MAR101 – PRINCIPLES OF MARKETING

Unit Guide

Trimester 1 2021-2022
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1. CONTACT INFORMATION
Senior Lecturer Dr. Ngo Cong Khanh Email: khanh.ngo@isb.edu.vn
Lecturer Ms. Du Phuc My Kim Email: kim.du@isb.edu.vn
Program Administrator Ms. Nguyen Truong An Address: 17 Pham Ngoc Thach St., D3, HCMC
Phone: (028) 3920 9999 (Ex: 305)
Email: an.nguyen@isb.edu.vn

2. UNIT OVERVIEW
Principles of Marketing is an introductory marketing course aimed at students commencing the
Bachelor of Business (Marketing) or students from other courses who have not previously studied
marketing. It is a core course for the Bachelor of Business (Marketing). 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 you the important concepts underpinning the marketing
process and the practical tools used by marketers to implement marketing strategies. The course will
introduce to you the importance of marketing philosophy to future business viability and how each
person in an organization can make a contribution to the marketing process.

For marketing students, Principles of Marketing offers a preview of many of the important marketing
courses you will by studying throughout your course and will provide you with the basic concepts and
tools with which to explore the more specialized marketing courses that follow. It leads into Advanced
Marketing Concepts and Applications, where specific topics and skills are developed further.

For all other students, Principles of Marketing offers insights into the field of marketing, putting into
context the role of marketing in an organization, and how you may interface with marketing in your
role.

The course is based on both the theory and practice of marketing. Throughout teaching sessions and
assessment tasks you will be encouraged to apply the theoretical learning to real world practices.

3. PREREQUISITE
None

4. UNIT LEARNING OUTCOMES

Upon completion of this unit, students will be able to:
ULO1 Demonstrate an understanding of the underlying philosophy of the marketing concept and
its strategic importance for business.
ULO2 Demonstrate an understanding of the key marketing concepts and how they are applied
within a business context.
ULO3 Show an ability to analyse marketing situation critically, offer marketing solutions and justify
and support recommendations with marketing theory and examples from industry.
ULO4 Conceptualise broadly the marketing process and how the various elements of the marketing
mix, specific marketing tools and related theory fit together to make up a complete marketing
overview.

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ULO5 Demonstrate an understanding of the differences between goods and services, consumers
and business markets and the implications to marketers managing these varied businesses.
ULO6 Demonstrate capability in written and oral communication and analytical skills in a marketing
context.

5. PROGRAM LEARNING OUTCOMES

In line with its focus on assuring students’ skills in unit learning outcomes 1-7 above, this unit is also
responsible for introducing/developing/assuring the following program-level learning outcomes (PLOs):
PLO1 Knowledge & Application
Solid understanding and competency of appropriate application of business discipline-specific
knowledge.
PLO2 Communication
Competency in professional written and oral communication suited to multiple audiences and
contexts.
PLO3 Teamwork
Effective collaboration in teamwork or other tasks in organizational settings.
PLO4 Critical thinking
Critical thinking through appropriate observing, analyzing and reasoning, etc.
PLO5 Problem solving
Effective and constructive problem solving.
PLO6 Ethics
An ethical perspective, including an understanding of the ethical responsibilities of
organizations.
PLO7 Cultural Diversity
A global mindset, including an understanding of the different business settings, the ability to
identify foreign market potentials, to diagnose cross-cultural communication problems and
propose appropriate solutions.

6. STUDENT WORKLOAD
6.1. Study Load
The classes are VERY interactive and STUDENTS WILL BE EXPECTED TO PARTICIPATE in the class
discussions. To do this, it’s important that students review all the relevant materials, some of which will
be given to the students as homework, whilst other content will be given to them in class as preparation
for the discussions. The students can learn a great deal from listening to other people’s insights and
views. As well as this method of learning, the course will also use in-class mini presentations,
assignments, and open discussions to do this.
A student is expected to study 04 credit hours per week in the class. Meanwhile, they students also
have to spend at least 08 credit hours per week for self-study and/or off-class group work.
6.2. Attendance
It is strongly recommended that students attend all scheduled learning activities to support their
learning.
6.3. Online learning requirements
Unit materials will be made available on the unit’s E-Learning site. Students are expected to consult E-
learning at least twice a week, as all unit announcements will be made via the platform. Teaching and
learning materials will be regularly updated and posted online by the teaching team.

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6.4. Feedback on assessments

Feedback is an important part of the learning process that can improve your progress towards achieving
the learning outcomes. Feedback is any written or spoken response made in relation to academic work
such as an assessment task, a performance or product. It can be given to you by a teacher, an external
assessor or student peer, and may be given individually or to a group of students. At ISB, it is the
responsibility of all students to seek out and act on feedback that is provided as a resource for further
learning.
6.5. General submission requirements
– Students must complete all assessments on the assigned dates including quizzes, mid-term test,
and final exam. If there are extenuating or unforeseen circumstances, students must follow the
school’s policies and procedures accordingly.
– All students must complete assignments and strictly follow instructions on how to submit. The
students must keep a copy of all assignments submitted for marking.
– If a student submits a late assessment without receiving a formal approval for an extension of
time (on the basis of an agreement between the school and the instructor), that one will be
penalized by 10% per day for up to 10 days. In other words, marks equal to 10% of the
assignment’s weight will be deducted from the mark awarded.
6.6. Special Requirements
– Essential equipment: Not applicable
– Legislative pre-requisites: Not applicable

7. STUDENT ASSESSMENT SYSTEM

The assessment items in this unit are designed to enable the students to demonstrate that they have
achieved the unit learning outcomes. Completion and submission of all assessment items which have
been designated as mandatory or compulsory is essential to receive a passing grade.
To pass this unit, the students must:
– Complete all assessment items.
– Achieve an overall mark of at least 50%.
– Achieve the mandatory attendance threshold requirement of 80% of all classes, including
classes of Knowledge Review & Discussion delivered by Lecturer, and classes of Knowledge
Expansion & Application delivered by Senior Lecturer.
Complete all available assessment elements. An automatic Fail Non-Submission grade must be awarded
if any assessment task is not submitted/completed as per the details specified.

Assessment Weight Due PLOs assessed

1. Quiz (Indiviual) 40% Knowledge Review & PLOs 1.1-1.7
Discussion 1, 4, 6, 10
2. Business Analysis Report (Individual) 20% Session 6 PLOs 1.1-1.7
3. Group Project (Group) 40% Session 12 PLOs 1.1-1.7

7.1. Assessment 1: Quiz

Weight: 40%
Type of Collaboration: Individual
Due: After Knowledge Review & Discussion 1, 4, 6, and 10
Format: 20 MCQs per Quiz, 4 Quizzes in total

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Duration: 15 minutes/quiz
Submission: Take online quiz on Elearning

Overview
This activity will be carried out to evaluate the learning and progress of students throughout the whole
semester, students will be required to read the textbook and reading materials to take 4 quizzes.
Details
Students should carefully read the instruction on Elearning before taking the attempt.
- Quiz 1: Chapter 1+2+3 (~ Marketing in General - Micro + Macro, SWOT,...)
- Quiz 2: Chapter 4+5+6+7+8 (~ Market Research, STDP)
- Quiz 3: Chapter 9+10+11 (~ 4Ps: Product + Price)
- Quiz 4: Chapter 12+13+14+15+16+17 (~ 4Ps: Place + Promotion)

7.2. Assessment 2: Business Analysis Report

Weight: 20%
Type of Collaboration: Individual
Due: Before Session 8
Format: Written report
Length: 1,500 words (+/- 10% is applicable; excluding reference list & appendix)
Submission: Report should be submitted on Elearning

Overview
The specific product/ brand name will be provided by the senior lecturer.
Students will analyze the Micro and Macro environmental factors that will impact the company, SWOT
analysis, and a brief overview of what are some marketing issues the company is currently facing.

7.3. Assessment 3: Group Project

Weight: 40%
Type of Collaboration: Group
Due: Session 12
Format: Presentation (15 minutes for presentation and 5 minutes for Q&A)
Submission: Each group is required to submit the presentation file before the
presentation session. The representative of each group can submit
the file (PDF, PPT,...) or the link (online text: Google, bitly,.. - if your
file exceeds 20 MB)

Overview
The specific product/ brand name will be provided by the senior lecturer.
Students are required to analyze the marketing strategies of the company in Vietnam, then, present
the current 4Ps analysis as well as recommendations.
Note: All students must participate in the presentation and failure to do so will result in the student
getting zero marks for the presentation. Special circumstances that may arise needs to be discussed
with the team and senior lecturer and will be considered on a case-by-case basis. Moreover, individual
performance will be reviewed during the presentation.

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8. LEARNING MATERIALS
Textbook Principles of Marketing: Kotler, P., & Armstrong, G. (2018). Principles of Marketing
(17th ed.). Pearson International Edition.
Recommended As assigned by the instructors
readings
Others o International Journals of Market Research
o Journals of Advertising
o Journals of Consumer Marketing
o Journals of Marketing
o Journals of Product Innovation Management (eJournals)
o http:// www.adweek .com/
o http:// www.marketingcharts.com/
o http:// www.marketingovercoffee.com/
o http:// www.mediapost.com/
o http://sethgodin.typepad.com/
o http://www.ted.com/topics/business
E-library http://search.proquest.com/login
Username: UEHCMC2010
Password: thuvien0810
E-learning http://elearning.isb.edu.vn/

9. SCHEDULE OF ACTIVITIES
9.1. For the mainstream block
Knowledge Review Knowledge Expansion
Assess-
SS Main purposes & Discussion & Application
ments
(In charge: Lecturer) (In charge: Senior Lecturer)
1 Introduction to T: Marketing in a nut - Class Introduction A1-Q1
Marketing shell - What did you learn from reading (10%)
(Read Chapter 1-3) + What is Marketing? and tutorial session?
+ Marketing - Introduction Case: Amazon -
environment (Macro & Obsessed with Creating Customer
Micro) Value and Relationships
+ SWOT Analysis - Debate: Is Consumer Behavior
+ Marketing research More of a Function of a Person’s Age
A: X-ray the business or Generation
- Real Marketing: Real-time
Marketing
- Company Case: Philips - Analyzing
the Marketing Environment in the
Middle East
- Real Marketing: Cause-related
Marketing

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- Project activity: your brand for A2

and A3
- Home work: Enhance customer
intimacy through every possible
touch point in digital era
2 Consumer T: Market Research; - What did you learn from reading
Behavior Consumer Buyer and tutorial session?
(Read Chapter 4-6) Behavior - Company Case: Campbell Soup
+ Factors influence Company – watching what you eat
consumer behavior - Introduction Case: GoPro: Be a
+ Customers Buying Hero!
Journey - Debate: Is Target Marketing Ever
A: Customer persona Bad?
- Real Marketing: Enhance customer
intimacy through every possible
touch point in digital era
- Company case: Porsche - Guarding
the Old While Bringing in the New
- Introduction Case: IBM - The
World’s Most Valuable Business-to-
Business Brand
- Real Marketing: KOL marketing
- Individual Project activity:
questions
- Home work: Niche Marketing
3 STDP T: Customer-Driven - What did you learn from reading
(Read Chapter 7) Marketing Strategy – and tutorial session?
How to evaluate the - Introduction Case: Air Asia Success
segments for target in Targeting the Right Markets
market, building the - Debate: Is Mass Marketing Dead?
customer profile - Real Marketing: Niche Marketing
A: Segmentation - Company Case: BMW
Segmentation
- Real Marketing: Positioning
Statement
- Company Case: Nespresso
Positioning
- Individual Project activity:
questions for A2
- Homework: ST for A3
4 Products, T: Products, Service - What did you learn from reading A1-Q2
Services, and Marketing, Branding and tutorial session? (10%)
Brands Strategy - Introduction Case: Lexus Products
(Read Chapter 8) A: Branding - Debate: With product, form or
Development function?

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Strategies: Examples; - Company Case: Nivea helps to

Pros vs Cons protect your skin
- Real Marketing: Brand Logo
Makeovers
- Company Case: Procter & Gamble
Branding
- Group project activity: present on
ST A3
- Homework: DP for A3
5 Marketing Mix: T: Product - What did you learn from reading
Product + Components, and tutorial session?
(Read Chapter 9) characteristics and - Introduction Case: New Product
classifications Apple
+ New Product - Debate: Whom Should You Target
Development with New Products?
+ Product Life Cycle - Company Case: Google New-
Product Innovation at the Speed of
Light
- Real Marketing: Evolution of Slogan
- Company Case: Managing L'Oreal's
Product Life Cycle: More Than Just
Make Up
- Group project activity: present on
DP for A3
- Homework: Marketing Mix Product
for A3
6 Marketing Mix: T: Pricing strategies - What did you learn from reading A1-Q3
Price A: Pricing strategy and tutorial session? (10%)
(Read Chapter 10-11) - Introduction Case: Amazon versus
Walmart - A Price War for online
supremacy
- Debate: Is the Right Price a Fair
Price?
- Real Marketing: How much do you
want to pay?
- Company Case: Ebay
- Real Marketing: Dynamic Pricing
Budget Airline
- Group Project activity: present on
Marketing Mix Product for A3
- Homework: Marketing Mix Price
for A3
7 Marketing Mix: T: The Nature and - What did you learn from reading A2
Place (1) Importance of and tutorial session? (20%)
(Read Chapter 12) Marketing Channels;

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Channel Behavior and - Introduction Case: Uber - radically

Organization; reshaping urban transportation
Marketing Logistics and channels
Supply Chain - Debate: Does It Matter Where You
Management Sell?
- Real Marketing: Best Logistic
Companies in the world
- Company Case: Apple Pay - Taking
Mobile Payments Mainstream
- Real Marketing: Warehouse
Automation System
- Group project activity: present on
Marketing Mix Price for A3
- Homework: Marketing Mix Place 1
for A3
8 Marketing Mix: T: Types of Retailing - What did you learn from reading
Place (2) and Wholesaling; Omni and tutorial session?
(Read Chapter 13) Channels - Introduction Case: UNIQLO - The
Innovative Route in Fashion Retailing
- Debate: Should National-Brand
Manufacturers Also Supply Private-
Label Brands?
- Real Marketing: Omni-Channel
Retailing
- Company Case: Zara
- Real Marketing: Technology in
retail store
- Group project activity: present on
Marketing Mix Place 1 for A3
- Homework: Marketing Mix Place 2
for A3
9 Marketing Mix: T: Steps in Developing - What did you learn from reading
Promotion (1) Effective Marketing and tutorial session?
(Read Chapter 14-15- Communication; - Introduction Case: Oreo and
16)
Advertising; Public Snicker
Relations; Personal - Debate: Has TV Advertising Lost Its
Selling Power?
A: Salesforce - Real Marketing: Celebrity
Management and Endorsements - The Good and The
calculation Bad
- Company Case: Gillete
- Real Marketing: Event marketing
- Group project activity: present
Marketing Mix Place 2 for A3

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- Homework: Marketing Mix

Promotion 1 for A3

10 Marketing Mix: T: Sales Promotion; - What did you learn from reading A1-Q4
Promotion (2) Direct & Online and tutorial session? (10%)
(Read Chapter 16-17) Marketing - Introduction Case: Facebook - “We
A: Review 4Ps analysis Are One Percent Done With Our
Mission”
- Debate: What Is the Value of Buzz?
- Real Marketing: Social Media
Monetization
- Company Case: Unilever (Axe and
Dove)
- Real marketing: Mobile Marketing
- Group project activity: present
Marketing Mix Promotion 1 for A3
- Homework: Marketing Mix
Promotion 2 for A3
11 Integrated T: Developing an IMC - What did you learn from reading
Marketing Plan and tutorial session?
Communications A: Example of IMC Plan - Introduction Case: P&G - It’s not
(IMC) Sales, It’s Customer Business
Development
- Debate: Are Great Salespeople
Born or Made?
- Real Marketing: Sales Dashboard
- Company Case: Salesforce.com:
Helping Companies Super-Charge
the Selling Process
- Real Marketing: Consultative
Selling
- Group project activity: present
Marketing Mix Promotion 2 for A3
- Homework: Complete A3
A3
12 Group Presentation
(40%)

10. GENERAL INFORMATION AND POLICY

10.1. Referencing
Plagiarism
Student assignments are to contain original content created by the students. Assignments will be
rejected if they include plagiarized content or contain excessive amounts of quoted/cited material and
minimal original content. Students will receive a grade of ZERO (0%) for any assignments rejected for

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this reason. Written assignments WILL BE checked by the lecturer with Turnitin.com, an online
plagiarism-checking tool.
Sources
Furthermore, your reference to support your statements must be from a reliable source, such as
textbooks, additional reading materials, and reference books. However, many websites are not reliable
sources. Examples are Wikipedia.org, about.com, and ask.com. If you are not sure if a reference is
acceptable or not, please contact the lecturer.
Referencing & Citation
The Publication Manual of the American Psychological Association (APA) 6th ed., will serve as the
primary reference materials for all students. Therefore, all papers must be submitted in APA format.
The mechanics of student papers and work will be evaluated, as well as the content.
10.2. Submission
Assignment cover sheet
▪ All assignments are required to be submitted with an Assignment Cover Sheet.
▪ Group assignments are to be submitted with a Group Assignment Cover Sheet as well as a Peer
Evaluation Form depending on the request of unit instructor.
Non-contributing team members can sometimes be an issue with group-work structured assessment.
Individual student group work scores may be adjusted as a result of peer dissatisfaction with a particular
student’s contribution to group work assignments, as reflected in submissions of the evaluation form.
Note:
▪ Assignment cover sheets and the evaluation form can be located on MyISB system
▪ Students are advised to keep a copy of all assignments submitted for marking.
Submission style
Assignments are expected to achieve a professional standard:
▪ Be typed, one and a half spaced, on A4 paper
▪ Use a simple clear format, suitable for a report to senior management in a commercial organization.
Submission method
Soft copy: submitted electronically via E-learning system by 11:55 PM on the due date.
(Suggested title: A#_Student full name_Student ID, # is the number of the Assessment)
Hard copy: submitted to ISB Submission Box at the Reception Area or Faculty Office by the due date, if
required.
Late assignment and make-up policy
No late assignments will be accepted unless prior authorization granted by the Academic Department
based on a Special Consideration Application for assessment task extension.
Students must complete all assessments on the assigned dates including quizzes, mid-term test, and
final exam. If there are extenuating or unforeseen circumstances, students must follow the school’s
policies and procedures accordingly.
10.3. Attendance
Students are required to attend a minimum of 80% of both mainstream blocks of Knowledge Review
& Discussion as well as Knowledge Expansion & Application.
Other cases equating to an absence:
▪ Arriving to class late by 15 minutes at the beginning,
▪ Arriving late by 5 minutes after the break
▪ Leaving prior to the scheduled end time without the permission of the lecturer

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If you are unable to attend any session, please let your lecturer know AND submit a request for absence
form to program administrator prior to the session.
 IMPORTANT: Students will not be allowed to sit in the final examination if violating the above
absence rule.
Electronic device use
▪ Cell phones will be turned off or switched to vibrate mode before class starts.
▪ No phone calls or text messaging are allowed inside classroom during class time.
▪ Portable listening and/or music devices may not be operated in the classroom.
▪ Headphones and/or ear buds of any type may not be worn while in the classroom whether
operating or not.
▪ Laptop and other electronic devices are not permitted unless specifically authorized by the
lecturer exclusively for note taking and doing class work.
 IMPORTANT: If you are in violation of these policies, you will be excused from class and an absence
will be assessed.
10.4. Email etiquette
Your Senior Lecturers and Lecturers receive many emails each day. In order to enable them to promptly
respond to your emails appropriately, students are asked to follow basic requirements of professional
communication.
Your emails should:
▪ Have email’s subject
▪ Have a concise and descriptive title, including the class and name of the unit you are enquiring
about
▪ Be clear about the intention of their emails
▪ Use appropriate tone and language, proof-read what is written in the email before sending it.
Students should also allow 3-4 working days for a response before following up. If the matter is
legitimately urgent, you may indicate “URGENT” in the email subject header.
Make an appointment: If your email request is complex and requires a lengthy response it may be
probably best to make an appointment with your lecturer/instructor to meet in person.
10.5. Student behavior guidelines
Everyone must behave professionally. Students are expected to demonstrate respect for teacher and
fellow students at all times. Behavior that is disruptive to a positive learning environment reported to
the teacher will result in a warning on the first instance; the second instance might result in a failing
grade along with expulsion from the school.
Unacceptable behaviors can be:
▪ Cheating on an exam
▪ Collaborating with others on work to be presented, if contrary to the stated rules of the course
▪ Submitting, if contrary to the rules of the course, work previously submitted in another course
▪ Knowingly and intentionally assisting another student in any of the above actions, including
assistance in an arrangement whereby work, classroom performance, examination, or other
activity is submitted or performed by a person other than the student under whose name the
work is submitted or performed
▪ Plagiarizing
 IMPORTANT:
▪ First violation will result in a grade ZERO (0%) for that assignment.
▪ Second violation will result in a failing course grade.

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10.6. Disability support services

Students with disabilities are advised that accommodations and services are available at UEH-ISB. It is
the student's responsibility to contact UEH-ISB office and submit appropriate documentation prior to
receiving such services.
10.7. Additional information
This unit guide may be revised at the discretion of the Academic Department with approval from
Program Academic Director and School Academic Committee where appropriate.

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