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Course title: Principles of Marketing
Course code: MKTE301
Department: Marketing & Communication
Credit hours:: 3
Prerequisite(s): Not required
- COURSE OBJECTIVES
The course is designed to provide students with basic knowledge in the organization and execution of marketing activities in businesses including describing and analyzing environmental factors that affect marketing activities of businesses, understanding behavior of consumers and business buyers, designing marketing research and using marketing research methods to make marketing mix decisions. The course helps students to apply marketing knowledge in doing business in domestic and international markets.
- COURSE CONTENT AND SCHEDULE
|
No. |
Content |
Time Allocation |
Contribution to CLO |
|||
|
Hour(s) on the class |
Essays, exercise, Assignments… (3) |
Self-study with teacher’s tutorials (4) |
||||
|
Lecture (1) |
Practice, Seminar (2) |
|||||
|
1 |
Chapter 1: Introduction to Marketing |
2 |
1 |
2 |
4 |
CLO 1,2,6,7 |
|
2 |
Chapter 2: Marketing environment |
2 |
1 |
2.5 |
4.5 |
CLO 1,3,6,7 |
|
3 |
Chapter 3: Marketing research |
2 |
1 |
2 |
5,5 |
CLO 1,4,6,7 |
|
4 |
Chapter 4: Consumer market and consumer behavior |
2 |
1 |
1.5 |
5,5 |
CLO 1,4,6,7 |
|
5 |
Chapter 4: Consumer market and consumer behavior (cont.) |
2 |
1 |
1.5 |
5,5 |
CLO 1,4,6,7 |
|
6 |
Chapter 5: Business market and business behavior |
2 |
1 |
1 |
5,5 |
CLO 1,5,6,7 |
|
7 |
Chapter 6: Market segmentation, targeting and positioning |
2 |
1 |
2 |
5,5 |
CLO 1,2,6,7 |
|
8 |
Chapter 7: Product decisions |
2 |
1 |
1.5 |
5,5 |
CLO 1,2,6,7 |
|
9 |
Chapter 7: Product decisions (cont.) |
2 |
1 |
1.5 |
5,5 |
CLO 1,2,6,7 |
|
10 |
Chapter 8: Pricing decisions |
2 |
1 |
1.5 |
5,5 |
CLO 1,2,6,7 |
|
11 |
Chapter 8: Pricing decisions (cont.) |
2 |
1 |
1.5 |
5,5 |
CLO 1,6,7 |
|
12 |
Chapter 9: Place (distribution) decisions |
2 |
1 |
2 |
5,5 |
CLO 1,2,6,7 |
|
13 |
Chapter 10: Promotion decisions |
2 |
1 |
1.5 |
5,5 |
CLO 1,3,6,7 |
|
14 |
Chapter 10: Promotion decisions (cont.) |
2 |
1 |
1.5 |
5,5 |
CLO 1,4,6,7 |
|
15 |
Revision |
2 |
1 |
1.5 |
5,5 |
CLO 1,4,6,7 |
|
Total |
30 |
15 |
25 |
80 |
||
*For a compulsory course of the training program, this course shall contain sessions delivered by business experts/ reporters.
- COURSE ASSESSMENT
- Score ladder: 10
- Type of assessment
|
Form |
Content |
Criteria |
CLO |
Proportion |
|
|
Formative |
Attendance |
|
- Attendance checking: minimum of 5 times |
1,2,3,4 |
10% |
|
Midterm Test |
- Exam format: written exam - Content: issues have been studied - The written exam can be in the form of 20 multiple-choice questions or 02 essay questions (in which, 01 theory-based question and 01 practical question) - Students are not allowed to use any material during the exam. |
- Evaluation criteria: + For multiple-choice questions: students answer exactly 20 multiple-choice questions: 10 points (100%) + For essay questions: the maximum points for each question are 5 points (50%), specifically: Understand the issue: 1 point (10%) Solving the issue: 1 point (10%) Analyze the issue: 1 point (10%) Giving example: 1 point (10%) Expression: 1 point (10%) Total: 5 points (50%)/essay question |
5,6,7,8 |
30% |
|
|
Summative |
Final test |
- Exam format: written exam in 60 minutes - Content: issues have been studied - The written exam consists of 02 parts: + Part 1 contains 40 multiple choice questions covering all chapters + Part 2 consists of 02 essay questions which require the application of knowledge in practice: question 1 covers the first half of the course, question 2 covers the other half of the course (content on 4Ps). - Students are not allowed to use any material during the exam. |
- Evaluation criteria: + For essay questions: Concise answers to 2 essay questions: 4 points (40%) + For multiple-choice questions: Correct answers to multiple choice questions: 6 points (60%) Total: 10 points (100%) otl0 ponts
|
1, 4,5,7 |
60% |
|
|
|
|
Total: |
100% |
|
* Summative assessment:
(2) Extra credit (or bonus points for study encouragement):
- Given when students actively participate during lectures
- Students give their answers to the lecturer’s questions straight to the point
- 5 times: 1 bonus point (10%) for the mid-term exam, 10 times: 1 bonus point (10%) for the final exam, the total bonus points not exceeding 2 points (20%) for mid-term exam or 1 point (10%) for final exam scores.