Marketing Principles (MKT101)
Vietnamese title: Nguyên lý Marketing
Credits: 3

Description:
The course is designed to provide students with a strong foundation in marketing based on five key activities: (1) identifying customer needs, (2) providing customers with the right products or service to meet their needs, (3) assuring availability to customers through the right distribution channels, (4) using promotional activities in ways that motivate purchase as effectively as possible, (5) setting an appropriate price that maximizes firm profitability while maintaining customer satisfaction.
The Principle of Marketing course (Philip Kotler) integrates AI tools as supportive instruments for idea generation, document organization, and the practical application of marketing concepts. Students will employ AI for brainstorming, content structuring, creation of marketing materials, and basic analytics, while retaining full responsibility for ensuring originality, critical evaluation, and refinement of their work. The course also equips students to assess the strengths and limitations of AI-generated outputs and to identify ethical risks such as plagiarism and bias.
Tools Utilized:
- lmarena AI: For generating marketing-related data and insights.
- Statista: For accessing statistical data and market research.
- ChatGPT: For idea generation, structuring documents, and simulating real-life marketing scenarios.
- Canva: For creating visual marketing materials like infographics, templates, and videos.
The assessment methods have been reformed to more accurately reflect students’ actual competencies. Learners are evaluated through oral examinations, presentations, group debates, and the assessment of submitted products, as well as through their selection of prompts, which demonstrate their thinking process, revisions, and interactions with AI feedback.

Learning outcomes:
Demonstrate understanding of marketing terminology and concepts
Identify wants and environmental factors that shape marketing activities for certain target markets
Demonstrate knowledge of the individual components of a marketing mix
Demonstrate knowledge of key business communication strategies within the marketing field
Identify the organizational processes involved in the planning, implementation and control of marketing activities
Understanding basic characteristic of B2B and B2C marketing.
Understanding the differences of goods and service characteristic in marketing
Apply AI to maketing tasks with an awareness of its benefits, limitations and ethical risks

Student tasks:
- Attend at least 80% of contact hours in order to be accepted to the final examination
- Actively participate in class activities
- Fulfill tasks given by instructor after class
- Use their own laptop in class only for learning purpose
- Read the textbook in advance
- Access the course website (www.flm.fpt.edu.vn) for up-to-date information and material of the course, for online supports from teachers and other students and for practicing and assessment.

Tools:

Materials:
description: Principles of Marketing
author: Kotler, Philip and Armstrong, Gary
publisher: Pearson
published_date: 2020
edition: 18th Edition
description: Principles of Marketing: A global perspective
author: Kotler, Philip and Armstrong, Gary
publisher: Pearson
published_date: 2009
description: Principles of Marketing
author: Philip Kotler and Gary Armstrong
publisher: Prentice Hall
published_date: 2012
edition: 14th ed
description: Principles of Marketing
author: Kotler, Philip and Armstrong, Sridhar Balasubramanian
publisher: Pearson
published_date: 2023
edition: GE 19th
isbn: 9781292449364
note: Chọn một trong 4 ấn bản. Ưu tiên mua ấn bản mới nhất.
description: https://www.coursera.org/learn/generative-ai-prompt-engineering-for-everyone
publisher: Coursera
description: https://www.coursera.org/projects/prompt-engineering-generative-ai-for-marketing-advertising

Assessments:
category: Class participation and preparation
type: on-going
weight: 10.0
note: Participation grade will be given based on students' preparation, quantity as well as quality of participation in classroom; quality of participation is demonstrated through asking relevant questions, making statements that add to and facilitate class discussion, and builds upon others’ comments.
category: Essay Test
type: on-going
weight: 10.0
duration: OP1: 40'
OP2 (For Constructivism Approach only): Follow lecturer's proposal
question_type: LO3, LO5, LO6, LO7
no_question: OP1: Essay questions
OP2 (For Constructivism Approach only): Follow lecturer's proposal
knowledge_and_skill: Follow lecturer's proposal
grading_guide: The question will cover the lectures, class discussions, activities, exercises, and textbook.
note: Class room
category: Group assignment
type: on-going
weight: 20.0
duration: OP2 (For Constructivism Approach only): Follow lecturer's proposal
question_type: LO1, LO2, LO3, LO4, LO5, LO6, LO7, LO8
no_question: OP1: A group of four or five students will choose a real company to write on selected marketing issues in that company. Based on the theories acquired from this course, give your group’s recommendations to improve the company's marketing effectiveness. The input for the assignment must be based on your observation, direct interviews with managers and staff of that company, and the company's documents. OP2 (For Constructivism Approach only): Follow lecturer's proposal
knowledge_and_skill: OP1: Maximum length of the group assignment should be 10 pages excluding appendices OP2 (For Constructivism Approach only): Follow lecturer's proposal
grading_guide: Based on topics of studied units. Students should demonstrate their capability of using various AI tools (lmarena AI, Statista, ChatGPT, Canva,...) for idea generation, document organization, and the practical application of marketing concepts.
note: For option 1: Evaluation will be based on the presentation, the written report, and individual performance (e.g., through interviews or individual questions), in order to accurately reflect students’ actual competencies.
All options: AI skill evaluation (20% of the assignment mark) is based on students’ originality, their ability to critically evaluate and refine their work, as well as their capacity to assess the strengths and limitations of AI-generated outputs and to identify ethical risks such as plagiarism and bias.
category: Individual Writing Assignment
type: on-going
weight: 10.0
duration: OP2 (For Constructivism Approach only): Follow lecturer's proposal
question_type: LO1, LO2, LO3, LO4, LO5, LO6, LO7
no_question: OP1: Individual students will choose one of three topics relating to marketing to write about. By using references from the textbook and other sources, students will outline the key aspects of this topic, identify a real-world example, and discuss how marketing principles can be applied to produce a positive outcome.
OP2 (For Constructivism Approach only): Follow lecturer's proposal
knowledge_and_skill: OP1: Maximum length of the individual assignment should be 5 pages excluding appendices
OP2 (For Constructivism Approach only): Follow lecturer's proposal
grading_guide: Based on topics of studied units
note: Individual assignment submitted in class
category: Quizzes
type: on-going
weight: 20.0
duration: OP1: 20' each
OP2 (For Constructivism Approach only): Follow lecturer's proposal
question_type: LO1, LO2, LO3, LO4, LO5
no_question: OP1: Multiple choice questions, Case study exercises
OP2: Questions or Activities
knowledge_and_skill: OP1: ~20 questions
OP2 (For Constructivism Approach only): Follow lecturer's proposal
grading_guide: Quizzes will test for knowledge of subjects in the chapters which have been taught.
note: Class room
category: Final exam
type: Final exam
weight: 30.0
duration: 60'
question_type: LO1, LO2, LO3, LO4, LO5, LO6, LO7
no_question: Multiple choice, apr. 50 questions. Other types of questions may be included.
grading_guide: The question will cover the lectures, class discussions, activities, exercises, and textbook.
note: Exam room

Schedule:
session: Introduction
learning_outcomes: IT
materials: MKT101
session: Chapter 1: Marketing: Creating and Capturing Customer Value
learning_outcomes: T
U
materials: MKT101
session: Chapter 1: Marketing: Creating and Capturing Customer Value (cont.)
learning_outcomes: T
U
materials: MKT101 AI Integration Guide_FA25
session: Group task: Case on Marketing changing landscape and Discussion
(Case should be designed to cover the overall trends of changes in Marketing environment nowadays)
learning_outcomes: T
U
session: Chapter 3: Analyzing the Marketing Environment
learning_outcomes: T
U
session: Chapter 3: Analyzing the Marketing Environment
Individual Assignment Guidelines
learning_outcomes: T
U
session: Group task: Analyzing Marketing environment of a specific company
(Some groups can be required to present)
learning_outcomes: U
session: Chapter 4: Managing Marketing Information to Gain Customer Insights
learning_outcomes: IT
session: Chapter 4: Managing Marketing Information to Gain Customer Insights
learning_outcomes: IT
session: Chapter 4: Managing Marketing Information to Gain Customer Insights
Quiz 1 (C.1-C.4)
learning_outcomes: IT
session: Chapter 5: Consumer Markets and Consumer Buyer Behavior
learning_outcomes: IT
session: Chapter 5: Consumer Markets and Consumer Buyer Behavior
learning_outcomes: I
T
session: Chapter 5: Consumer Markets and Consumer Buyer Behavior; Review Quiz 1
learning_outcomes: I
T
session: Chapter 6: Business Markets and Business Buyer Behavior
(Quickly run through chapter 6's contents while the format is nearly like the chapter 5's to allocate time for the Quiz 1)
learning_outcomes: TU
session: Chapter 6: Business Markets and Business Buyer Behavior
learning_outcomes: TU
session: Group task: Analyze the decision-making process of a specific company in buying some materials as input to its production. (Discuss the learning outcomes of the cases with students)
learning_outcomes: TU
session: Chapter 7: Customer-Driven Marketing Strategy: Creating Value for Target Customers
learning_outcomes: TU
session: Chapter 7: Customer-Driven Marketing Strategy: Creating Value for Target Customers
learning_outcomes: TU
session: Chapter 7: Customer-Driven Marketing Strategy: Creating Value for Target Customers
learning_outcomes: ITU
session: Chapter 8: Products, Services, and Brands: Building Customer Value
(Focus on Products, not Services and Branding because they are so abstract to the students)
learning_outcomes: TU
session: Chapter 8: Products, Services, and Brands: Building Customer Value
learning_outcomes: TU
session: Chapter 9: New Product Development and Product Life-Cycle Strategies;
Quiz 2 (C.5-C.7)
learning_outcomes: I
T
session: Chapter 9: New Product Development and Product Life-Cycle Strategies
learning_outcomes: I
T
session: Chapter 9: New Product Development and Product Life-Cycle Strategies
learning_outcomes: I
T
session: Group task: Developing a new product to launch into the market & Presenting
(Lead the students to develop the new products as if they were about to set up a new idea of business)
learning_outcomes: IT
session: Chapter 10: Pricing: Understanding and Capturing Customer Value
(Only instruct the students on What is a Price & Major Pricing Strategies. Other contents can be used as topics of further discussion)
learning_outcomes: IT
session: Chapter 10: Pricing: Understanding and Capturing Customer Value
learning_outcomes: I
T
session: Review Quiz 2
learning_outcomes: T
session: Chapter 11: Pricing Strategies
learning_outcomes: I
T
session: Chapter 11: Pricing Strategies
learning_outcomes: I
T
session: Chapter 12: Marketing Channels: Delivering Customer Value
(Do not need to mention the Public Policy and Distribution Decisions part. The rest should be closely instructed)
Quiz 3 (C.8-C.11)
learning_outcomes: TU
session: Chapter 12: Marketing Channels: Delivering Customer Value
learning_outcomes: I
T
session: Chapter 12: Marketing Channels: Delivering Customer Value
learning_outcomes: I
T
session: Review Quiz 3
session: Group task: Based on the major types of retailers and wholesalers in Chapter 13, identify the ones which exist in Vietnam market; then, name a successful example of each and explain their success. (One slot for retailing and one for wholesaling)
learning_outcomes: I
T
session: (One slot for retailing and one for wholesaling)
learning_outcomes: I
T
session: Chapter 14: Communicating Customer Value: Integrated Marketing Communications Strategy
learning_outcomes: I
T
session: Chapter 14: Communicating Customer Value: Integrated Marketing Communications Strategy
learning_outcomes: I
T
session: Chapter 14: Communicating Customer Value: Integrated Marketing Communications Strategy
learning_outcomes: I
T
session: Group assignment guidelines
learning_outcomes: I
T
session: Chapter 15: Advertising and PR
Individual Assignment Submission
learning_outcomes: TU
session: Chapter 15: Advertising and PR
learning_outcomes: TU
session: Essay test
learning_outcomes: U
session: Chapter 16: Personal Selling and Sales Promotion
learning_outcomes: I
T
session: Chapter 16: Personal Selling and Sales Promotion
learning_outcomes: I
T
session: Quiz 4 (C.12-C.16)
session: Guest speaker
learning_outcomes: I
T
session: Guest speaker
learning_outcomes: I
T
session: Review essay test
learning_outcomes: I
T
session: Review Quiz 4
learning_outcomes: I
T
session: Group report submission
learning_outcomes: I
T
session: GROUP PRESENTATION AND REPORT SUBMISSION
learning_outcomes: U
session: GROUP PRESENTATION AND REPORT SUBMISSION
learning_outcomes: U
session: GROUP PRESENTATION AND REPORT SUBMISSION
learning_outcomes: U
session: GROUP PRESENTATION AND REPORT SUBMISSION
learning_outcomes: U
session: GROUP PRESENTATION AND REPORT SUBMISSION
learning_outcomes: U
session: GROUP PRESENTATION AND REPORT SUBMISSION
learning_outcomes: U
session: Feedback on Individual Assignment
learning_outcomes: TU
session: COURSE REVIEW
learning_outcomes: TU
session: COURSE REVIEW
learning_outcomes: TU