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Lectures Marketing management - Chapter 0: Introduction to marketing management provides students with the knowledge: Course objectives, course materials, course assessment, course plan. Invite you to refer to the disclosures.
INTRODUCTION TO MARKETING MANAGEMENT Nguyen Tien Dung, MBA Email: dung.nguyentien3@hust.edu.vn Main Contents ● Course Objectives ● Course Materials ● Course Assessment ● Course Plan © Nguyễn Tiến Dũng 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 © Nguyễn Tiến Dũng 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 Quản lý, Trường ĐH Bách khoa Hà Nội © Nguyễn Tiến Dũng 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 bản, NXB Giáo dục Việt Nam, Hà Nội ● Philip Kotler (2008), Những phương thức sáng tạo, chiến thắng khống chế thị trường (sách dịch), NXB Tổng hợp TPHCM, TPHCM © Nguyễn Tiến Dũng Intertnet Sources ● ● ● ● ● Marketingpower.com Businessinsider.com Adage.com Interbrand.com Millwardbrown.com ● ● ● ● ● Marketing.24h.com.vn Marketingchienluoc.com Thuthuatmarketing.com Marketing.edu.vn Nguoitieudung.com.vn ● ● ● ● ● Brandsvietnam.com Branddance.vn Vietnambranding.com Vnbrand.net Thuonghieuviet.com.vn © Nguyễn Tiến Dũng Course Assessment ● Process Score (40%) ● Course group project work: ● mall groups (not over 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 ● lecture absence: -0.25 points/lecture ● Not-good attitude at class: -0.25 points/lecture © Nguyễn Tiến Dũng ● Final Exam Score (60%): 90 minutes, closed-book, two sections, ● Section A – marks: 25 multichoice questions ● Section B – marks: 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 © Nguyễn Tiến Dũng ... Bách khoa Hà Nội © Nguyễn Tiến Dũng References ● Trương Đình Chiến ( 201 3), Giáo trình Quản trị Marketing, NXB ĐH Kinh tế quốc dân, Hà Nội ● Nguyễn Tiến Dũng ( 201 2), Giáo trình Marketing bản,... lecture absence: -0 . 25 points/lecture ● Not-good attitude at class: -0 . 25 points/lecture © Nguyễn Tiến Dũng ● Final Exam Score ( 60% ): 90 minutes, closed-book, two sections, ● Section A – marks:... brands ● Describe the contents of marketing- mix strategies ● Understand special features of services and international marketing in marketing management © Nguyễn Tiến Dũng Course Materials ● Textbook: