[major=BBA_IB | course_id=MKT101 | syllabus_id=13458 | semester=1 | combo=core | title=Marketing Principles]
Course ID: MKT101
Title EN: Marketing Principles
Title VI: Nguyên lý Marketing
Credits: 3.0
Prerequisites: 
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.
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: 
Course type: coursera_hybrid
Decision: 932/QĐ-ĐHFPT dated 08/22/2025
Approved date: 2025-08-22
CLO1: Demonstrate understanding of marketing terminology and concepts
[1] category=Class participation and preparation; type=on-going; weight=10.0; duration=; question_type=; grading_guide=; completion_criteria=; clos=>0
[2] 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; grading_guide=The question will cover the lectures, class discussions, activities, exercises, and textbook.; completion_criteria=; clos=>0
[3] 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; 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.; completion_criteria=; clos=>0
[4] 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; grading_guide=Based on topics of studied units; completion_criteria=; clos=>0
[5] 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; grading_guide=Quizzes will test for knowledge of subjects in the chapters which have been taught.; completion_criteria=; clos=>0
[6] category=Final exam; type=Final exam; weight=30.0; duration=60'; question_type=LO1, LO2, LO3, LO4, LO5, LO6, LO7; grading_guide=The question will cover the lectures, class discussions, activities, exercises, and textbook.; completion_criteria=; clos=4
[1] desc=Principles of Marketing; author=Kotler, Philip and Armstrong, Gary; publisher=Pearson; edition=18th Edition; isbn=; main=True; online=; note=
[2] desc=Principles of Marketing: A global perspective; author=Kotler, Philip and Armstrong, Gary; publisher=Pearson; edition=; isbn=; main=True; online=; note=
[3] desc=Principles of Marketing; author=Philip Kotler and Gary Armstrong; publisher=Prentice Hall; edition=14th ed; isbn=; main=True; online=; note=
[4] desc=Principles of Marketing; author=Kotler, Philip and Armstrong, Sridhar Balasubramanian; publisher=Pearson; edition=GE 19th; isbn=9781292449364; main=True; online=; note=Chọn một trong 4 ấn bản. Ưu tiên mua ấn bản mới nhất.
[5] desc=https://www.coursera.org/learn/generative-ai-prompt-engineering-for-everyone; author=; publisher=Coursera; edition=; isbn=; main=True; online=True; note=
[6] desc=https://www.coursera.org/projects/prompt-engineering-generative-ai-for-marketing-advertising; author=; publisher=; edition=; isbn=; main=True; online=True; note=
Session 1: Introduction
Topic: Offline; Teaching type: LO1; LO: IT
ITU: Student's book, CMS
Materials: MKT101

Session 2: Chapter 1: Marketing: Creating and Capturing Customer Value
Topic: Offline; Teaching type: LO1; LO: T, U
ITU: Student's book, CMS
Materials: MKT101

Session 3: Chapter 1: Marketing: Creating and Capturing Customer Value (cont.)
Topic: Offline; Teaching type: LO1; LO: T, U
ITU: Case-study reviewing, CMS
Materials: MKT101 AI Integration Guide_FA25

Session 4: Group task: Case on Marketing changing landscape and Discussion
(Case should be designed to cover the overall trends of changes in Marketing environment nowadays)
Topic: Offline; Teaching type: LO1; LO: T, U
ITU: Case-study reviewing, CMS
CLO2: Identify wants and environmental factors that shape marketing activities for certain target markets
Session 1: Chapter 3: Analyzing the Marketing Environment
Topic: Offline; Teaching type: LO1; LO: T, U
ITU: Student's book, CMS

Session 2: Chapter 3: Analyzing the Marketing Environment
Individual Assignment Guidelines
Topic: Offline; Teaching type: LO1; LO: T, U
ITU: Student's book, CMS

Session 3: Group task: Analyzing Marketing environment of a specific company
(Some groups can be required to present)
Topic: Offline; Teaching type: LO2; LO: U
ITU: Student's book, CMS

Session 4: Chapter 4: Managing Marketing Information to Gain Customer Insights
Topic: Offline; Teaching type: LO6; LO: IT
ITU: Student's book, CMS
CLO3: Demonstrate knowledge of the individual components of a marketing mix
Session 1: Chapter 4: Managing Marketing Information to Gain Customer Insights
Topic: Offline; Teaching type: LO6; LO: IT
ITU: Student's book, CMS

Session 2: Chapter 4: Managing Marketing Information to Gain Customer Insights
Quiz 1 (C.1-C.4)
Topic: Offline; Teaching type: LO6; LO: IT
ITU: Student's book, CMS
Download: Quiz 1

Session 3: Chapter 5: Consumer Markets and Consumer Buyer Behavior
Topic: Offline; Teaching type: LO6; LO: IT
ITU: Student's book, CMS

Session 4: Chapter 5: Consumer Markets and Consumer Buyer Behavior
Topic: Offline; Teaching type: LO6; LO: I, T
ITU: Student's book, CMS
CLO4: Demonstrate knowledge of key business communication strategies within the marketing field
Session 1: Chapter 5: Consumer Markets and Consumer Buyer Behavior; Review Quiz 1
Topic: Offline; Teaching type: LO6; LO: I, T
ITU: Student's book, CMS
Download: Review Quiz 1

Session 2: 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)
Topic: Offline; Teaching type: LO6; LO: TU
ITU: Student's book, CMS

Session 3: Chapter 6: Business Markets and Business Buyer Behavior
Topic: Offline; Teaching type: LO6; LO: TU
ITU: Student's book, CMS

Session 4: 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)
Topic: Offline; Teaching type: LO6; LO: TU
ITU: Case-study reviewing, CMS
CLO5: Identify the organizational processes involved in the planning, implementation and control of marketing activities
Session 1: Chapter 7: Customer-Driven Marketing Strategy: Creating Value for Target Customers
Topic: Offline; Teaching type: LO6; LO: TU
ITU: Student's book, CMS

Session 2: Chapter 7: Customer-Driven Marketing Strategy: Creating Value for Target Customers
Topic: Offline; Teaching type: LO6; LO: TU
ITU: Student's book, CMS

Session 3: Chapter 7: Customer-Driven Marketing Strategy: Creating Value for Target Customers
Topic: Offline; Teaching type: LO4; LO: ITU
ITU: Student's book, CMS

Session 4: Chapter 8: Products, Services, and Brands: Building Customer Value
(Focus on Products, not Services and Branding because they are so abstract to the students)
Topic: Offline; Teaching type: LO1, LO2, LO4, LO6; LO: TU
ITU: Student's book, CMS
CLO6: Understanding basic characteristic of B2B and B2C marketing.
Session 1: Chapter 8: Products, Services, and Brands: Building Customer Value
Topic: Offline; Teaching type: LO1, LO2, LO4, LO6; LO: TU
ITU: Student's book, CMS

Session 2: Chapter 9: New Product Development and Product Life-Cycle Strategies;
Quiz 2 (C.5-C.7)
Topic: Offline; Teaching type: LO6; LO: I, T
ITU: Student's book, CMS
Download: Quiz 2

Session 3: Chapter 9: New Product Development and Product Life-Cycle Strategies
Topic: Offline; Teaching type: LO6; LO: I, T
ITU: Student's book, CMS

Session 4: Chapter 9: New Product Development and Product Life-Cycle Strategies
Topic: Offline; Teaching type: LO6; LO: I, T
ITU: Student's book, CMS
CLO7: Understanding the differences of goods and service characteristic in marketing
Session 1: 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)
Topic: Offline; Teaching type: LO6; LO: IT
ITU: Student's book, CMS

Session 2: 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)
Topic: Offline; Teaching type: LO6; LO: IT
ITU: Student's book, CMS

Session 3: Chapter 10: Pricing: Understanding and Capturing Customer Value
Topic: Offline; Teaching type: LO7; LO: I, T
ITU: Student's book, CMS

Session 4: Review Quiz 2
Topic: Offline; Teaching type: LO1, LO2, LO4, LO6, LO7; LO: T
ITU: Student's book, CMS
Download: Review Quiz 2
CLO8: Apply AI to maketing tasks with an awareness of its benefits, limitations and ethical risks
Session 1: Chapter 11: Pricing Strategies
Topic: Offline; Teaching type: LO3, LO7; LO: I, T
ITU: Student's book, CMS

Session 2: Chapter 11: Pricing Strategies
Topic: Offline; Teaching type: LO3, LO7; LO: I, T
ITU: Student's book, CMS

Session 3: 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)
Topic: Offline; Teaching type: LO3, LO6, LO7; LO: TU
ITU: 
Download: Quiz 3

Session 4: Chapter 12: Marketing Channels: Delivering Customer Value
Topic: Offline; Teaching type: LO3; LO: I, T
ITU: Student's book, CMS
Session 1: Chapter 12: Marketing Channels: Delivering Customer Value
Topic: Offline; Teaching type: LO3; LO: I, T
ITU: Student's book, CMS

Session 2: Review Quiz 3
Topic: Offline; Teaching type: LO3, LO6, LO7; LO: 
ITU: 
Download: Review Quiz 3

Session 3: 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)
Topic: Offline; Teaching type: LO3; LO: I, T
ITU: Student's book, CMS

Session 4: (One slot for retailing and one for wholesaling)
Topic: Offline; Teaching type: LO3; LO: I, T
ITU: Student's book, CMS
Session 1: Chapter 14: Communicating Customer Value: Integrated Marketing Communications Strategy
Topic: Offline; Teaching type: LO3; LO: I, T
ITU: Student's book, CMS

Session 2: Chapter 14: Communicating Customer Value: Integrated Marketing Communications Strategy
Topic: Offline; Teaching type: LO3; LO: I, T
ITU: Student's book, CMS

Session 3: Chapter 14: Communicating Customer Value: Integrated Marketing Communications Strategy
Topic: Offline; Teaching type: LO3; LO: I, T
ITU: Student's book, CMS

Session 4: Group assignment guidelines
Topic: Offline; Teaching type: LO3; LO: I, T
ITU: Student's book, CMS
Session 1: Chapter 15: Advertising and PR
Individual Assignment Submission
Topic: Offline; Teaching type: LO3, LO5, LO6, LO7; LO: TU
ITU: Student's book, CMS

Session 2: Chapter 15: Advertising and PR
Topic: Offline; Teaching type: LO3, LO5, LO6, LO7; LO: TU
ITU: Student's book, CMS

Session 3: Essay test
Topic: Offline; Teaching type: LO3, LO5, LO6, LO7; LO: U
ITU: 

Session 4: Chapter 16: Personal Selling and Sales Promotion
Topic: Offline; Teaching type: LO4; LO: I, T
ITU: Student's book, CMS
Download: Essay
Session 1: Chapter 16: Personal Selling and Sales Promotion
Topic: Offline; Teaching type: LO4; LO: I, T
ITU: Student's book, CMS

Session 2: Quiz 4 (C.12-C.16)
Topic: Offline; Teaching type: ; LO: 
ITU: 
Download: Quiz 4

Session 3: Guest speaker
Topic: Offline; Teaching type: LO4; LO: I, T
ITU: Student's book, CMS

Session 4: Guest speaker
Topic: Offline; Teaching type: LO4; LO: I, T
ITU: Student's book, CMS
Session 1: Review essay test
Topic: Offline; Teaching type: LO4; LO: I, T
ITU: Student's book, CMS

Session 2: Review Quiz 4
Topic: Offline; Teaching type: LO4; LO: I, T
ITU: Student's book, CMS
Download: Review 4

Session 3: Group report submission
Topic: Offline; Teaching type: LO4; LO: I, T
ITU: Student's book, CMS

Session 4: GROUP PRESENTATION AND REPORT SUBMISSION
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO5, LO6, LO7, LO8; LO: U
ITU: Student's book, CMS
Session 1: GROUP PRESENTATION AND REPORT SUBMISSION
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO5, LO6, LO7, LO8; LO: U
ITU: Student's book, CMS

Session 2: GROUP PRESENTATION AND REPORT SUBMISSION
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO5, LO6, LO7, LO8; LO: U
ITU: Student's book, CMS

Session 3: GROUP PRESENTATION AND REPORT SUBMISSION
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO5, LO6, LO7, LO8; LO: U
ITU: Student's book, CMS

Session 4: GROUP PRESENTATION AND REPORT SUBMISSION
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO5, LO6, LO7, LO8; LO: U
ITU: Student's book, CMS
Session 1: GROUP PRESENTATION AND REPORT SUBMISSION
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO5, LO6, LO7, LO8; LO: U
ITU: Student's book, CMS

Session 2: Feedback on Individual Assignment
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO5, LO6, LO7, LO8; LO: TU
ITU: Student's book, CMS

Session 3: COURSE REVIEW
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO5, LO6, LO7, LO8; LO: TU
ITU: Student's book, CMS

Session 4: COURSE REVIEW
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO5, LO6, LO7, LO8; LO: TU
ITU: Student's book, CMS