MAR101
PRINCIPLES OF MARKETING
Unit Guide
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Contents
Contacts .................................................................................................................................................... 3
Unit Overview ........................................................................................................................................... 3
What is Expected from You?..................................................................................................................... 3
Study Load ............................................................................................................................................ 3
Attendance ........................................................................................................................................... 3
Prerequisite............................................................................................................................................... 3
Assessment Information ........................................................................................................................... 4
Learning Outcomes ............................................................................................................................... 4
Assessment Summary ........................................................................................................................... 4
Assessment Details ............................................................................................................................... 5
Assessment 1 .................................................................................................................................... 5
Assessment 2 .................................................................................................................................... 5
Assessment 3 .................................................................................................................................... 5
Assessment 4 .................................................................................................................................... 5
Assessment 5 .................................................................................................................................... 5
Submission Requirements .................................................................................................................... 5
Teaching and Learning Activities. ............................................................................................................. 6
Learning Resources. .................................................................................................................................. 7
Policies, Rules, and Etiquette.................................................................................................................... 7
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Contacts
Below is a list of contacts for this unit. Please liaise directly with your unit instructor regarding
appropriate consultation times. It is usually best to contact the staff via email.
Unit coordinator Nguyen Ngoc Quynh Thu – nn.quynhthu@isb.edu.vn
Teaching team Do Thuy An - an.do@isb.edu.vn
Student advisor Nguyen Thanh Tuyen – tuyen.nguyen@isb.edu.vn
Unit Overview
Principles of Marketing is an introductory marketing course aimed at students commencing the
Bachelor of Business. Principles of Marketing is a prerequisite for all other marketing courses.
Principles of Marketing provides an overview of the marketing process, and how it works within
the business context. The aim is to introduce to students the important concepts underpinning
the marketing process and the practical tools used by marketers to implement marketing
strategies.
The course is based on both the theory and practice of marketing. Throughout lectures, tutorials, and
assessment tasks you will be encouraged to apply the theoretical learning to real world practices.
What is Expected from You?
Study Load
A student is expected to study an hour per credit point per week. For example, a 10-credit point Unit
would require 10 hours of study per week. This time includes the time spent within class during
lectures, tutorials, or practicals.
This course will take a “flipped classroom” approach to learning. This means that rather than your first
exposure to content occurring during a traditional lecture, it will begin before you come to class. You
are expected to read one or two chapters of the textbook and other reading materials required by the
lecturer before coming to class and find the relevant examples along with readings.
Attendance
It is strongly recommended that students attend all scheduleed learning activities to support their
learning. To pass this unit, students must attend at least 10 sessions.
Prerequisite
None.
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Assessment Information
Learning Outcomes
Learning outcomes for the unit are outlined below. Upon completion of this unit,
students will be able to:
1 Understand the underlying philosophy of the marketing concept and its strategic
importance for business.
2 Understanding the key marketing concepts and how they are applied within a business
context.
3 Understand broadly the marketing process and how marketing mix elements,
marketing tools and related theory fit together to make up a complete marketing
overview.
4 Illustrate marketing theory with local and global practices.
5 Analyze marketing situation critically and justify cases with the key marketing theory.
6 Demonstrate capability in written and oral communication and analytical skills in a
marketing context.
Assessment Summary
Assessments LOs Value
1 Weekly individual quiz prior to each session 1, 2, 3, 4,5 15%
2 Weekly individual after class quiz, reflection 1, 2, 3, 4,5 15%
3 Group weekly videos or presentations or reports – in class 2, 3 ,4, 6 15%
4 Group report and presentation 4, 5, 6 25%
5 Final exam 1, 2, 3, 4,5 30%
Final marks and grades are subject to confirmation by the School Assessment Committees which
may scale, modify, or otherwise amend the marks and grades for the unit, as may be required by
university policies.
Note: To successfully complete this unit, students must:
1. Complete all assessments.
2. Achieve overall mark of at least 50 per cent of the combined assessment tasks.
3. Attend at least 80 per cent of class time.
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Assessment Details
Assessment 1
Weekly individual quizzes with multiple choice questions to be adminstered prior to each session to check
student understanding of the textbook.
Assessment 2
After class individual quizzes to check student understanding and ability to apply theory after discussion
with the lecturer and classmate.
Assessment 3
Weekly group videos to reflect student reading or other videos, presentations and reports required by the
lecturer.
Assessment 4
2000-word group report on how a choosen brand apply theory of this course into their marketing activities.
Groups are required to present the key points and findings of their reports.
Peer evaluations are requried and members are graded according to their contribution to the group work.
Assessment 5
90 minutes comprehensive exam. There will be multiple choice questions, short answer questions and/or
case study analysis.
Submission Requirements
Submissions of assignments will be though elearning or Google Drive according to the lecturer instruction.
File name format for group report: GroupName_Topic
File name for weekly videos, presentations, reports: S#_GroupName_Brand (where # is session number)
If not otherwise stated, deadline for submission is 23:59 the night before sessions.
Late submission will be subjected to a penalty of 10% per day.
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Teaching and Learning Activities.
Session Topic Activities
1 Course introduction Discussion on assignment, session
format, expectation, deadline
Prereading: Chapter 1
2 Marketing defined, marketing process. Prereading and Quiz 2 (chapter 1&2)
Marketing strategy, planning and competitive Marketing by the numbers: Apple vs MS
advantage Company case Facebook
3 Marketing environment and MIS Prereading and Quiz 3 (chapter 3&4)
Discussion on Vietnam Economy outlook
report
Company case Fitbit
4 Consumer behaviours Prereading and Quiz 4 (Chapter 5&6)
Company case GoldieBlox
Consultation on group report outline
5 STDP Prereading and Quiz 5 (chapter 7)
Company case: Virgin America
6 Product Prereading and Quiz 6 (chapter 8&9)
Company case AirBnb
Chapter 8 opening vignette discussion
Consultation on group report
7 Price Prereading and Quiz 7 (chapter 10)
Real marketing: LEGO
8 Price Prereading and Quiz 8 (chapter 11)
Consultation on group report
Real marketing: Dynamic pricing
9 Distribution Prereading and Quiz 9 (chapter 12&13)
Chapter 12 opening vignette discussion
Company case: Apple pay
10 IMC Prereading and Quiz 10 (chapter 14&15)
Group report due
Real marketing: Converse.
11 IMC Prereading and Quiz 11 (chapter 16&17)
Group report presentation (1/2 class)
12 Group report presentation Group report presentation (1/2 class)
Revision
The activities in italic are for reference only and can be chaged by lecturers.
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Learning Resources.
Textbook Kotler, P., & Armstrong, G. (2018). Principles of Marketing (17th ed.). Pearson
Recommended International Journal of Market Research
reading Journal of Advertising
Journal of Consumer Marketing
Journal of Marketing
Journal of Product Innovation Management (eJournals)
http:// www. adwe ek .c om/
http:// www. mark etin gc hart s .c om/
http:// www. mark etin gov erc offee.c om/
http:// www. mediapos t.c o m/
http://sethgodin.typ epad.com/
http:// www. ted.c om/ topic s /bus ines s
E-library h ttp ://s e a rc h .p ro q ue s t.c o m/l o g i n
Username: UEHCMC2010
Password: thuvien0810
E-learning http://Elearning.westernsydney.edu.vn
Policies, Rules, and Etiquette.
Please refer to the student handbook.
