MAR101

PRINCIPLES OF MARKETING

Unit Guide
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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 best to make
contact with the staff via email.

Mr Vo Thanh Hai
Unit Instructors Ms Hoang Thu Hang
Hai.vo@isb.edu.vn

Ms. Tuyen Nguyen

Student Advisor Phone: 028 39305292 Email: tuyen.nguyen@isb.edu.vn

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:

1. Understand the underlying philosophy of the marketing concept and its

strategic importance for business.
2. Understanding the key marketing concepts and how they are applied within
a business context.
3. Understand broadly the marketing process and how marketing mix
elements, 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 situation critically and justify cases with the key
marketing theory.
6. Demonstrate capability in written and oral communication and analytical
skills in a marketing context.
value
LO
Assessments and due date (/100)
Individual performance (self-study, reflection and
1. 1, 2, 3, 4, 5, 6
class participation) 35%
2.1 Written Report (Team Project - Living Case)
2. 4, 5, 6
Due: Session 10 25%
2.2 Presentation (Team Project - Living Case)
4, 5, 6
Due: Team presentation take place during session 12 10%

3. Final exam (Individual) Due: TBA 1, 2, 3, 4, 6 30%

Assessment summary

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.
Note: To successfully complete this unit, students must:
 Complete all assessment items;
 Achieve overall mark of at least 50 per cent of the combined
assessment tasks;
 Attend 80 per cent of class time. See attendance requirements in the
section of class policies and rules below.

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Assessment 1: R eflection & participation (35%)

Overview

For reflection, this activity will be carried out to evaluate the learning and
progress of students throughout the whole semester, students will be required to
read two chapters prior to each class then video record what they have read. 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. Yo u 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.

- Individual: 25%
o Quizzes: 10%
o Participation in class discussion (in class questions and comment other
group presentations): 15%
- Group: 10% including video clips reflecting your readings, field works and workshops.
Details can be found during first session

Assessment 2: Team Project (35%)

Overview:

Team projects: Working in groups of 4 to 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

2.1 Situation analysis report (25%)

The reports will be submitted on E -learning

Refer to attached Guideline and Marking Criteria of Assessment 2.

Penalty:

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 mark.

Contribution of individuals: it is after 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.

2.2 Presentation (10%)

The presentation will be submitted on E -learning

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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

Length: Presentation of 2 0 minutes including 1 0 minutes Q&A

Assessment 3: Final Exam (Individual) (30%)

Overview:

90-minutes comprehensive and closed book - The final exam will consist of 2 sections:
(A) Multiple choice questions, and (B) short answer questions.

Note: The final exam is not a hurdle. Overall to pass this course, students must gain an
overall mark of 50%.
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General submission requirements

Assignment cove r 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 E
-learning system (http://elearning. isb.edu.vn/). Students are to keep a copy of all
assignments submitted for marking.

Submission style an d 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
organization.

All assignments are required to be submitted electronically via E -learning system

(http://elearning.isb.edu.vn/) by 11:59 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 E -learning system shall be as follows: Student name_Unit
name_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 authorization granted by
the coordinator. In case such an authorization 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, mid-term, and the final exam must be taken on the assigned dates. If
there are extenuating or unforeseen circumstances, the unit coordinator must be
contacted prior to the quiz or 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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Tutorials

Tutorials following the lecture in each session provide students the opportunity
to apply and share knowledge by doing a variety of in -class activities individually
or in group 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 provided in class. 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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Teaching a n d L e a r n i n g activities

Schedule of activities
SESSIO Lecture Program Activities
N
Discussion on assignment
Course introduction Session format, expectation
S1
IEM and course structure Deadline

Marketing define; marketing Quiz 2 (chapter 1&2)

process Company case Chick-a-Fil
S2
Marketing strategy/planning
Competitive advantages
Environment Quiz 3 (chapter 3&4)
Marketing information system Company case: Fitbit
S3 Discussion of one Vietnam Market
outlook report

Consumer behavior Quiz 4 (chapter 5 &6)

S4 Company case: P&G

STP Quiz 5 (chapter 7)

Practice Quiz 5a (chapter 18)
S5 Company case: Virgin America
Consultation and feedback

Product Quiz 6 (chapters 8&9)

S6 Case: Airbnb
Price Quiz 7 (chapter 10)
S7
Price Quiz 8 (chapter 11)
Discussion of pricing strategies students
S8
found from their homework.
Company case: Apple Pay
Place (Distribution) Quiz 9 (chapter 12&13)
S9
Consultation/feedback
Promotion (IMC) Quiz 10 (chapters 14&15)
S 10 Campaign reflections Discussion on 3-4 failed ads campaigns
students found from their homework
Quiz 11 (chapters 16&17)
Discussion on 3-4 successful ads
S 11
campaigns students found from their
homework
Group presentation
S 12
Review
FINAL EXAM
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Learning resources

Essential reading

Textbook Kotler, P., & Armstrong, G. (2018). Principles of Marketing (17th

ed.). Pearson
Recommended International
o InternatEdition
ional Journal of Market Research
reading o Journal of Advertising
o Journal of Consumer Marketing
o Journal of Marketing
o Journal of Product Innovation Management (eJournals)
o htt p :/ / www . ad w e e k . c om /
o htt p :/ / www . ma r k e t i n g c ha r t s . c om /
o htt p :/ / www . ma r k e t i n go v e r c o ff ee . c om /
o htt p :/ / www . mediapo s t. c o m /
o http://se t hgodin.ty p epad. c om/
o htt p :/ / www . t ed . c om / t opi c s / bu s ine s s

Online resources

h tt p :// s e a r c h . p r o q u e s t. c o m / l o g i n
E-library Username: UEHCMC2010
Password: thuvien0810
E-learning h tt p :// e l e a r n i n g . i s b . e d u . v n /

Referencing requirements
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 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 authorized by the lect urer 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 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
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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.

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) plagiarizing, 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.