not satisfactory1-2 criterias

Not satisfactory 3 criterias

Not satisfactory any criteria

 

Rubric 2: Middle term assessment

                Score

Criteria

(Bloom Scale)

10

8-9

5-7

<5

Knowledge (100%)

The correct answers is about 95%-100%

The correct answers is about 75% - 94%

The correct answers is about 50% - 74%

The correct answers is less than 50%

 

Rubric 3: Final exam assessment

                          Score

Criteria

(Bloom Scale)

<5

5-<7

7-<9

9-10

Knowledge (60%)

Ability to remember and understand the knowledge.

No need for analysis ability.

Using knowledge to solve problem. Listening and counteract

Apply knowledge and methods in a reasonable way.

Analyze the problem deeply

Use a deep understanding, knowledge and methods. Analyze the problem deeply and logical

Style of writing, reasoning and form of presentation (40%)

Writing relatively hard to understand

Writing is easy to understand

Writing is easy to understand, logical

Writing is easy to understand, logical. Good presentation

 

FACULTY OF BUSINESS ADMINISTRATION

Room A.305 - University of Economics and Law - Quarter 3, Linh Xuan Ward, Thu Duc City, Ho Chi Minh City.

Email: khoaqtkd@uel.edu.vn   Phone: (028) 37244555 (Ext 6461)   Fax: (028) 37244500