Lectures Marketing management: Chapter 0 - ThS. Nguyễn Tiến Dũng

INTRODUCTION TO
MARKETING MANAGEMENT

Nguyen Tien Dung, MBA
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Main Contents
● Course Objectives
● Course Materials
● Course Assessment
● Course Plan

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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.

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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.
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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.

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Intertnet Sources
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Marketingpower.com
Businessinsider.com
Adage.com
Interbrand.com
Millwardbrown.com

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Marketing.24h.com.vn
Marketingchienluoc.com
Thuthuatmarketing.com
Marketing.edu.vn
Nguoitieudung.com.vn

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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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