VAN LANG UNIVERSITY SOCIALIST REPUBLIC OF VIETNAM

HONORS PROGRAM Independence – Freedom – Happiness

-------------------------

UNDERGRADUATE TRAINING PROGRAMME

COURSE SYLLABUS

Course code: 72MARK30282

Course name (Vietnamese): Marketing căn bản
Course name (English): Principles of Marketing

1. Course general information

1.1. Course credit: 02 credits (2 theoritical credit)
1.2. Total hours of learning activities:

Self-study,
Hour allocation Theory Practice Total
research
Total class periods Contact hours in class
30 30
for in-class
lectures and E- E-learning (with
learning instructions)
Total class periods Self-study, research 70 70
for self-study and Revision, tests, final
others exams
Total 30 70 100

1.3. Knowledge-based course:

Professional knowledge 🗹
 General knowledge
 Fundamental Sector 🗹 Core  Specialism
1.4. Prerequisite courses: No
1.5. Prior courses: No
Languages: Language of instruction is both Vietnamese and English; language used in main
learning materials (Lecture slides, reading, textbook, exercises) is English.
1.6. Unit in charge:
a) School/Faculty: Faculty of Public Relations and Communications
b) Majors: Public Relations
2. Course objectives and learning outcomes
2.1. Course objectives
 The module “Principles of Marketing” provides students an overview of marketing, basic
marketing concepts and terms, market research, customer behavior, marketing-mix tools (Product,
Price, Place, Promotion). This module equips students teamwork skills, critical thinking to identify,
analyze, evaluate and and propose solutions to marketing problems. Furthermore, this module aims
to shape the right attitude in learning, skills enhancement and research mindset.
2.2. Course learning outcomes (CLOs) and CLO contribution matrix to achieve PLO/PI
a) Describe CLOs and ELOs
Course learning outcomes (CLOs)
Code
By completing this course, students can
Knowledge
Identify the factors of marketing environment impacting on the public relations
CLO1
activity of businesses and propose innovative marketing solutions.
Summarize data about the market, customers’ needs and behavior to plan simple
CLO2
marketing strategy to enhance public relations and communication activities.
Skill
Develop a creative idea, and simply create a product, design distribution channels,
CLO 3
pricing strategy and promotion plan to meet the customers’ demands.
Proficiently apply market research methods to detect, analyze, and propose
CLO 4
initiatives for communication plan and business.
Self-control and accountability
Demonstrate sense of self-study, research capacity, and develop lifelong-learning
CLO 5
attitude
b) Contribution level of the course to Expected Learning Outcomes of the Program
PLO, PLO2 PLO3 PLO5 PLO8 PLO10
CLO PI 2.3 PI 3.1 PI 5.3 PI 8.2 PI 10.3
CLO1 I
CLO2 I
CLO3 I
CLO4 I
CLO5 I

3. Course description
The module “Principles of Marketing” provides students with basic knowledge of marketing
including basic marketing concepts and terms; marketing environment; market research, customer
behavior; Marketing mix tools (Product, Price, Place, Promotion). After completing this unit,
students can analyze and come up with a simple marketing strategy for businesses; and be able to
study and research on marketing-related issues.
4. Assessment grading
4.1. Grading scale
Scale of 10 and convert into a letter scale and a 4-point scale according to the current Regulation on
Credit Training of Van Lang University.
4.2. Assessment Rubric
Criteria and score weights for each content to be assessed are presented in the Appendix attached to
this detailed syllabus.
4.3. Assessment plan and methods, and score weighting
Table 4.3.1: Assessment plan and methods
Compo Assessment Weight Course learning outcomes Evaluation
nent methods ing CLO1 CLO2 CLO3 CLO4 CLO5 Time
Attendance &
10% X X Every week
Process Assignment
(40%) Mid-term
30% X X Week 7
report
Group
30% X X X X X Week 10
Final Presentation
Exam Group 30% After 7 days
(60%) Report X X X X X completing
the course
TOTAL 100%
Table 4.3.2: CLO weighting and determine CLO to get data to measure PI achievement level
CLO
weighting Data to measure
Assessment Weighting Assessment Assessment
methods (%) tools
CLO in PLO/PI
form
component achievement level
(%)
(1) (2) (3) (4) (5) (6) (7)
Attendance Attendance CLO
Attendance 40% PI 2.3
& check & 1
10% sheet &
Assignmen In-class CLO
Rubric 60% PI 10.3
t assignment 5
Mid-term CLO
50% PI 2.3
report 1
30% Report Rubric
CLO
50% PI 3.1
2
Group CLO
10% PI 2.3
Presentatio 1
n CLO
20% PI 3.1
2
CLO
30% Presentation Rubric 30% PI 5.3
3
CLO
30% PI 8.2
4
CLO
10% PI 10.3
5
Group 30% Report Rubric CLO
10% PI 2.3
Report 1
CLO
20% PI 3.1
2
CLO
30% PI 5.3
3
CLO 30% PI 8.2
 CLO
weighting Data to measure
Assessment Weighting Assessment Assessment
methods (%) tools
CLO in PLO/PI
form
component achievement level
(%)
(1) (2) (3) (4) (5) (6) (7)
4
CLO
10% PI 10.3
5
5. Textbooks and learning materials
5.1. Main textbooks
Year of
No. Title Author(s) Publisher
publication
Philip T. Kotler & Pearson Education
1 Principles of Marketing 2018
Gary Armstrong Limited

5.2. Other textbooks and reference books

Year of
No. Title Author(s) Publisher
publication
22 Quy luật bất biến trong NXB Tổng hợp
1 Al Ries & Jack Trout 2017
Marketing TP.HCM

5.3. Other materials

Year of
No. Title Author(s) Note
publication
Internal use
1 Lecturer slides Trần Quang Thiện 2023
only
 6. Detailed course content, teaching methods, assessment methods, learning – teaching
activities and process
Designed teaching class Contrib
Self-
Week/ periods ution to
Content study
Session CLOs
Total Theory Practice
Chapter 1: Overview of Marketing 9 3 6
A. In-class teaching content:
1. The development of marketing
concepts
2. Basic marketing concepts & terms
3. The role and position of marketing
4. Marketing mix overview
5. The changing marketing landscape.
In-class discussion
Basic Concepts
The role of marketing in business CLO1
B. Self-study content:
Session CLO2
Philip T. Kotler & Gary Armstrong
1 CLO5
(2018), Principles of Marketing, Pearson
Education Limited. Chapter 1, Pages 4 -
34
C. Teaching methods
- Lecture
- Discussion
D. Assessment methods for learning
outcomes
- Attendance
- Discussion
- Mid-term report
- Group Presentation/ Report
Session Chapter 2: Marketing environment 9 3 6
2 A. In-class teaching content: CLO1
I. Lecture CLO2
1. Overview on Marketing environment CLO5
2. The Microenvironment
3. The Macroenvironment
In-class discussion
Why McDonald’s flopped in Vietnam?
B. Self-study content: 3 hours
Philip T. Kotler & Gary Armstrong
(2018), Principles of Marketing, Pearson
Education Limited. Chapter 3, Pages 64-
94
Watch video: CNBC (2020), “Why
Starbucks Struggles In Vietnam's $1B
Coffee Market” retrieved from
https://www.youtube.com/watch?
v=llwyY4BDbfc&t=162s&ab_channel=
CNBC
C. Teaching methods
 Designed teaching class Contrib
Self-
Week/ periods ution to
Content study
Session CLOs
Total Theory Practice
- Lecture
- Discussion
D. Assessment methods for learning
outcomes
- Attendance
- Discussion
- Mid-term report
- Group Presentation/ Report
Chapter 3: Consumer behavior 9 3 6
A. In-class teaching content:
1. Model of Consumer Behavior
2. Characteristics Affecting Consumer
Behavior
3. Types of Buying Decision Behavior
4. The Buyer Decision Process
In-class Discussion
Year in Search 2022 report by Google
B. Self-study content:
Philip T. Kotler & Gary Armstrong
(2018), Principles of Marketing, Pearson
Education Limited. Chapter 5, pages 132
CLO1
- 161
Session CLO2
Read “Vietnamese consumers indulge
3 CLO5
themselves in Shoppertainment” (Phong
Do, 2023) retrieved from
https://www.decisionlab.co/blog/
decision-lab-vietnamese-consumers-
indulge-themselves-in-shoppertainment
C. Teaching methods
- Lecture
- Discussion
D. Assessment methods for learning
outcomes
- Attendance
- Discussion
- Mid-term report
- Group Presentation/ Report
Session Chapter 4: Marketing research 9 3 6
4 A. In-class teaching content: CLO1
1. Defining the problem CLO2
2. Developing the research plan CLO4
3. Qualitative vs Quantitative research
CLO5
4. Collecting Primary & Secondary Data
5. Analyzing & Reporting data
In-class Discussion
Practice interviewing with consumers
B. Self-study content:
- Philip T. Kotler & Gary Armstrong
 Designed teaching class Contrib
Self-
Week/ periods ution to
Content study
Session CLOs
Total Theory Practice
(2018), Principles of Marketing, Pearson
Education Limited. Chapter 4, pages 96 -
129
C. Teaching methods
- Lecture
- Discussion
D. Assessment methods for learning
outcomes
- Attendance
- Discussion
- Mid-term report
- Group Presentation/ Report
Chapter 5: Segmentation – Target 9 3 6
market - Positioning
A. In-class teaching content:
1. Market segmentation
2. Market targeting
3. Brand Positioning
In-class Discussion
Positioning map of coffee shop market in
Ho Chi Minh city
B. Self-study content:
- Philip T. Kotler & Gary Armstrong CLO3
Session
(2018), Principles of Marketing, Pearson
5 CLO4
Education Limited. Chapter 7, pages 188
CLO5
- 219
C. Teaching methods
- Lecture
- Discussion
D. Assessment methods for learning
outcomes
- Attendance
- Discussion
- Mid-term report
- Group Presentation/ Report
Session Chapter 6: Product 9 3 6
6 A. In-class teaching content: CLO3
1. What is a Product? CLO4
2. Product and Service Decision CLO5
3. New-product development strategy
4. Product life cycle
In-class Discussion
Design a new product with outstanding
features
B. Self-study content:
- Philip T. Kotler & Gary Armstrong
(2018), Principles of Marketing, Pearson
Education Limited. Chapter 8&9, pages
 Designed teaching class Contrib
Self-
Week/ periods ution to
Content study
Session CLOs
Total Theory Practice
222 - 285
C. Teaching methods
- Lecture
- Discussion
D. Assessment methods for learning
outcomes
- Attendance
- Discussion
- Mid-term report
- Group Presentation/ Report
Chapter 7: Place 9 3 6
A. Online teaching content:
1. Marketing channel
2. Type of distribution channel
3. Channel design decision
B. Self-study content:
- Philip T. Kotler & Gary Armstrong
(2018), Principles of Marketing, Pearson CLO3
Session
Education Limited. Chapter 12, pages CLO4
7
338-460 CLO5
C. Teaching methods
- Lecture
- Watch reference videos
D. Assessment methods for learning
outcomes
- Attendance
- Group Presentation/ Report
Chapter 8: Price 9 3 6
A. In-class teaching content:
1. What is Price?
2. Major Pricing strategies
3. Internal and external considerations
affecting price decisions
4. New – product pricing strategies
5. Price adjustment strategies
B. Self-study content: CLO3
Session
- Philip T. Kotler & Gary Armstrong CLO4
8
(2018), Principles of Marketing, Pearson CLO5
Education Limited. Chapter 10&11,
pages 288-335
C. Teaching methods
- Lecture
D. Assessment methods for learning
outcomes
- Attendance
- Group Presentation/ Report
Session Chapter 9: Promotion 9 3 6
9 A. In-class teaching content: CLO3
 Designed teaching class Contrib
Self-
Week/ periods ution to
Content study
Session CLOs
Total Theory Practice
1. Advertising
2. PR
3. Sales promotion
4. Personal selling
5. Direct and online marketing
B. Self-study content:
- Philip T. Kotler & Gary Armstrong
(2018), Principles of Marketing, Pearson CLO4
Education Limited. Chapter 14,15,16,17, CLO5
pages 406-524
C. Teaching methods
- Lecture
D. Assessment methods for learning
outcomes
- Attendance
- Group Presentation/ Report
Session Final group presentation 19 3 16
10 A. In-class activity: CLO1
Group Presentation: CLO2
Choose a specific brand and complete the CLO3
following inquiries:
CLO4
Part 1: General analysis
1. Introduction on the chosen brand: CLO5
History and development, company,
Vision and mission, Achievements, ...
2. Analysis of the marketing
environments (2 macro-
environmental factors & 1 micro-
environmental factor)
3. Target consumers & their behavior
4. Competitor Analysis
5. Brand positioning
6. Analysis of the Marketing Mix (4Ps)
strategy of the brand
Part 2: Complete one of the two
requirements below:
1. Evaluate the process of company's
launching a new product or service
(how they launch the product to the
target market, marketing efforts).
2. Propose a new product or service
based on the analyzed information
and propose marketing activities for
that business.
B. Self-study content:
Students prepare for final presentation &
report
C. Teaching methods
Lecturer feedback on student
 Designed teaching class Contrib
Self-
Week/ periods ution to
Content study
Session CLOs
Total Theory Practice
presentation performance
C. Assessment methods for learning
outcomes
- Group Presentation
7. Pedagogy and learning methods
7.1. Pedagogy
- Direct instruction (explicit teaching through lectures and teacher-led demonstrations).
- Increasing interaction with students, creating conditions for students to raise problems, analyze
and explain problems.
- Organizing students into groups (7-8 students) to do exercise, practice negotiation and group
projects.
7.2. Learning methods
- Students listen to lectures, discuss and solve problems according to given topics with lecturers and
the whole class;
- Students read the documents themselves, study the materials, do the exercises and prepare the
discussion contents with the lecturer and the whole class;
- Students practice some skills in class and at home under the guidance of lecturers.
- Students work in group to execute group projects.
- Students study the lecture content on Elearning platform.
8. Students’ responsibilities
8.1 Students' responsibilities are as follows:
- Attending all classes in class. If students miss more than 3 classes, they will be banned from
taking the first exam.
- Students must dress politely, appropriate to the educational environment. Do not use the phone in
class, do not talk and do private work. If the lecturer reminds the student, but the student continues
to violate, he may be invited out of the class and notified for the Faculty to handle.
- Students must go to school on time as prescribed. If students are late for more than 10 minutes,
they are not allowed to enter class.
- Students must prepare lessons before coming to class, such as: doing exercises, reading materials
in advance as instructed in the teaching schedule.
8.2 Learning methods
- Students participate in listening to lectures, discussing and solving problems according to given
topics with lecturers and the whole class;
- Students read documents themselves, study materials, do exercises and prepare discussions with
teachers and the whole class;
- Students practice some skills in class and at home under the guidance of lecturers.
9. Developing and updating the syllabus
The syllabus is initially developed in the 3rd semester of the academic year 2022-2023 in English.
The syllabus is adjusted in the 3rd semester of the academic year 2023-2024 by new syllabus format
request, eliminating E-learning session and replace by in-class session.
10. The information of lecturers and teaching assistants in charge of the semester 223
academic year 2023
11
Lecturer(s)
Academic degree/rank: Master of
Full name: Tran Quang Thien
Marketing
Workplace address: 69/68 Dang Thuy Tram, Bình
Phone number: 0786280594
Thanh District, HCMC. Building A, Room 5.07.
Email: thien.tq@vlu.edu.vn Website:
How to contact the lecturer: Students can contact the lecturer via email or meet in person every
Saturday from 9am – 11am

Ho Chi Minh City, 20/05/2024

DEAN SYLLABUS DEVELOPER

Võ Văn Tuấn (PhD) MSc. Tran Quang Thien

PRESIDENT

Prof. Tran Thi My Dieu

12
 APPENDIX: EVALUATE RUBRIC
Rubric 1: Attendance & Assignment (10%)

Criteria Weig Exellent Good Average Fail

hting 90-100% 70-89% 40-69% under 40%
(%)

Attendance Attend and actively Frequently attend Sometimes attend Barely attend
participate in class (less than 80%) (less than 70%) (less than
activities including but passively and participate in 60%) and not
50
discussion, game, participate in class class activities participate in
interaction, activities class activities
answering questions

Assignment Completed 100% Completed 75% Completed 50% Incompleted

number of assigned number of number of
50
assignment assigned assigned
assignment assignment

100

Rubric 2: Mid-term report

Criteria Weighti Exellent Good Average Fail

ng (%) 80-100% 60-79% 40-59% under 40%
Innovative ideas, Innovative ideas,
Ideas 10 Uncreative No creativity
breakthroughs no difference yet
Research is not Do not carry
Research carefully Non-specific
Research/ thorough and out the
60 and in detail about the detailed
content detailed is not research
advertising strategy research
specific process
- Suitable style. - Suitable
- Suitable style.
- No spelling or style.
- Few spelling or
grammar errors. - Very few - Poor
Writing grammar errors.
10 - Systematic & logical spelling or writing
skills - Systematic &
approach to the topic grammar
logical approach to
& discussed in an errors.
the topic
informed way.
- Each section
- Each section explicitly linked to - The
explicitly linked to the the next part. The structure is - No link
Format/ next part. The structure and flow unclear and between parts
10
Structure structure and flow of of materials are too messy - Poorly
materials are clear. clear. - Poorly displayed
- Well-displayed - Relatively well- displayed
displayed
Relatively Inadequate
Reference 10 Adequate reference No reference
adequate reference reference
100

13
 Rubric 3: Group presentation

Criteria Weighti Exellent Good Average Fail

ng (%) 80-100% 60-79% 40-59% under 40%
Course-relevant Content are
Course-relevant
Course-relevant and topic- relevant to the
and topic-
and topic-relevant, relevant. On topic and
relevant.
Content 30 and excellently overall, provide requirements,
Sufficiently
provide content enough but sometimes
provide content
required. information inconsistent/
required.
required irrelevant.
Quickly handle Quite quick to Handling arising Passive in
arising situations; handle arising situations is not arising
Flexibility in
answer situations; the yet responsive; situations,
solving
convincingly and answer is quite Answer unable to
situations & 20
confidently in convincing and questions that answer
responding
responding to confident in are misleading questions
to questions
questions responding to and confusing
questions
The presenter(s) is The presenter(s) The presenter(s) Discrete
very confident, is relatively is not confident presentations;
Verbal coherent, and confident, and attractive Not
communicat 10 attractive to the coherent, and understanding
ion audience quite attractive the content of
to the audience the
presentation
Vivid form: Powerpoint, Powerpoint/ the Do not have
beautiful video video is too presentation
Supporting
powerpoint slides, presentation is simple and slides / videos
materials for
10 combining many beautiful but monotonous
the
images, videos, cannot combine
presentation
evidences, figures images, vivid
illustrations
On time Late Late Late
Timing 10
(acceptable) (unacceptable) (unacceptable)
Assign work in the There is good Assigned but There is no
Personal team and division and not reasonable. assignment
contribution coordinate very coordination Coordination prior to the
10
& well between implementatio
Teamwork disjointed n of the topic
members
Formal/ Smart Decent outfit Unprofessional Bad-looking
Outfit 10 causal outfit outfit
Professional look
100

14
 Rubric 4: Final report

Criteria Weighti Exellent Good Average Fail

ng (%) 80-100% 60-79% 40-59% under 40%
Research carefully Research is not Do not carry
Non-specific
Research/ and in detail about thorough and out the
60 detailed
Content the advertising detailed is not research
research
strategy specific process
- Suitable style.
- No spelling or - Suitable style. - Suitable
grammar errors. - Few spelling or style. - Very
- Poor
Writing - Systematic & grammar errors. few spelling
10 writing
skills logical approach to - Systematic & or grammar
the topic & logical approach to errors.
discussed in an the topic
informed way.
- Each section
- Each section - The
explicitly linked to
explicitly linked to structure is - No link
the next part. The
Format/ the next part. The unclear and between parts
10 structure and flow of
Structure structure and flow of too messy - Poorly
materials are clear.
materials are clear. - Poorly displayed
- Relatively well-
- Well-displayed displayed
displayed
Relatively adequate Inadequate
Reference 20 Adequate reference No reference
reference reference
100

15