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