MAR101 PRINCIPLES OF MARKETING

TRIMESTER 3 2021

Unit Guide
 MAR101 PRINCIPLES OF MARKETING
TRIMESTER 3 2021

Contents

About Principles of Marketing 3

Contacts 3
Unit Overview 3
Pre-requisites 3
Assessment information 4
Learning Outcomes 4
Assessment Summary 4
Assessment 1: Reflection and Participation 5
Assessment 2: Group Project 7
Assessment 3: Final Examination 11
General assessment requirements 12
Teaching Activities 13
Learning resources 15
Essential readings 15
Online resources 15
Referencing requirements 15
Class policies and rules 16
Attendance requirement 16
Electronic device use 16
Email etiquette 16
Students’ behavior guidelines 16
Disability support services 17
Additional information 17

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About Principles of Marketing

Contacts
Below is a list of contacts for this unit. Please liaise directly with your unit instructor regarding appropriate
consultation times. It is usually the best to make contact with the staff via email.

Associate Professor Ngo Viet Liem

Email: [email protected]
Unit Instructor

Ms Nguyen Thu Huong

Email: [email protected]

Dang Thi Phuong Trang

Student advisor 41-43 Vo Van Tan, Vo Thi Sau Ward, District 3, HCMC

Phone: (028) 3920 9999 Ext: 207 Email: [email protected]

Unit overview
Principles of Marketing is an introductory marketing course aimed at students commencing the Bachelor of
Business (Marketing) or students from other courses who have not previously studied marketing. It is a core
course for the Bachelor of Business (Marketing). Principles of Marketing is a prerequisite for all other
marketing courses.
Principles of Marketing provides an overview of the marketing process, and how it works within the business
context. The aim is to introduce to you the important concepts underpinning the marketing process and the
practical tools used by marketers to implement marketing strategies. The course will introduce to you the
importance of marketing philosophy to future business viability and how each person in an organization can
make a contribution to the marketing process.
For marketing students, Principles of Marketing offers a preview of many important marketing subjects you
will be studying throughout your course and will provide you with the basic concepts and tools with which to
explore the more specialized marketing subjects that follow. It leads into Advanced Marketing Concepts and
Applications, where specific topics and skills are developed further.
For all other students, Principles of Marketing offers insights into the field of marketing, putting into context
the role of marketing in an organization, and how you may interface with marketing in your role.
The course is based on both the theory and practice of marketing. Throughout lectures, tutorials and
assessment tasks you will be encouraged to apply the theoretical learning to real world practices.

Pre-requisites
None

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Assessment information
Learning outcomes
Learning outcomes for the unit are outlined below. Upon completion of this unit, students will be able to:

Understand the underlying philosophy of the marketing concept and its strategic
1.
importance for business.

Understanding the key marketing concepts and how they are applied within a
2.
business context.

Understand broadly the marketing process and how marketing mix elements,
3. marketing tools and related theory fit together to make up a complete marketing
overview.

4. Illustrate marketing theory with local and global practices.

5. Analyze marketing situations critically and justify cases with the key marketing theory.

Demonstrate capability in written and oral communication and analytical skills in a

6.
marketing context.

Assessment summary

ASSESSMENT LEARNING VALUE

ASSESSMENT ITEM AND DUE DATE
NUMBER OUTCOMES (/100)

1.1 Video clips for reading reflection (Group)

1, 2, 3, 4, 5, 6 15%
Due: weekly

1.2 Quiz (Individual)

1. 1, 2, 3, 4, 5, 6 15%
Due: weekly

1.3 Reflection Report (Individual)

1, 2, 3, 4, 5, 6 10%
Due: Every 2 sessions

2.1 Presentation (Team Project - Living Case)

4, 5, 6 10%
Due: Session 12
2.
2.2 Written report (Team Project - Living Case)
4, 5, 6 15%
Due: 1 week after Session 12

Final exam (Individual)

3. 1, 2, 3, 4, 6 35%
Due: TBA

Final marks and grades are subject to confirmation by the School Assessment Committees which may scale,
modify or otherwise amend the marks and grades for the unit, as may be required by University policies.
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Note: To successfully complete this unit, students must:

Achieve overall mark of at least 50 per cent of the combined assessment tasks;
Complete all assessment items; and
Attend 80 per cent of class time. See attendance requirements in the section of class policies and
rules below.

Assessment 1: Reflection & participation (40%)

Format

Reflection Video, Quiz, Reflection Report.

Overview

The objectives of reflection and participation activities are to evaluate the learning and progress of students
throughout the whole semester.

Details

Each student has to complete THREE activities in every session of the unit which will be taken place in
seminars.
For each session, students are required to read two chapters prior to each class then video record what they
have read and most importantly find and apply relevant examples.
Students are also required to do the quizzes every week to reflect their understanding of the theory discussed
in the textbook.
Various searching, observation, clippings will be required as materials for in class discussion. You are
encouraged to share opinions and actively involved in class discussions. Demonstration tutorials may be
offered to provide clarification and guidance of completing the various assessment tasks and addressing
questions related to the topic of the week. You will then have to complete the reflection report through
application of concepts and theoretical frameworks to examples relating to session topics. The topics to reflect
on the short essays vary on a weekly basis, correspond to each session and include tasks such as multiple-
choice questions, questions & answers. Please use appropriate referencing where applicable.

Submission: eLearning

1.1 Group (before class): video clips reflecting your readings, field works and workshops.

Weight: 15%
Due: Session 1, 2, 3, 4, 5, 6, 7, 8, 9, 10
Length: 10 min per chapter
Curriculum mode: Reflection Video
• Reflect your reading on chapter/topic before each session
• Go field works/online review and reflect on your Video Presentation
Examples:
o Observe 4Ps performance of your chosen brand and its competitors including Product
Portfolio, Price, Distribution Channels, Advertising and Promotion activities
o Interview shoppers and sellers for deep information and evaluate the STDP of the chosen
brand.
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• The produced video has to be uploaded to YouTube or another hosting location such as Vimeo, One
Drive, etc.
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• Marking Criteria:

NEEDS MEETS EXCEEDS

CRITERIA UNSATISFACTORY IMPROVEMENT EXPECTATION EXPECTATION

Content A confusing content, Shows some Shows good Shows considerable

Development made up of a creative effort in creative effort in effort in creating
collection of creating simple structuring an clever, memorable
Deliver clearly your fragmented content. engaging and knowledge and
understanding on marketing dialogue. informative content. interesting cases.
Marketing concepts
and tools
Creativity in
presenting your
topics

1 2-3 4 5

Cues Poor voice or visual Shows some ability Demonstrate good Demonstrate
recording effort in generating basic ability in generating excellent ability in
Verbal/nonverbal affecting or recording effects suitable recording generating creative
communication distracting the (voice/visual) to effects (voice/ recording effects
cues comprehension of enhance the video. visual) to enhance (voice /visual) to
any part of the video the video. enhance the video.
(i.e. outdoor
recording), and/or
the embedding of
external/pre-
recorded visual
material.

0.5 1 2 3

Quality of
recording

0.25 0.50 0.75 1

Video runs between

Ad: Time Video runs below 4 Video runs below 8 8 min and 10
No video
management. min. min. minutes.

0.25 0.50 0.75 1

1.2 Individual Quizzes: 20 MCQ x 10 sessions (At the beginning of the class)

Weight: 15%
Due: Session 2, 3, 4, 5, 6, 7, 8, 9, 10, 11
Length: 15 minutes
Curriculum mode: Reflection Quiz

1.3 Individual Reflection Report: Take-home assignment (after class)

Weight: 10%
Due: Session 2, 4, 6, 8,9
Length: 250 words equivalent
Curriculum mode: Reflection report (Short Q&A)
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• Marking criteria

NEEDS MEETS EXCEEDS

CRITERIA UNSATISFACTORY IMPROVEMENT EXPECTATION EXPECTATION

Interpret the Does not identify the Interprets the Sound interpretation Clearly interprets
problem within a contextual factors of problem within a of problem with the problem within
business context. the problem or make business context, evidence of most the business
reference to the providing evidence relevant contextual context, providing
business context. of limited relevant factors. evidence of all
contextual factors. relevant contextual
factors.

0-1 2-3 4 5

Critically analyse a Does not use Applies some Sound application of Accurately applies a
problem or issue appropriate relevant examples, relevant examples, range of appropriate
using relevant example, theory theory and/or theory and/or examples, theories
theory and and/or research to research to analyse research to analyse and research to
research. analyse a problem a problem or issue, problem or issue, critically analyse a
or issue, or used and provides basic and provides sound problem or issue.
theory/research analysis using a analysis using a
inaccurately. limited range of wide range of
relevant relevant
theories/research. theories/research.

0-1 2-3 4 5

Details and individual deadlines for each session are published on eLearning

This assessment counts for 40% per cent of total unit marks:

• Please note that you have to complete all set tasks per chapter to get the marks.
• The marks are assigned on the quality and the variety of marketing principles examples and written
work; assessed is the correct identification of a context and its interpretation from different
perspectives; as well as critical analysis using relevant theory and concepts (qualitative effort).

Assessment 2: Group Project (25%)

Overview

Working in groups of 4-6, students are required to comprehensively search for materials and activities of
brands of a certain product category and comment on how those activities reflect the theory discussed. The
assignment consists of a written report of 2,000 words (excluding cover page, any figures, tables, appendices,
exhibits and reference list), which is an analysis on marketing situations (Market overview, STDP Strategies
and 4Ps activities) for a chosen brand & product category. The presentation and final report should showcase
students’ marketing fundamental knowledge and their ability to apply concepts and theoretical frameworks to
analyze the chosen cases!
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2.1 Written report

Weight: 15%
Type of collaboration: Group
Due: Session 12
Submission: via eLearning by 11:59pm Vietnam time, 04 December 2021
Late submissions: Reports submitted late will incur a penalty of 5 marks (5% of 100) for each day submitted
late for a maximum of 3 days. After 3 days the report will not be marked and will receive zero marks.
Contribution of individuals: it is after a group to decide how works will be allocated to individuals; however, it
is advisable that each student will take one brand and go through the same works as other students. This will
help each one to understand all aspects of the theory
Peer evaluation: Peer-evaluation will be used in the allocation of the final mark if there is dispute within the
group about contribution to group work.
Format: 2,000-word report. The group report file must be titled with your group name, location and
tutorial time.
Curriculum mode: Report
Details
Your group’s task is to analyze marketing situations and justify case (i.e. analyze, write and present), with
theoretical applications for a specific brand of a consumer product, which must be available in the Vietnamese
marketplace.

Analyse

Each group has to analyze a marketing situation by identifying the brand’s STDP and Marketing Mix. Strategy
and justify the case, propose solutions and give your recommendations to improve the situation.

Write

Each group has to write a marketing strategy report. The report should:

a) present a report based on situation analysis, brand’s root strength and competitive environment
b) Analyse marketing process and marketing mix activities for the developed marketing strategy (all
fundamental and implementation decisions together with the application of The Marketing Principles
concepts)
c) present the recommendation to improve the marketing situation
d) present your research method and references in the appendix
The report should be typed in single line spacing on one side only of single sheets of A4 using 12 pt size type
with 2cm margins.

To assist in your preliminary campaign development, The Marketing Principles Group Activities are given for
each of the week. It is essential for your group to complete these and submit these via email for
feedback. Feedback will be given in weeks 4, 5, 6, 7, 8.9 and 10.

• Please find activities’s details and timing in the Schedule of Activities and in attached Group
Activities documents.
• In Session 7-9: Feedback concerning the group’s progress will be given during an informal tutorial
meeting with each group.
• In Session 10: Written feedback given at the end of marking the assessment.
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NEEDS MEETS EXCEEDS

CRITERIA UNSATISFACTORY IMPROVEMENT EXPECTATIONS EXPECTATIONS

Situation Does not reflect the Presents the basic Present sound Present consistent
Assessment: situation information of the situation providing and effective market
situation providing sound analysis of situation providing
Understand the basic analysis of the the marketing cohesive analysis of
market situation marketing process process and how the marketing
and how marketing marketing mix process and how
mix elements, elements, marketing marketing mix
marketing tools tools work. elements, marketing
work. tools work.

0 1 2 3

esearch: No or very little use Good use of primary Sound use of Excellent primary
of primary research research, but primary research; research; clear and
Description, or incorrect method and sample sound application of consistent
collection & procedures followed. description may research method, application of
application of only be superficially and sample research method
research. employed. description. and sample
description.

0.25 0.5 0.75 1

Analysis: Does not use Applies some Applies relevant Accurately applies
appropriate theory relevant theory theory and/or appropriate
Critically analyse and/or research to and/or research to research to analyse theories, and
research results analyse results, or analyse; and perceptions and research to critically
using relevant uses provides basic associations, and analyse results.
theory and theory/research analysis using a provides sound
research. limited range of analysis of relevant
inaccurately.
relevant theories/research.
theories/research.

0 0.5 0.75 1

Solutions: Does not present a Presents an Presents a sound Presents a

consistent argument argument and argument and consistent, effective
Discuss findings or draws an draws conclusions draws conclusions argument and
and draw appropriate or solutions, and or solutions, and insightful/strategic
conclusions, conclusion or provides some provides sound and conclusions, well-
propose and justify proposes a solution analysis and conclusive analysis supported by
a solution to the justified by analysis, justification. and justification. analysis, evidence,
problem or theory and/or theory and
objectives. research. research.

0 1 2 3

Referencing: Sources are not Sources are Sources are Sources are well-
appropriately generally identified accurately identified
chosen and are
Use relevant identified and and acknowledged and acknowledged accurately identified
sources and acknowledged. with minor in the approved and acknowledged
correct inaccuracies in referencing style. in the approved
referencing. Text demonstrates referencing. Text Text shows referencing style.
little or no evidence generally shows evidence of Text shows
of crediting. evidence of thorough editing. evidence of
referencing. thorough and
The level of comprehensive
presentation shows editing.
a good
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understanding of The level of
professional presentation meets
standards of the the professional
discipline. standards of the
discipline.

0 0.25 0.5 1

Writing Style: Use of language Use of language Use of appropriate Use of appropriate
and/or layout and layout indicates layout and layout and
Use writing style indicates minimal adequate discipline-specific discipline-specific
and formatting attention has been consideration has language indicates language indicates
appropriate to paid to the context, been paid to the a sound a comprehensive
purpose, context audience and context, audience understanding of understanding of
and audience. purpose of the and purpose of the the context, the context,
assigned writing assigned writing audience and audience and
task. task. purpose of the purpose of the
assigned task. assigned task.

0.25 0.5 0.75 1

2.2 Presentation

Groups will quickly present their reports and should be ready to answer questions from the lecturer and other
groups. Not only the presentation and quality of answer are marked. Asking questions and comments to other
groups' presentations are also counted in marking.

Weight: 10%
Type of collaboration: Group
Due: Session 12
Submission: Submission of presentation slides via eLearning by 11:59pm Vietnam time, 04 December
2021
Format: 12 slides on PowerPoint. The group report file must be titled with your group name, location
and tutorial time.
Curriculum mode: Presentation
Length: Presentation of 15 minutes including 5 minutes Q&A
Details

Note: Requirements for successful completion of assessment

The group work should not be left to the last minute, i.e. from Session 4 onward. Group members must discuss
group progress problems with their lecturer/ tutor when they happen (i.e. within 24-48 hours). Otherwise, any
delay will prevent timely assistance or advice. Group project expectations should be discussed with your
group members. Each student’s preparation and participation is crucial in this project. Therefore, it is expected
that each student should participate in every group meeting. Also, it is important that group meetings should
start early (i.e. from Session 2) and need to continue until Session 11.

é Note: Peer Evaluations

A completed Peer Evaluation form is required from every individual group member, handed separately to your
tutor via email on the due date of the report. Non-receipt of peer evaluation will delay the release of your
group’s mark. This is NOT an individual assessment. Therefore, as a consequence of poor individual/s
performance, the entire group will earn a lower mark. In addition, Peer Evaluations and the Register of
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Attendance for Group Meetings will be used to further moderate the mark of a student that has been poorly
evaluated by their peers. For example, he/she has not contributed equally, or did not attend every meeting,
etc.

NEEDS MEETS EXCEEDS

CRITERIA UNSATISFACTORY IMPROVEMENT EXPECTATION EXPECTATION

Slide design Style: Use of language Use of language Use of appropriate Use of appropriate
and/or layout and layout indicates layout and layout and
Use slide style and indicates minimal adequate discipline-specific discipline-specific
formatting attention has been consideration has language indicates language indicates
appropriate to paid to the context, been paid to the a sound a comprehensive
purpose, context audience and context, audience understanding of understanding of
and audience. purpose of the and purpose of the the context, the context,
presentation. presentation. audience and audience and
purpose of the purpose of the
assigned task. assigned task.

0-1 1.5 2 3

Critically present a Does not use Applies some Sound application of Accurately applies a
knowledge or appropriate relevant examples, relevant examples, range of appropriate
finding using example, theory theory and/or theory and/or examples, theories
relevant theory and and/or research to research to analyse research to analyse and research to
research. analyse a a strategy and strategies/solutions critically analyse a
knowledge or finding provides basic and provides sound strategy.
or used analysis using a analysis using a
theory/research limited range of wide range of
inaccurately. relevant relevant
theories/research. theories/research.

0-1 2-4 5-6 7

Assessment 3: Final Examination (35%)

Weight: 35%
Type of collaboration: Individual
Due: Formal Examination Period
Format: 2-hour closed-book exam consisting of multiple-choice and/or short-answer questions.
Length: 2 hours
Curriculum mode: Final Exam
Threshold Details: Satisfy the Compulsory Threshold to pass the unit. Students must gain an overall mark
of 50%.
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General submission requirements

Assignment cover sheet

All assignments are to be submitted with an Assignment Cover Sheet. Group assignments are to be submitted
with a Group Assignment Cover Sheet as well as a Peer Evaluation Form. Non - contributing team members
can sometimes be an issue with group-work structured assessment. Individual student group work scores
may be adjusted as a result of peer dissatisfaction with a particular student’s contribution to group work
assignments, as reflected in submissions of the evaluation form.

Note: Assignment cover sheets and the evaluation form can be located on eLearning system

(https://learn.kfo.edu.vn/). Students are to keep a copy of all assignments submitted for marking.

Submission style and method

A professional standard of presentation is expected for all assignments. Assignments should be typed, one
and a half spaced, on A4 paper. Use a simple clear format, suitable for a report to senior management in a
commercial organisation.
All assignments are required to be submitted electronically via eLearning system (https://learn.kfo.edu.vn/)
and lecturer’s email by 11:55 PM on the due date and if required, in hard copies to the unit coordinator by
the due date. The title of assignment submitted via eLearning system shall be as follows: Student
name_Unitname_Name of Assignment.

Late assignment and make-up policy

Coursework and assignments are expected to be completed within the stated time frame. No late assignments
will be accepted unless prior authorisation granted by the coordinator. In case such an authorisation is not
granted, grade deduction will be applied. The coordinator may decide not to accept assignments that are not
submitted within 3 days after the assignment due date. However, if there are extenuating or unforeseen
circumstances, an exception may be granted at the discretion of the unit coordinator and based on a Special
Consideration Application for assessment task extension.
All quizzes, the mid-term test, group assignment and final exam must be taken on the assigned dates. If there
are extenuating or unforeseen circumstances, the unit coordinator must be contacted before the quiz, mid-
term, group assignment or final exam dates to authorize a make-up if required. No make-up quiz or exam will
be accepted unless a prior approval granted by the unit coordinator based on a Special Consideration
Application for a supplementary examination.
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Teaching activities
Schedule of activities

SESSION SEMINARS LECTURES

Chapters 1 & 2
Course introduction
Marketing defines; marketing process
Discussion on assessment
Marketing strategy/planning
1 Session format, expectation, deadlines
Competitive advantages
Group formation & ice breaking
Due: weekly video clips reflecting
Preparation for the first lecture
your readings

Chapters 3 & 4
Quiz 1 (chapters 1&2) Environment

Company case Chick-a-Fil Marketing information system

2
Group project topic & feedback Due: weekly video clips reflecting

Preparation for the next lecture your readings

Reflection report 1

Quiz 2 (chapters 3&4)

Company case: Fitbit
Chapters 5 & 6
Discussion of one Vietnam Market outlook
Consumer behavior
3 report
Due: weekly video clips reflecting
Group Activity 1: Market Situation
your readings
(Company profile, Competitive Environment)
Preparation for the next lecture

Chapters 7
Quiz 3 (chapters 5 &6) Segmentation, Targeting, Positioning
Company case: P&G
4 Due: weekly video clips reflecting
Group Activity 2: Segmentation and Targeting your readings
Preparation for the next lecture
Reflection report 2

Quiz 4 (chapters 7 & 18) Chapters 8 & 9

Company case: Virgin America Product
5
Group Activity 3: Consumer Insights Due: weekly video clips reflecting
Preparation for the next lecture your readings

Quiz 5 (chapters 8 & 9) Chapters 10 & 11

Company Case: Airbnb Price
6
Group Activity 4: Differentiation and Positioning Due: weekly video clips reflecting
Preparation for the next lecture your readings
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Reflection report 3

Quiz 6 (chapters 10 & 11)

Company case: Apple Pay Chapters 12 & 13
Discussion of pricing strategies students Place (Distribution)
7 found from their homework Due: weekly video clips reflecting
Group Activity 5: Product Development & your readings
Pricing
Preparation for the next lecture

Quiz 7 (chapters 12 & 13) Chapters 14 & 15

Company case: Bass Pro Shop Promotion (IMC)
Discussion of place strategies students Campaign reflections
8 found from their homework
Due: weekly video clips reflecting
Group Activity 5: Product Merchandising & your readings
Distribution Channel
Reflection report 4
Preparation for the next lecture

Quiz 8 (chapters 14 & 15) Chapters 16 & 17

Company case: Volvo Truck Personal selling

Discussion on 3-4 failed ads campaigns Direct marketing

9 students found from their homework Digital marketing

Group Activity 6: Advertising & Promotion (IMC Due: weekly video clips reflecting
Mix) your readings

Preparation for the next lecture Reflection report 5

Quiz 9 (chapters 16 & 17)

Company case: Alibaba
Discussion on 3-4 successful ads campaigns
N/A
10 students found from their homework
Group Activity 7: Recommendations and
Conclusions
Preparation for the next lecture

Quiz 10
11 N/A
Final exam review

Due: Due:
12
Group presentation Group presentation

FINAL EXAM: TBA

Tutorials
Tutorials following the lecture in each session provide students the opportunity to apply and share knowledge
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by doing a variety of in-class activities individually or in groups such as exercises, discussion, and
presentation. These activities focus on demonstrating your skills and help you build your ability to achieve the
learning outcomes for this unit.
Tutorial questions/exercises will be regularly set. You will be expected to have completed specific reading
and exercises from the textbook and other required materials prior to attending each lecture and tutorial class.
If you have not prepared adequately, you will not get the full benefit from this learning opportunity.
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Learning resources
Essential reading
Kotler, P., & Armstrong, G. (2018). Principles of Marketing (17th ed.).
Prescribed Textbook
Pearson International Edition.

● International Journal of Market Research

● Journal of Advertising
● Journal of Consumer Marketing
● Journal of Marketing
● Journal of Product Innovation Management (eJournals)
Recommended readings ● http://www.adweek.com/
● http://www.marketingcharts.com/
● http://www.marketingovercoffee.com/
● http://www.mediapost.com/
● http://sethgodin.typepad.com/
● http://www.ted.com/topics/business

Online resources

http://search.proquest.com/login
E-library Username: UEHCMC2010
Password: thuvien0810

eLearning https://learn.kfo.edu.vn/

Referencing requirements
Student assignments are to contain original content created by the students. Assignments will be rejected if
they include plagiarised content or contain excessive amounts of quoted/cited material and minimal original
content. Students will receive a grade of ZERO (0%) for any assignments rejected for this reason. Written
assignments WILL BE RANDOMLY checked by the lecturer with Turnitin.com, an online plagiarism-checking
tool.

Furthermore, your reference to support your statements must be from a reliable source, such as textbooks,
additional reading materials, and reference books. However, many websites are not reliable sources.
Examples are Wikipedia.org, about.com, and ask.com. If you are not sure if a reference is acceptable or not,
please contact the lecturer.

The Publication Manual of the American Psychological Association (APA) 6th ed., will serve as the
primary reference materials for all students. Therefore, all papers must be submitted in APA format. The
mechanics of student papers and work will be evaluated, as well as the content. It is imperative that guidelines
be reviewed before an assignment is begun. It is also important that the required submission format be
followed in compiling the final paper or assignment.
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Class policies and rules

Attendance requirement
UEH-ISB policy requires students to enter electronic finger print before entering the classes. Class attendance
is compulsory and students should provide reasons for the failure to attend the class on a particular
lecture/workshop session. Students are required to attend a minimum of 80% of all classes in order to secure
class participation marks. Please let your lecturer and/or UEH-ISB know if you are unable to attend any
session.

Arriving to class late by 15 minutes at the beginning, arriving late by 5 minutes after the break, or leaving
prior to the scheduled end time without the permission of the lecturer will equate to an absence. Grade
reductions for the unit will be assessed when final grades are assigned if the above absence rule is violated
during the unit.

Electronic device use

Cell phones will be turned off or switched to vibrate mode before class starts. No phone calls or text
messaging are allowed inside classroom during class time. Portable listening and/or music devices may not
be operated in the classroom. Headphones and/or ear buds of any type may not be worn while in the
classroom whether operating or not. Laptop and other electronic devices are not permitted unless specifically
authorised by the lecturer exclusively for note taking and doing class work. If you are in violation of these
policies, you will be excused from class and an absence will be assessed.

Email etiquette
Your teachers receive many emails each day. In order to enable them to respond to your emails appropriately
and in a timely fashion, students are asked to follow basic requirements of professional communication.
Firstly, all emails should have a concise and descriptive title, including the class and name of the unit you are
enquiring about as your teacher may be teaching more than one unit/class. Students need to be clear about
the intention of their emails, use appropriate tone and language, proof-read what is written in the email before
sending it. Students should also allow 3-4 working days for a response before following up. If the matter is
legitimately urgent, you may indicate this in the email subject header but be sure that the email does require
an immediate response before using this strategy. If your email request is complex and requires a lengthy
response it may be probably best to make an appointment with your teacher to meet in person.

Student behaviour guidelines

Everyone must behave professionally. Students are expected to demonstrate respect for teacher and fellow
students at all times. Behaviour that is disruptive to a positive learning environment reported to the teacher
will result in a warning on the first instance; the second instance might result in a failing grade along with
expulsion from the course or program.

Students are to be punctual at every class session and group meeting. Homework, readings and other
required assignments must be well prepared and completed as scheduled. Students must also actively
participate in classroom activities and discussions.
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TRIMESTER 3 2021

Any student caught (1) cheating on an exam, (2) collaborating with others on work to be presented, if contrary
to the stated rules of the course, (3) submitting, if contrary to the rules of the course, work previously submitted
in another course, (4) knowingly and intentionally assisting another student in any of the above actions,
including assistance in an arrangement whereby work, classroom performance, examination, or other activity
is submitted or performed by a person other than the student under whose name the work is submitted or
performed, or (5) plagiarising, may fail the class and be subject to further disciplinary action. First violation
will result in a grade ZERO (0%) for that assignment. Second violation will result in a failing course grade.

Disability support services

Students with disabilities are advised that accommodations and services are available at UEH - ISB. It is the
student's responsibility to contact UEH-ISB office and submit appropriate documentation prior to receiving
such services.

Additional information
This unit guide may be revised at the discretion of the Unit Coordinator with approval from Program Academic
Director and School Academic Committee where appropriate.