PRICIPLE OF MARKETING

COURSE SYLLABUS
Fall 2010

Instructor: Ngoc Ai Pham

To e-mail me, please type “Marketing Class” into the subject line.
E-mail: ngocaidba@gmail.com
Address: Business Administration Dept, DUE
71 Ngu Hanh Son St, Da Nang City
Phone: (511) 3836934

LECTURES: 3 sessions / week, 1.5 hours / session

NATURE AND PURPOSE OF THE COURSE

In this course we seek to:

• Introduce you to key marketing ideas and phenomena, especially the core theme
of delivering benefits to customers.
• Develop your skills in marketing analysis and planning.
• Familiarize you with the tactics of the marketing (Product strategy, advertising
and communications [Promotion], and distribution [Place], and Price - 4P's) and
enhance your problem solving and decision making abilities in these areas.

We explore theory and practice that draws on Customer needs, Company skills,
Competition, Context in marketing and product development. We use cases, research
articles, discussions, and readings to provide a mix of integrating concepts and hands-
on problem solving. We encourage a variety of perspectives on marketing issues.

COURSE MATERIALS

The course draws upon a readings packet containing cases, required readings, and
background readings. There is no required textbook for this subject. For a basic
textbook on marketing, including marketing terms, examples, and a general taxonomy
of issues, I recommend:

Jobber, D. Principles and Practice of Marketing. 4th edition McGraw Hill,

Maidenhead, UK, 2004.

Kotler, Philip. Marketing Management. 11th ed. London, UK: Prentice Hall, 2003.
ISBN: 0130122173.

Kotler, Philip. Principles of Marketing. 2nd European ed. UK: Prentice Hall, 1999
EVALUATION OF WORK - APPROXIMATE WEIGHTINGS

Table for Grading.

ACTIVITIES APPROXIMATE PERCENTAGES
Class Participation (including home exercise) 10%
Group cases reports (2 cases) 40%
Group marketing plan report 20%
Midterm exam 20%
Final exam 10%

CLASS SCHEDULE:

Date Content Case Analysis Presentation Note, pls read carefully

Aug 06 Course Introduction; No case 1 page take -home exercise,
Overview of the Marketing due Aug 09.
Concept & Marketing Mix
Aug 09 Analyzing the Marketing #1: Volvo – How should
Environment Volvo evolve with the
changing market?
#2: Absolut Vodka:
Different Vodka for
Different Folks.
Aug 11 Strategic Planning, #3: Nokia: Re-Connecting
Marketing Planning, and People
Marketing Management #4: Levi's Strategic
Marketing and Planning
Aug 13 Market Benefits and #5: McCarthy and Stone:
Features, Positioning, and Britain’s Leading
Market Segmentation and Retirement Builder
Target Marketing #6: Giordano’s Positioning
Strategy.
Aug 14 Midterm exam No case -40-60% multiple choice.
-The rest of it will be short
answer and short essay
questions.
-Some are relevant to our
theme-based class discussion
and case analysis.
Aug 17 Managing Products and #7: Gucci, Louis Vuitton, & Preliminary Group
Services Vertu – Marketing Lessons Presentations of
from some of the World’s Product/Service/Organization
Most Exclusive Brands. concepts for Group Projects:
 #8: Growing Pains at - Present to the class a brief
Unilever (i.e., two minutes or less)
overview of your group
project.
-Begin by introducing the
members of your group.
-Then give a brief
explanation of your
product/service/organization
and outline your primary
target market segments.
Hand in a list of your group
members, a brief explanation
of your
product/service/organization
and an outline of your
primary target market
segments.
–Nothing else should be
presented or handed in at this
time. (Please refer to the
“Group Marketing Project”
handout.)
Aug 19 Pricing and Practical #9: Mind your pricing cues.
Financial Tools for By Eric Anderson and
Marketing Duncan Simester
#10: Pricing and the
Psychology of Consumption.
By John Gourville and Dilip
Soman
Aug 21 Place (Distribution) and #11: The Final Days of
Promotion: Marketing Brand Beckham: Is there
Communications still life left in David
Beckham brand?
#12: Avon and L’Oreal:
Keep young and beautiful
Aug 22 Presentation of Group No case
Marketing Plan group 1-6

Aug 23 Hand in Group marketing No case All groups must hand in (in
Plan report one folder or large envelope):
Final write-up due by * Your group paper,
10am including appendices (See
the “Group Marketing
Project” handout.)
* A soft file of your
PowerPoint slides,
overheads, and/or handouts
 * Two confidential
evaluation forms from each
group member. Each group
member
must complete the two
evaluation forms
(“Evaluation of Group
Members’ Contributions”
and “Group Project
Evaluation”) that are
included in the Group
Marketing Project
assignment. Each person
should put both of his/her
evaluation forms in a sealed
envelope.
All of the sealed envelopes
should be handed in with the
group paper.
Aug 28 Final exam -Similar format with
Midterm one (need
coordination with other
sections).
-Everything in the text book
is fair game.

OTHER ADMINISTRATIVE DETAILS

If I missed exams?
If you miss the Final due to illness or domestic tragedy:
1) Contact the Program Office Assistant immediately.
2) Submit a medical certificate or other relevant documentation within 48 hours
of the test date if possible.
Requesting remarking of midterms
1) Make request to me no more than 2 weeks after return date.
2) Include a written explanation with request.
Note that I will photocopy many of the tests, so don’t make changes and think I won’t
catch it.
Any exam submitted for remarking will be remarked in its entirety. Grades may rise,
fall, or stay the same.
Communication in Class: Please use your name card to help me regconize and
appriciate your contribution during classes.