20141021 Principle of Marketing Syllabus

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COURSE DESCRIPTION: Basic Marketing course is to develop basic knowledge in

the organization and execution of marketing activities in enterprises.

1. General information about the course:Subject: Basic Marketing

Course Code: M!"#$

Credit: "

Course t%pe: &Compulsor% ' (ptional): Compulsor%

*rere+uisites: Micro, Macro

2. Course timetable:

- n class: /0 lessons

- Self-stud%, self-research of students: $"0 lessons

3. Course Objectives:

- 1+uip students with the basic knowledge of marketing theor% and practice of business in

the principles best meet market needs.

- !rain some marketing skills: market collection and anal%sis, communication, cost and

price management...

4. Summary of course content

5. Learnin materials

- Curriculum &students must read before class)

2 Basic Marketing - 3oreign !rade 4niversit% in 5#$0

- 6e+uired references:

2 Basic Marketing - *hilip otler - Statistical *ublishing 7ouse

2 Marketing - 8ational 1conomics 4niversit%

2 Marketing *rinciples 9 Best *ractices - .ouglas 7offman - Colorado State

4niversit%

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2 (ther marketing references...

- 1xtended document: documents relating to the market, soft skills in marketing such as

market research skills &encourage further reading).

!. "ssessment:

3orm ;alue

riting ' practice ' group

exercises

"#=

3inal-term exam ?uestions and


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5.5.$. !he elements within the enterprise

5.5.5. Supplier

5.5.". Competitors

5.5./. *ublic

5.5.0. Customers

5.5.@. !he organization supports5.". !he macro-environment factors

5.".$. *olitics - law

5.".5. 1conom%

5.".". Culture - social

5."./. 8ature

5.".0. emographics

5.".@. Scientific - technical - technolog%

Chapter &: !ethods o !ar"et Resear'h

".$. Market research and market research information".$.$. Concept

".$.5. !he role of market research in business

".$.". !he t%pe of market information to be collected".5. Market 6esearch *rocess

".5.$. efine the problem and research objectives

".5.5. *lan research plan

".5.". Aather secondar% information

".5./. Collect primar% information

".5.0. 7andle research results

".5.@. 6eport and proposed measures for marketing".". Several methods for collecting primar% information in marketing

".".$. nterview

".".5. (bservations

".".". nvestigation b% +uestionnaire

Chapter (: Consu%ption %ar"et and )u*in# )ehavior o 'onsu%ers

/.$. Characteristics of consumption market and patterns of bu%ing behavior of consumers

/.$.$. Concept and characteristics of consumption markets

/.$.5. Model of bu%ing behavior of consumers

/.5. !%pes of bu%ing behaviors

/.5.$. Common bu%ing behavior/.5.5. Complex bu%ing behavior

/.5.". Bu%ing behavior to search for diversit%

/.5./. Bu%ing behavior to ensure harmon%

/.". 3actors affecting the bu%ing behavior of consumers

/.".$. Culture

/.".5. Societ%

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/.".". ndividuals

/."./. *s%cholog%

/.".0. !he groups who influence bu%ing behavior

/./. ecision making process of bu%ing individual customers

/./.$.


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$.5. !arget market

$.5.$. Concept

$.5.5. Selective base for target market

$.5.". (ptions to choose target market$.". *ositioning

$.".$. Concept

$.".5. *ositioning base

$.".". Sitemap

Chapter 7: Produ't poli'* / de'isions related to produ't

.$. *roducts and product categories

.$.$. !he concept of product

.$.5. *roduct structure

.$.". *roduct classification

.5. *roduct lifec%cle

.5.$. Concept

.5.5. !he stages in the product life c%cle

.5.". !he meaning of the product life c%cle

.". !he strateg% to link product - market

.".$. 1xisting products - existing market

.".5. 1xisting products - new markets

.".". 8ew *roducts - existing market

."./. 8ew products - new market

./. Brand

./.$. Brand and related concepts

./.5. !%pes of brand

./.".


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.0.$. Concept

.0.5. 3unctions of packaging

.0.". Some attention to product packaging

Chapter 0: Pri'in# poli'ies / de'isions related to 'ost and pri'e.$. *rice and the role of pricing polic%

.$.$. Concept

.$.5. !he role of pricing polic%

.5. 3actors affecting the pricing

.5.$. 3actors outside the enterprise

.5.5. 3actors within the enterprise

.". !he t%pe of pricing strateg%

.".$. *ricing strategies for new products

.".5. *ricing strategies according to product line

.".". Strateg% to adjust price

./. !he process of determining the optimal price

./.$. dentif%ing pricing polic% target

./.5.


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D.5.$ Concept

D.5.5 !%pes of channels

D.5." ssues to consider when designing channel for a separate product

D." ecisions relating to distribution channelsD.".$ Selection of channel members

D.".5 Channel development

D."." Management of channel conflicts

D./ !%pes of intermediaries

D./.$ >holesale

D./.5 6etail

Chapter 12: Poli'ies to pro%ote and support )usiness

$#.$ (bjectives and communication strategies

$#.$.$ (bjectives

$#.$.5 Communication strategies

$#.5 !he models of promotion and communication

$#.5.$ !he general theoretical model

$#.5.5 !he other models

$#." !ools to promote and support business

$#.".$


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$$.$ (verview

$$.$.$ efinition of services marketing

$$.$.5 !he nature of services marketing

$$.$." ifferences between services marketing and other forms of marketing$$.5 1lements of the services Marketing Mix

$$.5.$ *roducts

$$.5.5 *rice

$$.5." *lace

$$.5./ *romotion

$$.5.0 *eople

$$.5.@ *rocess

$$.5. *h%sical 1vidence

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20141021 Principle of Marketing Syllabus

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