FOUNDATIONS OF MARKETING
Introduction to the module
Ms. Dang Thi Mai Huong
Faculty of Economics and Management
International School of Thai Nguyen University
Email:


CONTENTS
1. Introduction to the module
2. Teaching schedule
3. Assessments

4. Placement test


GETTING TO KNOW EACH OTHER


LECTURER

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Ms. Dang Thi Mai Huong
Office: Dept. of Academic Affairs and Int. Cooperation,
ISTNU Head Office
2012-2014: MBA, NPUST
2007-2011: BA,University of Rizal System, Philippines

Email:


RULES
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Greetings
Attendance
Preparation
Participation
Cell-phone
Chatting
Copy
Deadline
Format


INTRODUCTION TO THE SUBJECT
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Unit Title: Foundations of Marketing
Number of credit: 2
Hours: 30
Academic program: BA International Business, BA
Accounting and Finance, BA Business and management
• Perquisite: non


LEARNING OUTCOMES
• GLO 1: Students should be able to demonstrate a
basic knowledge and understanding of the
concept of marketing through the synthesis of
their own experiences.
• GLO 2: Students should be able to apply simple
analytical frameworks to real-life case studies
• GLO 3: Students are able to analyze market
demands, customer value of a specific
product/service


• GLO 4: Students are expected to analyze
behaviors of final consumers and organizations
• GLO 5: Students are able to make marketing
mix strategy for a specific company


Specific learning outcomes

Chapter 1

Introduction to
Marketing

Chapter 2
Marketing
Research and
Information
System

Chapter 3
Marketing
Environment

1. Define marketing
2. Understand several important marketing terms, including
target market, marketing mix, marketing exchanges, and
marketing environment
3. Be aware of the marketing concept and marketing
orientation
4. Understand the importance of building customer
relationships
5. Explain the major marketing functions that are part of the
marketing management process
6. Understand the role of marketing in our society
1. Analyzing Marketing Information
2. Distributing and Using Marketing Information
3. Other Marketing Information Considerations
4. Assessing Marketing Information Needs
5. Developing Marketing Information
1. Recognize the importance of environmental scanning

and analysis
2. Marketing Research
3. The Company’s Microenvironment


Chapter 4
Consumer behaviors
analysis and Organization
behavior analysis

1. Describe the level of involvement and
types of consumer problem-solving processes.
2. Recognize the stages of the consumer buying
decision process.
3. Explain how situational influences
may affect the consumer buying decision process.
4. Understand the psychological influences that may
affect the consumer buying decision process.
5. Be familiar with the social influences
that affect the consumer buying decision process.
6. Define the business market and explain how
business markets differ from consumer markets
7. Identify the major factors that influence business
buyer behavior
8. List and define the steps in the business buyingdecision process
9. Compare the institutional and government
markets and explain how institutional and
government buyers make their buying decisions



Chapter 5
Business Markets and Business
Buying Behavior

1. Be able to distinguish among the various
types of business markets.
2. Identify the major characteristics of
business customers and transactions.
3. Understand several attributes of the
demand for business products.
4. Become familiar with the major
components of a buying center.
5. Understand the stages of the business
buying decision process and the
factors that affect this process.
6. Describe industrial classification systems
and explain how they can be used to
identify and analyze business
markets.


1. Understand
the
concepts
of
Chapter 6
Segmentation, Targeting and Positioning
Segmentation, targeting and 2. Identify the competitive advantages of a
Positioning
brand/product

3. Perform STP analysis on existing brands

Chapter 7
Marketing Mix (4Ps)

Practice

Practice
Revision

1. Understand the concepts of marketing
mix
2. Differentiate Product, Service and
Experience and their components
3. Understand major pricing strategies
4. Understand main distributing channels
5. Understand main promotion methods
6. Perform 4Ps analysis on existing
brand/products


WHY learn this subject?
• Help your major study
• 2 credits


TEACHING SCHEDULE
No.

Contents


7/4

Orientation
Chapter 1: Introduction to Marketing
Chapter 2: Marketing Research and Information System

12/4

Chapter 3: Marketing Environment Analysis

5/4

14/4

Chapter 4: Consumer behaviors analysis and

Organizational behavior analysis

19/4

Midterm exam (Group presentation)

21/4

Chapter 5: Business Markets and Business Buying Behavior

26/4

Chapter 6: Market Segmentation, Targeting and Positioning


3/5

Chapter 7: Marketing Mix

5/5

Practice


TEACHING SCHEDULE
No.

Contents

10/5

Revision

17/5

Final exam


HOW to study this subject?
• Students:
– Listening and participate in the lecture enthusiastically;
– Do all homework and assignment BY YOURSELF;
– Complete assignments following lecturer’s requirements;
– Self study and self practice at home;

– Comply to deadlines.
• Lecturers
– Presentation of knowledge (30%) and practices;
– Instruct students to self-study and evaluate performance;
– Assign course work and give feedback for improvement.


STUDY NOTES

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DOs
Be on time
Complete all homework
and assignments
Find online resources for
improvement
Read business articles
and books
Ask your teachers and
friends for help
Study in groups

DON’Ts
• Miss the deadline

• Be lazy and abuse
Google translate to do
assignments
• Copy from online sources
and your friend (you will
get 0 mark)


ASSESSMENTS

No.

Criteria

Weight

Note

1

Attendance

30%

Full attendance, Contribution during
class, Quizzes, homework

2

Mid-term Test


20%

Group presentation

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Final Test

50%

Multiple Choices, Essay, Interview


HOMEWORK
• Learning materials and homework for each Topic
will be sent to students 2days before lectures
• Students are required to complete ALL exercises
provided
• Students are advised to printout the materials and
submit to lecturers upon request


Quiz
• Quiz will be given later after class


Individual assignment
• Individual assignment will be given later



MID-TERM
• Group presentation


FINAL EXAM
• Multiple choice and Essay


PLACEMENT TEST
• OBJECTIVE
– Evaluate student’s general knowledge with
focus on Marketing topic which have learnt in
ESP subject.