Marketing Management

TIẾNG VIỆT

Modules

Marketing Management

MARKETING MANAGEMENT

Course code: BUS1205

Time: 03 credits

prerequisites: Management, Marketing

Lecturer: MBA. Tran Thi Y Nhi

Supporter: MBA. Vu Quoc Viet Nam

Documentary:

Philip Kotler (2013). Marketing Management. (Translated into Vietnamese). Lao đong – Xa hoi Publishing.

The foundation document of marketing in scope and actual content; the information is well-organized regarding theory and practice.

The author has removed old information and knowledge that is no longer useful, updated and selected situations and examples about real companies in the market, which helps students to have a better view of both theory and practice.

References:

1. Truong Dinh Chien (2013). Marketing Management. Kinhte Quocdan University Publishing.

The book is written from the perspective of the marketing manager, who manages the entire marketing of a business. The whole contents of the book are focused on the direction of management, the job of the marketing manager, and process steps for marketing

2. Le The Gioi (2011). Marketing Management– Value orientation. Tai chinh Publishing.

3. O.C. Ferrell & M.D. Hartline (2005), Marketing Management, 3rd Ed, USA: Thomson.

4. J.Stapleton & M. Thomas (1998), How to prepare a Marketing Plan, 5th Edition, Gower.

5. Le Anh Cuong (2003), Building and Managing Brands, Lao đong – Xa hoi Publishing.

COURSE GOALS

Provide learners with specific knowledge in order to to analyse factors that influence a marketing decision (environment - competitors – customers) and establish a specific Marketing plan in a certain stage of competition.

At the end of the course, students will have some knowledge and skills related to the process of creating marketing plans and programs. Students will be capable of analyzing problems, have overviews and details when analyzing a problem, and presenting problems in the field of Marketing

At course end, students’s knowledge will be evaluated by the outcomes of the Marketing Management Course, in the Bachelor of Business Administration Program.

Response levels are categorized based on the 6 level scale of Benjamin S. Bloom (1956).

Course Desription

The Marketing Management Course presents theory, the basic view of marketing management activities. Provides learners with knowledge about analyzing marketing opportunities, how to segment markets and select a target market.

Student learn about the problems of planning marketing strategies, the knowledge and planning skills in an action plan, and organizing and controling how to do marketing activities and evaluate their effctiveness.

The most appropriate learning method is intuitive, which means that student listen directly to the lecturer who transmits some knowledge and experience of the course and how to practice. Student read real cases of Vietnamese companies, using theoretical knowledge and offering an optimal solution.

The course helps students gain the ability to analyze the capabilities of business and competition on marketing.

EXPECTED LEARNING OUTCOMES

CRITERIA	CODE	EXPECTED LEARNING OUTCOMES	CAPACITY
KNOWLEDGE	1.1.1.1.	Apply a scientific methodology to solve economic and business problems
	1.1.2.3.	Have ability to understand and systematize basic knowledge in economics and business
	1.1.3.1.	Have knowledge and ability to think systematically to solve organizational issues
	1.1.3.4.	Have ability to apply knowledge to criticize and develop business strategies.
	1.1.3.5.	Have ability to apply knowledge to the plan and organize business activities
SKILLS	2.2.1.2.	Have ability to evaluate, analyze, synthesize and provide solutions
	2.2.1.3.	Have ability to organize and implement business projects and plans.
	2.2.1.4.	Have ability to manage a specific activity such as business plans
	2.2.2.1.	Have ability to form ideas, plan and organize business activities.
	2.2.2.4.	Have ability to do research and explore new knowledge especially about business issues.
	2.2.3.3.	Have ability to sort out and prioritize actions in problem solving
	2.2.4.3.	Have ability to update market information and capture business opportunities
	2.2.5.2.	Demonstrate persistence and flexibility in solving business problems
	2.2.5.4.	Demonstrate a professional attitude when solving a business problem
	2.3.1.2.	Have ability to establish an effective communication structure with partners
	2.3.2.2.	Have ability to organize team activities to achieve goals
attitudes	3.4.1.3.	Be aware of the benefits that business brings to society
	3.4.1.4.	Be aware of topical issues
	3.4.1.5.	Have ability to develop a global perspective
	3.4.2.3.	Have ability to adapt in a multicultural work environment
	3.4.3.4.	Have ability to use methods and tools for research

COURSE ASSESSMENT

ASSESSMENT TYPES		ASSESSMENT EVIDENCE	COURSE LEARNING OUTCOME	PERCENTAGE %
PROCESS ASSESSMENT(25%)	GROUP PRESENTA-TIONS (Group is divided into a specific topic within the course. Each group must present 15 minutes and prepare in 15 minutes to answer the review questions)	25%
		The content of presentation conforms content and structure requirements by topic	1.1.1.1, 1.1.2.3, 1.1.3.1, 1.1.3.5, 2.2.2.4, 2.2.3.3, 2.2.4.3, 3.4.1.4, 3.4.1.5, 3.4.1.3, 3.4.3.4	30%
		Present in front of everyone	2.2.1.2, 2.2.5.4, 2.3.1.2	20%
		Answer any questions which another group ask	1.1.1.1, 1.1.2.3, 1.1.3.1, 1.1.3.4, 1.1.3.5, 2.2.1.2, 2.2.1.3, 2.2.1.4, 3.4.1.3, 3.4.1.4, 3.4.1.5, 3.4.1.3, 3.4.3.4	30%
		Make questions about another group’s topics	2.2.2.4, 2.2.3.3, 2.2.4.3, 2.2.5.2, 2.2.5.4, 2.3.1.2, 2.3.2.2	20%
MIDDLE TERM ASSESSMENT(25%)	ESSAY Essay is written in 15 pages about the topic which prepare for group presentations There are 2 parts in this content: analyzing, assessing the situation of problems. Present the point of group.	25%
		Understad, fluently present, logical structure essay: analyzing, assessing the situation of problems. Present the point of group	1.1.1.1, 1.1.2.3, 1.1.3.1, 1.1.3.5, 2.2.2.4, 2.2.3.3, 2.2.4.3, 2.3.2.2, 3.4.1.3, 3.4.1.4, 3.4.1.5, 3.4.1.3, 3.4.3.4	30%
		Ability to think system, analyze the problem based on the theory	1.1.1.1, 1.1.2.3, 1.1.3.1, 1.1.3.4, 1.1.3.5, 2.2.1.2, 2.2.3.3, 2.2.4.3	30%
		Ability to update new knowledge and information.	3.4.1.3, 3.4.1.4, 3.4.1.5, 3.4.2.3, 3.4.2.4,	20%
		Make and design coherent, logical and organized essay	2.2.1.3, 2.2.1.4, 2.2.2.1, 2.2.2.4, 2.2.3.3, 2.2.5.4, 2.3.1.2	20%
TERM ASSESSMENT(50%)	EXAM There are 60 minutes to do exam. Planning and making some decisions for a new Marketing strategyof a real company	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, 1.1.3.1, 1.1.3.4, 2.2.1.2, 2.2.1.4, 2.2.4.3, 2.2.5.4, 2.3.1.2	50%
		Assess the level oflogical thinking, reasonable, combining theory with reality to explain a specific problem.	1.1.3.1, 1.1.3.4, 2.2.1.2, 2.2.3.3, 2.2.4.3, 2.2.5.2, 2.2.5.4, 2.3.1.2, 3.4.1.4, 3.4.1.5, 3.4.2.3, 3.4.3.4	20%
		Assess the level of detecting the problem from theory to reality	2.2.4.3, 2.2.5.2, 2.2.5.4, 2.3.1.2, 3.4.1.3, 3.4.1.4, 3.4.1.5, 3.4.2.3, 3.4.3.4.	20%
		Assess the level of writing a logical analyse, using knowledge to solve problems.	2.2.1.2, 2.2.1.3, 2.2.1.4, 2.2.2.1, 2.2.2.4, 2.2.3.3, 2.2.4.3, 3.4.1.4, 3.4.1.5, 3.4.3.4.	10%