PRINCIPLES OF MARKETING SPRING 2012

INSTRUCTOR Ms. Ly H. Hoang, M.B.A.

CLASS HOURS Wednesday, 8:30 – 11:45 am or 1:00-4:15 pm
CONTACT INFO ly.hoang.glaser@gmail.com

ABOUT THE COURSE

The purpose of this course is to introduce to students the basic terminology, concepts, and principles
of marketing. Students will have an understanding of how marketing functions work in business, as
well as their importance in organizations. After taking this course, students should be able to design
a basic marketing campaign that is applicable to the Vietnamese business environment.

TEXTBOOK
“Principles of Marketing” by Philip Kotler and Gary Armstrong. Pearson Global Edition, 2010.
Thirteenth Edition.

GRADING SCALE
The official grading scale in this class will be from 0 to 10. However, for each individual assignment, a
point system is used. An assignment can be worth 10 points, 20 points, or 100 points. Students can
easily divide the points they have received by the total points of the assignment, and multiply by 10
to figure out their official grade.

ASSIGNMENTS
1. Homework or in-class assignments (20%): Throughout the semester, a number of homework
and in-class assignments will be given. The assignments will be picked up on a random basis.
2. Mid-terms (50%): Depending on how much time we have, one or two mid-terms will be
given throughout the semester, covering mostly concepts we have learned in class.
3. Final project (30%): In lieu of a final exam, a final project will be assigned. This project is due
at the very end of the semester and will cover many topics we’ve talked about in class. This
project will be your chance to apply the knowledge we have learned in class to a real life
situation.

COURSE RULES
Please be respectful of your instructor and fellow students. Individual assignments should be
individual, while group projects are meant to be done collaboratively amongst each member of the
group. Cheating will be not tolerated.

SUGGESTIONS FOR SUCCESS

Since this course is taught in English, it is crucial that you have a strong command of the English
language. Reading the textbook before class (and more than once) will be very helpful in preparing
you with the necessary range of vocabulary for the course.

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TOPICS TO BE COVERED

PART I – DEFINING MARKETING AND MARKETING PROCESS

Chapter 1 Marketing: Creating and Capturing Customer Value
Chapter 2 Company and Marketing Strategy: Partnering to Build Customer Relationship
PART II – UNDERSTANDING THE MARKETPLACE AND CONSUMERS
Chapter 3 Analyzing the Marketing Environment
Chapter 4 Managing Marketing Information to Gain Customer Insights
Chapter 5 Consumer Markets and Consumer Buyer Behavior
Chapter 6 Business Markets and Business Buyer Behavior
Part III – DESIGNING A CUSTOMER-DRIVEN MARKETING STRATEGY AND MIX
Chapter 7 Customer-Driven Marketing Strategy: Creating Value for Customers
Chapter 8 Products, Services, and Brands: Building Customer Value
Chapter 9 New-Product Development and Product Life-Cycle Strategies
Chapter 10 Pricing: Understanding and Capturing Customer Value
Chapter 11 Pricing Strategies
Chapter 12 Marketing Channels: Delivering Customer Value
Chapter 13 Retailing and Wholesaling
Chapter 14 Communicating Customer Value: Integrated Marketing Communications Strategy
Chapter 15 Advertising and Public Relations
Chapter 16 Personal Selling and Sales Promotion
Chapter 17 Direct and Online Marketing: Building Direct Customer Relationships
PART IV – EXTENDING MARKETING
Chapter 18 Creating Competitive Advantage
Chapter 19 The Global Market Place
Chapter 20 Sustainable Marketing: Social Responsibility and Ethics

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Class/Date Topic Assignments
Class 1

Class 2

Class 3

Class 4

Class 5

Class 6

Class 7

Class 8

Class 9

Class 10

Class 11

Class 12

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Class 13

Class 14

Class 15

Final Exam