Chapter 1-2 - Principles of Marketing Dr. LE THANH LONG...

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Principles of Marketing Dr. LE THANH LONG
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PoMKT- S1 Dr. Le Thanh Long 2 Course Objectives Course Objectives b Defining marketing and its role in the business environment b Acquire a basic understanding of marketing practices, theories, principles, foundations b Understand the differences in marketing of service and production based enterprises. b Apply marketing principles to business.
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PoMKT- S1 Dr. Le Thanh Long 3 Course Contents Course Contents REVIEW 1 MID-TERM EXAM 4 3 2 1 Session Product, Services, and Brands: Building Customer Value New-Product Development and Life-Cycle Strategies 8 9 Consumer Markets and Consumer Buyer Behavior Business Markets and Business Buyer Behavior 5 6 The Marketing Environment Managing Marketing Information to Gain Customer Insights 3 4 Marketing: Creating and Capturing Customer Value Company and Marketing Strategy: Partnering to Build Customer Relationships 1 2 CONTENTS Chapter
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PoMKT- S1 Dr. Le Thanh Long 4 Course Contents ( Course Contents ( con con t t ) ) REVIEW 12 Group Presentation (Group 5 & 6) 11 Marketing Channels: Delivering Customer Value Retailing and Wholesaling 12 13 6 Group Presentation (Group 3 & 4) 10 Pricing: Understanding and Capturing Customer Value Pricing Strategies 10 11 5 FINAL EXAM 9 8 7 Session Group Presentation (Group 1 & 2) Advertising and Public Relations Personal Selling and Sales Promotion 15 16 Communicating Customer Value: Integrated Marketing Communication Strategy 14 CONTENTS Chapter
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PoMKT- S1 Dr. Le Thanh Long 5 Methodology Methodology b Students are expected to pre-read the chapters in the textbook b Most of the classroom time will be used for discussion b Students are encouraged to ask questions in the class. b Students are required to prepare assignments/homeworks b Students are suggested to visit related websites and get additional information to prepare assignments/homeworks
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PoMKT- S1 Dr. Le Thanh Long 6 Materials Materials Required Textbook Required Textbook b Principles of Marketing Philip Kotler, Gary Amstrong – 13e – Prentice Hall Additional Materials Additional Materials Essentials Of Marketing Lamb, Hair, McDaniel, 4 th Edition
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PoMKT- S1 Dr. Le Thanh Long 7 Assessment Assessment b Class Participation/Attendance 10% b Group Assignment: 20% b Midterm Exam: 20% b Final Exam: 50%
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PoMKT- S1 Dr. Le Thanh Long 8 Assessment Assessment b Attendance is required in compliance with University policy. b Talking, eating in class is discouraged b Lateness and leaving class during lectures is a problem that might adversely affect a student’s final grade. b Boredom is not a valid reason for taking a “coffee break” during the lecture.
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PoMKT- S1 Dr. Le Thanh Long 9 Group Assignment Group Assignment 1. Students will be divided into 6 groups 2. Each group has to choose a product for group assignment 3. Collecting and analyzing data 4. Preparing a marketing plan for chosen product 5. 6. Making presentation and Q&A (week 9,10 and 11)
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This note was uploaded on 04/09/2011 for the course MARKETING 2011 taught by Professor Huyduong during the Spring '11 term at International University in Germany.

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Chapter 1-2 - Principles of Marketing Dr. LE THANH LONG...

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