Session 2

Chapter 2 and 3
adderley.gabriel@isb.edu.vn
 *reflective journal → final essay

COURSE OUTLINE (UNIT gUIDE)

*weekly video → final video
*in-class presentations = theory for video &
major project
No. Assessment task Weight (%) Type of Task Length (No. of words)
1 Midterm exam 10% Individual Multiple choice plus short answer questions / 60
mins
2 Reflective 10% Individual 1 page per week for 12 lecture weeks plus 2
journal pages for course reflective essay
3 Case analysis 5% Group 600 words (2.5%) and 10 mins of presentation
report (2.5%)
4 Major Project 20% Group
(2 stages of
report
submissions)
Stage 1 6% Group 1500 words +/- 5%
Stage 2 14% Group 3000 words +/- 5%
5 Weekly Major 10% Group Every week, groups have to read the required
Project Video chapters and reflect the theory in a 10 – 15 mins
video. This video must be submitted prior to the
session class.
6 Weekly in-class 10% Group (5%) + Individual (5%) Groups have to prepare a presentation for the
Project chapters. The PowerPoint files must be finished
Presentation in 1 week in advance. Lecture would appoint
randomly 2 team members in group to present
the chapter with the application of their assigned
brands. - DIVIDE and CONQUER
7 Final 35% Individual 2hr closed book exam
examination
TOTAL 100%
 Lecture (Session) Lecture topic(s) / Tutorial activities in this week Tasks/activities/comments
Book chapter(s)
Session 1 Icebreaking Discussion: Chapter 1 Group Registered & guidance of Lesson plan:
Introduction to Marketing Knowledge check: Quiz (20 questions) materials and/or exercises posted on E - lear
Chapter 1 Explain course and answer questions from students. Students are required to read and print out p
Set expectation from school on students’ attending lecture.
performance. Assign industry for major project to group.
Introduce to academic writing. Guide to write
reflective journal and project report.
Guide to do case study analysis.
Section 2 Marketing Environment, Planning and Discussion: Chapter 2,3. Project teams to start research for Stage 1: d
strategy Knowledge check: Quiz (20 questions) environmental analysis on assigned industrie
Chapter 2 Activity: How to reflect marketing concepts on group Assign case studies to groups
Chapter 3 project? Presentations: Teams present their marketin
In-class presentation consultancy. constructs using their assigned industries.
Case study workshop.
Section 3 Marketing information & research Discussion: Chapter 2,3. Work on project.
Chapter 4 Knowledge check: Quiz (20 questions) Presentations: Teams present their marketin
constructs using their assigned industries.
Section 4 Consumer and Business Market Discussion: Chapter 4. Work on project.
Chapter 5 Knowledge check: Quiz (20 questions) Presentations: Teams present their marketin
Chapter 6 Case study 1 consultancy. constructs using their assigned industries.
Section 5 Segmentation, Targeting and Positioning Discussion: Chapter 5&6. Work on project.
Chapter 7 Knowledge check: Quiz (20 questions) Case Study 1 presentation.
Prepare for Quiz in Session 6. Presentations: Teams present their marketin
How to write an effective STP statement? constructs using their assigned industries.
Section 6 Product, Services and Branding Strategies Discussion: Chapter 7. Midterm Exam
Chapter 8 Knowledge check: Quiz (20 questions) Presentations: Teams present their marketin
Case study 2 consultancy. constructs using their assigned industries. Em
on STP of the assigned brand and competitor
Section 7 New Product Development and Product Life Discussion: Chapter 8. Work on project.
Cycle Knowledge check: Quiz (20 questions) Case Study 2 presentation.
Chapter 9 Case study 3 consultancy. Presentations: Teams present their marketing
constructs using their assigned industries.
Section 8 Pricing Discussion: Chapter 9. Work on project.
Chapter 10 Knowledge check: Quiz (20 questions) Case Study 3 presentation.
Chapter 11 Case study 4 consultancy. Presentations: Teams present their marketing
constructs using their assigned industries.
Section 9 Place Discussion: Chapter 10&11. Work on project.
Chapter 12 Knowledge check: Quiz (20 questions) Case Study 4 presentation.
Chapter 13 Case study 5 consultancy. Presentations: Teams present their marketing
constructs using their assigned industries.
Section 10 Promotion: Integrated marketing Discussion: Chapter 12&13. Work on project.
communication 1 Knowledge check: Quiz (20 questions) Case Study 5 presentation.
Chapter 14 Case study 6 consultancy. Presentations: Teams present their marketing
Chapter 15 constructs using their assigned industries.
Section 11 Promotion: Integrated marketing Discussion: Chapter 14&15. Work on project.
communication 2 Knowledge check: Quiz (20 questions) Case Study 6 presentation.
Chapter 16 Prepare 2nd main quiz. Presentations: Teams present their marketing
Chapter 17 constructs using their assigned industries.
Section 12 Sustainable Marketing Discussion: Chapter 14&15. Work on project.
Chapter 18 Knowledge check: Quiz (20 questions)
Chapter 19 Consult on Project Report
Chapter 20
Section 13 Major Project presentation Discussion: Chapter 18, 19, & 20 Due for 2nd stage of Project Report.
Consult on Project Video.
Section 14 Course review for final examination Discussion: course wrap up Due for final major project video.
Chapter 1-20 Prepare for final exam
Section 15 NO LECTURE – Buffer lecture Discussion: course wrap up Due for final reflective essay
Prepare for final exam
Assignments: Group Project
1) Teams and topics

Go-Viet | Grab

Highlands | Trung Nguyen

Shoppee | Lazada

Pepsi | Coke

Adidas | Nike

McDonalds | Burger King

KFC | Jollibee

1) Expectations
ASSIGNMENTS: Video uploads
Your decision how to apply the theory

Due Week 3 - content from session 1&2

Assignments: journal outline
End goal: Assessment 2: Course reflective essay (10%)
For reflection, this activity will be carried out to evaluate the learning and progress of students throughout the whole semester. We
expect you to present your personal experience, ideas, thoughts, and feelings in relation to the course. In reflecting, you may write
about what you already knew about marketing concepts before the start of the course, how your knowledge of marketing is improved
by doing the course and what you have yet to learn in this area. What insights of marketing have you developed? It is not simply
describing how you have done your research project. It is about mapping your progress and how your thinking got changed about
marketing. It examines your level of understanding and analysing your learning experience to present how you arrived at your present
level of understanding. For example, what are your strengths and weaknesses that you have observed in regard to learning principles
of marketing (and completing group project and other assessments)? What challenges you encountered and how well you handled
them? The key point is ‘how’. You are analysing and reflecting on what you have learnt in the process, not simply describing what you
have done in the course. Reflecting is also about learning from mistakes by identifying how would you do the tasks differently if you get
another opportunity. What were the key issues, what happened and why in the process. What were your thoughts during the
experience, and why do you think that way?
ch2- Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships
Strategic planning steps (⅓)
1) Mission statement?
- Who is it oriented to?
---> Reflects Company objectives and goals
- Balance Business objectives ($$$) vs marketing objectives
(satisfy customer needs = creating valueeee)

---> (2)Business Portfolio ---> (3) Portfolio Analysis

-collection of businesses and products ---> evaluate these
- fits strengths and weaknesses -ROI

-BCG matrix
Mission examples
analysis
examples
terms
Market growth = attractiveness

Market share = strength in market

Market penetration = deeper into existing market

Market development = new markets

Product development = new products

What strategy to use for growth...(⅔)
Marketing strategy and marketing mix (3/3)
Market segmentation (breakdown of all the different groups... needs and
characteristics)
-> market target (choose segments to target)
->product positioning (differentiation - attract and retain)
-> marketing mix (4P)
Your brand’s mission and strategy..
Project guide

WHAT (describe) + HOW (theory) = your analysis

1) ________ is the process of developing and maintaining a crucial fit between the organization's goals and capabilities and its
changing marketing opportunities.

A) Benchmarking

B) SWOT analysis

C) Market segmentation

D) Strategic planning

E) Diversification
6) Mission statements should ________ and be defined in terms of ________.

A) be technology oriented; meeting the self-actualization needs of customers

B) be product oriented; satisfying the esteem needs of customers

C) embody the company's short-term plans; current opportunities

D) be market oriented; satisfying basic customer needs

E) address sales and profits; the net return on investments

13) Which of the following companies has a product-oriented business definition?

A) A luxury hotel, whose business definition is: "We sell out-of-the-world experiences to our guests."

B) A real estate company, whose business definition is: "We sell dreams."

C) A cosmetic company, whose business definition is: "We offer hope and self-expression."

D) A shoe manufacturer, whose business definition is: "We manufacture affordable and long-lasting shoes for all."

E) A high-technology company, whose business definition is: "We sell inspirations."

 mission statement: “to give people the power to share and
make the world more open and connected.”
Facebook Case

1) Is Facebook’s mission statement market oriented? Explain.

2) How is Facebook’s strategy driven by its mission?
3) Is it wise for Facebook to give away it technologies for
free? Why or why not?

20% of world’s population 1.6 billion active monthly users

2) Which of the following is true with regard to strategic planning?

A) At the corporate level, the company starts the strategic planning process by determining what portfolio of businesses and products is
best for the company.

B) A strategic plan deals with a company's short-term goals.

C) The focus of strategic planning is to define a game plan for long-run survival and growth.

D) The strategic plan is a statement of an organization's purpose.

E) Strategic planning involves identifying segments of consumers with identical preferences.

55) Making more sales to current customers without changing a firm's products is known as ________.

A) market segmentation

B) market penetration

C) product diversification

D) product development

E) prospecting
56) Lark Inc., an American electronics company, is currently reviewing new geographical markets to sell its highly popular televisions.
By 2020, it plans to open new stores across all the major South Asian cities. Lark is most likely following a ________ strategy.

A) local marketing

B) market development

C) diversification

D) product adaptation

E) product development
60) Amor, a successful brand of women's clothing, recently introduced a line of fitness equipment. This is an example of ________.

A) mass customization

B) niche marketing

C) diversification

D) prospecting

E) product adaptation
39) According to the Boston Consulting Group approach, ________ serves as a measure of company strength in the market.

A) relative market share

B) product development

C) market diversification

D) product attribute

E) market segmentation
55) Making more sales to current customers without changing a firm's products is known as ________.

A) market segmentation

B) market penetration

C) product diversification

D) product development

E) prospecting
Chapter 3: marketing environments
Chapter 3 Analyzing the Marketing Environment
WHY?

1) MICRO actors
A) competitors
2) consumers
B) suppliers
C) marketing intermediaries
D) resellers
E) citizen-action publics

1) MACRO actors:
larger societal forces that affect a company, such as
1) Nhan has been directed to study the forces close to a company that affect its ability to serve its customers, such as the
company, suppliers, marketing intermediaries, customer markets, competitors, and publics. In this instance, he has been
directed to study the ________ of the company.

A) macroenvironment

B) microenvironment

C) technological environment

D) demographic environment

E) political environment
competitors
MCQS
4) Thao has been directed to study the demographic, economic, political, and cultural forces that affect an organization. In
this instance, she has been directed to study the ________ of the organization.

A) macroenvironment

B) microenvironment

C) internal environment

D) marketing mix

E) marketing intermediaries
MCQS
9) Nguyen works for a firm that assists companies in promoting, distributing, and selling their products to end consumers.
The firm heworks for is a ________.

A) licensor

B) supplier

C) marketing intermediary

D) local public

E) general public
18) A company's marketing decisions may be questioned by consumer organizations, environmental groups, minority groups, and
others. These organizations and groups are also known as ________.

A) media publics

B) marketing intermediaries

C) customers

D) citizen-action publics

E) internal publics
25) Government markets consist of government agencies that buy goods and services ________.

A) to produce public services

B) to resell at a profit

C) for further processing

D) for personal consumption

E) that are generally of poor quality

Answer: A
53) Mary Adams is helping her company develop a marketing program for a new product line. The program is designed to appeal most
to less materialistic consumer groups who are likely to prize experience, not acquisition. The marketing program is most likely designed
to appeal to which of the following demographic groups?

A) Generation X

B) Millennials

C) Echo Boomers

D) Silent Generation

E) Lost Generation
58) Gen Zers are highly mobile, connected, and social. They base their purchases on ________.

A) input from their friends

B) text messages

C) social media ratings

D) product research on their own

E) their parents' opinions

Demographic: generation
Demographic: culture and HM models
77) Consumers' spending patterns since the Great Recession include ________.

A) spending freely, without caution

B) buying less and looking for greater value in what they buy

C) amassing record levels of debt

D) experiencing rapid increases in housing values

E) participating in a booming stock market

78) Which of the following is an accurate statement about the income distribution of the American population?

A) The top 20 percent of earners achieves 68 percent of the country's adjusted gross income.

B) The bottom 40 percent of earners captures just 11 percent of total income.

C) The top 5 percent of American earners captures 18 percent of all income.

D) The distribution of income allows most companies to target earners of all income levels.

E) Changes in income and interest rates minimally impact spending patterns.

Demographic: income
105) As a consequence of the concern for the natural environment, many companies are developing strategies and practices that support
________.

A) government intervention

B) environmental sustainability

C) deregulation

D) mass marketing

E) rapid exploitation of natural resources

Adidas had introduced three new
versions of its UltraBoost shoe
made out of plastic found in
the ocean in 2017

What concept is this?

59) Marketers can group people in a number of ways, including by birth date. However, the following combination of groups has
proven to be more effective: ________.

A) income, lifestyle, life stage

B) profession, common values they seek in products they buy, lifestyle

C) lifestyle, life stage, common values they seek in products they buy

D) place of residence, life stage, lifestyle

E) race or nationality, lifestyle, common values they seek in products they buy
Application and cases - McDonalds
Nike Case Study
1) Micro environ
○ Company
○ Competitor
○ Customers
○ Intermediaries
○ Publics
○ Suppliers and distributors
2) Macro environ
○ Economic
○ Political
○ Technological
○ Environmental/ Natural
○ Demographic
○ Cultural
CH 1 CH 2 CH 3
Company intro Mission? What are the
Brand intro Product portfolio? environmental factors
Portfolio Analysis that the company needs to
How it targets customer -matrix (dogs/ manage
needs and adding value? $cow/***/?)
-growth vs market Macro?
Value proposition share -political
- (how does it differ -economic
from others) Growth opportunities? -environmental/ natural
- Different strategies:-demog
- Product dev
- Market dev Micro?
- Market -competitors
penetration -customers
- Diversification -suppliers+distrib
-intermediaries
extra
Describe how Uber’s business model works and the role
technology has played in its success.

What are the arguments for banning these types of

businesses?

What are the arguments for defending them?