Learning Guide

MAR101 - PRINCIPLES OF MARKETING

Trimester 1 - 2024
 MAR101 - PRINCIPLES OF MARKETING
TRIMESTER 1 - 2024

Course Detail

Course code MAR101

Course name PRINCIPLES OF MARKETING

Unit overview
Principles of Marketing is an introductory marketing course aimed at students commencing the Bachelor of Business.
Principles of Marketing is a prerequisite for all other marketing courses.
Principles of Marketing provides an overview of the marketing process, and how it works within the business context.
The aim is to introduce to students the important concepts underpinning the marketing process and the practical tools
used by marketers to implement marketing strategies.
The course is based on both the theory and practice of marketing. Throughout lectures, tutorials, and assessment tasks
you will be encouraged to apply the theoretical learning to real world practices.
Pre-requisites
None.
Contacts
Below is a list of contacts for this unit. Please liaise directly with your unit instructor regarding appropriate consultation
times. It is usually best to contact the staff via email.
Ms. Linh TRAN
Unit Coordinator
Email: [email protected]

Ms. Linh TRAN

Email: [email protected]
Ms. Hang NGUYEN
Teaching team*
Email: [email protected]
Ms. Han NGUYEN
Email: [email protected]
Academic Admin Contact the Academic Admin Team – Please click HERE.
Ms. Tuyen NGUYEN
Student Advisor Email:
Phone: 028 3930 5292
[email protected]
Note:
* Please direct your email to an appropriate lecturer. In addition, please refer to the Email etiquette section for
guidance.

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Course Learning Outcomes

Learning outcomes for the unit are outlined below. Upon completion of this course, students will be able to:
LO1 Demonstrate an understanding of the underlying philosophy of the marketing concept and its
strategic importance for business.
LO2 Demonstrate an understanding of the key marketing concepts and how they are applied within a
business context.
LO3 Demonstrate an understanding of broadly the marketing process and how marketing mix elements,
marketing tools and related theory fit together to make up a complete marketing overview.
LO4 Illustrate marketing theory with local and global practices.
LO5 Analyze marketing situation critically and justify cases with the key marketing theory.
LO6 Demonstrate capability in written and oral communication and analytical skills in a marketing
context.

Assessment
Assessment structure
This course contains four (4) assessments structured as follows:
ASSESSMENT LEARNING WEIGHT
ASSESSMENT ITEM AND DUE DATE TYPE THRES-HOLD
NUMBER OUTCOMES (/100)

Class reflection & participation

1. Due: Ongoing throughout the duration of Individual LO1-LO5 20% No
the course
Group weekly videos and activities
2. Due: Ongoing throughout the duration of Group LO1-LO6 15% No
the course
Group report and presentation
3. Group LO3-LO6 25% No
Due: session 12
Final examination
4. Individual LO1-LO5 40% No
Due: TBA
Final marks and grades are subject to confirmation by the School Assessment Committees which may scale, modify,
or otherwise amend the marks and grades for the unit, as may be required by the University policies.
Note: To successfully complete this unit, students must:
- Achieve a minimum of 50 marks,
- Achieve a final exam mark greater than 0,
- Complete all assessment items; and
- Attend 80 percent of class time. See attendance requirements in the section of class policies and rules below.

Assessment Details
Assessment 1: Class reflection & participation (20%)
Due: Ongoing throughout the duration of the course.
Details
Class attendance and participation includes coming to class prepared and on time, taking part in class discussions (this
involves listening/reading as well as writing/speaking and completing all in-class activities), asking questions,
contributing your knowledge and insights in whatever form is appropriate, and striving to make all your contributions
excellent.
It also includes doing PRE-CLASS QUIZZES, which are check the level of knowledge and understanding of students about
the theoretical content of the subject prior to each session. Questions will cover all assigned reading chapter(s) for each
session. The online quizzes are compulsory and should be fully completed. Missing any quiz can be considered not
complete and receives a zero mark. The quizzes cannot be reopened for any reasons.

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• Format: True/False, Multiple Choice. On Canvas

• Length: 10 minutes.
• Due: S2 through S11, by midnight the day before each new session.
Note: Technical issues affecting the completion of the quizzes need to be reported within one week from the due date.

Attendance is checked by the lecturer. You are permitted no more than 20% absences during the term. Coming late by
15 minutes at the beginning of the class, coming late by 5 minutes after the break, or leaving prior to the scheduled end
time without the permission of the lecturer will equate to an absence.

Assessment 2: Chapter weekly videos and activities (15%)

Due: Ongoing throughout the duration of the course.
Details
Chapter preparation. 4 group videos to reflect student reading or other videos, presentations and reports required by the
lecturer.
The marking for video is based on:
Contents (60%): including all learning objectives, title of each learning objectives.
Presentation skill (30%): presenting fluently, not read the slides or the words in the textbook, all members have to present
at least one part of one chapter and show face along with the slide.
o Note: Content & presentation skill: You should provide extra information & examples + good presentation skill.
Timing (10%): the maximum length of one chapter is 15 minutes
Content
Clip 1 Chapter 1 & 2 dl: 5pm on the date before
Clip 2 Chapter 5 & 7 submission: upload to gg drive then send link to
Clip 3 Chapter 8 & 9 teacher
Clip 4 Chapter 14 & 15

Assessment 3: Group report and presentation (25%)

Due: Session 12
Details: 2500-word group report on how a chosen brand apply theory of this course into their marketing activities.

Content of the report must include:

1. Abstract/ Executive summary
2. Introduction: describe the company and product in Vietnam market
3. External environment: Macro environment & Micro environment
4. SWOT analysis
5. STDP analysis
6. Marketing mix
7. Conclusion
8. Reference & Appendix
Groups are required to present the key points and findings of their reports.
Peer evaluations are required and members are graded according to their contribution to the group work

Marking criteria and standards

The detailed of this assignment can be located on E-learning system (https://lms.westernsydney.edu.vn/).

Assessment 4: Final exam (40%)

Due: TBA
Details: 90-minute comprehensive exam. There will be 50 multiple choice questions (25 points), 3 short answer
questions and/or case study analysis (15 points).
Closed-book exam.

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Marking criteria and standards

Based on logic, accuracy, correctness, and comprehensiveness of answers.
Hint: Students who tend to get higher marks for the final exam are those who do not just “regurgitate” the textbook.
Additional marks are given if students can show an understanding of marketing principles, with their own examples
rather than those used in the textbook. The group project can often assist with such examples.

General submission requirements

Assignment cover sheet
All assignments are to be submitted with an Assignment Cover Sheet. Group assignments are to be submitted with a Group
Assignment Cover Sheet. Non-contributing team members can sometimes be an issue with group-work structured
assessment. Individual student group work scores may be adjusted as a result of peer dissatisfaction with a particular
student’s contribution to group work assignments, as reflected in additional submissions of the evaluation form.

Note: Assignment cover sheets and the evaluation form can be located on E-learning system
(https://lms.westernsydney.edu.vn/). Students are to keep a copy of all assignments submitted for marking.

Submission style and method

A professional standard of presentation is expected for all assignments. Assignments should be typed, one and a half
spaced, on A4 paper. Use a simple clear format, suitable for a report to senior management in a commercial organisation.

All assignments are required to be submitted electronically via E-learning system (https://lms.westernsydney.edu.vn/)
and lecturer’s email by 11:55 PM on the due date and if required, in hard copies to the unit coordinator by the due date.
The title of assignment submitted via E-learning system shall be as follows: Student name_Unitname_Name of
Assignment.

Late assignment and make-up policy

Coursework and assignments are expected to be completed within the stated time frame. No late assignments will be
accepted unless prior authorisation granted by the coordinator. In case such an authorisation is not granted, grade
deduction will be applied. The coordinator may decide not to accept assignments that are not submitted within 3 days
after the assignment due date. However, if there are extenuating or unforeseen circumstances, an exception may be
granted at the discretion of the unit coordinator and based on a Special Consideration Application for assessment task
extension.

All quizzes, group assignments, and final exam must be taken on the assigned dates. If there are extenuating or unforeseen
circumstances, the unit coordinator must be contacted prior to the quiz or exam dates to authorize a make-up if required.
No make-up quiz or exam will be accepted unless a prior approval granted by the unit coordinator based on a Special
Consideration Application for a supplementary examination.

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Teaching and Learning Activities

Course Schedule
SES LECTURE TUTORIALS READINGS
-SION
1 Course introduction Discussion on assignment, session format, Prereading the learning guide.
expectation, deadline

2 Chap1: Marketing: Marketing defined, marketing process. ▪ Prereading Chap 1 & 2 and
Creating Customer Value Marketing strategy, planning and submit Clip 1 (Chap 1&2)
and Engagement before Week 2
competitive advantage
Chap2: Company and ▪ Quiz 1
Marketing Strategy: Marketing by the numbers: Apple vs MS
Partnering to Build Company case Facebook
Customer Engagement
3 Chap3: Analyzing the Marketing environment and MIS ▪ Prereading Chap 3 & 4
Marketing Environment Discussion on Vietnam Economy outlook Company case Fitbit
Chap4: Managing report ▪ Quiz 2
Marketing Information to
Gain Customer Insights
4 Chap5: Consumer Markets Consumer behaviors ▪ Prereading Chap 5 & 6 and
and Buyer Behavior Consultation on group report outline ▪ Company case GoldieBlox
Chap6: Business Markets submit Clip 2 (Chap 5 & 7)
and Business Buyer before Week 4
Behavior ▪ Quiz 3
5 Chap7: Customer Value– STDP ▪ Prereading Chap 7
Driven Marketing Company case: Virgin America ▪ Quiz 4
Strategy: Creating Value
for Target Customers

6 Chap8: Products, Services, Product ▪ Prereading Chap 8 and submit

and Brands: Building Opening vignette discussion Clip 3 (Chap 8 & 9) before
Customer Value Consultation on group report Week 5
▪ Quiz 5
7 Chap9: Developing New Product Prereading Chap 9
Products and Managing Lecturer revises the STDP analysis & Submit the draft STDP analysis
Product in the group report & Product in the group report
the Product Life Cycle
Quiz 6
8 Chap10: Pricing: Price Prereading Chap 10 & 11
Understanding and Real marketing: LEGO Quiz 7
Consultation on group report ▪
Capturing Customer Value
Real marketing: Dynamic pricing
Chap11: Pricing Consultation on group report: the STDP
Strategies: Additional analysis, Product & Price part
Considerations

9 Chap12: Marketing Distribution Prereading Chap 12&13

Channels: Delivering Chapter 12 opening vignette discussion Quiz 8
Company case: Apple pay
Customer Value
Consultation on group report
Chap13: Retailing and
Wholesaling

10 Chap14: Engaging IMC Prereading Chap 14&15 and

Consumers and Lecturer revises the STDP analysis, submit Clip 4 (Chap 14& 15)
Product, Price, Distribution & Promotion before Week 10
Communicating Customer
in the group report ▪ Quiz 9
Value: Integrated
Marketing

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SES LECTURE TUTORIALS READINGS

-SION
Communication Strategy
Chap15: Advertising and
Public Relations
11 Chap16: Personal Selling IMC ▪ Prereading Chap 16 & 17
and Sales Promotion Lecturer revises the STDP analysis, Product,▪ GROUP REPORT DUE
▪ Quiz 10
Chap17: Direct, Online, Price, Distribution & Promotion in the
Social media, and Mobile group report
Marketing
12 Group report presentation Group report presentation
Revision
Final examination

Tutorials
Tutorials following the lecture in each session provide students the opportunity to apply and share knowledge by doing
a variety of in-class activities individually or in groups such as exercises, discussion, and presentation. These activities
focus on demonstrating your skills and help you build your ability to achieve the learning outcomes for this unit. It is
required to set tutorial appointments with lecturer in a prior notice via email.
Tutorial questions/exercises will be regularly set. You will be expected to have completed specific reading and exercises
from the textbook and other required materials prior to attending each lecture and tutorial class. If you have not prepared
adequately, you will not get the full benefit from this learning opportunity.

Learning resources
List of readings
Prescribed Kotler, P., & Armstrong, G. (2018). Principles of Marketing (17th ed.). Pearson
Textbook
Recommended International Journal of Market Research
readings Journal of Advertising
Journal of Consumer Marketing
Journal of Marketing
(eJournals) https://www.adweek.com/
http://www.marketingcharts.com/
http://www.marketingovercoffee.com/
http://www.mediapost.com/
http://sethgodin.typepad.com/
http://www.ted.com/topics/business

Online resources
Smart Library
E-library https://smartlib.ueh.edu.vn/
Sign in with student email and password.
E-learning https://lms.westernsydney.edu.vn/

Referencing requirements
Student assignments are to contain original content created by the students. Assignments will be rejected if they include
plagiarised content or contain excessive amounts of quoted/cited material and minimal original content. Students will

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receive a grade of ZERO (0%) for any assignments rejected for this reason. Written assignments WILL BE RANDOMLY
checked by the lecturer with Turnitin.com, an online plagiarism-checking tool.

Furthermore, your reference to support your statements must be from a reliable source, such as textbooks, additional
reading materials, and reference books. However, many websites are not reliable sources. Examples are Wikipedia.org,
about.com, and ask.com. If you are not sure if a reference is acceptable or not, please contact the lecturer.

The Publication Manual of the American Psychological Association (APA) 6th ed. will serve as the primary reference
materials for all students. Therefore, all papers must be submitted in APA format. The mechanics of student papers and
work will be evaluated, as well as the content. It is imperative that guidelines be reviewed before an assignment is begun.
It is also important that the required submission format be followed in compiling the final paper or assignment.

Course Evaluation and Quality Assurance

Feedback is regularly sought from students and continual improvements are made based on this feedback. At the end of
this course, students will be asked to complete some surveys, which provide a source of student evaluative feedback on
teaching and on course quality. Your input into this quality enhancement process is extremely valuable in assisting us to
meet the needs of our students and provide an effective and enriching learning experience. The results of all surveys are
carefully considered and do lead to action towards enhancing educational quality.

Class Policies
Teaching times and location
Please note that teaching times and locations are subject to change. Students are strongly advised to refer to the ISB
website (https://myisb.isb.edu.vn/) for the most up-to-date teaching times and locations.

Attendance requirement
UEH-ISB policy requires to check class attendance for each class. Class attendance is compulsory, and students should
provide reasons for the failure to attend the class on a particular lecture/workshop session. Students are required to
attend a minimum of 80% of all classes to secure class participation marks. Please let your lecturer and/or UEH-ISB know
if you are unable to attend any session.

Arriving to class late by 15 minutes at the beginning, arriving late by 5 minutes after the break, or leaving prior to the
scheduled end time without the permission of the lecturer will equate to an absence. Grade reductions for the unit will be
assessed when final grades are assigned if the above absence rule is violated during the unit.

Electronic device use

Cell phones will be turned off or switched to vibrate mode before class starts. No phone calls or text messaging are allowed
inside classroom during class time. Portable listening and/or music devices may not be operated in the classroom.
Headphones and/or ear buds of any type may not be worn while in the classroom whether operating or not. Laptop and
other electronic devices are not permitted unless specifically authorised by the lecturer exclusively for note taking and
doing class work. If you are in violation of these policies, you will be excused from class and an absence will be assessed.

Email etiquette
Your lecturer receives many emails each day. In order to enable them to respond to your emails appropriately and in a
timely fashion, students are asked to follow basic requirements of professional communication. Firstly, all emails should
have a concise and descriptive title, including the class and name of the unit you are enquiring about as your teacher may
be teaching more than one unit/class. Students need to be clear about the intention of their emails, use appropriate tone
and language, proof-read what is written in the email before sending it. Students should also allow 3-4 working days for
a response before following up. If the matter is legitimately urgent, you may indicate this in the email subject header but
be sure that the email does require an immediate response before using this strategy. If your email request is complex
and requires a lengthy response it may be probably best to make an appointment with your teacher to meet in person.

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Student behaviour guidelines

Everyone must behave professionally. Students are expected to always demonstrate respect for teacher and fellow
students. Behaviour that is disruptive to a positive learning environment reported to the teacher will result in a warning
on the first instance; the second instance might result in a failing grade along with expulsion from the course or program.

Students are to be punctual at every class session and group meeting. Homework, readings, and other required
assignments must be well prepared and completed as scheduled. Students must also actively participate in classroom
activities and discussions.

Any student caught (1) cheating on an exam, (2) collaborating with others on work to be presented, if contrary to the
stated rules of the course, (3) submitting, if contrary to the rules of the course, work previously submitted in another
course, (4) knowingly and intentionally assisting another student in any of the above actions, including assistance in an
arrangement whereby work, classroom performance, examination, or other activity is submitted or performed by a
person other than the student under whose name the work is submitted or performed, or (5) plagiarising, may fail the
class and be subject to further disciplinary action. First violation will result in a grade ZERO (0%) for that assignment.
Second violation will result in a failing course grade.

Disability support services

Students with disabilities are advised that accommodations and services are available at UEH-ISB. It is the student's
responsibility to contact UEH-ISB office and submit appropriate documentation prior to receiving such services.

Additional information
This Learning Guide may be revised at the discretion of the Unit Coordinator with approval from Program Academic
Director and School Academic Committee where appropriate.

how to learn:
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