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: MKT301
Credit: 3
Course type: (Compulsory / Optional): Compulsory
Prerequisites: Micro, Macro
2. Course timetable:
- In class: 45 lessons
- Self-study, self-research of students: 135 lessons
3. Course Objectives:
- Equip students with the basic knowledge of marketing theory and practice of business in
the principles best meet market needs.
- Train some marketing skills: market collection and analysis, communication, cost and
price management...
4. Summary of course content
5. Learning materials
- Curriculum (students must read before class)
+ Basic Marketing - Foreign Trade University in 2015
- Required references:
+ Basic Marketing - Philip Kotler - Statistical Publishing House
+ Marketing - National Economics University
+ Marketing Principles & Best Practices - K.Douglas Hoffman - Colorado State
University
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+ Other marketing references...

- Extended document: documents relating to the market, soft skills in marketing such as
market research skills (encourage further reading).
6. Assessment:

Attendance
Mid-term exam

Form
Value
Check attendance
10%
Writing / practice / group 30%

Final-term exam

exercises
Questions

and 60%

Answers/Writing
7. Detailed Course Content:
Chapter 1: Overview of Marketing
1.1. The Basics
1.1.1. Definition of marketing
1.1.2. The nature of marketing
1.1.3. The basic concepts of marketing
1.2. Development process and the business perspective of marketing
1.2.1. The process of developing marketing
1.2.2. The business perspective of marketing
1.3. Objectives and functions of marketing
1.3.1. The goal of marketing
1.3.2. The functions of marketing
1.4. Marketing strategy, marketing mix decisions (marketing mix) and marketing plan
1.4.1. Marketing Strategy
1.4.2. Marketing mix decision (marketing mix)
1.4.3. The marketing plan
Chapter 2: The Marketing Environment
2.1. Concept and classification of marketing environment
2.1.1. Concept
2.1.2. Classification of marketing environment
2.1.3. The relationship between environmental factors
2.2. The micro-environment factors
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2.2.1. The elements within the enterprise

2.2.2. Supplier
2.2.3. Competitors
2.2.4. Public
2.2.5. Customers
2.2.6. The organization supports
2.3. The macro-environment factors
2.3.1. Politics - law
2.3.2. Economy
2.3.3. Culture - social
2.3.4. Nature
2.3.5. Demographics
2.3.6. Scientific - technical - technology
Chapter 3: Methods of Market Research
3.1. Market research and market research information
3.1.1. Concept
3.1.2. The role of market research in business
3.1.3. The type of market information to be collected
3.2. Market Research Process
3.2.1. Define the problem and research objectives
3.2.2. Plan research plan
3.2.3. Gather secondary information
3.2.4. Collect primary information
3.2.5. Handle research results
3.2.6. Report and proposed measures for marketing
3.3. Several methods for collecting primary information in marketing
3.3.1. Interview
3.3.2. Observations
3.3.3. Investigation by questionnaire
Chapter 4: Consumption market and buying behavior of consumers
4.1. Characteristics of consumption market and patterns of buying behavior of consumers
4.1.1. Concept and characteristics of consumption markets
4.1.2. Model of buying behavior of consumers
4.2. Types of buying behaviors
4.2.1. Common buying behavior
4.2.2. Complex buying behavior
4.2.3. Buying behavior to search for diversity
4.2.4. Buying behavior to ensure harmony
4.3. Factors affecting the buying behavior of consumers
4.3.1. Culture
4.3.2. Society
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4.3.3. Individuals
4.3.4. Psychology
4.3.5. The groups who influence buying behavior
4.4. Decision making process of buying individual customers
4.4.1. Awareness needs
4.4.2. Gathering information
4.4.3. Assessment option
4.4.4. Buying action
4.4.5. Reaction after buying
Chapter 5: Market and buying behavior of organizations
5.1. Market characteristics and the type of organization market
5.1.1. The concept and characteristics of organization market
5.1.2. Types of organization market
5.2. Model buying behavior of customers, organizations, businesses
5.2.1. Generalized buying model of organization
5.2.2. Buying behavior of government institutions
5.2.3. Buying behavior of manufacturing business
5.2.4. Buying behavior of intermediary business
5.3. Factors affecting the buying behavior of the organization
5.3.1. Environment
5.3.2. Organization
5.3.3. Personal relationships
5.3.4. Psychology
5.3.5. The groups who influence buying behavior
5.4. Decision-making process of the organization
5.4.1. Recognize problems
5.4.2. Describe general needs
5.4.3. Determine product specifications
5.4.4. Search providers
5.4.5. Request offers
5.4.6. Select suppliers
5.4.7. Do procedures for ordering
5.4.8. React after buying
Chapter 6: Market segmentation, target and positioning market
1.1. Market segmentation
1.1.1. The concept and importance of market segmentation
1.1.2. The segment criteria for the consumption market
1.1.3. The segment criteria of the organization market
1.1.4. Requirements of the market segmentation
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1.2. Target market

1.2.1. Concept
1.2.2. Selective base for target market
1.2.3. Options to choose target market
1.3. Positioning
1.3.1. Concept
1.3.2. Positioning base
1.3.3. Sitemap
Chapter 7: Product policy / decisions related to product
7.1. Products and product categories
7.1.1. The concept of product
7.1.2. Product structure
7.1.3. Product classification
7.2. Product lifecycle
7.2.1. Concept
7.2.2. The stages in the product life cycle
7.2.3. The meaning of the product life cycle
7.3. The strategy to link product - market
7.3.1. Existing products - existing market
7.3.2. Existing products - new markets
7.3.3. New Products - existing market
7.3.4. New products - new market
7.4. Brand
7.4.1. Brand and related concepts
7.4.2. Types of brand
7.4.3. Anatomy of brand
7.4.4. Related legal provisions
7.4.5. Developing and promoting brands
7.5. Product packaging
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7.5.1. Concept
7.5.2. Functions of packaging
7.5.3. Some attention to product packaging
Chapter 8: Pricing policies / decisions related to cost and price
8.1. Price and the role of pricing policy
8.1.1. Concept
8.1.2. The role of pricing policy
8.2. Factors affecting the pricing
8.2.1. Factors outside the enterprise
8.2.2. Factors within the enterprise
8.3. The type of pricing strategy
8.3.1. Pricing strategies for new products
8.3.2. Pricing strategies according to product line
8.3.3. Strategy to adjust price
8.4. The process of determining the optimal price
8.4.1. Identifying pricing policy target
8.4.2. Analyzing of market size
8.4.3. Analyzing cost
8.4.4. Analysis of competitors
8.4.5. Choosing pricing strategies
8.4.6. Determining prices and quotes
Chapter 9: Distribution policy / decisions related to the distribution of
goods
9.1 Objectives and functions of distribution activities
9.1.1 Distribution objectives
9.1.2 The function of distribution activities
9.1.3 Requirements of distribution operation
9.2 Distribution channels
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9.2.1 Concept
9.2.2 Types of channels
9.2.3 Issues to consider when designing channel for a separate product
9.3 Decisions relating to distribution channels
9.3.1 Selection of channel members
9.3.2 Channel development
9.3.3 Management of channel conflicts
9.4 Types of intermediaries
9.4.1 Wholesale
9.4.2 Retail
Chapter 10: Policies to promote and support business
10.1 Objectives and communication strategies
10.1.1 Objectives
10.1.2 Communication strategies
10.2 The models of promotion and communication
10.2.1 The general theoretical model
10.2.2 The other models
10.3 Tools to promote and support business
10.3.1 Advertising
10.3.2 Public Relations
10.3.3 Promotion sale
10.3.4 Trade Exhibition

Chapter 11: Introduction to services marketing

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11.1 Overview
11.1.1 Definition of services marketing
11.1.2 The nature of services marketing
11.1.3 Differences between services marketing and other forms of marketing
11.2 Elements of the services Marketing Mix
11.2.1 Products
11.2.2 Price
11.2.3 Place
11.2.4 Promotion
11.2.5 People
11.2.6 Process
11.2.7 Physical Evidence