MAR101

PRINCIPLES OF MARKETING

Unit Guide

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Contents
Contacts .................................................................................................................................................... 3
Unit Overview ........................................................................................................................................... 3
What is Expected from You? ..................................................................................................................... 3
Study Load............................................................................................................................................. 3
Attendance............................................................................................................................................ 3
Prerequisite ............................................................................................................................................... 3
Assessment Information ........................................................................................................................... 4
Learning Outcomes ............................................................................................................................... 4
Assessment Summary ........................................................................................................................... 4
Assessment Details ............................................................................................................................... 4
Assessment 1 .................................................................................................................................... 4
Assessment 2 .................................................................................................................................... 4
Assessment 3 .................................................................................................................................... 5
Assessment 4 .................................................................................................................................... 5
Assessment 5 .................................................................................................................................... 5
Submission Requirements .................................................................................................................... 5
Teaching and Learning Activities. ............................................................................................................. 6
Learning Resources. .................................................................................................................................. 8
Policies, Rules, and Etiquette. ................................................................................................................... 8

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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 contact the staff via email.

Unit coordinator Nguyen Ngoc Quynh Thu – nn.quynhthu@isb.edu.vn

Teaching team Nguyen Ngoc Quynh Thu-nn.quynhthu@isb.edu.vn
Vo Thanh Hai – hai.vothanh@westernsydney.edu.vn
Nguyen Thuy Hang – thuyhang@isb.edu.vn
Hoang Thu Hang – hanght@ueh.edu.vn
Nguyen Thu Huong- thuhuong.nguyen@isb.edu.vn

Student advisor Nguyen Thanh Tuyen – tuyen.nguyen@isb.edu.vn

Unit Overview
Principles of Marketing is an introductory marketing course aimed at students commencing the Bachelor of
Business. 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 students the important concepts underpinning the
marketing process and the practical tools used by marketers to implement marketing strategies.
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.

What is Expected from You?

Study Load
A student is expected to study an hour per credit point per week. For example, a 10-credit point Unit would
require 10 hours of study per week. This time includes the time spent within class during lectures, tutorials,
or practicals.
This course will take a “flipped classroom” approach to learning. This means that rather than your first
exposure to content occurring during a traditional lecture, it will begin before you come to class. You are
expected to read one or two chapters of the textbook and other reading materials required by the lecturer
before coming to class and find the relevant examples along with readings.

Attendance
It is strongly recommended that students attend all scheduleed learning activities to support their learning.
To pass this unit, students must attend at least 10 sessions.

Prerequisite
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.

Assessment Summary

Assessments LOs Value

1 Individual quiz prior to session 1, 2, 3, 4,5 15%
2 Individual reflective assignment 1, 2, 3, 4,5 10%
3 Group weekly videos and activities 2, 3 ,4, 6 20%
4 Group report and presentation 4, 5, 6 25%
5 Final exam 1, 2, 3, 4,5 30%

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:
1. Complete all assessments.
2. Achieve overall mark of at least 50 per cent of the combined assessment tasks.
3. Attend at least 80 per cent of class time.

Assessment Details
Assessment 1
3 individual quizzes with multiple choice questions to be administered prior to session 2, 3 and 4 to check
student understanding of the textbook.
Quiz 1 (start at the beginning of Session 2): questions will be related to Chap 1&2
Quiz 2 (start at the beginning of Session 3): questions will be related to Chap 3&4
Quiz 3 (start at the beginning of Session 4): questions will be related to Chap 5&6

Assessment 2
After class individual assignments to check student understanding and ability to apply theory after
discussion with the lecturer and classmate.
2 reflections: Reflection 1 questions will be related to STDP, Reflection 2 questions will be related to 4Ps,
lecturer will announce the deadline later.

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Assessment 3
6 group videos to reflect student reading or other videos, presentations and reports required by the
lecturer.
Clip 1 includes chap 7 (due before week 5)
Clip 2 includes chap 8 (due before week 6)
Clip 3 includes chap 9 (due before week 7)
Clip 4 includes chap 10 & 11 (due before week 8)
Clip 5 includes chap 12 & 13 (due before week 9)
Clip 6 includes chap 14 & 15 (due before week 10)
Assessment 4
2000-word group report on how a chosen brand apply theory of this course into their marketing activities.
Groups are required to present the key points and findings of their reports.
Peer evaluations are required and members are graded according to their contribution to the group work.
Assessment 5
75-minute comprehensive exam. There will be multiple choice questions, short answer questions and/or
case study analysis.
Closed-book exam.

Submission Requirements
Submissions of assignments will be though elearning or Google Drive according to the lecturer instruction.
File name format for group report: GroupName_Topic
File name for weekly videos, presentations, reports: S#_GroupName_Brand (where # is session number)
If not otherwise stated, deadline for submission is 23:59 the night before sessions.
Late submission will be subjected to a penalty of 10% per day.

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Teaching and Learning Activities.

Session Topic Activities

1 Course introduction Discussion on assignment, session
format, expectation, deadline
Homework: prereading Chapter 1 & 2
2 Marketing defined, marketing process. Quiz 1 (Chapter 1&2)
Marketing strategy, planning and competitive Marketing by the numbers: Apple vs MS
advantage Company case Facebook
Homework: prereading Chapter 3 & 4
3 Marketing environment and MIS Quiz 2 (Chapter 3&4)
Discussion on Vietnam Economy outlook
report
Company case Fitbit
Homework: prereading Chapter 5 & 6
4 Consumer behaviours Quiz 3 (Chapter 5&6)
Company case GoldieBlox
Consultation on group report outline
Homework: prereading Chapter 7 and
submit Clip 1 before Week 5
5 STDP Chapter 7
Company case: Virgin America
Prereading Chapter 8 and submit Clip 2
before Week 6
6 STDP Chapter 7 (continued)
Product Company case AirBnb
Chapter 8 opening vignette discussion
Consultation on group report
Reflection 1 (STDP) (deadline will be
arranged before Session 7 starts)
Homework: prereading Chapter 9 and
submit Clip 3 before Week 7
7 Product Chapter 9
Guest speaker’s session Homework: prereading Chapter 10&11
and submit Clip 4 before Week 8
Reflection 2 (4Ps) (lecturer will arrange
the deadline in any week from Week 7 to
Week 11)
8 Price Chap 10&11
Real marketing: LEGO
Consultation on group report
Real marketing: Dynamic pricing
Homework: Prereading Chapter 12&13
and submit Clip 5 before Week 9
9 Distribution Chap 12&13
Chapter 12 opening vignette discussion
Company case: Apple pay
Homework: Prereading Chapter 14&15
and submit Clip 6 before Week 10
10 IMC Chap 14&15
Group report due
Real marketing: Converse.
Homework: Prereading and prepare an
advertisement or promotion mix

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 campaign analysis. This activity will be
counted into Assessment 3.
11 IMC Chap 16&17
Group report presentation (1/2 class)
12 Group report presentation Group report presentation (1/2 class)
Revision
The activities in italic are for reference only and can be changed by lecturers.

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Learning Resources.
Textbook Kotler, P., & Armstrong, G. (2018). Principles of Marketing (17th ed.). Pearson
Recommended International Journal of Market Research
reading Journal of Advertising
Journal of Consumer Marketing
Journal of Marketing
Journal of Product Innovation Management (eJournals)
https://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
E-library https://smartlib.ueh.edu.vn/
E-learning https://lms.westernsydney.edu.vn/login/canvas

Policies, Rules, and Etiquette.

Please refer to the student handbook.