HANOI UNIVERSITY

FACULTY OF MANAGEMENT AND TOURISM

SUBJECT OUTLINE
PRINCIPLES OF MARKETING

Hanoi SPRING 2025

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I. Subject Details
Subject name Principles of Marketing
Units of credit 03
Study length 13 weeks
Prerequisite/ Co-requisite None
Suggested study commitment Approximately 10 hours per week
Year Spring 2025
Subject lecturer and tutor teachers: Ho Ngoc Son
sonhn@hanu.edu.vn
Huynh Le Thuc Anh
tgkhoafmt15@hanu.edu.vn
Nguyen Vuong
vuongn@hanu.edu.vn
Trinh Lan Huong
huongtl@hanu.edu.vn
Le Viet Duc
duclv@hanu.edu.vn

II. Subject Rationale

Modern marketing philosophy and practices have evolved significantly over the past few decades.
Marketing is the coordinated and integrated efforts of an organization to satisfy relevant customer
needs and, at the same time, achieve appropriate organizational goals. Marketing is a management
process designed to create value for consumers so that long-term relationships can be built.
Increasingly, marketing is asked to perform its function in a socially responsible and ethical way.

Marketing influences many aspects of people’s daily lives. We are all consumers, dealing with
marketing on a daily basis for the rest of our lives so it is not only interesting but very important to
study and understand how marketing affects us. The course is therefore designed to help students
have a clear and thorough understanding about marketing including its roles, key concepts and
marketing management process and its applications in the real life context in Vietnam.

More importantly, this very first subject “Principles of Marketing” is the theory foundation for
students in Marketing major. By understanding and memorizing all the basic marketing knowledge
hereby, they can easily approach and deeply study the next and many marketing subjects to come.
Without the first brick, there might not be any castle to be built.

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III. Subject Learning Outcomes
Upon completion of the subject, you will be able to:
● Explain marketing concepts in business and communication contexts.
● Present how businesses can identify and analyze marketing context and issues, and investigate
the causes of those issues.
● Apply related marketing models and tools to build or analyze integrated marketing plans of
businesses, thereby finding possible marketing solutions for business development.
● Develop a basic marketing plan and evaluate the effectiveness of marketing plans.
● Self-reflect and begin to identify personal marketing ability, cultivate communicating
behaviors, and develop a marketing mindset that contributes to professional identity.
● Examine diverse world views, histories, and experiences to elicit insights for marketing
practice and reflect on the relationships between business, customers, and society.

IV. Proposed Study Plan

Week Topics Reading
1 Introduction to Marketing Creating customer value Kotler, P. and Armstrong –
and engagement edition 17 - Chapter 1
2 Strategic Planning and the Marketing Environment Kotler, P. and Armstrong –
Analyzing edition 17 - Chapter 2, 3
3 Managing Marketing Information System to gain Kotler, P. and Armstrong –
customer insights edition 17 - Chapter 4
4 Consumer Markets and Consumer Behaviors Kotler, P. and Armstrong –
edition 17 - Chapter 5
5 Customer-Driven Marketing Strategy: Segmentation, Kotler, P. and Armstrong –
Targeting, and Position. Creating Value for Target edition 17 - Chapter 7
Customers
6 Products, Services, and Brands: Building Customer Kotler, P. and Armstrong –
Value edition 17 - Chapter 8,9
New Product Development and Product Life Cycle
Strategies
7 Internal Assessment/Group Report Chapter 1 - 12
8 Pricing: Understanding and Capturing Customer Kotler, P. and Armstrong –
Value & Pricing Strategies edition 17 - Chapter 10, 11
9 Marketing Channels: Delivering Customer Value Kotler, P. and Armstrong –
edition 17 - Chapter 12
10 Communicating Customer Value: Integrated Kotler, P. and Armstrong –
Marketing Communication Strategy edition 17 - Chapter 14, 15, 16, 17
Internal Assessment Submission
11 Communicating Customer Value: Integrated Kotler, P. and Armstrong –
Marketing Communication Strategy edition 17 - Chapter 14, 15, 16, 17
12 Theory Application on Project/Final Revision
13 Industrial Engagement TBA

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 V. Subject structure
The structure of this subject for on-campus students comprises:
One 2.5 periods lecture per week
One 2.5 periods tutorial per week
Self-study 3 hours per week

VI. Prescribed textbook

Kotler, P. and Armstrong, G. Principles of Marketing, 19th ed., Prentice Hall Int. Inc., 2024
Substitute textbook: Philip Kotler, Gary Armstrong, Swee Hoon Ang, Chin Tiong Tan, and Oliver Hon-
Ming Yau, Pearson Education Limited, 2017

VII. Assessments
Assessments Weight Submission Note
date
1 Class Attendance 10% All Semester In tutorials
Minus 1% per absence
Over 03 absences: Not eligible
for the final examination.
2 Group Presentation 20% Week 2 – 11 One group per week
Time limit: 25 minutes (+-10%)
(excluding discussion)
3 Group Assignment 20% 11:59 AM, Written report
Marketing Plan Saturday of Word limit: 4000 words (+-10%)
Week 10 (excluding Executive Summary,
Reference List, Appendix)
Submission: Via related function
on Teams, or as instructed by the
tutors.
5 Final examination 50% TBA Offline Exam: Case Study and
Reflection in 120 minutes
Chapter 1 to chapter 17. More
details will be provided during
the semester.

TEAM Microsoft Class Code: busmyet

VIII. Assessment Details

a. Class Attendance (10%)
Attendance will be taken every week in the tutorials. 1% is lost for every time you miss your tutorials,
excluding legitimate reasons. In case you have to be absent from class because of unavoidable reasons,
please notify your tutor in advance, and remember that evidence may be required.

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 b. Group Presentation (20%)
Your group will consist of 4-6 students. In Week 1, the group members will be assigned randomly by
the tutor. Working in a group with someone you are not familiar with will bring you many benefits:
- Learn to work with others whom we don't know (develop social skills)
- We don’t always get to pick who we work with (that's the reality)
- Develop leadership and teamwork skills (planning, communication, conflict resolution, etc.)
- Make new friends and network (very important for your future)

Groups will randomly take turns to present key concepts from a chapter, including the working skills of
the related week, and solve the case study at the end of that chapter. You need to post the slides on the
TEAMS class at least 12 hours before the presentation session. The maximum presentation time is
25 minutes. The maximum discussion time is 20 minutes.

Before, after, and/or during the presentation, you can bring in the discussion, Q&A, or equivalent
interactive activities, which are excluded from the presentation time. Questions and feedback can be
given from either the tutor or classmates. The tutor will randomly appoint another group in class to ask
questions and comment on the presentation. An over-expectation questioning/answering/commenting
session will earn the group 1 bonus point (1%), while an under-expectation one will lose the group 1
point (1%). This will be facilitated and moderated by the tutor.

There is no tolerance for academic misconduct (plagiarism, collusion, contract cheating, overusing AI)
and “free-rider”. Peer Assessment form will be taken to prevent “free-rider”.

Your presentation could be organized as follows:

i. Introduction: Your team, your chapter, and the company in the case
ii. Chapter review: Key concepts in the chapter that relate to the case study: description, analysis,
evaluation, example, etc.
iii. The case study: The company and the related context, the problems/questions, the
solutions/recommendations, connections to course-related theories, lessons learnt, etc.
iv. Conclusion: Summarize your presentation and provide key takeaways the audience should
remember.

While we suggest this structure, feel free to adopt any other structure and integrate activities into the
presentation that best conveys your ideas.

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Marking Rubric for Group Presentation
Criteria High Distinction Distinction Good Pass Not meet expectation

Teamwork 1.8 - 2.0 1.5 - 1.7 1.2 - 1.4 1.0 - 1.1 0 - 0.9
presentation Completed within the time limit. Completed within the time limit. Slightly over/under the time limit. Slightly over/under the time limit. Substantially over/under the time
(2 points) All members presented equally. All members presented. Some members presented more Some members presented more limit to present or not all members
Preparation was strongly evident. Preparation was evident. than others. More preparation than others. More preparation was presented. Lack preparation.
Transitions between group Transitions between group would have made the presentation needed. The presentation was not Obvious miscommunications and
members were very well planned members were clearly planned and stronger. Transitions between clearly organized. Transitions lapses in the presentation. Poor
and executed flawlessly. executed well. members were fair and appropriate. between members were jumpy or transitions between group
awkward. members.

Supporting 1.8 - 2.0 1.5 - 1.7 1.2 - 1.4 1.0 - 1.1 0 - 0.9
illustrations Consistent in theme and design Mostly consistent in theme and Some consistency in theme and Limited consistency in theme and Lacks consistency in theme and
(2 points) elements. Graphics are attractive design elements. Graphics are other design elements. Graphics are other design elements. Graphics are other design elements. Graphics are
and support the content. The generally attractive and support the somewhat attractive and partially basic and minimally support the unattractive or do not support the
content is excellently laid out for content. The content is well laid support the content. The content is content. The content is somewhat content. The content is poorly laid
the audience to see and understand. out for the audience to view and adequately laid out for the audience laid out for the audience to view out for the audience to view and
No typos or grammatical errors. understand. Minor typos or to view and understand. Some and understand. Frequent typos or understand. Significant typos or
grammatical errors. typos or grammatical errors. grammatical errors. grammatical errors.

Course 2.7 - 3.0 2.3 - 2.6 1.8 - 2.2 1.5 - 1.7 0 - 1.4
connection Insightful presentation of related Strong presentation of related Good presentation of related course Average presentation of related Poor presentation of related course
(3 points) course concepts with excellent course concepts with multiple concepts with descriptive course concepts with descriptive concepts with inadequate
critical perspectives, examples, perspectives, examples, analysis, perspectives, examples, analysis, perspectives, examples, analysis, perspective, examples, analysis,
analysis, applications... The case applications… The case study is applications… The case study is applications… The case study’s applications… The case study is
study is exceptionally solved. well-solved. moderately solved. questions are answered. solved inadequately.

Audience 2.7 - 3.0 2.3 - 2.6 1.8 - 2.2 1.5 - 1.7 0 - 1.4
engagement The presentation is exceptionally The presentation is very engaging The presentation is moderately The presentation is minimally The presentation is not engaging
and engaging (verbal, non-verbal, (verbal, non-verbal, activities…) engaging (verbal, non-verbal, engaging (verbal, non-verbal, and does not provide educational
educational activities…) and provides clear and and provides clear and decent activities…) and provides some activities…) and provides minimal value to classmates. It would not be
value exceptional educational value to educational value to classmates and educational value to classmates, educational value to classmates. It appropriate for a wider general
(3 points) classmates and could also be very could also be effective for a wider but is not easily understood for a would not be appropriate for a audience.
effective for a wider general general audience. wider general audience. wider general audience.
audience.

Total: 10 points

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 c. Group Report
You will work in the same group that does the presentation to write a Marketing plan for a company in
Vietnam for a specific period of time. In week 3, the tutor will provide a list of companies. The team
must decide on one company doing business in the Vietnamese market on a first-come, first-serve
basis. Registration will be available in the tutorial. Make sure that you consult with your instructor for
a suitable choice.

There is no tolerance for academic misconduct (plagiarism, collusion, contract cheating, overusing AI)
and “free-rider”. Peer Assessment form will be taken to prevent “free-rider”.

Your paper could be organized as follows:

i. Cover page: Group name, tutorial no., assignment title, members’ name and student ID, etc.
ii. Executive Summary: A brief summary of your report with main points. Imagine that the CEO
will get the whole idea just by reading this part.
iii. Introduction: Briefly introduce the chosen company and its issues. Trigger the audience’s
curiosity. Present a “roadmap” (structure) for your paper.
iv. Context/Marketing situation:
a. Internal Environment: Current business performance and the existing 4Ps review
b. Micro Environment: 5 forces. You don’t have to discuss all the factors equally.
Prioritize and focus on the most essential/worthiest points related to the
issues/problems. Specific periods of time should also be taken into consideration.
c. Macro Environment: PESTLE. You don’t have to discuss all the factors equally.
Prioritize and focus on the most essential/worthiest points related to the
issues/problems. Specific periods of time should also be taken into consideration.
v. SWOT Analysis and Issues/Problems: Sort all the above information into a SWOT matrix,
then clarify and explain if necessary. Stating the most significant issues/problems based on
analyzing the information from the previous part. Cause analysis is also needed. Which P or Ps
do these issues belong to?
vi. Marketing Objective: To solve the problems: What should be achieved? How should they be
measured? When do you want to achieve? Considering the objectives related to the Ps, these
issues belong to. Objectives should be “SMART” – Specific, Measurable, Actionable, Realistic,
and Timebound.
vii. Marketing Strategy: What will you do strategically to solve the above issues and achieve the
above objectives regarding the 4Ps – especially the P(s) your issues belong to? Focus and put
that P(s) upward to show your priority. State the newly planned 4Ps.
viii. Action Plan (Can be put in the Appendix): Propose an action plan with tasks and timeline
(When, How long to do What tasks). Specific, understandable, and logical plans are preferred.
ix. (Optional) Illustrations for the action plan (Can be put in the Appendix): Demo products,
posters, TVC, social network posts, pricing list, store layout design, store decoration, brand
identity, etc.
x. References: Use scholarly and industry references, including captions for tables and graphs.
Use Harvard referencing style: https://latrobe.libguides.com/harvard

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Submission details:
You MUST write your paper on Google Docs or Microsoft Word 365. These programs can record and
track your work history. This is crucial evidence to defend yourself from contract cheating and overuse
of AI suspicion.
Get the link to your Google Docs or Microsoft Word 365 (remember to grant access for viewing) and
put it on the cover page of your document.
Export your work as a PDF file and name it using this syntax:
Group name_TUT number_Chosen Company_PMK Spring 2025
Example: Marketing Innovators_TUT 02_Highland Coffee_PMK Spring 2025

Late submission:
Late submissions of assignments will be automatically penalized at 10% of the total marks per day.

Academic Integrity:
Any detected academic integrity misconduct will receive penalties based on the tutor/marker decision.

Peer Evaluation Form (Optional):

If one or more team members believe that the work for this group assignment was not equally shared
and some members deserve a higher or lower mark, then your team should complete this Peer
Assessment Form, have it signed by more than 50% of group members, and submit it along with your
paper. If all team members believe every member shared the work equally and deserves the full
assessment mark, you DO NOT need to complete this form.

The member’s final mark = Group mark * % contribution

PEER EVALUATION FORM

Member’s Name - Student ID Contribution (0-100%) Evidence
1
2
3
4
5
6
Additional comments

Signatures of members

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Marking Rubric for Group Presentation
Criteria High Distinction Distinction Good Pass Not meet expectation

Problem 2.7 - 3.0 2.3 - 2.6 1.8 - 2.2 1.5 - 1.7 0 - 1.4
identification Excellently identifies and Effectively identifies and Adequately identifies and Identifies and articulates Fails to identifies and/or
(3 points) articulates marketing issues of the articulates marketing issues of the articulates marketing issues of the marketing issues of the chosen articulates marketing issues of the
chosen company and their causes chosen company and their causes chosen company and their causes company and their causes with chosen company and their causes.
with insightful understanding. with good understanding. with fair understanding. limited understanding.

Research 2.7 - 3.0 2.3 - 2.6 1.8 - 2.2 1.5 - 1.7 0 - 1.4
integration and Excellent integration and synthesis Good integration and synthesis of Adequate use of references, Limited references to support Minimal or no use of references,
course of high-quality, relevant relevant references, including including academic and course- some arguments. Minimal or no to support arguments.
connection references, including academic academic and course-related ones, related ones, with some synthesis, synthesis of ideas.
(3 points) and course-related ones, to support to support most arguments. to support key arguments.
all arguments.

Critical 1.8 - 2.0 1.5 - 1.7 1.2 - 1.4 1.0 - 1.1 0 - 0.9
analysis Demonstrates thorough ability to Effectively engages with Engages with information and Somewhat engages with Rarely or never engages critically
(2 points) analyze, evaluate, engage information, often making occasionally makes evidence- information but struggles with with information.
critically with information, and evidence-based decisions. based decisions. evidence-based decisions.
challenge prevalent assumptions.

Referencing 1 0.8 - 0.9 0.6 - 0.7 0.5 0 - 0.4

(1 points) Flawless use of Harvard Mostly accurate use of Harvard Adequate use of Harvard Inconsistent use of Harvard Incorrect or missing references,
referencing style, with all sources referencing style with minor referencing style with some errors. referencing style with several not adhering to Harvard
accurately cited. errors. errors. referencing style.

Academic 1 0.8 - 0.9 0.6 - 0.7 0.5 0 - 0.4

writing Demonstrates exemplary academic Demonstrates strong academic Shows adequate academic writing Exhibits basic academic writing Lacks academic writing skills,
(1 points) writing with logical flow, clarity, writing with good logical flow, with reasonable flow, clarity, and with limited flow, clarity, and with poor flow, clarity, and
and adherence to grammatical clarity, and adherence to most adherence to basic grammatical some grammatical errors. numerous grammatical errors.
rules throughout. grammatical rules. rules.

Total: 10 points

-THE END-