PRINCIPLES OF MARKETING
Course Title
PRINCIPLES OF MARKETING
Course Code
PRMA330437
Credit
Equivalent Course
N/A
Prerequisite
N/A
Coordinator
MA. Sumit Dhull |
| MA. Cao Hung Tan
Program Level
Program
Instruction Language
Requirement in Business English Program
Applicable for Business English Program
Semester in Business English Program
Overview
The course provides students with the basic principles of marketing, marketing strategies, impacts on corporate marketing, macro and micro marketing environment, and marketing trends in the global economy. The course covers variuos topics including consumers, market research and target markets, feasibility analysis, products, promotion, channels of distribution, pricing, international marketing and use of technology in marketing. Students have the opportunity to apply marketing principles in discussing solutions to marketing cases.
Objectives
| Goals | Goal description |
|---|---|
| G1 | Basic knowledge of marketing such as marketing strategies, the role of marketing in business, macro and micro environment, customer relations and behaviors. |
| G2 | Ability to analyze marketing principles including consumers, market research and target markets, feasibility analysis, products, promotion, channels of distribution, pricing, international marketing |
| G3 | Communication, teamwork, and oral presentation skills in English on topics of marketing |
| G4 | Ability to interpret marketing research data to forecast industry trends and meet customer demands |
Learning Outcomes
| Outcomes | Description |
|---|---|
| G1 | 1. Explain concepts and distinguish types of marketing tools. 2. Describe the process of planning marketing strategies of businesses. |
| G2 | 1. Analyze marketing mix strategies including products, prices, distribution channels and marketing activities for businesses. 2. Summarize factors related to marketing strategy planning such as market segmentation, target market and customer identification, and product positioning in the market |
| G3 | 1. Develop communication and oral presentation skills on marketing principles in the working environment 2. Develop teamwork skills and essential skills to succeed in a multicultural workplace. |
| G4 | 1. Recognize the importance of marketing for the success of a business 2. Interpret and analyse marketing research data to forecast industry trends and meet customer demands |
Materials
Philip Kotler, G. Armstrong, M.O. Opresnik (2017). Principles of Marketing, (17th ed.). Pearson, Harlow (UK).
Assessment
| Types | Percentage |
|---|---|
| Weekly Minitests | 10 |
| Assignments, Participation | 15 |
| Mid-term tests | 15 |
| Presentation/Project | 10 |
| Final exam | 50 |
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