MINISTRY OF EDUCATION & TRAINING COURSE DESCRIPTION

CANTHO UNIVERSITY

Subject: Basic Marketing

- Code: KT104
- Credit: 3

1. Lecturer’s Profile
Name: Lưu Thanh Đức Hải, PhD
Co-lecturer’s name: Lê Quang Viết, MSc; La Nguyễn Thùy Dung, MBA;Tu Van
Binh, MSc; Vo Hong Phuong, BSc.; Ho Le Thu Trang, BSc.
Department: Marketing and Tourism – Services Department
Phone: 0913.136026
E-mail: ltdhai@ctu.edu.vn; lqviet@ctu.edu.vn; lntdung@ctu.edu.vn

2. Pre-requisite course(s): none

3. Course’s Description
3.1. Content: This course will provide students basic knowledge of marketing such as
Marketing mix; Market segmentation and selecting target market; product planning
and development; product-mix strategies; pricing strategies; distribution strategies; and
promotion strategies. This course will help students applying Marketing mix strategies
to the various business sectors in order to increase the efficiency of the firms.
3.2. Teaching Method:
- Theory: 60%
- Group discussion: 20%
- Case assignment: 20%
3.3. Evaluation:
- Presentation: 20%
- Case assignment: 20%
- Final examination: 60%
4. Course’s Content:
Chapter I: An overview of Marketing 3 hours
I. Historical development of Marketing
II. The role of Marketing and Marketing function
III. Concept of Marketing mix
IV. Content of Marketing and Marketing system
Chapter II: Market research and understanding consumer behavior 5
hours
I. Searching target market
II. Market segmentation
III. Market demand: computing and forecasting
IV. Understanding consumer behavior and potential customers
Chapter III: Product-mix strategies 7 hours
A. Product planning and development
I. The meaning of “product”
II. Importance of product innovation
III. Developing new product and launching process
B. Product-mix strategies
1
I. The role of product-mix strategies
II. Concept of the product life cycle
III. Major product-mix strategies
C. Brands and packaging issues
I. Brands – Labeling
II. Packaging
Chapter IV: Pricing strategies 5 hours
A. Pricing objectives and price determination
I. Meaning and importance of price
II. Pricing objectives
III. Factors influencing price determination
IV. Basic methods of setting prices
B. Pricing strategies and policies
I. Pricing strategies of the firms
II. Price setting for new products
III. Pricing strategies for product mix
Chapter V: Distribution strategies 5 hours
I. Nature and importance of middlemen
II. Functions of distribution process
III. Wholesalers
IV. Retailers
V. Agent/brokers
VI. Selecting channels of distribution
Chapter VI: Promotion strategies and sale promotion 5 hours
I. Meaning and importance of promotion
II. Determination of promotion-mix
III. Determination of promotion costs
IV. Advertising
V. Sale promotion
VI. Personal selling
VII. Public relation

5. Textbook & Reference:

• Basic Marketing - Vũ Thế Phú, Open University Hồ Chí Minh City
• Principal of Marketing - Philip Kotler
• Marketing ứng dụng trong SXKD thương mại dịch vụ - Lưu Thanh Đức Hải
• Tiếp thị trong thế kỷ 21 – Mai thanh Hào
• Những chiến lược Marketing hiệu quả kỳ diệu – Thu Thủy

Date……………………
School of Economics & Business Administration Lecturer

Luu Thanh Duc Hai