Marketing Management

2024

COURSE OUTLINE

Contact Details

Course Coordinator/Lecturer:
Dr Nguyen Hoang Sinh, PhD, MA, BA, Dip Teach
Email: sinh.nh@ou.edu.vn
Telephone: 028-3838-6604
Website: https://sinhoanguyen.wordpress.com

Learning materials

The recommended textbook: Philip Kotler & Kevin Lane Keller ‘Marketing Management’
Prentice Hall, 2021, 16th edition. (15th edition download here)

Case studies: Norazah Mohd Suki ‘BMMK5103 Marketing Management’ OUM, 2016.
(Download here)

Assessment Requirements

Mark allocations for each assessed component are:

Participation and Attendance: 20%

Group Assignment: 30%

You are required to prepare a marketing plan of your choice, but an established
brand/product line in Vietnam. Working in groups of 4 – 6, you will conduct a market
analysis, SWOT and develop a marketing plan with an emphasis on digital marketing for
your selected brand/product line by utilising concepts and theories outlined in the course.
Further information about the expectations of the plan will be discussed in class (refer to
ASSIGNMENT OUTLINE). Each marketing plan project should be no more than 3,000 words
(approx. 15 pages, excluding appendices). Presentation and report submission are due in the
last week.

Final Examination: 50%

Open book, 40 multiple choice questions (60 minutes)
Marketing Management Course Outline ~ 2024

Lecture Lecture Topic Preparation

1. Introduction Ch 1 & 2
Group forming

2. Market Analysis Ch 3 & 4

Case: Baskin Robbins

3. Buyer Behaviour Ch 6 & 7

Case: Air Asia

4. Market Segmentation & Positioning Ch 8 & 10

Case: The Coffee Bean & Tea Leaf

5. Product Development Ch 12 & 20

Case: Samsung Galaxy S7

6. Marketing of Services Ch 5 & 13

Case: Singapore Airlines (SIA)

7. Pricing Policies Ch 14
Case: P&G

8. Distribution Decisions Ch 15 & 16

Case: Giant Hypermarket

9. Communication Strategy Ch 17-19

Case: Coca-Cola

10. Building Strong Brands Ch 9

Case: Berjaya Corp. Berhad

+ Marketing Implementation Ch 11 & 22

Self-study

[Notes: Chapters: Kotler & Keller, 2016; Cases: Suki, 2016]

-2-