Lectures "Marketing management - Chapter 0: Introduction to marketing management" provides students with the knowledge: Course objectives, course materials, course assessment, course plan. Invite you to refer to the disclosures.
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Nội dung Text: Lectures Marketing management: Chapter 0 - ThS. Nguyễn Tiến Dũng
- INTRODUCTION TO
MARKETING MANAGEMENT
Nguyen Tien Dung, MBA
Email: dung.nguyentien3@hust.edu.vn
- Main Contents
● Course Objectives
● Course Materials
● Course Assessment
● Course Plan
© Nguyễn Tiến Dũng 2
- Course Objectives
● The course is to provide students with advanced knowledge in
managing marketing activities in business organizations following the
management process, from planning, organization, implementation to
control.
● After completing the course, students will be able to:
● List the main activities in marketing management for business organizations
● Describe and use some common demand forecasting methods
● Understanding the process to identify and select target markets
● Know how to position and differentiate brands
● Describe the contents of marketing-mix strategies
● Understand special features of services and international marketing in
marketing management.
© Nguyễn Tiến Dũng 3
- Course Materials
● Textbook:
● Philip Kotler & Kevin Lane
Keller (2012), Marketing
Management,14th edition,
Prentice Hall, One Lake
Street, Upper Saddle
River,New Jersey
● Bài giảng Quản trị
marketing (2013), Nguyễn
Tiến Dũng, Viện Kinh tế
và Quản lý, Trường ĐH
Bách khoa Hà Nội.
© Nguyễn Tiến Dũng 4
- References
● Trương Đình Chiến (2013), Giáo trình Quản trị Marketing, NXB ĐH
Kinh tế quốc dân, Hà Nội.
● Nguyễn Tiến Dũng (2012), Giáo trình Marketing căn bản, NXB Giáo
dục Việt Nam, Hà Nội.
● Philip Kotler (2008), Những phương thức sáng tạo, chiến thắng và
khống chế thị trường (sách dịch), NXB Tổng hợp TPHCM, TPHCM.
© Nguyễn Tiến Dũng 5
- Intertnet Sources
● Marketingpower.com
● Businessinsider.com
● Adage.com
● Interbrand.com
● Millwardbrown.com
● Marketing.24h.com.vn
● Marketingchienluoc.com
● Thuthuatmarketing.com
● Marketing.edu.vn
● Nguoitieudung.com.vn
● Brandsvietnam.com
● Branddance.vn
● Vietnambranding.com
● Vnbrand.net
● Thuonghieuviet.com.vn
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- Course Assessment
● Process Score (40%)
● Course group project work:
● mall groups (not over 6 students per group), marketing
planning, submit and defence the marketing plan. The report
that is submitted one day late will be penalised one mark.
● Course midterm: 25-question multichoice test, closed
book.
● Process score = 0.5(Group Project + Midterm) +
Attendance point
● Attendance point:
● No absence + good attitude: +1
● 1 lecture absence: -0.25 points/lecture
● Not-good attitude at class: -0.25 points/lecture
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- ● Final Exam Score (60%): 90 minutes,
closed-book, two sections,
● Section A – 5 marks: 25 multichoice questions
● Section B – 5 marks: 3 essay questions,
● A student will be given “F” mark (below 3/10)
if commits one of the followings:
● Attends less than 50% of the lectures
● Does not submit the group project report
● Does not attend the midterm test
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