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Subject Regulation
• Subject Duration

: 3 credits = 10 lessons

Course Grading

SUBJECT INTRODUCTION

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Publishing as Prentice Hall

Chapter 1- slide 1

Presentations/group project/group
discussion

30%

Mid-term Exam (opened book,
essay/multiple choice)

10%

Participation

10%

Final Exam (opened book, essay/multiple

choice)

50%

Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall

SUBJECT CONTENT
Week

1
2
3

4

Content

Overview of Marketing
Chapter 1:

Marketing environment
Chapter 4: Consumer markets and business
markets

- Class
Discussion
- Class
Discussion


Marketing Information System (MIS)
Segmentation, Targeting market and Positioning

Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall

- Class
Discussion

Content
Chapter 7:

6

Consumer Behavior in these markets
Chapter 5:
5

Week

- Class
Discussion

Company and marketing strategy
Chapter 2:

Chapter 1- slide 2

SUBJECT CONTENT
Class

assignment
- Class
Discussion

Chapter 1:

Percentage

Product, service and brand: building customer value
MIDTERM TEST

Chapter 8:
7

8

9

Pricing strategy: understanding and capturing customer
value
Chapter 9:
Marketing Channels: Delivering customer value
Chapter 10:
Integrated Marketing Communication: Communicating
customer value

- Case study

Chapter 1- slide 3


Class
assignment
- Class
Discussion

- Class
Discussion
- Class
Discussion
- Class
Discussion
Presentation

Copyright © 2010 Pearson Education, Inc.
10 as Prentice Hall
Publishing
Group presentation

Chapter 1- slide 4

Submit report

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Group Presentation
• Each group has from 6-8 members. TOTAL 6 GROUPS, 3 PAIRS
• Your group is a project team of communication company

• Your group will prepare a IMC (integrated marketing
communication) project for a specific company (CLIENT):
1. Pull&Bear Vietnam
2. Skechers Vietnam
3. The Pizza Company
4. Amasvin Buble Tea
5. Vinamilk Cheese
• Topic: “the client company is facing the difficulties to penetrate
new market (Việt Nam) or is competing ineffective to the main
competitors. The agency must solve the problem. The target are:
– Raise brand awareness by at least 15-20%
– Attract new customer by at least 15%
– Increase the sales by 7-10% in the end of business year.
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall

Chapter 1- slide 5

Group Presentation

• Your group will persuade the client to accept your plan in the
pitching meeting
• The PITCHING meeting will take place on 11st class, 30 min/group,
15 min for Q&A
• Lecturer would be on the CLIENT team with a team in pair, then
group will take turn
• The meeting will take place on 14, 15th lesson, 30 min/group
• The groups have to hand in both hard-copy and soft copy of their
power point slides to the client on the pitching day.
• Everyone in the group has to present. Those who do not present with

the group at the presentation date will receive only 50% of the mark
given to the group
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall

Chapter 1- slide 6

Presentation outline
1. Introduce YOUR company (agency, you can choose any
agency in the market)
2. Analyze client’s marketing situations
3. Analyze strength and weakness of client, opportunities and
threats
4. Analyze SWOT
5. Setting marketing goals
6. Propose STP
7. Propose IMC PLAN:
1.

BIG IDEA: creative idea for each campaigns (1 campaign for 3-4
months), the idea must attract and persuade target customer
(audience)
2. COMMUNICATION CHANNELS
3. ACTION PLAN: timeline, used communication channels, frequency
Copyright © 2010 Pearson Education, Inc.
Chapter 1- slide 7
4. as Prentice
Marketing
Publishing
Hall Budget


Chapter One
MARKETING INTRODUCTION
Creating and Capturing
Customer Value
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Publishing as Prentice Hall

Chapter 1- slide 8

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Creating and Capturing Customer
Value

What Is Marketing?

Topic Outline
• Define marketing and outline the steps in the
marketing process
• Understanding the Marketplace and Customer
Needs
• Designing a Customer-Driven Marketing Strategy
• Preparing an Integrated Marketing Plan and
Program
• Building Customer Relationships
• Capturing Value from Customers

• The Changing Marketing Landscape
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall

•
•
•
•
•

Chapter 1- slide 9

Marketing is a process by which
companies create value for customers
and build strong customer relationships to
capture value from customers in return

Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall

Chapter 1- slide 10

Understanding the Marketplace
and Customer Needs

Understanding the Marketplace
and Customer Needs

Core Concepts


Customer Needs, Wants, and Demands

Customer needs, wants, and demands
Market offerings
Customer Value and satisfaction
Exchanges and relationships
Markets

Needs

• States of deprivation (thiếu thốn)
• Physical—food, clothing, warmth, safety
• Social—belonging and affection
• Individual—knowledge and self-expression

Wants

• Form that human needs take as they are
shaped by culture and individual personality

Demands
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Publishing as Prentice Hall

Chapter 1- slide 11

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Publishing as Prentice Hall

• Human wants backed by buying power

Chapter 1- slide 12

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Understanding the Marketplace
and Customer Needs
• Market offerings are some combination
of products, services, information, or
experiences offered to a market to
satisfy a need or want
• Marketing myopia is focusing only on
existing wants and losing sight of
underlying consumer needs
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall

Chapter 1- slide 13

Understanding the Marketplace
and Customer Needs

Understanding the Marketplace
and Customer Needs
Customer Value and Satisfaction
Expectations
Customers
• Value and

satisfaction

Marketers
• Set the right level of
expectations
• Not too high or low
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall

Chapter 1- slide 14

Understanding the Marketplace
and Customer Needs

Exchange is the act of obtaining a
desired object from someone
offering something in return

by

Markets are the set of

actual and

potential buyers

of a product or

service


Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall

Chapter 1- slide 15

Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall

Chapter 1- slide 16

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Designing a Customer-Driven
Marketing Strategy
Marketing management is the art and
science of choosing target markets and
building profitable relationships with
them

Designing a Customer-Driven
Marketing Strategy
Selecting Customers to Serve

Market segmentation refers to dividing
the markets into segments of customers
Target marketing refers to which
segments to go after


– What customers will we serve?
– How can we best serve these customers?
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall

Chapter 1- slide 17

Designing a Customer-Driven
Marketing Strategy
Choosing a Value Proposition

Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall

Chapter 1- slide 18

Designing a Customer-Driven
Marketing Strategy
Marketing Management Orientations

• The value proposition is the set of

benefits or values a company promises
to deliver to customers to satisfy their
needs

Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall


Chapter 1- slide 19

Production
concept

Product
concept

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Selling
concept

Marketing
concept

Societal
concept

Chapter 1- slide 20

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Designing a Customer-Driven
Marketing Strategy


Designing a Customer-Driven
Marketing Strategy

Marketing Management Orientations

Marketing Management Orientations

Production concept is the idea that
consumers will favor products that are
available or highly affordable

Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall

Chapter 1- slide 21

Product concept is the idea that
consumers will favor products that offer
the most quality, performance, and
features. Organizations should
therefore devote its energy to making
continuous product improvements.
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall

Chapter 1- slide 22

Designing a Customer-Driven
Marketing Strategy


Designing a Customer-Driven
Marketing Strategy

Marketing Management Orientations

Marketing Management Orientations

Selling concept is the idea that
consumers will not buy enough of the
firm’s products unless it undertakes a
large scale selling and promotion effort

Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall

Chapter 1- slide 23

Marketing concept is the idea that
achieving organizational goals depends
on knowing the needs and wants of the
target markets and delivering the
desired satisfactions better than
competitors do

Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall

Chapter 1- slide 24

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Designing a Customer-Driven
Marketing Strategy
Marketing Management Orientations

Societal marketing concept is the idea
that a company should make good
marketing decisions by considering
consumers’ wants, the company’s
requirements, consumers’ long-term
interests, and society’s long-run
interests
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall

Chapter 1- slide 25

Preparing an Integrated Marketing
Plan and Program
• The marketing mix is the set of tools (four
Ps) the firm uses to implement its
marketing strategy. It includes product,
price, promotion, and place.
• Integrated marketing communication
program is a comprehensive plan that
communicates and delivers the intended
value to chosen customers.

Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall

Chapter 1- slide 26

Building Customer Relationships

Capturing Value from Customers

Customer Relationship Management
(CRM)

Creating Customer Loyalty and
Retention

• The overall process of building and
maintaining profitable customer
relationships by delivering superior
customer value and satisfaction

Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall

Chapter 1- slide 27

• Customer lifetime value is the value of
the entire stream of purchases that the
customer would make over a lifetime of
patronage


Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall

Chapter 1- slide 28

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The New Marketing Landscape
Major Developments
Digital age

Rapid
globalization

Ethics and
social
responsibility

Not-for-profit
marketing

Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall

Chapter 1- slide 29

8