Principles of Marketing Spring 2012

PRINCIPLES OF MARKETING SPRING 2012

INSTRUCTOR Ms. Ly H. Hoang, M.B.A. CLASS HOURS Wednesday, 8:30 – 11:45 am or 1:00-4:15 pm CONTACT INFO [email protected]

ABOUT THE COURSE The purpose of this course is to introduce to students the basic terminology, concepts, and principles of marketing. Students will have an understanding of how marketing functions work in business, as well as their importance in organizations. After taking this course, students should be able to design a basic marketing campaign that is applicable to the Vietnamese business environment.

TEXTBOOK “ Principles of Marketing” by Philip Kotler and Gary Armstrong. Pearson Global Edition, 2010. Thirteenth Edition.

GRADING SCALE The official grading scale in this class will be from 0 to 10. However, for each individual assignment, a point system is used. An assignment can be worth 10 points, 20 points, or 100 points. Students can easily divide the points they have received by the total points of the assignment, and multiply by 10 to figure out their official grade.

ASSIGNMENTS 1. Homework or in-class assignments (20%): Throughout the semester, a number of homework and in-class assignments will be given. The assignments will be picked up on a random basis. 2. Mid-terms (50%): Depending on how much time we have, one or two mid-terms will be given throughout the semester, covering mostly concepts we have learned in class. 3. Final project (30%): In lieu of a final exam, a final project will be assigned. This project is due at the very end of the semester and will cover many topics we’ve talked about in class. This project will be your chance to apply the knowledge we have learned in class to a real life situation.

COURSE RULES Please be respectful of your instructor and fellow students. Individual assignments should be individual, while group projects are meant to be done collaboratively amongst each member of the group. Cheating will be not tolerated.

SUGGESTIONS FOR SUCCESS Since this course is taught in English, it is crucial that you have a strong command of the English language. Reading the textbook before class (and more than once) will be very helpful in preparing you with the necessary range of vocabulary for the course.

1 TOPICS TO BE COVERED

PART I – DEFINING MARKETING AND MARKETING PROCESS Chapter 1 Marketing: Creating and Capturing Customer Value Chapter 2 Company and Marketing Strategy: Partnering to Build Customer Relationship PART II – UNDERSTANDING THE MARKETPLACE AND CONSUMERS Chapter 3 Analyzing the Marketing Environment Chapter 4 Managing Marketing Information to Gain Customer Insights Chapter 5 Consumer Markets and Consumer Buyer Behavior Chapter 6 Business Markets and Business Buyer Behavior Part III – DESIGNING A CUSTOMER-DRIVEN MARKETING STRATEGY AND MIX Chapter 7 Customer-Driven Marketing Strategy: Creating Value for Customers Chapter 8 Products, Services, and Brands: Building Customer Value Chapter 9 New-Product Development and Product Life-Cycle Strategies Chapter 10 Pricing: Understanding and Capturing Customer Value Chapter 11 Pricing Strategies Chapter 12 Marketing Channels: Delivering Customer Value Chapter 13 Retailing and Wholesaling Chapter 14 Communicating Customer Value: Integrated Marketing Communications Strategy Chapter 15 Advertising and Public Relations Chapter 16 Personal Selling and Sales Promotion Chapter 17 Direct and Online Marketing: Building Direct Customer Relationships PART IV – EXTENDING MARKETING Chapter 18 Creating Competitive Advantage Chapter 19 The Global Market Place Chapter 20 Sustainable Marketing: Social Responsibility and Ethics

2 Class/Date Topic Assignments Class 1

Class 2

Class 3

Class 4

Class 5

Class 6

Class 7

Class 8

Class 9

Class 10

Class 11

Class 12

Class 13

Class 14

Class 15

Final Exam