Principles of Marketing Class



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SAIGONTECH



Course Syllabus

Principles of Marketing


  1. Class: MRKG 1311 – Principles of Marketing

Semester: Spring 2017


  1. Instructor: Lam Huynh Nhu, MBA

Email: nhu.lamhuynh@gmail.com

Mobile phone: 0906-006-757




  1. Campus and Room Location with Days and Times

Venue: R202 SaigonTech Tower

Time: Thursday 01:00 PM - 04:10 PM


  1. Course Semester Credit Hours (SCH): 3




  1. Total Course Contact Hours: 48 hours




  1. Textbook: MKTG 9 (with Online, 1 term (6 months) Printed Access Card) (New, Engaging Titles from 4LTR Press) 9th Edition. 9781285860169, 2015 by Charles W. Lamb , Joe F. Hair, Carl McDaniel




  1. Course Description: Introduction to basic marketing functions; identification of consumer and organizational needs; explanation of economic, psychological, sociological, and global issues; and description and analysis of the importance of marketing research. (Formerly MKTG 1305)




  1. Program Learning Outcomes

  1. Identify the marketing mix components in relation to market segmentation.

  2. Explain the environmental factors which influence consumer and organizational decision-making process.

  3. Outline a marketing plan.

  4. Identify the elements of the communication process between buyers and sellers in business.

  5. Utilize marketing research techniques to implement competitive marketing decisions




  1. Course Student Learning Outcomes (SLOs):

  1. Identify the marketing mix components in relation to market segmentation.

  2. Explain the environmental factors which influence consumer and organizational decision-making processes.

  3. Identify marketing activities that can add values to organization.

  4. Outline a marketing plan.




  1. Grading policy

    Items

    %

    Attendance and participation

    10%

    Chapter presentation

    10%

    Group project

    30%

    Mid-term exam

    25%

    Final exam

    25%

    Total

    100%

  2. Explanation of grade components and requirements

Attendance and participation (10%)

Regular attendance is required. If you miss class, you will be responsible for any work missed during your absence and will have your class participation grade reduced. Your class participation grade will be given based on your regular attendance and quality of contribution to class activities.


Chapter presentation (10%)

Each student will present a part of one or two pre-assigned chapter(s) during the course. The presentations need to cover the most important content for your audience, for example: definitions, theories and their purposes, applications, and trends etc. Moreover, you are also expected to come up with real examples to justify the academic theories in your presentation.


Group project (30%)

Each team of 4 to 5 students will write a 10-page Marketing plan and give a presentation about it. Team presentation should last 30 – 45 minutes not including Q & A section and must contain PowerPoint slides. Presentation and report must be sent to my email address before due date for grading. Only soft copies are needed. At the end of the course, I will ask group members to evaluate the contribution of their peers, and I will consider remarks when giving you final grade. Drafts of project must be submitted for instructor’s review and feedback; failure to submit the drafts will cause a reduction in grade.


Mid-term and Final Exam (50%)

Exam

Type

Open/close book

No. of questions

Duration

Points

Mid-term

MC

Close

60 - 70

120 minutes

60

Short Answer Questions

Close

5 - 8

40

Final

MC

Close

60 - 70

120 minutes

60

Short Answer Questions

Close

5 - 8

40



  1. Grading Scale

Percentage Grade

Letter Grade

90 – 100

A

80 – 89

B

70 – 79

C

60 – 69

D

0 – 59

F

The passing grade is D.




  1. Course calendar




Week

Date

Topic

1

12/01/2017

- Course and syllabus introduction

- Chapter 1: An Overview of Marketing

- Project introduction and group allocation


2

19/01/2017

- Chapter 2: Strategic Planning for Competitive Advantage

3

09/02/2017

- Chapter 4: The Marketing Environment

4

16/02/2017

- Chapter 6: Consumer Decision Making

- Approved project topic



5

23/02/2017

- Chapter 8: Segmenting and Targeting Markets

6

02/03/2017

- Chapter 10: Product concepts

- Project discussion



7

09/03/2017

- Chapter 11: Developing and Managing Products

- Mid-term exam review



8

16/03/2017

- Mid-term exam (chapter 1, 2, 4, 6, 8, 10, 11)

- Chapter 16: Marketing Communications



9

23/03/2017

- Chapter 17: Advertising, Public Relations, and Sales Promotion

10

30/03/2017

- Chapter 14: Marketing Channels

- Project 1st draft submission



11

06/04/2017

- Chapter 15: Retailing

12

13/04/2017

- Chapter 20: Pricing Concepts

13

20/04/2017

- Chapter 21: Setting the Right Price

- Project 2nd draft submission



14

27/04/2017

- Chapter 12: Service and Nonprofit Organization Marketing

- Final exam review



15

04/05/2017

- Final exam (chapter 12, 14, 15, 16, 17, 20, 21)

- Project discussion



16

11/05/2017

- Group presentation and project submission




  1. Classroom Policy

  • Late work will NOT be accepted. I will deduct 10% from that late work’s score per every day after due date.

  • Always come to class on time.

  • The use of cell phone is not allowed during lectures. Emergency calls can be made out of class.

  • Students are expected to take exam on the scheduled dates. Make-up exams are not guaranteed.

  • I will ask for your permission if I need to use Vietnamese to explain difficult terms or concepts for you, and vice versa.




  1. Cheating and Plagiarism Policy

Students are responsible for conducting themselves with honor and integrity in fulfilling course requirements. Penalties and/or disciplinary proceedings may be initiated by SaigonTech officials against a student accused of scholastic dishonesty. The penalties are regulated clearly in “Policy no.2 about Plagiarism, SaigonTech catalog 2015” which is available at http://www.saigontech.edu.vn/quy-dinh-ve-gian-lan-hoc-duong.html in SaigonTech’s website.
Acts of plagiarism include but are not limited to:

  • Submit other people’s works to get points (Nộp bài làm của người khác để lấy điểm cho mình).

  • Copy completely or partly from the text translated by translation tool such as Google translation etc (Sao chép nguyên văn, hoặc một phần từ các công cụ dịch thuật)

  • Copy words or ideas without citing source and author’s name (Sao chép từ hoặc ý tưởng của người khác mà không nêu nguồn tài liệu và tên tác giả được trích dẫn).

  • Do not use quotation marks for direct citation (Không đặt dấu ngoặc kép trong các trích dẫn nguyên văn).

  • Cite the wrong source (Đưa thông tin sai về nguồn của một trích dẫn).

  • Change the wording but sentence structure without citing author’s name (Thay đổi từ ngữ nhưng vẫn giữ nguyên cấu trúc câu của một nguồn tài liệu mà không nêu tên tác giả).

  • Borrow words/ phrases from a source without using quotation marks or with making negligible change (Vay mượn từ/ cụm từ của một nguồn tài liệu mà không đặt dấu ngoặc kép hoặc chỉ thay đổi chúng một cách qua loa).

  • Copy too many words or ideas that make up the most of personal work, regardless of whether source and author’s name are cited (Sao chép quá nhiều từ ngữ hoặc ý tưởng từ một nguồn tài liệu làm cho các ý tưởng đó chiếm phần lớn bài làm của mình, bất kể có nêu tên nguồn hoặc tác giả hay không)

  • Copy information from Internet such as company information, market information etc. (Sao chép thông tin từ Internet (thông tin công ty, thông tin thị trường v.v)

  • Cooperate with other students to do the exams, tests and other assignments without permission of the Instructor (Cộng tác với sinh viên khác trong lúc làm bài thi/kiểm tra hoặc trong các bài tập mà không được phép của giáo viên)

  • Use  one assignment to submit for different classes without permission of the Instructor (Sử dụng hoặc nộp cùng một bài làm cho nhiều lớp khác nhau mà không được phép của giáo viên môn học)

  • Have  other people do the exams, tests and other assignments for you (Đi thi hộ hoặc nhờ người khác thi hộ mình trong kỳ thi/ kiểm tra hoặc làm giúp hay nhờ người khác làm bài tập cho mình)


Other Student Information: Refer to SaigonTech’s website at www.saigontech.edu.vn for other student rights and responsibilities at the school.




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