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1. 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.
2. COURSE CONTENT
No.
Contents
Time Allocation
Contribution to CLO
Hour(s) on the class
Exercises,
Assignments
Self-study with teacher’s tutorials
Lecture
Practice, Seminar
1
Chapter 1: Introduction to Marketing
2
1
1
5.5
CLO 1,2,6,7
2
Chapter 2: Marketing environment
2
1
1
5.5
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
2
1.5
5.5
CLO 1,4,6,7
6
Chapter 5: Business market and business behavior & Mid-term exam
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
22.5
82.5
3. 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 in 45 minutes
- 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
+ For essay questions: the maximum points for each question are 5 points, specifically:
Understand the issue: 1 point
Solving the issue: 1 point
Analyze the issue: 1 point
Giving example: 1 point
Expression: 1 point
Total: 5 points/essay question
5,6,7,8
30%
Summative
Final test
- Exam format: written exam in 50 minutes
- Content: issues have been studied
- The written exam consists of 02 parts:
+ Part 1 contains 30 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
+ For multiple-choice questions:
Correct answers to multiple choice questions: 6 points
Total: 10 points
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 for the mid-term exam, 10 times: 1 bonus point for the final exam, the total bonus points not exceeding 2 points for mid-term exam or 1 point for final exam scores.