Syllabus fundamental of marketing revised

FUNDAMENTAL OF MARKETING
SYLLABUS
(Tran Mai Dong)
1. RATIONALE
The subject is designed to focus on the theoretical and practical aspects of business
activities. It provides a framework to assist in more informed decision-making by
individuals in their role of consumers. The syllabus aims to:
1. promote understanding of theories, concepts and practices that are applicable to
the culturally-diversified economic environment;
2. provide knowledge of business and global economic environment;
3. provide the opportunity for informed decision making through the development
of skills in critical thinking, problem-solving, research and communication;
4. nurture students’ creative and entrepreneurial abilities to enable them to
participate fully in the local, regional and global economy;
5. enable students to access and apply appropriate technology in pursuing
opportunities and solving problems in business.
2. GENERAL OBJECTIVES
On completion of the syllabus, students should:
1. develop understanding of theories, concepts and practices related to
business/Marketing;
2. develop the confidence to respond, positively, to the opportunities and
challenges that present themselves in the world of business;
3. appreciate the importance of risk, research, planning and the use of Marketing
tools in the development and conduct of business;
4. be aware that producers and consumers of goods and services have the
responsibility to conduct business in a moral and ethical manner;
3. SKILLS AND ABILITIES TO BE ASSESSED
The assessment will test students’ skills and abilities to:


1. recall, select, and use Marketing-related theories, principles, concepts and

methods;
2. identify and analyse problems and formulate solutions;
3. interpret data and draw logical conclusions;
4. develop reasoned expositions on theories and policies used in business.
4. LEARNING RESOURCES
A package of articles and case studies on fundamental of marketing will be distributed
in class. Text book: Principles of Marketing, 14th Edition, Philip Kotler and Gary
Armstrong
5. LECTURE PROGRAM
The following is the outline that sets topics for the subject. The instructor reserves the
right to revise this outline throughout the semester to either add or delete material as
necessary to accomplish the goals of the subject.
Lectur
e
1
2
3
4
5
6
7
8
9
10
11

Lecture Topics
MARKETING CONCEPTS AND BEHAVIORS
MARKETING PLAN AND ENVIRONMENT ANALYSIS
MARKETING RESEARCH

TARGET AND SEGMENTATION
PRODUCT STRATEGY
PRICE STRATEGY
PLACE STRATEGY
PROMOTION STRATEGY
PRESENTATION : GROUP PROJECT
PRESENTATION : GROUP PROJECT
FINAL EXAM

6. ATTENDANCE REQUIREMENTS
A minimum attendance of 90 percent is compulsory. Attendance records will be kept.
This requirement may be waived subject to satisfying the conditions of the Student
Academic Consideration Policy. General policy and information on special
consideration can be found at the Office of Academic Affairs.


7. LEARNING ASSESSMENT
7.1 Performance Requirements
Students are expected to complete all assessment tasks for this subject. In order to pass
this subject, students must:
 Achieve a composite mark of at least 50% of the subject’s total marks;
 Make a satisfactory attempt at all assessment tasks (see below).
7.2 Assessment Details
Group Project and Presentation
Discussion activities
Total

40% Final Exam (Individual Essay)
20% 40%
100%

 Group Project and Presentation
Students will be allocated into groups for project workshops and scheduled for presentation
on class date. Students will present their objective and action plan, outline and
implementation of the group project. Each group presents its project plan for 20 minutes.
 Discussion activities
Students will be allocated into groups for group discussion on class and the best group will
get 5% in every discussion. Students who join in the group discussion will get the 5% if the
group won the activities. The discussion activities distribute the class on weekly basis.
 Examination
The final exam will consist of material covered throughout the entire subject.
Examination format will be duly informed to students. The examination schedule and
room will be announced by the Office of Academic Affair. Any issues regarding the
administration of, timetabling of and non-attendance at final examinations need to be
directed to the Office of Academic Affair. These issues are not the responsibility of the
individual lecturer.
7.3 Late Submission
Late assignments will receive a 10% deduction for each day they are late.
Assignments more than 3 days late will not be accepted. Technological issues are not
considered valid grounds for late assignment submission.
This penalty for late submission may be waived subject to satisfying the conditions
of the Student Academic Consideration Policy. General policy and information
on special consideration can be found at the Office of Academic Affairs.


Students are responsible for submitting original work for assessment, without plagiarizing
or cheating. Assignments will be rejected if they include plagiarized content or contain
excessive amounts of quoted/cited material and minimal original content. Students will
receive a grade of zero for any assignments rejected for this reason.
7.4 Referencing

At University it is necessary to acknowledge the sources of information and ideas that
you have incorporated in your assessment tasks. Failure to do this thoroughly may result
in accusations of plagiarism. This is the academic equivalent of stealing because by not
acknowledging someone else's work, you are presenting it as your own.
Referencing is not only about acknowledging other people's work. Accurate referencing
and lists of references are beneficial when researching a topic as they allow the reader to
follow up information and read further into the area. In a sense, references provide
readers with clues to help them explore different avenues of a topic. This aspect of
referencing will become more valuable to you as you progress in your studies.