NATIONAL ECONOMICS UNIVERSITY

BTEC HND BUSINESS & MANAGEMENT

SCHEME OF WORK (Semester 1, 2023/24)

Unit name Marketing Process and Planning

Unit ID R/508/0486 – RQF level 4
Lecturer Tran Hong Nhung
Hoang Phuong Dung
Lecturer email [email protected]
[email protected]
Tutor Pham Thai Ha Anh
Hoang Tuan Dung
Tutor email:
Office hours By appointment
Semester start date
Assessment 2 individual assignments
Total study hours 145 (5 hours in class + ≈7 hours per week self-study * 12
weeks)
Textbooks 1. Kotler, P. and Armstrong, G. (2017) Principles of
Marketing. London: Prentice Hall

About this module

This unit is designed to introduce students to the dynamic world of the marketing sector
and the wealth of exciting career opportunities available to support their decision
making in their career choices. Students will have the opportunity to learn about the
competencies and behaviours required by employers to work in the marketing sector.
They will be introduced to the key principles of marketing, enabling them to develop a
marketing plan and to employ elements of the marketing mix to achieve results. They
will study the underpinning theories and frameworks of marketing while relating them to
real-world examples, including products/services that they encounter in their daily lives.
The knowledge, understanding and skill sets which students will gain on successfully
completing this unit will enhance their career opportunities; whether this is setting up
their own business or employment in an organization.
Upon satisfactory completion of this course, students will be able to demonstrate
comprehension and application of the following skills:
LO1: Explain the role of marketing and how it interrelates with other business
units of an organization
 Understand the definition and key terminologies about Marketing

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  The roles and responsibilities of Marketing function in a firm
 The interrelationships of Marketing function with other units in a firm
 The roles of Marketing for the overall economy
LO2: Compare ways in which organizations use elements of the marketing mix to
achieve overall business objectives
 The 7Ps marketing mix
 Achieving overall business objectives
LO3: Produce a marketing plan for an organization that meets marketing
objectives
 Tactical market planning
 Marketing planning process
 Strategic marketing planning
LO4: Develop a media plan to support a marketing campaign for an organization.
 Create the creative brief
 Set the campaign objectives and parameters
 Plan for communication, messaging and positioning strategies
 Set timelines and action plans
 Understand different digital platforms and offline tools for communication
 Integrate multimedia channels
 Set quantitative and qualitative criteria

TEACHING SCHEDULE
Session/ Reading
Lectures
Day Textbook
Marketing concept
1.1 Marketing definitions
1.2 Understanding customer needs
1
1.3 Marketing management orientations Chapter 1 Kotler
1.4 Marketing function in a firm and marketing
management responsibilities
1.5 The changing marketing landscape
Role of marketing
2 2.1 Company-wide Strategic Planning: Defining Chapter 2 Kotler
Marketing’s role
2.2 Planning Marketing: Partnering to build customer
relationship
3 Marketing Environment Chapter 3 Kotler
3.1 Microenvironment Chapter 18 Kotler
3.2 Macroenvironment
Competitor analysis
3.3 Competitor Analysis
2
 3.4 Competitive strategies
Consumer Behavior
4 4.1. Factors affecting consumers Chapter 5 Kotler
4.2. The consumer buying process
Segmentation, Targeting and Positioning (STP)
5.1 Marketing strategy and the Marketing Mix
5.2 Marketing Planning
5 Chapter 2, 7
5.3 Market Strategy
Kotler
5.4 Market Segmentation
5.5 Market Targeting
5.6 Differentiation and Positioning
Product
6.1 Levels of Product and Services Chapter 8, 9
6 6.2 Product and Service Classifications Kotler
6.3 Product Decisions and Branding Chapter 5
6.4 New product Development Process and Product McDonald
Life Cycle
Price
7 7.1 Pricing procedure and methods Chapter 10, 11
7.2 Internal and external factors affecting price Kotler
decisions
7.3 Pricing strategies
Place & Promotion
8.1 Channel behaviour and Organization
8.2 Channel Design Decisions
8 Chapter 12, 14
8.3 Channel Management Decisions Kotler
Promotion Mix
8.4 The promotion mix
8.5 Developing effective marketing communication
People, Process and Physical evidence
9 9.1 People Chapter 8, 10, 11
9.2 Process Lovelock
9.3 Physical Evidence

Assignment 1

10 Develop a marketing campaign (P1) Chapter 2, 3, 6,

10.1. Tactical market planning 14 McDonald
10.2. Marketing planning process
10.3. Allocation of resources and implementation

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 9.4. Monitoring and control measures
Develop a marketing campaign (P2)
11 11.1 Strategic marketing planning Chapter 12, 13
11.2 Measurements of success McDonald
11.3 Evaluating and monitoring marketing plans
Develop a media plan (P1) - Marketing campaigns
12.1. The role of the creative brief.
12 12.2. Setting campaign objectives and parameters
Chapter 12
12.3. Different communication, messaging and McDonald
positioning strategies.
12.4. Campaign tactics that are SMART.
12.5. Metrics for measuring success.
Develop a media plan (P2) - The media plan
13.1. Consumer level targeting to establish customer
value proposition, key messaging and platform
preference.
13 13.2. Different digital platforms and offline tools for Chapter 7
communication. McDonald
13.3. Features and benefits of integrated multimedia
channels.
13.4. Different approaches to frequency and reach.
13.5. Setting quantitative and qualitative criteria

Structure of the semester

This module includes two sessions per week: A lecture session to introduce you to the
new concepts, theories, and knowledge in Marketing field and a tutorial session to
assist you in understanding the course materials as well as to guide you in preparing
your assignments.
Teaching methodology
The classroom sessions shall comprise lectures, discussions, games, exercises, case
studies, and student presentations. Also, there will be a Guest Speaker session when
one Marketing expert or practitioner will come to class and share their experiences in
the field.
Important class policies
Participation: You are required to attend at least 70% of all lectures and tutorial
sessions. Failing to do this will result in having to retake the module. You are also
expected to read all materials in advance and participate actively in the discussion of
articles, topics or case studies.
Contribution to a healthy classroom environment: Students are expected to be on time,
to remain quiet when the lecturer is speaking or when other students are making formal

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presentations. Laptops and other electronic devices can only be used in the class for
learning purpose.
Academic honesty: The discussion in the sessions will be open, including discussions
about examinations and assignments. However, while you may discuss ideas with
members of the teaching team or colleagues, you must produce your own work. Any
violation of academic integrity, including plagiarism or submitting duplicate work will
have very serious consequences. The minimum consequence will be having plagiarized
paper to be marked “rework all” and you will have only one chance to do so.
Group efforts: Some works will be done in syndicates. Sometime in the sessions may
be devoted to syndicate work. Syndicate work involves working with people who have
different perspectives, backgrounds and ways of doing things. These experiences will
give you a chance to explore change as a group. Any conflict that occurs within a group
that cannot be resolved to the satisfaction of all members of the group should be
referred to the teaching faculty for resolution. On the other hand, group works require
every group member’s effort. Relying on other people will not be accepted.
Written and oral assignments: Accurate and succinct communication is extremely
important in business. Consequently, it is expected that a high standard of written and
oral communication will be maintained during the sessions.
Grading for assignments: this will focus on three criteria:
 Content - the extent to which you addressed the issue;
 Analysis - the extent and level at which you went beyond description and
discussed the reasons for your decisions, etc.
 Style - the presentation, level of expression, argument, level of typographical
mistakes, and referencing.
Due dates for assignments: Your assignments’ due dates are indicated in the
assignment schedule. Late submission is not allowed.
Assessments
There will be two written individual assignments. Each assignment has 1 redo
opportunity.

References
1. Groucutt, J. and Hopkins, C. (2015). Marketing (Business Briefings). London:
Palgrave Macmillan
2. Jobber, D. and Chadwick, F. (2019). Principles and practice of Marketing. 9th ed.
Maidenhead: McGraw-Hill
3. Brassington, F. and Pettitt, S. (2012) Essentials of Marketing. 3rd Ed. Harlow:
Pearson
4. Lovelock, C. and Wirtz, J. (2011) Services Marketing: People, Technology, Strategy.
Pearson. (Relevant chapters provided by the lecturer)