MAR101 – PRINCIPLES OF MARKETING
Unit Guide
Trimester 1 2021-2022
M A R 1 01 P R I N C I P L E S O F M A R K E T I N G
T R I M E S T E R 1 2 0 2 1 – 2 0 2 2
1 | 12
1. CONTACT INFORMATION
Senior Lecturer
Dr. Tran Vi
Email: vi.tran@isb.edu.vn
Lecturer
Ms. Nguyen Le Xuan Doanh
Email: doanh.nguyen@isb.edu.vn
Program Administrator
Ms. Nguyen Truong An
Address: 17 Pham Ngoc Thach St., D3, HCMC
Phone: (028) 3920 9999 (Ex: 305)
Email: an.nguyen@isb.edu.vn
2. UNIT OVERVIEW
Principles of Marketing is an introductory marketing course aimed at students commencing the
Bachelor of Business (Marketing) or students from other courses who have not previously studied
marketing. It is a core course for the Bachelor of Business (Marketing). Principles of Marketing is a
prerequisite for all other marketing courses.
Principles of Marketing provides an overview of the marketing process, and how it works within the
business context. The aim is to introduce to you the important concepts underpinning the marketing
process and the practical tools used by marketers to implement marketing strategies. The course will
introduce to you the importance of marketing philosophy to future business viability and how each
person in an organization can make a contribution to the marketing process.
For marketing students, Principles of Marketing offers a preview of many of the important marketing
courses you will by studying throughout your course and will provide you with the basic concepts and
tools with which to explore the more specialized marketing courses that follow. It leads into Advanced
Marketing Concepts and Applications, where specific topics and skills are developed further.
For all other students, Principles of Marketing offers insights into the field of marketing, putting into
context the role of marketing in an organization, and how you may interface with marketing in your
role.
The course is based on both the theory and practice of marketing. Throughout teaching sessions and
assessment tasks you will be encouraged to apply the theoretical learning to real world practices.
3. PREREQUISITE
None
4. UNIT LEARNING OUTCOMES
Upon completion of this unit, students will be able to:
ULO1
Demonstrate an understanding of the underlying philosophy of the marketing concept and
its strategic importance for business.
ULO2
Demonstrate an understanding of the key marketing concepts and how they are applied
within a business context.
ULO3
Show an ability to analyse marketing situation critically, offer marketing solutions and justify
and support recommendations with marketing theory and examples from industry.
ULO4
Conceptualise broadly the marketing process and how the various elements of the marketing
mix, specific marketing tools and related theory fit together to make up a complete marketing
overview.
M A R 1 01 P R I N C I P L E S O F M A R K E T I N G
T R I M E S T E R 1 2 0 2 1 – 2 0 2 2
2 | 12
ULO5
Demonstrate an understanding of the differences between goods and services, consumers
and business markets and the implications to marketers managing these varied businesses.
ULO6
Demonstrate capability in written and oral communication and analytical skills in a marketing
context.
5. PROGRAM LEARNING OUTCOMES
In line with its focus on assuring students’ skills in unit learning outcomes 1-7 above, this unit is also
responsible for introducing/developing/assuring the following program-level learning outcomes (PLOs):
PLO1
PLO2
PLO3
PLO4
PLO5
PLO6
PLO7
6. STUDENT WORKLOAD
6.1. Study Load
The classes are VERY interactive and STUDENTS WILL BE EXPECTED TO PARTICIPATE in the class
discussions. To do this, it’s important that students review all the relevant materials, some of which will
be given to the students as homework, whilst other content will be given to them in class as preparation
for the discussions. The students can learn a great deal from listening to other people’s insights and
views. As well as this method of learning, the course will also use in-class mini presentations,
assignments, and open discussions to do this.
A student is expected to study 04 credit hours per week in the class. Meanwhile, they students also
have to spend at least 08 credit hours per week for self-study and/or off-class group work.
6.2. Attendance
It is strongly recommended that students attend all scheduled learning activities to support their
learning.
6.3. Online learning requirements
Unit materials will be made available on the unit’s E-Learning site. Students are expected to consult E-
learning at least twice a week, as all unit announcements will be made via the platform. Teaching and
learning materials will be regularly updated and posted online by the teaching team.
M A R 1 01 P R I N C I P L E S O F M A R K E T I N G
T R I M E S T E R 1 2 0 2 1 – 2 0 2 2
6.4. Feedback on assessments
Feedback is an important part of the learning process that can improve your progress towards achieving
the learning outcomes. Feedback is any written or spoken response made in relation to academic work
such as an assessment task, a performance or product. It can be given to you by a teacher, an external
assessor or student peer, and may be given individually or to a group of students. At ISB, it is the
responsibility of all students to seek out and act on feedback that is provided as a resource for further
learning.
6.5. General submission requirements
– Students must complete all assessments on the assigned dates including quizzes, mid-term test,
and final exam. If there are extenuating or unforeseen circumstances, students must follow the
school’s policies and procedures accordingly.
– All students must complete assignments and strictly follow instructions on how to submit. The
students must keep a copy of all assignments submitted for marking.
– If a student submits a late assessment without receiving a formal approval for an extension of
time (on the basis of an agreement between the school and the instructor), that one will be
penalized by 10% per day for up to 10 days. In other words, marks equal to 10% of the
assignment’s weight will be deducted from the mark awarded.
6.6. Special Requirements
– Essential equipment: Not applicable
– Legislative pre-requisites: Not applicable