P of MKT-C1-09 - Principles of Marketing Dr. LE THANH LONG...

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Principles of MKT, S1 Dr. Lê Thành Long 1 Principles of Marketing Dr. LE THANH LONG
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Principles of MKT, S1 Dr. Lê Thành Long 2 Course Objectives Course Objectives s Defining marketing and its role in the business environment. s Understanding the concepts of customer behavior, segmentation, targeting, positioning, marketing mix, … s Understanding the process to conduct a marketing research, & marketing plan
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Principles of MKT, S1 Dr. Lê Thành Long 3 Course Contents Course Contents Case 9: The move from TV to TiVo ,p.485 Promotion – Advertising, Public Relations and Sales Promotion 13 10 Case 4: Segmenting the online market: The case of EBay, p211 6 5 FINAL EXAM MID-TERM EXAM 11 9 8 7 6 4 3 2 1 Week Price Concepts REVIEW 15 Case 8: Varsity group: The campus bookstore alternative, p 442 Promotion – Marketing Communications and Personal Selling 12 Case 7: CarsDirect.com: Driving car buyers to the internet, p 349 Marketing Channels and Supply Chain Management 10 Case 6: Valvoline: Coming to a Rep Rally near you, p 310 Managing and Developing Product 8,9 Case 5: Cool and How to find it: Look-Look, p 251 Decision Support System and Marketing Research 7 Case 3: W.W. Grainger: Moving Maintenance to the internet space, p181 Business Marketing 5 Case 2: Bucking the trend: Is “Family” the next theme restaurant, p152 Consumer Decision Making 4 Case 1: Identix: Shedding Light on Modern Security, p 60 Marketing Environment 2 Introduction to Marketing 1 CASES CONTENTS Chapter
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Principles of MKT, S1 Dr. Lê Thành Long 4 Methodology Methodology s Students are expected to pre-read the chapters in the textbook s Most of the classroom time will be used for discussion s Students are encouraged to ask questions immediately in the class. s Students are suggested to visit related websites and get additional information and illustration of cases and the issues discussed in the classroom
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Principles of MKT, S1 Dr. Lê Thành Long 5 Materials Materials Required Textbook Required Textbook s ESSENTIALS OF MARKETING Lamb, Hair, McDaniel, 4 th Edition Additional Materials Additional Materials s Principles of Marketing Philip Kotler – Prentice Hall – International Edition
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Principles of MKT, S1 Dr. Lê Thành Long 6 Assessment Assessment s Class Participation/Attendance 10% s Group Assignment: 20% s Midterm Exam: 20% s Final Exam: 50%
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Principles of MKT, S1 Dr. Lê Thành Long 7 Group Assignment Group Assignment 1. Each group is assigned a case 2. Analyzing the case and answer the questions 3. Submit the report (hardcopy & file) at least 2 days before presentation 4. Case presentation 5. 6. The next group will ask questions to presentation group
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Principles of MKT, S1 Dr. Lê Thành Long 8 Contact Contact Dr. LE THANH LONG Department of International Relations Vietnam National University - HCMC Office: Room 217 Tel: 7242181-1456 HP: 0918041187 Email: ltlong@vnuhcm.edu.vn
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Principles of MKT, S1 Dr. Lê Thành Long 9 Suggestions Suggestions
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Principles of MKT, S1 Dr. Lê Thành Long 10 Introduction to Marketing
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P of MKT-C1-09 - Principles of Marketing Dr. LE THANH LONG...

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