MAR101 – PRINCIPLES OF MARKETING

Unit Guide

Trimester 2 2023-2024
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TRIMESTER 2 2023-2024

1. CONTACT INFORMATION
Unit Instructor Tran Vi Email: [email protected]
Program Nguyen Truong An 279 Nguyen Tri Phuong, Ward 5, District 10,
Administrator HCMC
Phone: (028) 3920 9999 - Ext: 305 (Ms. An)
Email: [email protected]

2. 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 contribute to the marketing process.

For marketing students, Principles of Marketing offers a preview of many of the important marketing
courses you will by studying throughout your course and will provide you with the basic concepts and
tools with which to explore the more specialized marketing courses 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 teaching sessions and
assessment tasks you will be encouraged to apply the theoretical learning to real world practices.

3. PREREQUISITE
None

4. UNIT LEARNING OUTCOMES

Upon completion of this unit, students will be able to:
ULO1 Demonstrate an understanding of the underlying philosophy of the marketing concept and
its strategic importance for business.
ULO2 Demonstrate an understanding of the key marketing concepts and how they are applied
within a business context.
ULO3 Show an ability to analyze marketing situation critically, offer marketing solutions and justify
and support recommendations with marketing theory and examples from industry.
ULO4 Conceptualize broadly the marketing process and how the various elements of the
marketing mix, specific marketing tools and related theory fit together to make up a

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complete marketing overview.

ULO5 Demonstrate an understanding of the differences between goods and services, consumers
and business markets and the implications to marketers managing these varied businesses.
ULO6 Demonstrate capability in written and oral communication and analytical skills in a
marketing context.

5. PROGRAM LEARNING OUTCOMES

In line with its focus on assuring students’ skills in unit learning outcomes 1-6 above, this unit is also
responsible for introducing/developing/assuring the following program-level learning outcomes
(PLOs):
PLO1 Knowledge & Application
Solid understanding and competency of appropriate application of business discipline-
specific knowledge.
PLO2 Communication
Competency in professional written and oral communication suited to multiple audiences
and contexts.
PLO3 Teamwork
Effective collaboration in teamwork or other tasks in organizational settings.
PLO4 Critical thinking
Critical thinking through appropriate observing, analyzing and reasoning, etc.
PLO5 Problem solving
Effective and constructive problem solving.
PLO6 Ethics
An ethical perspective, including an understanding of the ethical responsibilities of
organizations.
PLO7 Cultural Diversity
A global mindset, including an understanding of the different business settings, the ability to
identify foreign market potentials, to diagnose cross-cultural communication problems and
propose appropriate solutions.

6. STUDENT WORKLOAD
6.1. Study Load
The classes are VERY interactive and STUDENTS WILL BE EXPECTED TO PARTICIPATE in the class
discussions. To do this, it’s important that students review all the relevant materials, some of which
will be given to the students as homework, whilst other content will be given to them in class as
preparation for the discussions. The students can learn a great deal from listening to other people’s
insights and views. As well as this method of learning, the course will also use in-class mini
presentations, assignments, and open discussions to do this.
A student is expected to study 04 credit hours per week in the class. Meanwhile, they students also
have to spend at least 08 credit hours per week for self-study and/or off-class group work.
6.2. Attendance
It is strongly recommended that students attend all scheduled learning activities to support their
learning.
6.3. Online learning requirements

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Unit materials will be made available on the unit’s E-Learning site. Students are expected to consult E-
learning at least twice a week, as all unit announcements will be made via the platform. Teaching and
learning materials will be regularly updated and posted online by the teaching team.
6.4. Feedback on assessments
Feedback is an important part of the learning process that can improve your progress towards
achieving the learning outcomes. Feedback is any written or spoken response made in relation to
academic work such as an assessment task, a performance or product. It can be given to you by a
teacher, an external assessor or student peer, and may be given individually or to a group of students.
At ISB, it is the responsibility of all students to seek out and act on feedback that is provided as a
resource for further learning.
6.5. General submission requirements
– Students must complete all assessments on the assigned dates including topic presentation,
company case, group project, and final exam. If there are extenuating or unforeseen
circumstances, students must follow the school’s policies and procedures accordingly.
– All students must complete assignments and strictly follow instructions on how to submit. The
students must keep a copy of all assignments submitted for marking.
– If a student submits a late assessment without receiving a formal approval for an extension of
time (on the basis of an agreement between the school and the instructor), that one will be
penalized by 10% per day for up to 10 days. In other words, marks equal to 10% of the
assignment’s weight will be deducted from the mark awarded.
6.6. Special Requirements
– Essential equipment: Not applicable
– Legislative pre-requisites: Not applicable

7. STUDENT ASSESSMENT SYSTEM

The assessment items in this unit are designed to enable the students to demonstrate that they have
achieved the unit learning outcomes. Completion and submission of all assessment items which have
been designated as mandatory or compulsory is essential to receive a passing grade.
To pass this unit, the students must:
– Complete all assessment items.
– Achieve an overall mark of at least 50%.
– Achieve the mandatory attendance threshold requirement of 80% of all classes.
Complete all available assessment elements. An automatic Fail Non-Submission grade must be
awarded if any assessment task is not submitted/completed as per the details specified.

Assessment Weight Due Date ULOs assessed

1. Participation (Indiviual) 20% On-going ULOs 1-6
Mid-term
2. Topic Presentation and Company Case (50%) 30% On-going ULOs 1-6
(Group)
3. Group Project (Group) Final (50%) 50% Before session 15 ULOs 1-6

7.1. Assessment 1: Participation (20%)

Each student is expected to contribute to the sessions by raising questions / giving answers / sharing
ideas to the relevant topics discussed. In a certain session, students who do not raise questions / give
answers / share ideas will receive 0 point for the session. The final score for this assessment is the
aggregate score of all the sessions of the unit.

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7.2. Assessment 2: Topic Presentation and Company Case (30%)

Type of Collaboration: Group
Due: Every week
Format: Presentation
Submission: Each group is required to submit the presentation file right after the
presentation session so that the lecturer can upload it in E-Learning
system. The representative of each group can submit the file
of .pdf, .ppt,...) via the email of the lecturer.

Overview
All the groups study the assigned topics and company case, and then, share to all other students of
the class.
The company case will be provided by the lecturer. Each group will summarize the case and lead the
discussion according to the discussion questions of the case.

7.3. Assessment 3: Group Project (50%)

Type of Collaboration: Group
Due: Session 15
Length: 3,500 words (+/- 10% is applicable; excluding reference list &
appendix)
Format: Presentation (10 minutes for presentation and 10 minutes for Q&A)
Submission: Each group is required to submit the presentation file and report file
right after the presentation session so that the lecturer can upload it
in E-Learning system. The representative of each group can submit the
file of .pdf, .ppt,...) via the email of the lecturer.

Overview
The specific product/brand name will be selected by student group and approved by the lecturer.
Students will analyze the Micro and Macro environmental factors that will impact the company in
Vietnam, SWOT analysis, and a brief overview of what are some marketing issues the company is
currently facing.
Students are required to analyze the marketing strategies of the company, then, present the current
4Ps analysis as well as recommendations.
Note: All students must participate in the presentation and failure to do so will result in the student
getting zero marks for the presentation. Special circumstances that may arise needs to be discussed
with the team and the lecturer and will be considered on a case-by-case basis. Moreover, individual
performance will be reviewed during the presentation.

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8. LEARNING MATERIALS
Textbook Principles of Marketing: Kotler, P., & Armstrong, G. (2018). Principles of
Marketing (17th ed.). Pearson International Edition.
Recommende As assigned by the instructors
d readings
Others o Journal of Marketing
o Journal of Marketing Research
o Journal of Consumer Research
o Journal of Advertising
o Journals of Product Innovation Management
o http:// www.adweek .com/
o http:// www.marketingcharts.com/
o http:// www.marketingovercoffee.com/
o http:// www.mediapost.com/
o http://sethgodin.typepad.com/
o http://www.ted.com/topics/business
E-library - Link: https://smartlib.ueh.edu.vn/
- Using your ISB student email to access the UEH Library.
- Contact UEH Smart Library via email [email protected] or (028) 3856.1249
- Ext.102
E-learning Link: https://e-learning.isb.edu.vn/login/index.php

9. SCHEDULE OF ACTIVITIES
9.1. For the mainstream block
Session Topic Required preparation
1 Introduction to Marketing Reading: Chapter 1, 2, 3, 4
- What is Marketing?
- Marketing environment (Macro & Micro)
- SWOT Analysis
- Marketing research

Company Case: Facebook - Making the World More Open

and Connected (Chapter 2)
2 Topic 1: Buyer Behavior Reading: Chapter 5, 6
- Consumer market and model of consumer buyer
Group 1 & group 2 behavior
- Major factors that influence consumer buyer behavior
- Major types of buying decision behavior and the stages
in the buyer decision process.
- The adoption and diffusion process for new products
- Business market and explain how business markets
differ from consumer markets
- Major factors that influence business buyer behavior

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Session Topic Required preparation

- The steps in the business buying decision process
- How new information technologies and online, mobile,
and social media have changed business-to-business
marketing

Company Case: Procter & Gamble – Treating Business

Customers as Strategic Partners (Chapter 6)

Group project: Identify potential product/brand name

3 Coaching session: SWOT Group project:
analysis - Macro and Micro environmental factors
(Online) - SWOT analysis
4 Topic 2: STDP Reading: Chapter 7
- Major steps in designing a customer value–driven
Group 3 & group 4 marketing strategy
- Major bases for segmenting consumer and business
markets
- How companies identify attractive market segments
and choose a market-targeting strategy
- How companies differentiate and position their
products for maximum competitive advantage

Company Case: Virgin America - Flight Service for the Tech

Savvy (Chapter 7)
5 Topic 3: Products, Reading: Chapter 8
Services, and Brands - What is a product? The major classifications of products
and services
Group 5 & group 6 - Product and service decisions
- Services marketing
- Branding strategy: building strong brands

Company Case: Airbnb - Making Hospitality Authentic

(Chapter 8)

6 Topic 4: Marketing Mix: Reading: Chapter 9

Product - How companies find and develop new product ideas
- The steps in the new product development process and
Group 1 & group 2 the major considerations in managing this process
- The stages of the product life cycle and how marketing
strategies change during a product’s life cycle
- Two additional product issues: Socially responsible
product decisions and international product and
services marketing

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Session Topic Required preparation

Company Case: Bose - Better Products Through Research

(Chapter 9)
7 Coaching session: Group project:
Marketing strategies STDP analysis
(Online)
8 Topic 5: Marketing Mix: Reading: Chapter 10, 11
Price - What is a Price? The importance of pricing in today’s
fast-changing environment.
Group 3 & group 4 - Major pricing strategies
- New product pricing strategies
- Product mix pricing strategies
- Price adjustment strategies
- Price changes

Company Case: Lululemon - Indulging Customers at a

Premium Price (Chapter 11)
9 Topic 6: Marketing Mix: Reading: Chapter 12
Place (1) - Why companies use marketing channels and the
functions these channels perform
Group 5 & group 6 - How channel members interact and how they organize
to perform the work of the channel
- The major channel alternatives open to a company
- How companies select, motivate, and evaluate channel
members
- The nature and importance of marketing logistics and
integrated supply chain management

Company Case: Apple Pay - Taking Mobile Payments

Mainstream (Chapter 12)

10 Topic 7: Marketing Mix: Reading: Chapter 13

Place (2) - The role of retailers in the distribution channel and the
major types of retailers
Group 1 & group 2 - Major retailer marketing decisions
- Major trends and developments in retailing
- The major types of wholesalers and their marketing
decisions.

Company Case: Bass Pro Shops - Creating Nature’s Theme

Park for People Who Hate to Shop (Chapter 13)

11 Topic 8: Marketing Mix: Reading: Chapter 14, 15

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Session Topic Required preparation

Promotion (1) - Five promotion mix tools for communicating customer
value
Group 3 & group 4 - The changing communications landscape and the need
for integrated marketing communications
- The communication process and the steps in
developing effective marketing communications
- The role of advertising in the promotion mix
- Major decisions involved in developing an advertising
program
- The role of public relations in the promotion mix
- How companies use PR to communicate with their
publics

Company Case: Volvo Trucks - Integrated Marketing

Communications of Epic Proportions (Chapter 14)
12 Coaching session: Group project:
Marketing Mix 4Ps analysis
(Online)
13 Topic 9: Marketing Mix: Reading: Chapter 16, 17
Promotion (2) - The role of a company’s salespeople in creating value
for customers and building customer relationships
Group 5 & group 6 - Six major sales force management steps
- The personal selling process, distinguishing between
transaction-oriented marketing and relationship
marketing
- How sales promotion campaigns are developed and
implemented
- Direct and digital marketing and discuss their rapid
growth and benefits to customers and companies
- The major forms of direct and digital marketing
- How companies have responded to the internet and
the digital age with various online marketing strategies
- How companies use social media and mobile marketing
to engage consumers and create brand community

Company Case: Alibaba - The World’s Largest E-Tailer is not

Amazon (Chapter 17)

14 Coaching session: Group project:

Finalize group project Write group project report
report
(Online)
15 Group project sharing and Group project:
evaluation Present the written report

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10. GENERAL INFORMATION AND POLICY

10.1. Referencing
Plagiarism
Student assignments are to contain original content created by the students. Assignments will be
rejected if they include plagiarized 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 checked by the lecturer with Turnitin.com, an online
plagiarism-checking tool.
Sources
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.
Referencing & Citation
The Publication Manual of the American Psychological Association (APA) 7th 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.
10.2. Submission
Assignment cover sheet
 All assignments are required 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 depending on the request of unit instructor.
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 MyISB system
 Students are advised to keep a copy of all assignments submitted for marking.
Submission style
Assignments are expected to achieve a professional standard:
 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
organization.
Submission method
Soft copy: submitted electronically via E-learning system by 11:55 PM on the due date.
(Suggested title: A#_Student full name_Student ID, # is the number of the Assessment)
Hard copy: submitted to ISB Submission Box at the Reception Area or Faculty Office by the due date, if
required.
Late assignment and make-up policy
No late assignments will be accepted unless prior authorization granted by the Academic Department
based on a Special Consideration Application for assessment task extension.
Students must complete all assessments on the assigned dates including quizzes, mid-term test, and
final exam. If there are extenuating or unforeseen circumstances, students must follow the school’s
policies and procedures accordingly.

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10.3. Attendance
Students are required to attend a minimum of 80% of all classes.
Other cases equating to an absence:
 Arriving to class late by 15 minutes at the beginning,
 Arriving late by 5 minutes after the break
 Leaving prior to the scheduled end time without the permission of the lecturer
If you are unable to attend any session, please let your lecturer know AND submit a request for
absence form to program administrator prior to the session.
 IMPORTANT: Students will not be allowed to sit in the final examination if violating the above
absence rule.
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 authorized by the
lecturer exclusively for note taking and doing class work.
 IMPORTANT: If you are in violation of these policies, you will be excused from class and an
absence will be assessed.
10.4. Email etiquette
Your Lecturers receive many emails each day. In order to enable them to promptly respond to your
emails appropriately, students are asked to follow basic requirements of professional communication.
Your emails should:
 Have email’s subject
 Have a concise and descriptive title, including the class and name of the unit you are enquiring
about
 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 “URGENT” in the email subject header.
Make an appointment: If your email request is complex and requires a lengthy response it may be
probably best to make an appointment with your lecturer/instructor to meet in person.
10.5. Student behavior guidelines
Everyone must behave professionally. Students are expected to demonstrate respect for teacher and
fellow students at all times. Behavior 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 school.
Unacceptable behaviors can be:
 Cheating on an exam
 Collaborating with others on work to be presented, if contrary to the stated rules of the course
 Submitting, if contrary to the rules of the course, work previously submitted in another course
 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

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 Plagiarizing
 IMPORTANT:
 First violation will result in a grade ZERO (0%) for that assignment.
 Second violation will result in a failing course grade.
10.6. 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.
10.7. Additional information
This unit guide may be revised at the discretion of the Academic Department with approval from
Program Academic Director and School Academic Committee where appropriate.

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