Marketing Management

Objectives

This course is an introductory marketing course for students with no previous marketing background. In this course, you will learn basic marketing concepts as well as the current trends and issues that marketers face. You will then put these concepts in practice. You will develop strategic and analytical, data-grounded and consumer-oriented marketing thinking by developing a marketing plan for a real start-up and by analyzing marketing cases in which you will solve real marketing problems that companies face.

General characterization

Code

2431

Credits

3.5

Responsible teacher

Truong Van Thao Nguyen

Hours

Weekly - Available soon

Total - Available soon

Teaching language

English

Prerequisites

n/a

Bibliography

Kotler, P., G. Armstrong, V. Wong, J. Saunders (2008), Principles of Marketing, 5th European Edition, Prentice Hall.

Teaching method

Using a blended learning approach, this course will be composed 1.5-hour video lectures and supplementary activities, followed by 1.5 hour in-class session per week. Through a teaching method that mixes video lecture sessions, case studies, class debates, regular presentation and a group project, students will learn marketing planning theories and concepts using real-life examples and applications. Classes will be highly interactive . You are expected to discuss ideas in groups, presenting your ideas in class, and challenge each other. In class contribution is important. It is rare that there is one right answer to a particular marketing strategy issue. Students should expect to learn from seeing how others analyze and address the same problem. The better prepared you are the more you will learn. Please notice that professional and courteous conduct is always expected during class discussions and regular class participation. You should contribute to class discussions in a constructive, polite, and level-headed way.

Evaluation method

Evaluation will be based on a group project and a final exam:

I. Individual Grade: Final exam: 30%

II. Group project Development of a Marketing Plan for your own start-up in groups of 6 or 7. It covers three different components:

a) Marketing plan report: 40%

b) Presentation: 30% (15% in-progress presentation & 15% final presentation)

c) Peer evaluation: might determine grade adjustment.

Subject matter

In this course, you will develop an in-depth understanding of the key frameworks, concepts, and paradigms in marketing activities and develop skills in the application of this knowledge for making strategic choices. In doing so, you will learn relevant theories to understand how consumers arrive at their judgments and decisions. With this understanding, you will then learn to systematically plan marketing activities in order to achieve organizational goals.

Introduction to Marketing Management;
How to develop a Marketing Plan;
External and Internal Analysis;
Segmenting, Targeting and Positioning;
Implementation & Control;
Marketing Mix.

Programs

Programs where the course is taught: